Demystifying New Marketing Costs
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This document discusses the changing landscape of marketing in the digital age. It notes that marketing's role has shifted from delivering messages to listening and engaging with customers. With the rise of social media, companies must focus on conversations, video, ratings and reviews across mobile platforms. Metrics are now easy to track online. Companies need strategies to determine what can be effectively managed digitally versus through high-touch personal interactions. Content marketing and surprising customers in creative ways can help cut through clutter and build relationships. Marketers are encouraged to tap into their passions and get customers involved to develop truly outrageous and memorable marketing strategies.
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Demystifying New Marketing Costs
- 1. Demystifying the New Marketing The High Cost of Doing Nothing AZ IMC April 20, 2011 Photo by Mo Riza Ann N. Videan, APR Business-Tribe Architect Videan Unlimited, LLC videanunlimited.com
- 2. Situation 1: New Comm Paradigm
- 3. Objective: Listen and Engage “Marketing’s traditional role has been to deliver messages. In the future, it will be to listen and engage.” – “7 Habits of Highly Effective B2B Social Marketers” excerpt from Social Marketing to the Business Customerby Paul Gillin and Erica Schwartzman Photo by Rupert Ganzer
- 4. The growth of social media Conversations Video entries Rankings and ratings Strategies
- 5. Anywhere, anytime Focus on mobile everything Strategies
- 6. Serve community Strategies
- 7. Online contests A Cause to Design Strategies Image: Phiseksit / FreeDigitalPhotos.net
- 8. Easy online metrics Strategies
- 9. What can be repurposed online (high tech)? Strategies
- 10. What should be managed in-person (high touch)? Strategies Savio Engineering © 2011 Savio Engineering, Inc.
- 11. Wow! moments Strategies
- 12. Every half hour: Facebook = 15 million messages YouTube = 1,000 hours of new video Twitter = ½ million Tweets – Author David Rogers The Network is Your Customerat Columbia Business School (PRSA webinar “The Network is Your Customer: Five Strategies for Brands in a Digital Age”) Situation 2: Comm Clutter Image: Salvatore Vuono / FreeDigitalPhotos.net
- 13. What customer wants/relates to Objective: Build Relationships Photo by ralphbijker
- 14. 1. Awareness 2. Consideration 3. Preference 4. Purchase 5. Loyalty 6. Advocate – David Rogers, Columbia Business School Objective: Build Relationships Image: tungphoto / FreeDigitalPhotos.net
- 15. Objective: Build Relationships Nielsen study
- 16. Listen consistently Word of mouse Twitter Google Alerts Word of mouth Accessible emails Ask for reviews/ratings Empower employees Strategies
- 17. Get customers involved Strategies Fake Pandas Have More Fun by Roberto Gálvez
- 18. No buzz Tied to current marketing Don’t know where to start Situation 3: Imagination Failure Image: renjithkrishnan / FreeDigitalPhotos.net
- 19. Know your passion Be creative/unique Objective: Be Outrageous! Photo by Steve Slaby
- 20. Content marketing Strategies ™2011 Weber Grills
- 21. Surprise! Strategies Image: ArvindBalaraman / FreeDigitalPhotos.net
- 23. Entertain Strategies Craig "Wheezy Waiter" Benzine
- 25. Do! Strategies Luke: "All right, I’ll give it a try” Yoda: "No. Try not. Do… or do not. There is no try."
- 26. “Give real people interesting things to talk about, and make it easier for that conversation to take place.” — Andy Sernovitz, The Word-of-Mouth Marketing Guy Strategies
- 27. What can you do to become outrageous? Action Steps Exercise
- 28. First step toward outrageous… Groups of 3 1stperson has 5 minutes to share: About business About customer interaction About personal interests Others have 5 minutes to give ideas No editing…all ideas good, especially if outrageous 1st person records Share with large group? Action Steps Exercise
- 29. Ann N. Videan, APR Videan Unlimited, LLC videanunlimited.com Blog: videanunlimited.com/biztribe Demystifying the New Marketing
Editor's Notes
- “Demystifying the New Marketing”by Ann N. Videan, APR IMC’s High Cost of Doing Nothing ConferenceApril 20, 2011
- Start w/ 5 sec. silence honoring mass commIntro radio Oct. 1920, first station licenseIntro Facebook Nov. 2004Situation 1•New comm paradigm, RIP Mass communicationThe days of throwing out messages to stick, goneSocial media and community have been born
- Objective: Listen and Engage •“Marketing’s traditional role has been to deliver messages. In the future, it will be to listen and engage.” – 7 Habits…Let’s look at happening in marketing nowSmattering of examples to startConsider if any apply to your business
- Company’s listen and engage using today’s online and mobile tools (and tribe or community emphasis)•Growing social media connections• Conversations• Video entries• Rankings and ratings
- •Anytime anywhere: • focus on mobile:BofA commercials
- An increased focus on community and service•Serve community: Pepsi Refresh Project, pulled 2010 SuperBowl ads to support community projects•Online contests: Liquis
- An increased focus on community and service•Serve community: Pepsi•Online contests: Liquis
- Another new tool available thru birth of SMGoogle Analytics, many others•Easy online metrics: Constant Contact
- Need to look at what you’re doing and possibly replace it with more effective workTools available to help you update existing marketing•High-tech repurpose? (Leverage with new technologies)• Articles -> blog or ebook• Brochure, blog posts -> YouTube?Not re-doing, just making more accessible
- Not all new mktg strategies are high tech•High-touch repurpose?• Customer gathering• Ask and make response easy/fun• Build community/tribe – love to talk about things that improve their lives
- •Wow! momentsAll about elegance, unexpected surprises and awe• Apple elegant functionality• Coke machine of happinessASK:Do you think these happy people will share this experience?Do you think the conversation will be valuable?How many think WOMM is a great marketing tool?How you might get customers to talk?Any ideas sparked?
- We’re bombarded with marketing
- Objective: Build Relationships•Relationships ruleMore than ever…What does the customer want?What can they relate to?
- •How brand connecting works nowper David Rogers at Columbia Business School:Quickly. Online.1. Awareness: = RSS feeds, blogs, Twitter2. Consideration = Online research, user reviews/ratings, trust Search3. Preference = Social networks, FB, YouTube4. Purchase = accessible, fast, discounts, online/mobile availability5. Loyalty = Friend or, Like, follow6. Advocate = reviews, links, blogs or Tweets, generating social buzzTo move from step 4 to 6, you need to understand what influencespurchasing decisions
- Other people and online search influence purchasesAcquaintances vs. strangers•Develop WOM advocacy, what you want• But how?
- • Listen and respondHear what they want before plan deliveryApple: turnaround by listening, anticipatingWord of mouse• Twitter• Google Alerts Word of mouthBuild in consistent feedback at pertinent steps• On web, email link on every page• In SM, ask for input: Ratings? Ideas? Reviews?• Empower your employees to engaged and interact with customers
- Strategies• Get customers involvedThe more you ask them to do, the more vested• Threadless T-shirts: user-based content, all designs• Let go. Scary? Those who face the fear will surviveASK: Let’s hear about some of the things you all are doing. What online tools are you using? How do you connect and interact with customers?
- •Situation 3Imagination Failure No buzz. How to start?
- •Objective: Be outrageous.Know passion.Do something creative/outside the box. Be outrageous, not necessarily wild, or ridiculous, but differentSome ideas…
- • A source of valued contentContent marketing- Weber – Grill Selector,best product for your needs
- • Surprise!• Hampton Inn, Doubletree cookies
- • Inspire• Home Depot - YouTube DIY videos
- • Entertain• Wheezy Waiter, follow passion• BMW short movies w/ celebrities
- These ideas aren’t going to happen overnight• Requires innovation/brainstormingHelps to look at what’s not workingCatalyst Ranch, led to VUTTGet a good idea and run with it!
- Tendency to put toe in water• Just do.Pick something an be willing to fail.According to the “7 Habits of Highly Effective B2B Social Marketers”Customers will pass you right by if you spend too much time planningYou’re going to have to create processes that move fast, even if you make a mistakeBut be transparent, involved those affected Customers can be really forgiving if they know your testing uncharted waters and can see the people and activity behind the effort.”
- • “Give real people interesting things to talk about, and make it easier for that conversation to take place.” — Andy Sernovitz ASK: What are you doing to stand out? To do something different from your competition?
- •Action steps (exercise)What you can do to become outrageous?- Travel project management- HRGroup green news