The pressure to adopt shiny new online methods can force interactive marketers to forego strategic thinking in favor of a potential quick fix. The sheer number of tools available can convolute the industry; it becomes easy to copy others who've seen success with certain tactics while failing to ask the critical question, "What will this actually do for my brand?” The line between good and bad marketing practices can be very thin. If you're not effectively measuring your efforts, what you think is benefiting your brand may actually be having an insidious effect.

1. Breaking Destructive
Marketing Habits
November 18, 2015

2. Annual Planning Habits
• How do you start your plan?
• Do you evaluate existing media to see if they
still belong in the mix?
» Do you look at analytics to confirm hypothesis?
• Do you add new media/formats without
asking yourself – what will this do for my
brand?

3. Why Focus Online?
60%
of all adults
go online
first
"There is no such
thing as digital
marketing.
There is marketing
-- most of which
happens to be
digital.”
Brad Jakeman, PepsiCo

4. Shiny Objects
• Competitor rather than Customer Driven
• CEO Reads or Watches it
• No Data Support or Research!
• Time = Money

5. Avoiding the Shiny Object Trap
• Document your Target Audience
• Challenge your Assumptions
• Test to Confirm
• Know the audience for a media to
defend against shiny object “bearers”
» http://www.pewresearch.org/
» http://www.pewinternet.org/

6. Stop Over-Sharing on Social
• Excessive Posting on Facebook
» No more than once a day
» At least two times a week
• Lengthy Content Kills
» Wall posts fewer than 80 characters gained
66% higher engagement than lengthier posts
• Average engagement rate declined after
the third tweet of the day

7. Lengthy Content Kills

8. Over-Sharing Troubleshooting
• Impulse driven vs. Strategy driven
» Does it fit your core message strategy and brand?
» Is it written to engage with your core consumer?
» Is it Your message or the Company’s message?
• Ask “Is this platform an appropriate use of
Resources?”

9. Jumping on Bandwagons

10. Good Bandwagon

11. Really Bad Bandwagon

12. Still a Bandwagon
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13. Hashtag Abuse
That’s 23
Hashtags!

14. Relying Too much on Automation
• Automation is your friend but …
» Talking is still effective
­ CRM schedules should include calls
» Content not recreated for media
» Canned responses that sound …
canned
­ Don’t skip personalization options
­ Don’t “set it and forget it”

15. Really Bad Automation

16. Email is Still Important
•! Review Email Marketing Program
»!It’s “boring” and “old school”
»!Subject lines matter.
16

17. Don’t Rely on Others
•!Create lead nurturing
email programs
»!Easy to set-up with any
email system
»!Mixed media
»!You know the follow-up is
happening
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18. Interesting Facts on Content
John Deere began publishing its
magazine for farmers, The
Furrow, in 1895 (and it's still
produced today).
http://www.deere.com/en_US/industry/agriculture/
our_offerings/furrow/furrow.page

19. Avoid Pointless Content Marketing
• Never Forget your Audience
• Content should be desirable, not forced
• Mix it up
» Video, Multimedia, Games, Surveys
» ThinkWithGoogle.com
» Real Life Engagement

20. Interactive Content
http://f.email.americanexpress.com/s/13/268935263/
FallGreatEscape.html

21. Educational Content
http://www.worldunderwater.org/

22. Real Life Engagement
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