The 6 Keys to Bad Marketing (for considered purchases) #1: Digital Marketing

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Marketing complex, expensive B2B products and services like ICT is fundamentally different from B2C and commodity selling. We've found 6 key mistakes that come from carrying over B2C techniques - and here is the first.

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The 6 Keys to Bad Marketing (for considered purchases) #1: Digital Marketing

  1. 1. The 6 Keys to Bad Marketing – for ICT considered purchases Mistake #1: Digital Marketing
  2. 2. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 1 …by emails, articles, white papers, blog posts, LinkedIn groups and social media… …about software or services for ICT marketing. Every day we’re bombarded…
  3. 3. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 2 They all assume the same basic principals… (cribbing off our neighbours, anyone?) …often repeated, but seldom questioned.
  4. 4. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 3 Most focus on B2C mass-markets… ..like T-shirts… …music… …perfume… …books…’n stuff. …things you might buy on impulse.
  5. 5. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 4 B2B ICT marketing is very different… …as businesses much are more careful.
  6. 6. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 5 Considered purchases fit complex needs… …expensive products with long sales cycles. Like tools… …buildings... …or business services.
  7. 7. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 6 Some things are just wrong… …for major, considered purchases.
  8. 8. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 7 At Crosscut Bay, we help ANZ SMEs sell complex ICT to business customers.
  9. 9. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 8 We can’t speak for everyone, but we can talk about ICT – so here goes... Mistake 1:
  10. 10. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 9 Sometimes, it isn’t the best thing. Digital isn’t everything… Marketing isn’t just Digital Marketing. …it isn’t the only thing.
  11. 11. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 10 Digital marketing isn’t really wrong… ..it’s just being overdone.
  12. 12. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 11 …with tunnel vision on digital. We ignore other, more effective channels…
  13. 13. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 12 Could we all benefit from a broader perspective?
  14. 14. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 13 Digital infatuation attracts everyone… …marketers love the shiny new toys… (* how many new CRMs do we really need?) …and techies love the complex systems*.
  15. 15. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 14 Digital channels are great to talk with (not just ‘to’!) many markets. For reach, versatility and value, they’re great tools.
  16. 16. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 15 But they’re not the only tools... ..and as the ‘digisphere’ gets crowded, they may not be the best.
  17. 17. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 16 “The medium is the message.” - Marshall McLuhan, Understanding Media: The Extensions of Man, 1964. “No. The message is the message.” – Crosscut Bay, 2014.
  18. 18. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 17 Direct mail is already effective again! Prospects are buried under email…
  19. 19. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 18 Cut-through is great (for top-flight form). …but they’re getting few physical letters (except from us!).
  20. 20. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 19 Promotions, events and phone engagement are working again, too! Is your Digital Agency looking at these?
  21. 21. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 20 Remember Luna 2? In 1959, it became the first man-made object to reach the moon.
  22. 22. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 21 We remember Neil Armstrong’s Apollo-11 – who arrived 10 years later. Why is that?
  23. 23. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 22 Because the payload was alive.* Marketing is all about the message payload. (* and not Russian)
  24. 24. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 23 Before choosing channels to deliver it. Your message needs to be alive!
  25. 25. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 24 Is a Digital Agency making your message* really compelling? (* call it your brand, but we’ll whinge about that another time!) Do they understand your unique offer? Do they know your buyers’ journey?
  26. 26. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 25 And remember: now, your channels… …need to bring a message back, too!
  27. 27. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 26 The real challenge will be to Listen… …now that prospects can talk back.
  28. 28. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 27 …are a seismic change for marketing. 2-way conversations...
  29. 29. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 28 Tried to ring a major company recently? Digital, analogue, outsourced, in-house – none of them are listening!
  30. 30. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 29 Prospects on hold for uninformed and powerless operators overseas – - that’s not listening!
  31. 31. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 30 But I bet they have a spiffy website! That’s digital marketing today – only half the battle!
  32. 32. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 31 Next Time… Mistake #2: Campaigns
  33. 33. www.CrosscutBay.com Crosscut Bay Pty Ltd © 2014 All Rights Reserved Page: 32 Crosscut Bay is a specialised, outsourced marketing agency, based in Sydney, NSW Australia. The brainchild of Jon Tinberg and Paul D Hauck, Crosscut Bay helps ICT vendors identify their markets and get pro-active about reaching them. You can find out more from our website, or contact us directly: www.CrosscutBay.com Paul.Hauck@CrosscutBay.com Jon.Tinberg@CrosscutBay.com Suite F1, 1-15 Barr Street Balmain NSW 2042 Australia +61 (02) 8011 4620

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