A few years ago, I was on a conference call when I started to feel uneasy. I suddenly realized that I understood almost none of the conversation. Geotagging? Ad networks? Ad retargeting? What's all this talk of data? I thought I'd gotten into marketing!
I would assert many marketers have trouble making the shift. Maybe you’re a private person, and now you’re living in a time when privacy is a thing of the past. Maybe you still don’t understand the value of sharing a picture of your breakfast. Or you are struggling with the onslaught of data. It takes a shift in mindset for those of us not born in a digitized world. If you need a little help getting started, here are a few tips I've learned along the way:
Get Analytical: Have someone show you the tagging of websites and walk you through a digital dashboard and how it can inform your marketing. It all starts with the data, and as marketers, we need to ask ourselves what data we’re capturing and how we’re using it to drive segmentation. Try an ad retargeting or media attribution pilot. It will open your eyes to the art of what's possible and give you a bird’s eye view of how your customers are reacting to your marketing campaigns.
Get Social: It's not enough to read about social media. You need to walk the walk to truly understand how it's being used. Join all the social communities—not just Facebook, Instagram and Twitter, but also Pinterest, Triberr, Snapchat, and Tumblr. I ask my babysitters what new tools they’re using, and there always seems to be something I’ve never heard of. In order to create campaigns, you need to be an expert-level user of social media. It’s that simple: Everyone, from the CMO right down through the staff. Marketing is social, so get social. Pick a few role models who are using social effectively and follow them actively. Mine are people like: Jay Baer, Ted Rubin, Brian Solis, Bryan Kramer and Pam Moore. First identify people who you find captivating in social forums and then find your own voice and the method of engagement that works for you.
Get Going: I sense there is a lot of stagnation going on as marketing organizations wait for the dust to settle on all these new trends and technologies, but in reality, the bar is rising higher and higher. Start with small, targeted pilots that get it right and then scale them appropriately. Failure is inevitable, but it’s also valuable. The time is right to reward your teams for innovation and to use failures as a guide.
So cheers to the digital age, to the younger generation, and to marketers of every age for working together to take it to the next level. After all, it's a digital world—lets embrace it.
inShare Posted on: June 5th, 2013 by email@example.com No Comments
Creating connections with customers takes work—just like any relationship. So what does it take these days to attract a loyal customer? A nice ad, a good website, a big discount, a special premium, or a personal phone call? How about a dozen roses?
That's the problem today. It takes all of the above—and even the best brands are struggling to deliver the personal touch that customers have come to expect. Exactly when did customers become so needy—and so picky?
As a consumer, you know in an instant when you're dealing with a company that doesn't have it together. We’ve all been there: “Pleeeassse, don't ask for my serial number again and the spelling of my name and my account numbers. Know me. That's all I ask."
So as a marketer, you know when you've gone awry and crossed the line from a clever campaign to an intrusive, poorly formed communication. But sometimes, the systems and the processes hold you back. I am, like the rest of you, searching to deliver this Nirvana. Done well, our customers become something more than customers. They become brand advocates who shout from the highest rooftops about how truly great we are. Done poorly, and well, the opposite happens.
All of this is, of course, hard work. Back-end processes need to talk to the front-end office. Marketing campaigns need to be tied into inventory. Websites need to know what interests people. Customer service needs to be clairvoyant.
I'm thinking it might just be easier to take out an ad on Craigslist: "Motivated marketer seeks loyal customers and active brand advocates for long-term relationships."
I have previously predicted that 2013 will be an odd year. Of this I am certain. All the rest are what you might call “serious conjecture.” Maybe one or more will actually come true fully or in part. Then I can call myself a guru.
Mobile marketing should be part of year-round, multiplatform strategy SUMMARY: Given that mobile devices are with consumers all day, every day, mobile marketing strategies should not be confined to the holidays, writes Jack Philbin. Mobile shouldn't be viewed in isolation but as part of a multiplatform strategy, as few consumers make decisions based on mobile input alone. Businesses should use their mobile efforts to guide potential customers through the purchasing process, he writes.
Among our fellow citizens, it is commonly believed that we ad hacks get paid to lie. While I am not prepared to stipulate, I do concede that sometimes we don't quite tell the truth, the whole truth, and nothing but the truth.
So when you set out to write a piece entitled Advertising's 5 Biggest Lies, you are begging for trouble. It's like writing Las Vegas's 5 Worst Buffet Dinners or Pepsi's 5 Dumbest Marketing Ideas. No matter what you pick, someone's got something to top you.
Nonetheless, trouble is my business. So here we go -- advertising's 5 biggest lies:
15 key pieces of social media jargon SUMMARY: It can be hard for outsiders to get their heads around the jargon used by social media aficionados, so Louis Foong has created a "social media dictionary" to help people keep up. "Like it, love it, hate it, but you simply can't ignore it -- social media is a common discussion topic and you’ve got to stay up to speed," he writes.
One of the biggest threats to traditional retail is showrooming, where consumers check out products in a store, but then go online to buy. Mobile devices have made prices fully transparent to everyone.
Have you noticed that we have become a snapshot-obsessed, photo-sharing world? Facebook, Instagram, Path, and the new darling of social… Pinterest are taking over. Content across the social web has become more visual than ever before.
I have to admit, up until recently, I found Pinterest about as compelling as my daughters latest diarama project … But then I had an epiphany one night while searching on ideas for a holiday party. People were sharing some damn good ideas! So I created a vision board. And right then it hit me: why bookmark someone else's web site when I can create my own? And there you have it–the reason why the web has become so much more "Pinteresting." Today's vision boards have moved into the hands of the consumer. And like most people, I'd much rather see ideas from my friends in visual format. Such a simple idea, and yet, so powerful.
Whether using social or search, consumers are pushing the envelope on how they want to consume content. And the tide is turning to pictures, user-based content, and real people with opinions and influence. The world of digital expression has moved from information-laden text-based monologues to two way, 140-character dialogues. Push buttons and one-click gestures ignite communities around an emotion, a crisis, or a cause, and it happens in an instant.
Most brands are still wondering how to use photo sharing apps to push their messages. There's no good answer to that, because it's the wrong question. Instead, try starting with a picture that expresses emotion–one that can be understood in a moment's glance. That connection will become part of the fabric of their vision board. And others may recognize it as something familiar. They may add it to their vision board and make it their own defining moment. Start with the intent to influence one customer, and then ten, and then hundreds, and let the love of your brand, your cause, and your message shine through.
So how is your brand weaving itself into the fabric of your customers lives? Can your message be captured in a vision board? Or is it still a one-way push? Take action now to humanize–and visually communicate–your brand. It's the only way to be sure that your customer will get the picture.
This article looks at design patterns and approaches used for mobile e-commerce functionality, with a focus on smartphones.
In this article, which focuses on smartphones, not tablets, we’ll look at design patterns and approaches used for mobile e-commerce functionality, including the following:
Home pages,Site-wide navigation,Suggested search,Search results,Search filtering and sorting,Product pages,Photo galleries,Shopping carts,Checking out with an account or as a guest,Forms.
Via Brian Yanish - MarketingHits.com