Posts Tagged 'Marketing'

The State of Retail Mobility [Infographic]

How have other top retailers responded to the mobile challenge? Big huge thanks to global IT and business solution provider Cognizant for this infographic. :)

 

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The Top 5 Challenges for Digital Brands in 2012

Last week in a very thought provoking Tweetchat hosted by Lisa Petrilli, the discussion, though swirling around how an introvert uses social media, somehow segued into driving website traffic. So my first thought was a poll was in order. But then I started to think about 2012 and the challenges that most brands will face and thus the basis for this post was born: The challenges for a digital marketer or a digital brand in 2012. What are they specifically as it pertains to the web?

1) Driving traffic-  The challenge in 2011 is the same in 2012. In order for people to know that you are open for business you have to get them to your website, your blog, your Twitter account or your Facebook page, right? Whether you’re a click and mortar or a web based only company, either or requires  more than just a cursory amount of effort revolved around driving traffic. So you have to think about things like:

  • Site design that incorporates SEO
  • SEM to artificially drive traffic
  • Some type of lead generation
  • Social site design geared towards your target audience
  • Content creation

All with the premise of driving traffic. Eyeballs.

2) Engaging that traffic-You’ve got them to your site(s) now what are doing with them? In 2011, it was all about doing “something” with someone once they had visited your site, your blog or your Facebook page. Well that hasn’t changed. In 2012, it’s imperative that we determine what engagement looks like. What does it feel like, what does it smell like? Is it conversational? Interactive? Is it wrapped around gaming? You have to test, you have to experiment and you have to understand that you have about 20 seconds to get it right.

3) Keeping the traffic-The segue from the last sentence in #2 says it all. You have 20 seconds. For some of my friends, when they are telling me a long story and I start to lose interest, I tell them to quit circling the airport, land the plane and get to the point. Marketers and brands will need to land the plane in 2012. Remember when websites were stuffed with content because marketers and webmasters thought that’s what we wanted? Guess what? The challenge now is to do more with less and strike the balance of keeping your users happy, engaged and delivering exactly what it is that they are looking for. Keep your users focused in 2012. Be iconic, keep it simple.

4) Converting the traffic-This is the holy grail of web marketing and sales. Doing something with the people that have come to your site(s). From the dawn of the internet, the goal has always been to convert the people that come to your site into either a lead or a prospect or a sale-Either for your company or your partners. This has not changed. The challenge in 2012 will be to further understand how to utilize the social tools, sites and platforms that now exist in order to convert the passive visitor into something other than a mistaken click, a browser or a passerby. In 2012 social will continue to help deliver customers to websites, but it still falls back on you to deliver on the promise of a good  customer experience. The biggest issue? Brands and marketers doing everything to get to the prom but not getting the kiss at the end of the night. Why? It will always be about the customer experience. Don’t discount the importance of search in this equation.

5) Getting the traffic to return-Repeat business, Word of mouth and increased sales, this is what it’s all about. It’s why people go into business, it’s why companies sell stuff. What’s better? The one off or the repeat customer? Why will people keep coming back to a website? Because  of the initial experience. How many people give a crappy website a second chance? None. They come back to good sites that are  easy to navigate, easy to understand, simple to use, that are safe, secure and trusted and they can find and get exactly what they want without much more than 2 or 3 clicks.  Put yourself in the place of your customer. Search for your own product or company the way they do. Do you/they find what they are looking for? Can you be found through search and social? What is your perception of the branded web experience? What are your competitors doing? What are your favorite sites? What brands do you follow on Twitter and Facebook? There’s a reason you follow them. You need to take that mentality into 2012 when it comes to marketing and branding your web presence.

Meet your own expectations as a consumer and flip them into those of your customers.

Content May Be King, BUT…Customers Rule!

Guest Post from Chris Doster from Digital Response Marketing Group

As a “newbie” to the digital marketing space, I may only have a “surface level” comprehension of this ever evolving profession, but I know my customers…

Since the days of dial-up AOL and old school cell phones with plans that required a bank loan, I’ve been marketing products and services to the medical device industry about as far back as when Gates and Jobs (R.I.P) were just getting started..

I might be a dinosaur when compared to “digital strategists” of the modern day new media, but some things will never change.  One constant, in my humble opinion, is the fact that with all the high-tech “reaching out” methodologies and social channels that exist to make companies more engaging, and accessible, is that the CUSTOMER, still rules…

Now as a guest columnist, I don’t mean to ruffle any virtual feathers here, but since the dawn of the “world wide web”, those of you with the secret skills of “I.T” haven’t always been the most popular staff members in the office.  Much like the respected yet confusing golf pro, it often seems that the “geeks” that create  software, apps and sites and make them tick, make many customers go “blink, blink” with blank stares like a “South Park” Character.

You might proclaim to the customer that you have the “golden ticket” to traffic, conversions, and  “conversations”, but you still get “the look”

So do I have all the answers for the fledgling social media marketer, of course not.  But this much I do know; I am your target audience.  I know enough to be dangerous in regards to “search and social”, but you all play a game I am not familiar with…

From my experience, the majority of business owners are way too busy making payroll and making a marketable product.  To assume they understand your business would be assuming you know theirs….do you?

My simple suggestion would be to consider what I was taught back in the dark ages of that lost art of face-to-face sales calls.  Combine the “high tech” with a bit of “high touch” and remember that people buy from people.

All the “CMS” tools  and knowledge you may drop on a client, all the technical jargon and “buzz words” may make you appear as the “King” (or Queen) of the Digital marketing world.  But if you forget that “nothing happens until there’s a sale”, and that making a connection with your prospect is your most important tool, you just might forget that “Customers” still rule…

 

We all need another set of eyes

As a business owner, at the end of the day, you’re in business to sell a product or service which means that you may know that product backwards and forwards, but does that mean you know how to market it? Maybe. Does it mean that you know digital marketing/ social media marketing? Does that mean you know e-commerce? Maybe not.

Some SMB’s prefer to do it all. Some can, some can’t. Some try, some fail. Enter the third party.

I’m having a conversation with a friend right at this moment in which he’s saying that the only thing constant in life is change. I agree, especially in social media. His point?  People who run companies cannot do it all. But they try, they struggle, they dabble, and thus think they have it under control. Perhaps everyone needs that extra set of eyes on some aspects of what they do. Business owners need to understand that having  another set of eyes is not necessarily a bad thing. The key is knowing when you need them and swallowing your pride to admit that you need them.

At the end of the day, you need to do what you do best. If you’re a doctor, asking you to market your product was not part of what you learned in medical school.

Social changes every day, so being an expert is a tall task. Being an expert in what you do takes time, takes effort and takes commitment. Can you be an expert in everything that you do in your business? For digital marketers, being connected to your network at least allows you stay abreast of what changes daily in the space. You take what you learn daily everywhere you go. Translation-How can you run your business and being effective with digital marketing? Especially if you’re a click and mortar business.

Beyond  digital and social media and taking a broad lens approach to life, and knowing that we are all in some sort of bubble begs the question. Doesn’t having another set of eyes help you? Well there ya go…

Competing with Free

Every day we’re faced with free and I hate it… Marketers throw free around like it’s confetti. Consumers snap up free stuff because it’s free. But does free work? Does giving stuff away for free make you eventually buy stuff? No, generally not. I’ve often said that the majority of people that follow brands on Facebook do it not because they are supposed brand champions  but purely because they are hoping to get something out of the engagement. Something free.

Why would you follow Nike , Gatorade or American Eagle  on Facebook? Because of the cool videos? Because of the witty banter? Or maybe you’re all about new product launches? Engagement? No? Be honest. You just want to connect with your niche of people that wear Nike and American Eagle and drink Gatorade…

Ok, so pretend you’re the SMB or the competition. How do other companies compete when Nike, Gatorade and AE give stuff away for free? Do they just go ahead and break down and give  away free stuff too? Predictable right? I think part of the reason why case studies on organizations that do it differently are written is because the majority of marketers and companies do it the same way over and over with predictably average results. We embrace and applaud being different and yet conversely, we choose nine times out of ten, to do it just like our competition. Why is that?

I remember asking a small business owner once why they kept advertising in magazines and newspapers when the results were so poor. Their answer was that they had no other options. They didn’t know what else to do, so they just kept doing what didn’t work. Thus, fighting free with free may seem like a good idea, in the end it is not a business model.

The value of free

The problem is we’re asking local SMB’s to compete with big brands who give stuff away for free all the time, by forcing them to give stuff away for free too. This ultimately leads to 2 things: 1)  It’s costing them more than they can really afford or b) It’s not really having the same impact on the consumer as it would if it was coming from the big brand.

The over-reaching formula for big brands is to create awareness of new stuff by giving away free stuff and then use social networks to promote the promise of free while driving the notion of new. Does giving something away for free inflate the value of that new product or service? Uh no. It may create awareness of the brand, product or company but there is no value in free.

Unfortunately we’re chasing the long tail of free, we always have. The internet and the emergence of social networks have created an atmosphere of chasing free wherever it may be. Interesting thing though is that you get what you pay for, even when it’s free.

So how do you compete?

I had a friend of mine who recently asked me how is he supposed to make money blogging or creating good content- and this was after one of his friends mentioned that a monkey could write content… I asked him, why would someone pay for your content? What is the value proposition of your content? Is it so bad that you feel the only way to push it out is as free content? We have to eliminate the notion that our IP is not valuable and promote the aspect of content, products and services that are so valuable that people would indeed pay for them.

The internet and social have gone a long way to creating free platforms to access free content when in actuality most people would pay for it if the value of the content they wanted were implicit. The point- we have created free markets for free which is a flawed model right out of the blocks.  Don’t give something away to sell something-you can’t compete with those that use that as a business model. So what’s the work around?

Try this:

a) Value your content

b) Create valuable content

c) Focus on where that content can be valued

d) Create a market for your content that creates awareness of you, your brand and your company

Lastly, Pay attention to this interview  by Andrew Keen of WPP CEO Sir Martin Sorrell. Very telling.

Social Media Specialists Are No Longer Needed

If you’ve been in this business for any length of time, then its time to take your collective aggregate knowledge of social media and add it to the overall mix of what you know and do. We’re at least five years in and I want you to quit being a social media specialist, because you aren’t one any longer. Simply put, and I’ve written about this at various points in the past, we’re all becoming social media generalists.

I used to be  an SEO specialist until  what I did just became a small  part of the daily mix of things that I did for our clients. There was also a time where I used to do nothing but manage PPC campaigns until it just became part of each clients overall web marketing strategy.

We all did something before social media

We all could mildly claim that we are or were bloggers at one point in time, except that it’s now merely part of what we do for our clients and respective companies. Same with video/vlogging, same with social media optimization, same with email marketing, same with creating websites, designing logos, writing copy, and creating tag lines; at one point in time it was unique and special but now-it’s just a sum total part of the collective us. We’re pulling from our collective experiences now. It’s natural and expected.

By now social should be a small part of what you do, but not all of what you do- At least for some of you. In fact, and I know a lot of you who fall into this category, there was a time where you owned social media and no one else could touch you. You were oracles of the social media soundbite.  Not anymore, social media knowledge bearers and practitioners are multiplying like rabbits and they know the game just as well as you do except…

You still have an advantage...

When I first got started in social it was for reputation management purposes and even then it wasn’t as much about the conversation as it was about understanding social media and its relationship to search… or I should say a blogs relationship to search (Facebook and Twitter weren’t even part of the conversation yet) Back then, a lot of you SEO’ers were merely concerned or wondering how to hyperlink signatures with keywords-I know that’s what I did, but then I evolved and so did you. Case in point.  I can bet all of you who have had a blog longer than a year can now spot a noob to the blog scene. How? When you get comment spam from people who insist on hyperlinking their generic, lame, weak, comment to a no-follow keyword based signature, you know… and you ask “Did they really just do that”? You’ve evolved.

Let’s digress

Things are changing. skill sets are changing- for example, if you are a PR practitioner, when did it become imperative that you understood how to not only write for your client, but also how to write for search? Or where the title of the promo piece was as important as the content contained within? Or better yet, when was it asked of PR practitioners that they had to understand the value of making connections with people in social networks? or starting blogger outreach campaigns? The PR person of today has many skills across multiple disciplines. They have to have them to survive.

Things change, people learn and skills evolve.

For Marcom people adding social to the mix is just another in the long list of things that are now just part of the job description. Yes we all still have to deal with the pretenders in the space, the snake oil salesman if you will, but for a lot of us, social is just part of the mix now. There was a time where I hated hearing the comment, “Yea but there is no ROI in social”; Now? I love to hear that comment so that I can fire both barrels of justification back at them. I’ve evolved and so have you. Marcom people need to know social, marketing, writing, PR, email marketing, advertising and design. Do they have to have deep knowledge? No, but give me breadth if I can’t have depth.

The next act

You see for a lot of you, your baseline level of knowledge in social now sets you up for what’s next. For those of you with an agency background, social is now just a part of what one does when creating a campaign. In some cases it’s the cornerstone, in others, it augments. Same with design. It’s a given that sites will have social components now-The hard part used to be finding people who could carry out the idealistic social initiatives aligned with the campaign, not any more. The troops are waiting for their marching orders.

Now social media failure isn’t so much based on the unknown or the person with a lack of knowledge, as much as it is based on a weak strategy, poor management, the wrong KPI’s or bad tactics. For a lot of you, you are the ones that will lead the charge into the new era of well rounded, seasoned generalists with skill sets that cover, tech, social, marketing, pr, and web. That’s the person I want and that’s the person that brands need.

Leverage Multi-Social Media Platforms to Tell Stories

 

The emergence of transmedia storytelling over the past decade has lead to or created some unique opportunities in social media.  First, let me back up and quickly explain what transmedia is to the uninitiated and in full disclosure mode I hadn’t really heard of the term up untila few weeks ago, but I dig the term.  

Transmedia, according to Henry Jenkins a professor at USC is “the art of conveying messages themes or storylines to mass audiences through the artful and well planned use of multiple media platforms”

Multiple media platforms. Boom.

So let’s think through that quickly about the multiple platforms that you, me, and your organization can now use to convey your key message themes: Blogs, Twitter, YouTube, Facebook, Forums, Websites, QR Codes, Group Buying sites, and LBS( location based sites)-to name but a few.

Transmedia is a cool word, and though I’ve not used it that much, the important line or word for me from the above ethereal definition is this. It’s all about story telling. A good friend once told me that we shouldn’t sell as much as we should tell stories, and you know what?

He’s right. We should tell more stories.

What’s cool is that digital media’s variety of platforms allow people and companies, equally, the ability, though some do not take advantage of it, to do just that-tell stories. Rich stories. The advent of open source blogging platforms like a Drupal or a WordPress, and the creativity that Youtube has allowed, have given users the ability to tell these rich verdant stories of their lives, our lives, and the myriad ways in which they touch us and we connect with them.

That’s cool.

So where is the opportunity? There are good marketers and Ad people that make a difference digitally. Not all of them are in it to use CGI to create a talking dog to sell a can of beans. The story tellers are the one’s leveraging the power of digital. These are people toeing the line of brilliant social and visual  creativity who are going out  and telling stories that open our senses, our eyes, our ears and cause us to respond in a mutual dialogue.

That’s part social media and part real life. It’s real people telling real stories of their lives, their  experiences and their challenges to each other and sometimes its not pretty. It’s social cinema verite’. It’s story telling.

Quit selling and go tell stories.

Is social media territorial? Should it be?

I was walking the dog the other night and watched as he “marked” his territory and naturally I thought about the  natural Tug-o-War that occurs with social. The desire for different departments wanting to own the “rights” to social media. Why do you think that is? Look at how strongly some people feel about the subject!

Danny Wong, the co-founder and Lead Evangelist for Blank Label says that PR should own social media because that department knows “what the appropriate messages are for the company’s followers.”

According to Chris Koch’s B2B Marketing Blog He just comes right out and states, It’s official: Marketing owns social media management, in which I agree with his next question, Now what?

Chris Kieff strongly believes, as usual, that it’s the bailiwick of the HR department and that HR should own social media; and if you don’t think there’s an opinion on that, look at the responses he got to his post

Lastly, Steve Radick thinks we all own social media. Wait cancel that, he thinks no one owns social media.

Now I’m confused.

But let’s think about this for a second. A dog marks his territory every day. The same territory every day. Why does he do that? Because another dog came along and marked the exact same territory as his own as well. This happens every day without fail. So the dog marking dance happens every day without fail. Sniff, then mark. Over and over and over again.

It’s simple really, it’s  not about ownership, it’s about establishing that you as an organization, are consistently there every day,  and making sure others know that you were there…every day, and that you are going to be there…every day. That’s all consumers want.

How aware are you, that you are a consumer?

Sometimes we forget that we have the power. Even those of you who are marketers or that work for brands forget that you are the demographic. you are your demographic. How do you want to be marketed to? Are you down with personalization? permission based marketing? Disruptive technologies? How do you want your content delivered to you? Flip the situation. Sometimes I forget that buying power is shifting to us. The voice of the customer is the new black.

5 Blogs I Like to Read

I struggle to write good content. I’m sure if you write a blog you probably have the same problem as well at certain times. I want to write stuff that you would want to read, but it’s tough. It starts with a compelling title and then goes from there.  I used to be able to write every day but that was when the social media space, which I wrote about heavily back in the day, was not as crowded and everything was new and shiny and so experimental.

I probably don’t blog as much because I also see a lot of the same content regurgitated as well. But that’s OK, because what’s old to me might be new to others.

I still think there’s a lot to learn in the space though-It’s just that I’m not sure if I can provide that information for you when there are so many really smart people writing different, fresh, wonderful content. There are lots of new perspectives and fresh ideas-just maybe not from me. With that being said, here are five blogs I read that you might not that still maintain some amount of contiguous freshness to them. I read a lot more than just these 5-but this is as good a start as any.

Being Peter Kim I know, most of you probably know who Peter is, but he’s not a me-me person and pulls no punches with his writing style-It might be why I like his blog and it might be why you will too.

I am a big believer in the intersection of search and social and you should be as well. I also pay a lot of attention to the e-commerce space. One site that I like because of the depth of each post as it pertains to the above mentioned topics, is Get Elastic

Tamar Weinberg is smart, she just doesn’t go around telling people that she is. I like the variety of what she writes about, I like the fact that she covers the digital space completely and I like her writing style.

I generally don’t have oodles of time to read long drawn out blog posts. Do you? I do like and want digital, relevant, consistent content in snackable bits though. You’ll like Viralblog

Want someone who gives it to you straight? I always do. Not only is there something about what Amber Naslund writes that has always grabs me but she actually is one of the few that really really gets what social is…

What I look for in a good blog nowadays may fly in the face of conventional wisdom but I look for personality in the writing and not necessarily in the title-but the title is what grabs the eyeballs. What we really should be looking for though is compelling content, variety and personality. I hope this helps make that process a little easier for you.


The Deets

Marc Meyer is a Digital and Social Media Strategist at DRMG. This is my personal blog where I share observations, thoughts and opinions that are all my own.

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