We can no longer afford to ignore the constraints of technology within digital marketing. Recently, I have sat in on many concept meetings where ideas are casually tossed aside and labeled with the dreaded: “Those are tactics.” This is not only a misunderstanding of the digital medium, which as a method of storytelling has become integral to human experience, but it is also ignores the new medium of delivery our industry has adopted.
Originally, we formed initial ideas around a concept, a single message. We delivered the story across the airways within a static, linear fold, whether this was by television or print. At the time, we didn’t have the power to personalize anything through technology, only in channel.
But now, as digital thrives and touches almost every aspect of our lives, it flavors and influences behaviors, contexts, locations, and so on. It even gives new meaning to more traditional forms of advertising by allowing us to augment them for our own personal use. Traditional agencies don’t transform into digital agencies simply by adding the word “digital” to expected titles; our mindset must evolve with our medium.
So I’m taking back the word “tactic” and making it digital. To underscore the fact that... Read more
It’s now a given that online users love videos, and have a steady appetite for watching videos within their social networks, on news websites, and on their favorite e-commerce sites. The fact that Instagram and Twitter recently added tools for creating videos tells you that users find videos even more compelling than photos. E-commerce businesses have responded in kind, upping the numbers of videos on their sites.
However, there’s a right way to do video and a wrong way to do it. If you’re investing time and money in creating and posting videos, you need to make sure they accurately reflect your products and brand, and that people are actually watching them – and converting. Racking up views without a corresponding increase in sales isn’t going to do your business much good. Bring these ideas to your strategic plan for video to make sure that online video properly aligns with business goals.
Show off your brand. If your brand has an edgy image, rough-cut or user-generated video will reflect the brand well. However, if your brand calls to mind “professional” or “luxury,” then casual, raw video won’t help the business. Video production needs to mirror the polish of your brand and website.
Until... Read more
Last Sunday, November 10 marked the 238th birthday of the United States Marine Corps. On November 10, 1775, Captain Samuel Nicholas formed two battalions of Continental Marines in Philadelphia as Naval infantry, and the Marine Corps has since become well known for its proud traditions and strategic theory and practice of warfare. Here are a few lessons content marketers can learn from one of the most respected fighting forces in the world.
Remain Faithful to Your Readers
The Marine Corps motto Semper Fidelis means always faithful in Latin and signifies the loyalty of all Marines past and present to the Corps and the United States. Good content marketers should remain always faithful to their readers when it comes to generating good content. Content marketing at its core is about providing readers with useful, timely and relevant material – not selling or self-promotion. Keep content focused on reader benefits, not boosting SEO or sales. If you’re content is good, increased visibility and sales will happen organically.
Deploy Content Through Multiple Channels
The Marine Corps’ success lies in its ability to rapidly combine air, land and sea forces to achieve every mission. The Marine Air-Ground Task Force is a term used to define how the Marines... Read more
Your creative team is assembled and you’re ready to brainstorm that big new campaign direction. A guy at the table giggles. You think he has a good a idea. He doesn’t. He just got a funny text from his buddy.
OK, moving on. Someone blurts out a current event they just saw on Twitter while two others act focused on the meeting, but keep darting their eyes at their laptops every time no one is asking them a direct question.
Somebody types something. Is she taking notes? Sending an email? Live chit chatting on the Facebook?
Sound familiar? Are you that person?
Shut it all down. Turn it all off.
I know, I know... but you’re multitasking. BS... you’re distracted. Your attention is fragmented and your team is only getting a percentage of the focus they should be getting from you.
The one thing I’ve found most beneficial for conceptualizing new PR, social media, video and digital creative strategies for the brands and startups we work with is to shut everything down - computers, iphones, iPads, Androids and everything else digital - and free our minds.
Coming up with an effective digital creative strategy is effectively problem solving. You’re starting with a goal and working backwards through... Read more
If you’re a marketer, you hear the term customer experience a lot. It’s a convenient catch phrase for all the experiences that a consumer has with a brand from awareness to advocacy and it’s the product of user experience design (UX) work, which focuses on creating superior customer experiences.
While many people intuitively understand that customer experience is pretty important, however, they don’t always see the value of user experience design. Value is the keyword here because at some point you are probably going to have to justify an investment in UX.
For example, the ROI (return on investment) of the user experience for a website has been a comparatively easy to figure out in the digital world. You can value and compare the conversion rate before you redesign a website using UX and also afterwards. Improvements in simplicity and relevance invariably deliver better results, which can be easily measured. The calculation gets harder when a brand has to consider investing in a unified customer experience strategy and execution, however.
Since people hop from channel to channel so quickly and frequently today, a brand can’t have a good experience in one place and a lousy experience in another, especially when all it takes... Read more