Marketers can use their brand expertise to break through the clutter

Digital marketer Eric Anderson argues that “[c]onsumer empowerment through social media is inevitable and permanent, irrespective of the specific channel or technology.” This is mainly due to the sense of freedom that people feel when they rely on – and turn to – peers for information.  As a result, he says – “[t]he criteria for successful social media participation by marketers will become more stringent, not less, as demand on consumer attention increases.” At the same time, marketers who overstep the mark in social media face persistent consumer backlash that “will gradually evolve a set of norms for that participation.” Continue reading “Marketers can use their brand expertise to break through the clutter”

Using memes to make connections that last

One of the oldest marketing tools in memory

The one thing that seems to elude many marketers is the ability to attain – and maintain – customers’ interest in their brand over time. It is one thing to get customers to read one’s copy and click over to a website, respond to or forward an email to one’s friends, and Like, or Follow the brand message – it is much more difficult to maintain the interest going forward. Continue reading “Using memes to make connections that last”

10.7 sources of pre-purchase information per shopper

Consumers look for their own reason to buy

Traditionally, marketers create and offer an attractive, often seductive ‘reason to buy’ and use a variety of channels to make sure that the voice of their brand is presented to,  and noticed by, customers on their journey to the Point of Sale (POS) or the shelf. If all goes well (from a marketer’s point of view), customers would choose the advertised product at the POS or off the shelf. In 2011, the average shopper used 10.7 sources of information before buying – says Jim Lecinski, Google’s Managing Director, US Sales & Service. This means that additional processes have inserted themselves between the brand message – and the point of purchase. In a freely available eBook, Lecinski coined the term “Zero Moment Of Truth”, or ZMOT, to describe this emerging phenomenon. Continue reading “10.7 sources of pre-purchase information per shopper”

A marketer’s multi-channel dilemma: everything to everyone, everywhere

Avoiding the trap

In his book Marketing in the 21st Century: Interactive and multi-channel marketing, Marketing Professor Bruce Keillor offers four interrelated components that constitute eCRM campaigns. Firstly, he says, eCRM programs aim to use the Internet to understand the customer. Secondly, eCRM helps marketers to match products with the ‘right’ customers. Thirdly, eCRM sells to customers on – and off – line. The fourth – and the most important – component, according to Keillor, is that eCRM aims to provide customers with the service they need. Continue reading “A marketer’s multi-channel dilemma: everything to everyone, everywhere”

Thinking like a recipient

Consider recipients

47 years ago, in 1971, computer engineer Ray Tomlinson invented internet based email and, for those who wonder – email is very much alive and is going strong.

According to eMarketer (quoted here) 93% of online consumers have subscribed to receive permission-based email at least once a day. 83% check their email at least once per day, while 70% say that they always open emails from their favourite companies. Up to 30% of email is opened on mobile devices. Continue reading “Thinking like a recipient”

Knowledge gained through digital signals offers marketing value

From Information to Knowledge

Traditionally, information-reliant industries such as marketing, seek to assess the inherent value of the information they own, acquire and use. Resolving that, essentially, information can be considered a commodity, marketers apply a formula based on Return on Investment (ROI) – defined simply as “the amount of profit …. from an investment made.” Continue reading “Knowledge gained through digital signals offers marketing value”

Between a rock and a hard place: how should marketers deal with new channels?

The four attitudes 

One of the most astute assessments of the relationship between humans and technology appears in the glossary of “The Handbook of Technology Management” under “Technology Readiness” which, according to the book, is the “propensity to use and adopt technologies for accomplishing goals in one’s personal and professional life.” Continue reading “Between a rock and a hard place: how should marketers deal with new channels?”

Harnessing the immediacy genie

The need for Immediacy underlines brand-communication

Research shows that, increasingly, customers have replaced values linked to individualism, freedom, reason and globalisation with values such as community, authenticity and – notably – proximity. This means that marketers need to be as close as possible – both in location and time – to their target market, in order to deliver an effective message to, and to receive effective feedback from, customers. Continue reading “Harnessing the immediacy genie”

Marketers need to pierce through filter bubbles

Personalisation, old companion and sidekick

Personalisation has a long and distinguished history among marketers. Direct Marketing personalisation techniques range from the simple “Dear [FirstName] It’s Your Birthday!” to complex database extrapolations allowing for an automated letter to include customer purchase history (“As someone who purchased 3 of John Grisham’s books in the past…”) Continue reading “Marketers need to pierce through filter bubbles”

Looking for influencers on social networks

High hopes for trendsetters

Wishing to address people who may – or may not – buy their product, marketers deploy techniques that may – or may not – gain them access to customers’ decision making mechanisms. They conjure ad campaigns, devise attractive strap-lines, follow their subjects as they go about their daily lives and pin all their hopes on a single opportunity to gain even a few seconds of quality access to customers’ very busy mind. Continue reading “Looking for influencers on social networks”