GetResponse asked me to share a #marketingautomation tip on twitter. Love how they used it in this blogpost: http://ow.ly/IDq1301XUDU
GetResponse asked me to share a #marketingautomation tip on twitter. Love how they used it in this blogpost: http://ow.ly/IDq1301XUDU
In the fragments of the lives we live today, they are best summed up as the stolen media moments in-between. Examples? The quick look at todays news while you’re on the bus on your way to work. The link you came across and clicked while you were really only checking a message on Facebook while waiting for a friend in a restaurant. The search you did in that same restaurant to figure out an item on the menu in French. And the reviews you checked on the way there to just to be sure. And then there’s that YouTube video you searched up at work to find out how the new microwave worked when the manual had already been lost. The list is endless for just one single day. Try it for yourself for a day – you might be surprised.
Some buzzword seekers try to limit it to a mobile phenomena. Which it is. But not just. Through the eyes of Google it may seem like a search thing. Which it is. but not just. It’s about how we behave, largely because of two things:
We jump in and out of media on one subject at a time, many times a day. Yes, we may sit down and read page by page or surf around once in a while, but at the end of the day, the majority of our media consumption is spent in many very small increments.
It means that inbound marketing, aka. pull marketing, is the only way to stay relevant to the consumer in these very short media moments. Now more than ever you need to match your marketing to where that consumers head is at that moment, as relevant as possible. Demographics and old fashioned targeting is much less important than what they wan’t at that moment. If my micro moment is playing a game while I wait for the bus, I wan’t to be entertained. It’s hardly the time to sell me insurance. But you can sell me other entertainment alongside that game. And if I’m seeking a restaurant in a given area, you might be able to hijack me to another. Or to a bar near by first. But probably not to an appliance store in another town.
Obviously, It’s impossible to follow these micro-moments with marketing manually. This is one of the reasons why it’s such a Google thing – search is and has always been rigged for this. Search engine marketing has always been triggered by what you seek in any given moment. But that doesn’t mean other forms of marketing can’t maximise on the same benefits. Programatic offers vast new possibilities to target your advertising to consumers by what they are doing right now. A set of conditions can easily dictate what creative is served. But it requires a different way of thinking about developing good campaigns.
What will stop many marketers is the thought of making all the different creative formats. Already 13 banner formats for Google Display Ads seem daunting. Multiply that by various messages to be in the right place at the right time with just the right message and it can become overwhelming. There are simple programatic solutions that change content in ads depending on context, but that means less control of the look of the ad. Most likely we’ll have to sacrifice some visual control of the marketing to win contextually. Will it mean less need for creatives? I don’t think so. We’ll just ´need a different kind of creative work. We’ll need those that thrive in imagining every possible customer journey and finding the right answer to the likely customers’ every possible request. Many of the best creators, as well as their clients, will probably have to let go of some visual control of the end result, to get rewarded with more complex, exciting conceptual work instead.
We want this because, when you think about it, the programatic marketing solutions available are only as great as the creative work we put into them. And with so little time, we want every micro-moment to be great, right?
Say content marketing, and most thoughts go straight to company blogs or social media marketing of web content. But if we look up the term content marketing in Wikipedia it’s defined as “any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers”. Not only is that a lot more than web postings, it has existed as mass marketing since the 19th century.
For example, have you thought about what an early and extremely successful example of content marketing the Michelin-guide is? It’s also a brilliant example of how to build content on something exciting outside the actual product to market it – completely without talking about the less exciting product. The Michelin guide was so successful that it grew from a company brochure to become a commercial success product in it’s own right, where the restaurants in today’s edition are hardly roadside fast food, and the competition to get in there is fierce. Foodies from all over the world plan entire road trips by the guide, and will probably arrive om Michelin tires since the tire manufacturer has grown to be one of the worlds top two and has become an international megabrand. Today the guide has long since gone viral with apps, interactive maps and other spin-off products. But what can the Michelin Guide in its most fundamental form teach us about digital content marketing? Here are three things:
With today’s Internet you have easy access to greater and more secure data, better and cheaper distribution channels and simpler follow-up and development. You also have a short way to many more customers in many more channels at once. So the next time you feel content marketing is just too much work, think of the Michelin Brothers going from auto shop to auto shop to see how their brochure is doing. You don’t have to visit a single customer to find out how your marketing works – you can reach out to all of them in seconds – even the ones you don’t have yet, across the globe.
All you have to remember is that still it’s all about generating valuable content that your target group will both need and share. All to keep you top of mind the next time they need what you have to offer.
Back in the day when I was an Advertising Art Director we believed that the initial creative process was best kept to the Art Director and Copy Writer in a tight-lipped little team. Creativity was our magic, and we pulled it out of magical brainstorming processes alone. Sure there was a brief, but the creative process went greatly unchecked by other than subjective opinions along the way until released. Since marketing effect couldn’t really be measured properly, each campaign was a fresh start to do something new, often with little learning from the previous campaign. Ah, the carefree fun we had!
Surprisingly many still think this way, even with all the new measuring and testing possibilities we have today. They cling tightly to the idea that true creative marketing is a magical secret process that will only be corrupted by data and testing. Some fear the consumer won’t understand the idea before the campaign is finished, others argue that competitors will steal it if it’s out there. So they spend insane amounts of money producing fancy TV-campaigns with no idea wether they will fly or crash until production is done and media is spent. Meanwhile, lean marketers like Google are laughing all the way to the bank. Creatively, too.
1. The fancy ideas that win aren’t necessarily the creative ones. Nor are they the ones the customer wants. They tend to be what the team want to produce or what the client wants. In a lean process where you test early, you’ll often see that the best ideas will shine already in their roughest form because the idea stays in focus rather than the execution.
2. The advertiser puts all their eggs in one basket – with no proof of success. In a lean creative process you could test a lot of ideas at an early stage. Even the crazy ones you thought too wild. This can stir up some great creative processes. And sometimes, your customer will be ready for more than you think, and an idea that would never make it past the client will win the market over. Creatively.
3. They miss a great opportunity to be creative with their customers rather than against them. In todays social climate your ambassadors are the true gold. Involving your customers not only secures that the advertising speaks to them, it builds ownership and loyalty to the finished campaign. I am frequently surprised how eager consumers are to share great campaigns, especially the ones that involve real user input and involvement of all sorts. They don’t have to be as involved as the Old Spice 2010 campaign, but lean or not this shows the power of user involvement from an agency that dared. Would these commercials be as funny or viral if they had been invented by a professional team alone? I have my doubts.
Not surprisingly, Google took to Lean Marketing early. I remember when the Google concept Search On appeared on YouTube. A few full blown executions there later it was clear that one idea separated itself from the rest in terms of viewer engagement. The winner was Parisian Love, and it went on to become Google’s acclaimed first Superbowl ad ever. A low cost production with a huge following before it even aired. Now that’s fool proof creative and ad spending.
Wether it’s previously gathered data on user behavior or it’s what you learn when you test your fresh ideas, it’s how you use it that determines weather it makes or breaks creativity. Used wisely it gives great opportunity to experiment and explore to create brilliant creative without wasting money. So
Only then will you have memorable campaigns and sustainable marketing at a low risk that you know will suit your target group before they’ve even seen it.
Yesterday, while I was gathering inspiration and new digital marketing trend tidbits at the Ad:Tech New York conference, a great idea was presented that triggered another idea in my head, and I want to share it with you while it’s fresh. I think this can not only make us all better mobile marketers, but leaner marketers and communicators as well.
One of the most inspiring sessions at todays ad:tech was Tomorrows Digital Landscape, an informal conversational interview between Dave Morgan of Simulmedia and Fred Wilson of Union Square Ventures. The latter is not only the source of great digital insight over decades, but has an extraordinary skill for drawing the big picture in such clear lines and plain language that you wonder why you hadn’t thought of it yourself. It was filmed and I highly recommend watching the full version. There were lots of tidbits throughout, but one particularly clear suggestion from Wilson caught my inspiration and triggered my imagination. One of the less surprising major trends throughout the conference is the importance of mobile, but Wilson has an interesting fresh approach to what to do: “Make a mobile app and make it the core of your web presence.” Instead of the usual gruelling stripping of the website to make it mobile friendly, this suggests starting with the simple and building on it for the web site. This boldly suggests that it’s better to scale up than down, and isn’t that so true for most situations in life really?
What if you combined this with lean principles? What if you started with a minimum viable truly mobile product (MVTMP?) based on a hypothesis of what it should do for your target group. The product doesn’t have to be an app – a responsive design mobile page may actually even better for our more scalable purpose. The important thing is to start as simple as possible. What can we give that our customers on the go needs? Although you start with mobile needs it’s highly unlikely that these needs are completely irrelevant to your web clients – you’ll ad more for them later.
Based on that you test and explore as you build your site in small iterations. While the obvious bonus is the increasingly important mobile presence, there are many other benefits:
So how about making mobile digital presence you know you need your stepping stone to leaner marketing?
Looking forward to #adtechNY tomorrow! Will I see you there? http://ow.ly/f3C84 @adtech #digitalmarketing #SMM
Are there too many coaches in the kitchen? Definitely! When coaching became popular in business a few years back many consultants and advisors jumped on the trendy bandwagon, eager to call themselves coaches without checking the implications. The resulting mishmash not only devalues the field of coaching, it makes for messy work processes. There’s a right time for coaching, advice, teaching, process leadership, consulting and mentoring, just not all at once. Here’s why and how.
Defined: The main (and most often misunderstood) thing that separates coaching from the others titles is that the coach does not give any answers. A true coach uses tested techniques to lead the coachee to find their own answers. The questions should be open and guiding, no pushing or coaxing allowed.
Marketing use: Strategic. I use coaching in the initial phase of a project to discover, together with the client, the core of what they really need and want. It’s ideal for establishing values and goals. I get pure and valuable insight and understanding before I start advising, while the client gains clarity, ownership and ultimately a better integrated solution.
If you’re interested in learning more about coaching or finding a coach, check out The International Coach Federation . They hold the standard for the field and certify coaches as well as coaching educations accordingly, including CTI, where I have my training.
Defined: The Advisor does just that: she advises. The advise is usually based on her experience as it relates to a speciality, and her interpretation of what the client needs in that area. Of these three roles this one is the broadest, and can be used in a variety of roles – teaching, consulting, team or process leadership, etc. This is the area where you get to bring something new to the table and to show your special skills. Most of us are eager to get to this, so unfortunately many spend too little time really listening to the clients needs before they start solving the perceived assignment. Not infrequently they come up with clever, but not necessarily fitting or lasting solutions without the proper groundwork. An advisory role can easily be combined with hands-on implementation.
Marketing use: Since I am a marketing professional, this is the role I am most often called upon to have. Most people hire me to use my advertising experience to improve theirs. I often start workshops with teaching about the possibilities before the collaborative sessions start. Then I switch roles to process leader. I advise when I work as a consultant, and also when I follow by giving advice and making suggestions based on web analytics.
Defined: The mentor is called upon primarily for her experience. She is a guiding star, most likely with a success the mentee identifies with and would like to replicate. She shares of her success formula to help others, but is rarely directly involved in the work of the mentee. On the contrary – the distance is part of the value, so she can maintain and contribute with a bird’s eye view.
Marketing use: For clients who choose to handle marketing themselves, a mentor gives them a useful external perspective. After all, marketing is all about connecting with people on the outside. When you are on the inside it’s easy to loose sight because you are too close to the product. You can fall into the traps of talking to yourself in tribal formulations, product codes, or irrelevant marketing. That’s when it’s good to have a mentor with a different angle. My mentoring has usually been for workshop clients where I know their products as their goals, so I am able to efficiently dive into their situation and give my advice while keeping a keen eye on the broad strokes. As a mentor I work to make you better.
So you see, each role has its distinct merits and advantages. They also have their own “language” of communication. Many of us are required to wear more than one of these hats in our jobs, and it makes our lives interesting. But wear them all at once and you’re likely to become a confused, marketing schizophrenic.
So if your coach comes to you and start telling you what to do, she’s not coaching, but advising. If she starts asking you leading questions, such as “Have you considered using social media marketing?” she’s not coaching, but might be mentoring. But if she asks you, upon your offering an interest in social media marketing “How do you see that fulfilling your marketing goals?” you might be looking at a coach. Follow along, and you’re probably about to find out that you have a lot more resources to draw upon than you thought you did.
Whichever you are or have, make sure working together inspires!
ROI means return on investment. Positive ROI means getting back a value grater than what you put in. Negative ROI means the opposite – getting back less than you invested. So far so good. The misconception begins when you limit this value to money. Especially when you assume that by value in return it means a dollar amount in return. This may work for the financial industry, where this acronym apparently originated, but for marketing ROI or ROMI(Return of Marketing Investment) this definition short-changes the potential.
Your marketing investment includes money, time (which we all know is money) and possibly some other assets (reputation etc). Your return, however, is interdependent on your goal for the marketing activity. If your goal is sales, then this can be measured in money. If, however, your goal is to raise awareness for a public cause, this can be completely different. It may be volunteers, petition signatures, followers, advocates or sponsors. It can even be press coverage or politicial awareness for lobbying, for all I know. The point is, if you get more of whatever your value is than you invested, then you have positive ROI. If not, It’s negative.
If you have $5 000 dollars to get you 100 new members by 2013 and your Google Analytics account pr 31.12.2012 shows 1000 new members that track to these advertising spendings, then thats a great ROI. Instead of each member costing you $50 dollars they cost you $5. Money saved may not be money earned in this case, but it’s an opportunity to get more for your money. Who doesn’t want that? Wether you’re spending tax payers money or that of your sponsors, investors or your own hard earned cash, I sure hope this is your goal.
Now think about the nature of marketing in general: Hasn’t the whole point of marketing always been to get more back than you invested? Although it’s harder to measure in most traditional media than it is on the Internet, the goal has always been positive ROI. Why else bother?
So, what gives you marketing ROI?
Another interesting angle on the social influence discussion: http://ow.ly/7lQHe #SoMe