Cracking the Digital Code
The who, where & how-to
of building better relationships
with your target audiences
Push vs. Pull
Remember the old marketing theory of Push vs. Pull?
With Push Marketing, companies seek customers by pushing out
their products and services out to consumers. Television, radio,
newspaper ads, and direct mail are all examples.
Pull Marketing is when companies tempt customers to them,
pulling them in to their brand via search,
whitepapers, media coverage, etc.
But now there’s something new happening…
The Digital Revolution
Digital has ushered in profound changes in how your target audiences
consume and create news, make buying decisions, contribute time and
money to causes, research topics of interest, and share information
about brands with their networks. In fact, the web has changed
everything we do, from falling in love to creating music.
So what does it mean for marketers?
Many-to-many is the new “It”
The old one-to-many marketing strategies are being augmented by new
Did you hear
Buy my about the new I got the
stuff! stuff? stuff!
Love it! Hate
Same old new “it”
They have megaphones. Embrace it!
People are more empowered than ever with a multitude of ways to be
heard. Your audiences are now key to your brand’s online reputation;
thus, they’re key to your brand’s success.
Is that good news for your brand?
Think about it this way...
Imagine you’re having a sales competition. Who do you think would win
the race, selling your brand most effectively?
A. Your very best rock-star salesperson
B. Your most enthusiastic and fanatical customer
C. A large collection of your customers, staff
members, prospects and other engaged
audiences sharing their honest opinions
about your product
You did pick “C,” right?
Right. Your own customer base and other engaged audiences are an
incredibly valuable, perhaps largely untapped, resource.
But who are your audiences?
Audience = Anyone engaged with your brand
Anyone paying attention to, engaging with, or sharing opinions about
your brand is a member of your audience. Engaging them in a positive
fashion is increasingly important in this many-to-many marketing climate.
CUSTOMERS STAFF PROSPECTS THE MEDIA THE BOARD
The “Engagement Diamond”
Your digital assets need to target
different groups, take into account
different levels of engagement, and
address the small percentage of
people—the “loud crowd”—who
pipe up most often on blogs
and social sites as well as the
majority who share with their
networks less frequently.
Good marketers move the needle,
pushing audience members higher
up towards the top of the diamond
So now we know who they are, but where do you reach them?
They’re everywhere (all the time).
They’re online. So if you’re communicating online, your messages now
reach people in the grocery store, at a soccer game, boarding a plane,
even in bed as they check email, blog and social sites on their laptops,
iPads, and Blackberries.
And they don’t just get messages on the go, they
create, share and pass-on messages to their
networks from everywhere as well.
See sources and find more info here and here.
They’re engaged (but is it with you?)
In addition to being everywhere all the time, they’re more engaged than
ever. They’re crazy in love with their digital toys and busy creating virtual
personalities and sharing information about your brand, and millions of
others. According to a recent study, most American college students, for
example, are not just unwilling, but functionally unable to be without
their new media links to the world.
“I clearly am addicted…” said
one student in the study. “I
feel like most people these
days are in a similar situation,
for between having a
Blackberry, a laptop, a
television, and an iPod, people
have become unable to shed
their media skin.”
See sources and find more info here and here.
So now we know who they are and where they are, but how do you
reach them effectively and stand out from the clutter?
Become a digital genie…
Give your audiences what they want: content that is relevant, engaging,
educational, human, funny, timely, conversational, informative, useful.
Who am I trying to reach? What are their needs?
What are their interests? What do I have/know that
is important to them? How do they consume info?
What can I develop that will be of use to them?
How can I leverage my expertise to alleviate these
concerns? How often do they want to hear from me?
Like any relationship, generosity counts so share
your knowledge, expertise, humor, information and
Here’s an example of how the definition of good content has changed.
Remember the golden-rule of old school marketing, “sell the sizzle not
the steak”? It has been updated. The new rule? To sell that steak,
educate with recipe ideas, grilling tips, pairing guides and more!
same old new “it”
H/T Loren McDonald
Relevance is the foundation.
No matter who you’re reaching out to or how you’re reaching them,
make sure every bit of content you share includes relevant and valuable
pieces of information. Building relationships takes time and effort, but
laying a good foundation by sharing tactical tips, how-to guides, do’s
and don’ts, transferable content like video and images, and other
relevant, informative, entertaining and/or useful content will—slowly but
surely—help you develop positive and interactive relationships.
Good packaging counts.
Your digital content should also be dynamic,
interactive and engaging. If you’re creating content
that functions like a print piece, you’re doing it wrong.
Get creative with video, image players, Video
graphics, quizzes, social media elements
Putting the pieces together…
So what does it all mean?
First, think more about your existing customers and other engaged
audiences—they’re selling your brand now (or not).
Think about how their lives have changed. Above all, they’ve shifted
work habits, personal relationships, info gathering and most other
aspects of their lives online. And they spend most of their time there too!
If you want to engage them, create and share digital
content with real value. Invite them to enjoy, participate
and talk back. (And when they do, be sure you’re
Want us to paint a clearer picture?
Here are a few examples of relationship-building digital content that
targets the right audience in the right place with the right content….
Yum’s New Media Release wins praise
WHO: The media
WHERE: targeted inboxes
HOW: New Media Release
To share a great story with the media,
PR firm Weber Shandwick worked
with PWR New Media to develop this
user-friendly release sent to targeted
journalists and bloggers. It’s loaded
with images, video, and loads of
It was such a hit it earned a PRSA
Bronze Anvil Award of Commendation
for digital press kit category.
Click here to view the award-
winning Yum NMR
AAOE’s E-Newsletter gets a make-over
WHO: members and the board
The American Academy of Orthopedic
Executives wanted to transform their
E-Newsletter from drab to fab, making it
more valuable for members.
We worked with them to create this
HTML newsletter designed to wow from
the inbox. It’s loaded with loads of info,
an image player, a slideshow, a quiz,
tactical tips and more. There’s even a
PDF version for recipients who just want
to hold something in their hands as they
peruse that great content.
Click here to check out AAOE’s new
PTA invites the media to convention 2010
WHO: journalists and bloggers
For their 2010 Annual Meeting,
WHERE: on-line newsroom,
National PTA created a media- HOW: Electronic Press Kit
friendly EPK with loads of content
journalists and bloggers want—
images, transferable video,
releases and more. The site was
integrated with their Twitter hash
tag and was linked to their
Facebook page where the media
could watch live-streaming video.
They also kept the press informed
via New Media Releases delivered
to targeted inboxes and a to the
EPK link on their newsroom
Click here for the PTA annual
For more info on PWR New Media and the many clients we
work with, please get in touch anytime—we’re always happy to
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