20ideas forMarketingin a network economy

1. AttentionPeople don’t wake up thinking about your brandThe human brain processes about 5% of the information it receives. What makes your message worthy of that 5%?

2. AuthenticityWhat is your story and is it important enough to care about?Do you really care about what you do? If it matters to you, it will matter to your audience

3. TribesThe Beatles didn’t invent teenagers, they merely decided to lead themFind a group that is disconnected but already has a yearning rather than persuading people to want something they don’t have yet

4. CrowdsourceThere are a billion great ideas out thereWork with your customers to innovate and create better products that people want

5. EthnographyGet watching. It’s not about focus groups anymoreGet out there and see exactly how people use your product in the real world

6. Features & BenefitsPeople buy on benefits and justify their decision through featuresAre you selling on features or benefits? What’s in it for your audience?

7. Opportunity costsAll consumption is an opportunity costIn a world of abundant choice, what are people actually spending their money on?

8. Integrated channelsThink holistically – integrate don’t isolateDo you separate or do you integrate your approach across mobile, web, TV and print?

9. Metrics‘What gets measured gets managed’ (Jack Welch)Do you see metric analysis as a chore or is it part of your company DNA?

10. NomadsAlways looking for the best deal in a buyer’s marketHow do you build loyalty with the fickle, discount seeking, nomadic customers? Do they matter to you?

11. Existing behavioursWe have always listened to music, but the iPod made it easierSuccessful technologies enhance existing behaviours rather than expecting customers to follow new ones

12. The 10%Find the 10% of your market already sold on your productInvolve them, respect them and treat them well and they will care about you

13. Grass rootsYour best fan club is the one that you didn’t startTake action and be your best and people will love you for what you do

14. MarketersYour best marketers are your current customersAre you marketing ‘to’ your customers or ‘with’ your customers? Work with them to give them what they want

15. Customer serviceExcelling at customer service is your best marketing strategyGive your customers a good reason to talk about you and to come back for more

16. EcosystemsThrow away your pipeline, live in the real world and be agileDon’t look for customers for your products, instead, create products for your customers

17. Leave a legacyWhen the advertising campaign stops, the attention evaporatesOutlive the campaign by creating a legacy. Don’t sponsor an event - create the event

18. TransparencyYour customers want to trust you. Your values should be their valuesBe open about where your products are made, ecological footprints and what you stand for

19. Social fabricSell more by not selling. Be their social fabricHelp your customers connect to one another. Provide them a sense of belonging and feeling significant

20. X-FactorBe remarkable. Be with your audience. Become the conversationIt’s not about social media marketing. It’s about leading a community, building an ecosystem and creating a legacy

For more ideas & insights visitwww.eccocia.com