February 1, 2014
The unfortunate truth is that most people reading this will think that I’m referring to a white paper or an article. Not really. It may, but content is really used here in the context of the information you’re trying to deliver to your audience. There are many styles and a growing number of formats, but the point is to add value to the life of your audience. The good news is that many people already see this and understand that the objective is now placed on the audience and not you.
I believe the best marketers really try to find those intersections where audience value aligns with company value. Bingo!
The reality is that what a brand says to their audience (content) is equally important as how they say it (creative) and both are probably more important than where it is said (channel). I understand that creative people are going to argue that the big ideas are paramount. I don’t disagree. I’m merely saying that what you say is equally as important. Also, I always hear mobile experts saying that you need to use more mobile, and similar from social media folks. Maybe.
Why do I feel this is the case? The role consumers play in the process of buying has literally done a 180. Consumers, really buyers in generally, now operate as a filter of information… just 15 years ago they struggled to find information. Their hurdle for what constitutes good information, content, has been rising steadily for the last decade. Evidence the erosion of media effectiveness, banner blindness, or whatever you want to call it. The days of interrupting people to tell them your message, expecting them to grant you the permission to even pay a small amount of attention, is just gone.
July 15, 2013
The last 15 years of marketing innovation are indelibly etched in history, yet the prior 30 years set the groundwork for why this all makes sense. Mass marketing strategies that drove tremendous advertising growth in the 60’s and 70’s gave way to targeted audience based concepts by the late 80’s. Around this time marketers crowded consumer choice, proliferating brands and even non-brands, in an environment where consumers already faced tremendous friction in their ability to gather information for evaluation and purchase.
Then in the early 90’s we all partook in the greatest, most timely invention of all, the Internet.
More than a new technology or a new advertising channel, the Internet cast a milestone that marks the shift in consumer objectives forevermore; from acquiring information to filtering information and increasingly creating information. This consumer shift is the primary wedge inserted to marketing and advertising, especially for brands that have yet to realize this change; exacerbated by waning consumer response rates, many brands have upped the ante by driving even more impressions, using new technologies to drive efficiency and reach.
More than a retro-futuristic steampunk story, if we were to sit down and examine what’s available would we again build the rigidly siloed marketing systems of today? Of course not. Marketing starts with audiences and objectives, not channels and data siloes. In a sense, I’m advocating a righting of the marketing equation, placing the consumer rather than channels as the primary concern. Viewing the equation from the this dimension, we eliminate complexity and increase targeting accuracy, experiential consistency and measurement accuracy.
July 20, 2012
I’ll admit it… I’m in my 15th year of digital marketing, wrapped inside a 28 year career of marketing. While this can make me sound like an old fart, I realized quite a while ago that I no longer think in digital terms… I apply digital concepts, tactics and measurement to marketing strategy.
More than parsing words too closely, this goes to the core of all multichannel marketing and consumer centric strategies. Thinking in terms of channel based strategies, a.k.a. digital marketing strategies, is antithetical to success. Your target audience IS your target audience, regardless of where they come upon you.
Consider the rage of discussion around data management platforms, real time bidding and web recommendation tools. Across the board, all value the input of digital signals to try to deliver better or more efficient digital media. Is this the right answer? Last time I researched the area of media consumption, I found that consumers amass about 42% of their media impressions through digital channels.
If you still believe in the “digital marketing strategy”, today’s best practice, consider that you’re looking at less than half of your cutsomer engagement to deliver less than half of their impression of your brand. How does that align to the other 58% of media impressions? How do you control consistency between those impressions?
Hope you get the point. Start thinking about your marketing strategy, and how digital signals and media can help achieve your objectives. The world is turning increasingly digital, but until you make this shift, or until 100% of your audiences impressions are digital we’ll never see an alignment between the digital marketing strategy and overall marketing stratetgy… we’ll never see true consumer centric marketing or true customer engagement.
March 27, 2012
I get it, it makes total sense. To expand their market they need to find people who aren’t currently / frequently using their services… to capture competitive share they need to go where their competitive set hunts. But you have to agree that this is optically weird. At least heavy up on some display ads off of your core site, or mobile ads. Here’s the article, WSJ… http://on.wsj.com/HbF3t5… Google’s spending on traditional advertising grows four-fold to $213M.
March 12, 2012
Yester-year I worked to connect large direct response retailers to their first ecommerce experience – integrating commerce and content systems into “enterprise resource planning” systems (ERP). While we hear less about ERP systems these days, the point of those solutions was that it really did connect all aspects of the business… finance, inventory, customer service, billing, and more.
Today, we use the word enterprise to describe something that we either want a VC to perk up and hear, or something that involves merging a few disparate things. I read a MediaPost article today, “Enterprise DMP Will Require Companies to Merge Data Silos“, and was reminded of this point.
While I thoroughly agree with the authors premise that data silos are on their way out, I disagree that having a larger silo is substantively better. Or, that it represents the “enterprise”. Combining more digital data for the purpose of sending more, or even better, digital messages is a great ideal but is not the right answer. Two points to consider…
- To rightfully use the term, enterprise, it should at least cover a majority of the average media spend, if not all of it. Combining all digital channels, the best we can see in this digital coverage is about a 25% of ad spend and 40% of the consumption of media.
- Consumers exhibit multichannel behavior, 70% research and purchase in different channels, online versus offline. Being better at just the online part of this equation match well with consumer expectations or marketer needs.