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Rescooped by digitalassetman from Just Story It! Biz Storytelling
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Looking at the Future of Marketing -- & Storytelling

Looking at the Future of Marketing -- & Storytelling | digitalassetman | Scoop.it
Insights from Gerd Leonhard on the marketing trends you should be paying attention to now.

Via Karen Dietz
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Mike Ellsworth's curator insight, May 28, 2013 6:46 PM
Karen Dietz's insight:

 

Here are Leonhard's predictions that connect with storytelling:

1. Marketing will be more personalized and customized.  Breaking trust with customers will be deadly. Stories help create personalized marketing and build trust. They also help you keep that trust.

 

2. Ongoing conversations will consume marketing activities, which is different that what is happening today. That means lots of story sharing back and forth between customers and between the company and customers.

 

3. Data alone will never be enough. Companies need to reach consumers on an emotional level. That's the role of stories.

 

Mike Ellsworth's insight:

 

If you don't already know that you need to be telling stories online, mosey on over to Karen's curated content on business storytelling at www.scoop.it/t/just-story-it


Here are Leonhard's points in brief:


1. By 2020, most interruptive marketing will be gone. 

2. The idea of having a separate marketing department is going to vanish. In the future, the "reason to buy" will be socially motivated

3. Location-based services will be immensely valuable and useful, but not until we have some kind of a privacy bank 

4. Companies are going to try to predict how people feel about their brand, and then adjust in real time

5. Companies can collect all the data they want, but data alone will never be enough. You still need to reach consumers on an emotional level. 


Cho Rong Kim's comment, May 30, 2013 12:32 PM
I always get good advices from your scoops. I really appreciate about your effort ^^ Thank you.
Karen Dietz's comment, June 4, 2013 7:24 PM
Thank you so much Cho Rong! Enjoy the day :)
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The Marketing Automation Problem

The Marketing Automation Problem | digitalassetman | Scoop.it

Front End or Back End?

There is a problem with Marketing Automation. Content marketing has won the day. We are all creating enough content to drown in daily. And along comes "Inbound Marketing" or "marketing automation" with a "rub this lamp" promise. 

No magic genie is jumping out of that lamp. 

Marketing Automation's Dark Side
I have a friend trying to wrestle the marketing automation pig to the ground. What she doesn't know is the day that tool comes in here is a partial list of the demands that are currently at X and will immediately go to 5x:


Via Martin (Marty) Smith
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Martin (Marty) Smith's curator insight, March 13, 2013 1:55 AM

Front End or Back End?

There is a problem with Marketing Automation. Content marketing has won the day. We are all creating enough content to drown in daily. And along comes "Inbound Marketing" or "marketing automation" with a "rub this lamp" promise. 

No magic genie is jumping out of that lamp. 

Marketing Automation's Dark Side
I have a friend trying to wrestle the marketing automation pig to the ground. What she doesn't know is the day that tool comes in here is a partial list of the demands that are currently at X and will immediately go to 5x:

 

Email Marketing
List maintenance and CANNED SPAM regulations

Email design


Landing page design

Landing page optimization 

A/B testing 

Creation of Key Performance Indicators (how you know it is working)

Monitoring and tracking of KPIs

Deep dives when KPIs are out of whack (and they will be)

Content marketing principles

Content marketing analysis (what content to create and why)

Creation of personas and segments (to feed the drips)


Developing and testing offers.
Offer performance by segment and persona. 

Offer profitability short and long term.

 

Conversion Optimization

Conversion testing (green or red button, here or there, this text or that).
Conversion analysis (what is converting and why) 

 

And on and on

 
No Silver Bullet & No Time Savings

Do NOT purchase a marketing automation tool thinking your workload or demands will go DOWN. That may be true in year 2 or 3, but year one will be HELLISH as you layer on learning a counter-intuitive tool on top of all of those Internet marketing demands outlined above. 

Where Do You Need The Help? Front or Back 

If you already know what content to create and in what cadence and for what segments and personas then you need a back end nurturing tool. Your front in traffic generation is good to go. Now you just need to know how to keep your traffic generation engine tuned to your conversion engine. 

If, on the other hand, you have NO IDEA what keywords matter, what a persona or a segment is then you need a FRONT END tool. My favorite front-end tool is HubSpot combined with Bronto to manage the email marketing. Bronto is better than ANY inbound marketing email tool, a true easy to drive Ferrari. 

 

My favorite backend tool would be either Marketo or Eloqua. Both are great lead nurturing tools especially if you have Sales Force as your CRM and a WordPress content engine. 

One Last Thought
If you error then error on the side of the front end because you can ALWAYS make money if you add resources to the front end. No front end = no leads to nurture, so bringing in a back end system when you don't have a front end and the new system just STARVES. 

How do you know if you are good to go on the front end? If you have segments defined with personas and are already firing and testing email marketing THEN you are ready for a back end system. If you don't know your keywords from a hole in the wall then you need a front-end system. 

REMEMBER - ERROR on the side of the front end because if you are good and become great at front-end content marketing your efforts to improve generate profits.

 

If you don't have a well mapped front end then no back end tool will help your content marketing (they aren't designed to search keywords, group personas and create segments since most assume those sets are known "inputs" into their systems. 

Some tools may claim equal facility at front and back end. Don't believe it. Those are very distinct sets of Internet marketing skills and tasks such as:

Front End
Mapping Keywords to competition and efficiency.
Creating personas and segments.

Understanding Unique Value Propositions mapped to personas.

Testing offers (headlines, design, time limit, offer itself).

Testing different kinds of content (video, eBook, white paper, email, newsletters, SlideShare, infographics, personalized email, calls, etc.).

 

Back End
Landing Page optimization.

Lead nurturing (drip campaigns, web visits, etc) and scoring.

Follow up systems (drips, calls, events, conferences).

Connect conversion to front end traffic generation (increase efficiency). 


These roles aren't as clean as these list make it sound, but you get the idea. If you have a good sense of your keys and customers then your biggest opportunity is to tune the funnel connecting traffic generation to conversion. If you don't have a robust content engine then start improving your font end. 

 

 

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Social Business Value

Social Business Value | digitalassetman | Scoop.it
From "Liking" to Leading. The Rise of Social Business via @IBM #socbiz

Via Jeff Domansky
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Jeff Domansky's curator insight, January 22, 2013 11:51 PM

Lauren Gray shares this IBM Infographic on social business

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How To Become A DISRUPTIVE Content Marketer

How To Become A DISRUPTIVE Content Marketer | digitalassetman | Scoop.it

When everyhone is a content marketer you must become a disruptive content marketer to win. This post shares how. 


Via Martin (Marty) Smith
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Martin (Marty) Smith's curator insight, December 19, 2012 1:10 PM

Now that the content marketing sale has been made there are new ideas you and your Internet marketing team can use to become a disruptive content marketer. Why? Because disrupt or die :). 

Martin (Marty) Smith's comment, December 20, 2012 12:22 AM
Content Marketing is beyond the tipping point and that is both the good and bad news. Good news if you are trying to sell the concept of content marketing. Bad news if you are behind (and you are always behind someone in Internet markting). The key to success is DISRUPTION, finding ways to bend, manipulate and change content marketing so you do it just a little better.This post discusses how to become a disruptive content marketer.
Martin (Marty) Smith's comment, December 21, 2012 7:07 AM
Added Are You A Disruptor Quiz.
Rescooped by digitalassetman from Transmedia: Storytelling for the Digital Age
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When Entertainment Marketing Is Art: See Work From The Breaking Bad Art Project

When Entertainment Marketing Is Art: See Work From The Breaking Bad Art Project | digitalassetman | Scoop.it

Joe Berkowitz: "A gallery showing of some excellent Breaking Bad-inspired art marks the conclusion of a participatory campaign promoting the final season of the show."


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Rescooped by digitalassetman from Transmedia: Storytelling for the Digital Age
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The Storytelling Mandala: Purpose-Inspired Transmedia Storytelling

The Storytelling Mandala: Purpose-Inspired Transmedia Storytelling | digitalassetman | Scoop.it
The Storytelling Mandala is designed to help brands tell stories that inspire, organize and energize people to participate and act around a shared purpose...

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Social Media and Video Games Are Merging Insiders Explain | Business 2 Community

Social Media and Video Games Are Merging Insiders Explain | Business 2 Community | digitalassetman | Scoop.it
Remember the days of the video arcade, when playing a game meant clamoring around an arcade machine in a public space, surrounded by both friends and (Insiders Explain How Social Media and Video Games Are Merging -

Via Martin (Marty) Smith
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Martin (Marty) Smith's curator insight, April 3, 2013 12:19 AM

Curation Find of the Day
Wednesday is only moments old. But I've paid for lunch already. This excellent Business 2 Community post discusses how social and video games are sliding toward one another. 

I don't think they are the only things on the slide. I think Social, Mobile, Local, marketing gamification and video games are all become one and the same idea controlled by the game consoles we carry in our pockets (Smart Phones).  

 

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Creating An Enterprise Content Marketing Strategy

Creating An Enterprise Content Marketing Strategy | digitalassetman | Scoop.it
There’s no doubt that communicators are in content overdrive these days. Content is the fuel for social conversation, search engine visibility and e-mail campaigns. Potential customers seek educati...

Via Eva Sanagustin, Martin (Marty) Smith
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Martin (Marty) Smith's curator insight, February 25, 2013 11:36 AM

How Tos of An Enterprise Content Marketing Strategy
This article is a little on the dry side for my taste. Dry doesn't mean it is inaccurate. As content marketing becomes an enterpise idea we are seeing a trend of posts about how to control it, how to scheudle greatness. 

Good luck with that. I agree with the concept of thinking strategically about content marketing even as I know the best way to make it pay is to do it, to love sharing your most important and intimate truths.

Sure there is a role for caution and careful planning, but make sure you don't squeeze out the juice you try to drink. Leave some room for "magic happens here" and adopt some of these ideas. Remember you get better at anything BY DOING IT and you become great only when you risk real things, things that can be LOST and can hurt in their losing. 

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What Great B2B Transmedia Storytelling Looks Like

What Great B2B Transmedia Storytelling Looks Like | digitalassetman | Scoop.it

Sam Ford:  '"Transmedia storytelling" has become a common phrase in many media industries circles. But what does it look like for B2B?'


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The Digital Rocking Chair's curator insight, January 22, 2013 1:29 AM

Further insight into the work of the Annenberg Innovation Lab at the University of Southern California.

Dolly Bhasin 's curator insight, January 22, 2013 10:08 PM

"The difference between B2B brands and B2C brands is that B2C brands typically have to use their storytelling to create the illusion of "brand personality" or of a relationship between the product/company behind the product and the customer."

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Visual Storytelling for Marketers

Visual Storytelling for Marketers | digitalassetman | Scoop.it
Humans have been telling stories with pictures since the days of cave paintings, so we should be pretty good at it by now.

 

All right, uswant to increase your business? Then translate your business stories into videos.

 

I know I know, who's got the time in which is the best tool to use? Most of my stories I share with my clients in the board room. When I think of taking some of my business stories and creating a video or two to share on my website, I get just completely overwhelmed.

 

But this info graphic drives home the necessity of creating these videos so that your stories can do your marketing for you. For example, for those of you who have products 85% of customers are likely to purchase purchase a product after watching a video on your website about it. Wow!

 

For service businesses, 65% of the C suite or top senior executives of the company will continue to research you after viewing one of your videos. Wow again!

 

there are quite a number of articles in this collection about tools and strategies for creating effective digital stories. So dig in, learn lots, and work creating these videos into your schedule. And I'll work hard on trying to take my own advice!

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


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Research Says It: Traditional Marketing Is Dead

Research Says It: Traditional Marketing Is Dead | digitalassetman | Scoop.it

Robin Good: If you still think that there's no better way to promote your product and services other than via banner ads and traditional "broadcast"-type marketing approaches, think again. Data and research studies now confirm what many have been saying for a long time.

 

Traditionally advertising, PR and marketing as you know them, are working less and less.

 

From the original article on HBR: "Traditional marketing — including advertising, public relations, branding and corporate communications — is dead.


Many people in traditional marketing roles and organizations may not realize they're operating within a dead paradigm. But they are. The evidence is clear.


First, buyers are no longer paying much attention. Several studies have confirmed that in the "buyer's decision journey," traditional marketing communications just aren't relevant."

 

But if it is true that traditional marketing is dead, what will replace it?

 

"There's a lot of speculation about what will replace this broken model — a sense that we're only getting a few glimpses of the future of marketing on the margins.


Actually, we already know in great detail what the new model of marketing will look like. It's already in place in a number of organizations."

 

The solution pivots around four key points:

 

1. Restore community marketing.

2. Find your customer influencers.


3. Help them build social capital.


4. Get your customer advocates involved in the solution you provide.

 

And you can read more what are the key characterizing trait of this new model by reading the full article.

 

 

Good article. Recommended. 8/10

 

Full article: http://blogs.hbr.org/cs/2012/08/marketing_is_dead.html

 

(Image credit: Shutterstock)


Via Robin Good
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satish01's comment, February 19, 2013 5:16 AM
prologicwebsolutions.com
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Infographic: Social Media for Brands is All About the Story

Infographic: Social Media for Brands is All About the Story | digitalassetman | Scoop.it

At Social Media Week 2012 in New York City last week, Yahoo! Director of Market Research Edwin Wong presented findings from the Yahoo!/BBDO study, "What's Your Story." The graphic above shows the discrepancy between how consumers and marketers value storytelling.

 

OK marketers -- get with the program! This quick infographic show how consumers and marketers value stories differently. Consumers want more stories! 

 

I like that the infographic also shows the kinds of stories customers are seeking.

 

So get busy all you entrepreneurs, small biz folks, and marketing professionals. This infographic says it all -- find and share those stories!


Via Karen Dietz
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Karen Dietz's comment, February 27, 2012 11:27 AM
Thank you for re-scooping this! Have a great week -- Karen