Archive for the ‘Marketing’ Category

Indecision may or may not be my problem…

April 17, 2016

That quote from Jimmy Buffett sums up my writing efforts the past couple of weeks. I have been working on several topics to post, but for whatever reason, have not been able to get them to gel. So I thought that thinking through it here, on electronic paper, with you, might help.

stress

Photo courtesy of  workplacepsychology.net

 

They are all difficult topics, and all have been written on already (in some cases extensively). So one of the hang ups for me has been attempting to make the post unique…to not be just another “me too” post. There is an incredible irony here because as you can see on the list of topics I would like to write about below, Paralysis by Analysis is the very first one on the list.

Paralysis by Analysis or Why Action is Necessary Today in Order to Conduct Viable Research – We just don’t know enough about the way the consumer thinks, and more specifically behaves in the digital space, especially when it comes to mobile. Not only is mobile is changing rapidly, it is changing the consumer mindset as well. This has become a market where past history does not mean a great deal, so (thoughtful and intentional) action is required.

Alienation – Everyone is writing about alienation in one form or another…alienation due to social media attachment, alienation due to technology, alienation due to lack of empathy. I feel a strong need to write on this topic, but mine will be more about alienation in time and space, or maybe just geography.

Content Marketing– No, I do not want to write about the wonders of content marketing or the 7 things that make it work or the 5 things you must avoid. I’m more of the mind to write here about why people who claim to be writing content for their audience are often deluding themselves.  In many ways, I feel that the content emperor has no clothes. The appropriate situational content has great value. However, it is also arrogant to presume we can write content our audience wants when we make little effort to find out what content they want, or if they even want content beyond a simple answer. I suspect that post will annoy a few people…

Why Growth Hacking is Not Marketing (or is it?) – There are definitely two sides to this discussion, both with very strong points of view. To my thinking process, it depends on whether you are talking mind set or tool set. Growth hacking is also certainly contextual, and not a great deal different than the old concept of guerilla marketing or from online marketing on steroids.

So there you have a few of the topics that have been swirling around in my brain, but have not yet fleshed out enough to put into coherent words on paper. Or at least coherent thoughts that are strikingly different than the content that is already out there….

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Build engagement, not dominance with your customers…

March 28, 2016
Man-looking-happily-at-phone-Betsie-Van-Der-Meer-Taxi-Getty

A man who is happy with his mobile experience

 

“As the consumer’s device of choice, mobile is almost always on hand. It’s the brand’s first point of contact with the consumer, but that doesn’t mean forcing them to walk around with the entire website in your pocket. Rather, the mobile experience needs to address the context of a mobile user.” ~ Carin van Vuuren, Usablenet

Fit the technology to the user, rather than the other way around. An important thought to live by in this era where many organizations still view technology, rather than engagement, as the path to competitive advantage.

Some experts thinking on marketing in 2016…

January 8, 2016

This is a particularly good and succinct collection of predictions/thoughts on inbound marketing for 2016: http://cdn2.hubspot.net/hubfs/145335/16_on_16-_Inbound_Marketing_Predictions_for_2016.pdf?t=1452198942029

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Paul Roetzer’s section on Artificial Intelligence and Automation is particularly interesting to me, but all of the thoughts contained here are intriquing. You will also want to check out Luke Summerfield and his thoughts on industry shifts.It will be interesting to see how much of this actually occurs in 2016. Cheers…

“Begin, be bold and venture to be wise.” – Horace

January 2, 2016

  Just had to share..this is a great overview on Joint Ventures by Stuart J. Davidson – Grow Your Business Through Joint Venture Marketing 

Joint venture marketing can be very valuable for the reasons listed in this article. Joint ventures can quickly add to revenues, but also can add to the credibility of both parties and help build customer loyalty. The key is finding a partner that has as much to gain (from their perspective) as you do.

Forget what you know…find a way to listen to the customer…

September 16, 2015

“If people concentrated on the really important things in life, there’d be a shortage of fishing poles.” ~ Doug Larson

I am constantly reading about the shortage of digital pros or hybrid technologists in the market. And I agree that there is certainly evidence to support that the rate of change in our information needs and abilities has outstripped the ability to completely fulfill the demand.

That said, this is still amazing state to me given how many people participate professionally in the digital space, and the sheer numbers present even within specialized area such as technical SEO, content creation, paid search, various technical platform specialties, analytics, and so on…

My thought is there is actually a gap; and it is a role that is not being filled in many organizations …specifically the ability to manipulate the data or technology AND also understand the result from the perspective of a human being.

You have the technical side: Practitioners in this area know every technical aspect of their work like the back of their hand. This is true whether they be data gurus or system wunderkinds. Today, a certain level of technical knowledge may well be a prerequisite to being in marketing in today’s world, but it is certainly not the complete answer.

With all of the amazing advances that technology and inexpensive computing power has brought, there are still areas where we need to improve. Technological myopia can lead to poor usage of the technology or resulting data and analysis. Understanding how systems work and what the numbers represent is not the same as knowing if those numbers (metrics) represent value, if we are measuring the right aspects of our audience’s behavior or that they are appropriate for our business model.

When we look to the wrong measures and drift to what is conventional, our path can lead to a lack of vision as to what all of this data could be used to achieve. In the end, the result we achieve is often not actionable, and certainly not optimal, because it fails within our business context. This result does not lead to positive change.

This is not to say the technology is not important, because it is…critically so.

The technology today is driving huge changes in the way we communicate and how our organizations are built and interact with the world. However, too much focus on this area can lead to whiffs in other still important aspects of marketing, building a brand and running a business.

Then there is the qualitative side of the marketing community that has limited recognition of the pervasive nature of the technology, the accelerated pace of change we now live with, and its impact on our organizations and customers. While this group will embrace the new communication methodologies, they often will try and use these tools directionally to execute outdated models of customer relationship interaction. On this side of the coin, we have not yet learned that pushing corporate/brand/product messaging to disinterested audiences is not viable. This also will not lead to the intended or optimal result.

Like most other things in life, balance in implementation is key. While technology often renders “what we know” useless or invalid (sometimes within the same year), there are also certain fundamentals of life that remain consistent. People and organizations still have needs, many of which remain very basic. How they communicate to the world around these needs is what has changed, and continues to change, radically.

The difficulty lies in combining empathy for both the quantitative and qualitative sides of the puzzle. This is a combination that neither of these sides usually have individually, necessitating yet another skill set. The emergence of marketing operations and a well-conceived project manager model comes into play here.

All organizations need that balanced view that has best interests of customer and the organization/brand in mind. Especially important is that balance between what constitutes a good use of technology, and yet is still being customer friendly (in all senses of that discussion…usability, creepiness factor, etc…but this topic is a discussion for another time.)

The customer must be recognized above all, as ultimately they have the final vote. Whether we are seeking to interact one-on-one on an individual level or create a heightened connection though finely tuned personas, the approach must be customer-centric, not on our own perspectives of how things work.

Elon Musk on branding…

April 26, 2015
Elon Musk at TED

Elon Musk at TED

“Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.” ~ Elon Musk

Very true. At this point in our history, a brand is truly what the targeted audience feels it is. It can also be quite volatile. Scary thought for those of us in marketing and branding…

Consistency is a full time job….

April 22, 2015

“You have to stay true to your heritage; that’s what your brand is about.” ~ Alice Temperley

In Ms. Temperley’s statement, staying true to your heritage is all about consistency. Consistency though is a term that has numerous facets, and all are important to establishing, maintaining, and as much as possible, owning your brand.


In the overall context, consistency is about remaining aligned to your DNA…to your core values, guiding principles and the characteristics you brought with you to the dance. How you demonstrate this consistency or integrity to your core is demonstrated outwardly in several different ways:

  • Consistency of voice – How you engage with the outside world in term of stance and tone must be consistent from occasion to occasion, and also with what is at the heart of your organization.
  • Consistency of message –The content of your communications must remain consistent to themselves and to your overall organizational perspective. This lack of message to message consistency often can muddy the brand and lead to many of the differences in brand perception that can occur with different factions of your audience.
  • Consistency of response modality – How you respond to external requests and events, timing of your response, who you respond to, along with the two points above can determine the overall strength of your brand in the mind of your audience.
  • Consistency of execution- It is important to communicate proactively on a consistent basis. This is not to say that there must always be a rigid timeline, but you must be placing content or communications on a reliable basis. If you communicate three times per week, it is not the end of the world to miss once in a while and only communicate twice that week. Likewise upon occasion, four times in a given week may be desirable. The key is to maintain the perception of consistency with your audience.

Getting these visible manifestations of your brand in line with your overall organizational culture and philosophy will enable your organization to better communicate with your target audience and therefore be better able to maintain your brand image with the external world.

How would I know; why should I care?

December 17, 2014

Some of you may reading this be aware that this is a phrase from an old Zombies song. (Here I define old as it is a song that predates me:). I have always liked this song, and specifically this particular phrase. Little did I know when I first heard the song that this phrase would become essentially the essence of modern marketing. If I was asked today to provide one sentence that defines customer interactions and perspective, this phrase could well be the one.


How would I know…
In a dizzy array of communications sources that people need to deal with, how do they determine where they get their information, and who they should listen to? On the other side, marketers are faced with a myriad of communication channel options, but with very little real prospect for breaking through without a distinct advantage. This advantage must come from the consumer perspective.

Consumers are looking for credibility, trust, authority, and for them, this is mostly likely to come from a referral or what is perceived as an unbiased third party observation. These communications must often stem from other potential members of the consuming public in early stages of the brand relationship. The brand owner today is often not considered a credible source at the beginning of the journey, even when they are the first party the potential customer has heard from. This is one of the reasons that reviews and external third party communications that reference your site/offer help a brand site to rank higher in SEO today.

In order to achieve this, you must leverage people already in your court. Recognize that this is more than social media likes and +1s…we are looking for people who will actually talk about you (positively) either proactively (or at least responsively) on your site, in blogs and on other social media. While there are still some brand evangelists that will stump for you unprompted, gaining discussion time from the rest requires critical relationship building with your customer base.

Assuming we do get our message through, there is still the “Why should I care?” question. Despite our lip service to “the customer being king” and “relationship building”, the majority of marketing emphasis today still often relies on touting and conveying information that is important to the communicating organization, not the person being communicated to. It really needs to be reverse of this.

More than ever, it is crucial to determine what matters to the consumer segments you hope to sell to. Does what you offer match what they want or need, or will someday want or need. If yes, find a way to engage. If not, find a way to adapt (if you want that segment) or move on. Transparency of information makes it unlikely you will convince many mismatches to buy you offering, especially on substantial purchases.

Once you find the target segments you want, build a rapport with them and develop a relationship, you still need to stay in touch to keep the relationship alive. Without ongoing, valuable interaction, it is too easy for what you have built to die on the vine. Inertia is not your friend in a fast paced world , so staying in touch and nurturing the relationship is a must do.

Otherwise don’t bother trying to find her, she’s not there…