breaking destructive marketing habits - november 2015 - event
TRANSCRIPT
Breaking Destructive Marketing Habits
November 18, 2015
Annual Planning Habits
• How do you start your plan?
• Do you evaluate existing media to see if they still belong in the mix? » Do you look at analytics to confirm hypothesis?
• Do you add new media/formats without asking yourself – what will this do for my brand?
Why Focus Online?
60% of all adults
go online first
"There is no such thing as digital marketing. There is marketing -- most of which happens to be digital.”
Brad Jakeman, PepsiCo
Shiny Objects
• Competitor rather than Customer Driven
• CEO Reads or Watches it
• No Data Support or Research!
• Time = Money
Avoiding the Shiny Object Trap
• Document your Target Audience
• Challenge your Assumptions
• Test to Confirm
• Know the audience for a media to defend against shiny object “bearers” » http://www.pewresearch.org/ » http://www.pewinternet.org/
Stop Over-Sharing on Social
• Excessive Posting on Facebook » No more than once a day » At least two times a week
• Lengthy Content Kills » Wall posts fewer than 80 characters gained
66% higher engagement than lengthier posts
• Average engagement rate declined after the third tweet of the day
Lengthy Content Kills
Over-Sharing Troubleshooting
• Impulse driven vs. Strategy driven » Does it fit your core message strategy and brand? » Is it written to engage with your core consumer? » Is it Your message or the Company’s message?
• Ask “Is this platform an appropriate use of Resources?”
Jumping on Bandwagons
Good Bandwagon
Really Bad Bandwagon
Still a Bandwagon
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Hashtag Abuse
That’s 23 Hashtags!
Relying Too much on Automation
• Automation is your friend but … » Talking is still effective CRM schedules should include calls
» Content not recreated for media » Canned responses that sound …
canned Don’t skip personalization options Don’t “set it and forget it”
Really Bad Automation
Email is Still Important
•!Review Email Marketing Program »!It’s “boring” and “old school” »!Subject lines matter.
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Don’t Rely on Others
•!Create lead nurturing email programs »!Easy to set-up with any
email system »!Mixed media »!You know the follow-up is
happening
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Interesting Facts on Content
John Deere began publishing its
magazine for farmers, The Furrow, in 1895 (and it's still
produced today).
http://www.deere.com/en_US/industry/agriculture/our_offerings/furrow/furrow.page
Avoid Pointless Content Marketing
• Never Forget your Audience • Content should be desirable, not forced • Mix it up » Video, Multimedia, Games, Surveys » ThinkWithGoogle.com » Real Life Engagement
Interactive Content
http://f.email.americanexpress.com/s/13/268935263/FallGreatEscape.html
Educational Content
http://www.worldunderwater.org/
Real Life Engagement
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