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It's not hard to say something interesting about a brand every day | Marketing Magazine

It's not hard to say something interesting about a brand every day | Marketing Magazine | Social Technology | Scoop.it
It's not hard to say something interesting about a brand every day, Brands need to take customer insight seriously and move it from the back office to the heart of their operation, says M&C Saatchi Milk's CRM strategy partner, Tim Williams. | Marketing Magazine
Pixolüt's insight:

It’s not hard to say something interesting about a brand every day. I was stumped when I heard the opposite of this expressed at the ISBA conference, where Sara Bennison from Barclays said that yes, it can be quite hard to say something about a brand and make it interesting, especially every day.

Pam Conway from British Gas agreed and said that it had been grappling with content and social media and how it all fits into its marketing strategy. Little wonder that brands are struggling to generate enough relevant content to feed the ever-growing number of channels and touch points. We all seem to be in a content arms race. Let’s try and avoid it.

The way forward is to be smarter about using deep customer insight in a way that leverages technology but is not vulnerable to constant fluxes within it. We have to find a way to connect with our customers by zeroing in on what matters most to them and understand the role the brand could play in their story.

This means we have to take customer insight seriously and move it from the back office to the heart of the operation.

From targeted push to gravitational pull

Perhaps we are overlooking the fundamental insight that whilst people connect using technology what they connect with is an idea or even a feeling about what your brand (and category) can do for them. Is it relevant? What problem could it solve? What opportunity does it present? Does it simplify my life?

The answers will of course vary according to each customer – and over time. But if we can anticipate how to re-frame our brand positioning in a way that is most relevant to the individual we have an opportunity to create a very powerful connection with them that is durable and channel neutral.

What’s more, this approach makes it more likely that a consumer will naturally gravitate towards your brand rather than require constant badgering.

Stop competing to be heard – just tell your story

If there is one thing anyone working in marketing can agree on it’s the sheer speed at which the world we share with our customers is changing. Never have people been so connected both to each other and to brands via different channels or indeed been able to use multiple devices to access them. Never has there been such a need for brand owners (and their agencies) to keep on top of the technology and develop effective, consistent CRM strategies.

Yet, ironically it doesn’t seem any easier to achieve meaningful one to one connections. In fact, all this choice and capability might be serving to make it harder to achieve cut-through because every other brand (not just your competitors) is also struggling with the same issue.

Everyone wants to talk with your customer about their proposition – and wants to use new technologies to do so. The net result is that ‘attractive’ customers are of necessity filtering out most of the content that we marketers have so carefully crafted for them.

Faced with this landscape the temptation is to perhaps over-compensate by developing separate strategies for different technologies - what BBH Chairman Jim Carroll referred to as creating "conversational mush". Everyone is trying to achieve consistency but without much success.

Connected in every sense

The first age of CRM was all about targeting – about crafting a relevant message to deploy through ‘traditional’ channels such as DM, email and the call centre. More recently has come the need to ‘join up’ these channels to ensure consistency – the ‘connected customer experience'.

We are now entering a ‘Third Age’ of CRM – where we build on technology, channels and data but add in an understanding of how to connect at the most powerful level. By making the brand truly relevant to consumers and showing what role it has to play in their story.

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Why online video is the future of content marketing

Why online video is the future of content marketing | Social Technology | Scoop.it
Video is taking content marketing by storm, but you'll have to do more than just make one to realise its full potential
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2014 will see continuing video quality and accessibility improvements (in mobile). Brands need to be aware of such as they are shaping social networks and consequently having a dramatic effect on the marketing landscape.

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Brands must innovate or die to succeed in mobile

Brands must innovate or die to succeed in mobile | Social Technology | Scoop.it
What a year! The mobile industry didn’t stand still for a second in 2013. And the velocity of change shows no sign of slowing. Here are...
Pixolüt's insight:

By its very definition, social media is about communication. People carry their mobile devices with them 24/7, so it’s only natural that mobile is the dominant platform for social.

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People swap devices 21 times an hour, says OMD - Media news - Media Week<

People swap devices 21 times an hour, says OMD - Media news - Media Week< | Social Technology | Scoop.it
People swap devices 21 times an hour, says OMD from Media Week - news and information from the world of media
Pixolüt's insight:

Just like the Britain detailed in this research Australia is evolving exponentially.  Consumers are multi-devicing. And multiple times each hour. Yet the TV remains the ‘golden thread’. However, the warning is that people are "always only one reach away from distraction" at home.

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How the Mobile Shift Will Affect Paid Search and Social Advertising Efforts

How the Mobile Shift Will Affect Paid Search and Social Advertising Efforts | Social Technology | Scoop.it
Advertisers must seize the opportunity to capture and engage potential consumers across mobile devices. With 2014 shaping up to be a banner year for mobile, here's how to equip your paid search and social campaigns to ride the mobile wave.
Pixolüt's insight:

In 2014, more than 1.75 billion consumers will use smartphones. The adoption of Internet-enabled mobile devices, both smartphones and tablets, has further cemented ours as a multi-device world. Mobile devices have taken a more central role in consumers' lives – from research and content consumption to social sharing and shopping...

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Infographic: Ten years of Facebook | The Wall Blog

Infographic: Ten years of Facebook | The Wall Blog | Social Technology | Scoop.it
Infographic: Ten years of Facebook
Pixolüt's insight:

Over the last ten years, Facebook has come to dominate our online (and indeed offline,) lives. For many, Facebook is the internet.

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Shop between stops: the rise of commuter commerce

Shop between stops: the rise of commuter commerce | Social Technology | Scoop.it
If you read at the national average pace of 300 words a minute, then while you are enjoying this article eBay will have sold five pairs of women’s shoes to UK customers using their mobile phone or tablet.
Pixolüt's insight:

We are using our newfound connectivity to exploit “dead” time, and “commuter commerce” may not only revolutionise our shopping routine but also change the look of our train and bus stops, raising the prospect of virtual shops and eCommerce lockers popping up at stations where commuters can pick up products they have ordered via mobile.

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Media in 2014 will be harnessing connected experiences - Media news - Media Week<

Media in 2014 will be harnessing connected experiences - Media news - Media Week< | Social Technology | Scoop.it
Media in 2014 will be harnessing connected experiences from Media Week - news and information from the world of media
Pixolüt's insight:

2014 will see the power and intimacy of ‘story’ enabled through a vast interconnection of technologies and platforms that weave into the lives of connected consumers, regardless of where or when a person comes in or out of the story. Whether they're experiencing it in advertising, social conversations or clicking the buy button.

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