Marketing has gone tremendous disruption over the last decade. Here are some ideas that have demonstrated stupendous staying power in the field of this ever changing landscape.
Crowdsourcing “A central principle animating crowdsourcing is that the group contains more knowledge than individuals,” Coined by Jeff Howe in a 2006 Wired magazine article The Rise of Crowdsourcing, the idea is to leverage collective intelligence to create something of value. Good examples are: IdeaExchange from Salesforce, MyStarbucksIdea.com and IdeaStorm.com from Dell.
Customer Reviews "Suddenly, everything is about the product and its ability to meet expectations, not just how you market it." Alejandro Camino, VP Marketing and Communications at Softtek. People's perception of products and services are impacted by customer reviews and ratings. Sellers Beware!
Diversification Dividend "Marketing has become a LEGO blocks game." Luis García de la Fuente, CEO FactoríaDeClientes.com A single marketing campaign can contain a viral video, live webinar, inforgaphic, social media interaction, email promotion and behaviorally targeted advertising. Diversification is the secret to brand nourishment! Read more.
Experiential Marketing Experiences are emotional, personal and tangible! Offer in-depth experiences that stimulates people’s senses. Do it and your brand will triumph.
Gamification “Games and research into human psychology have taught us that people are happier when they earn something, rather than when it is given to them,” Darren Steele, the strategic director of Mindspace. Now, you know the popularity of Safeway Club Card.
Mashup An abstraction that helps people see new connections between seemingly disparate concepts. All the rave about Skyline Windscape is nothing more than a mashup between oxygen and displays. How you trap oxygen within the folds of fabric. The result: A marvelous air powered exhibit system, another industry first.
Mobile First is all the rave now. With half of U.S. mobile consumers owning smartphones,“Now is the best time to start leveraging mobile marketing, because it’s still relatively new in the eyes of both marketers and consumers,” Marketing in the Moment... Read more
Offline Links Propagates Inbound Links/Leads We know that Inbound links expands your brand horizon, generates direct/indirect traffic and helps optimize your search engine rankings. However, did you know that Offline is the New Online Link Building Strategy . Our online inbound leads went up by 22% by focusing on the trade show event #CES 2014
Product Placement You, the marketers are the creators of valuable content and can place product information in your blog posts, ebooks, webinars, videos and presentations, while generally appealing, include information about what your company does and how that might benefit the prospect. Here is my attempt at it.
Prosumer Integral part of web 3.0 culture, Prosumers are the result of cross pollination between consumers and producers in the online media landscape. "Common consumers who were predicted to each become active to help personally improve or design the goods and services of the marketplace" Dave chaffrey, CEO and co-founder, Smart Insights. Read more, on how you to transform your clients into brand ambassadors.
Personalization "Being able to directly talk to a need is magical." Hope Neiman, Chief Marketing Officer at EMN8. Dynamic content is the outcome of such desire to personalize content– provide prospective customers a seamless, near intuitive path down the sales funnel—one that would recognize each potential buyer as an individual and adapt to his or her needs.
Segmentation allows organizations to target a prospect or a customer with the most relevant messages to her needs and preferences. According to eMarketer, 39% of marketers who practice list segmentation see better open rates and 28% see lower opt-out and unsubscribe rates. “Successful Direct Marketing pros will alter their tactics to overcome inbox clutter and increase relevancy.” Forrester Research Vice President and Principal Analyst David Daniels. Do it, and your prospects will love the marketing delights that you send them over.
Transparency "Information is so much more valuable if people are opting to share it with you.“ Cameron Chapman. Transparency is the social currency of our digital age. It encourages your audiences to become active participants in this new cultural revolution. A must read: Radical Openness: Four Unexpected Principles for Success
Visual Content “Less text please, more graphics – we’d rather see it than read it.” Iris Shoor, the co-founder and VP Product Marketing at Takipi. Visual storytelling as a means of spreading a marketing message is crucial to your brand existence.
Virality "Viral marketing is an idea that spreads--and an idea that while it is spreading actually helps market your business or cause." SETH GODIN, Marketing Author & Speaker. “Being viral isn’t the hard part,” observes Godin. “The hard part is making that viral element actually produce something of value, not just entertainment for the client or your boss.”
“What is in it for me?” It is the value proposition that propels people to take action. Why will anyone choose to engage with your brand? Check out these Facebook ads with good value proposition.
Wireless "We’ll look back and see that wireless, not the Internet, made the greatest change." Richard K. Marketing Sociologist… A definite game changer indeed. An increasing result of this is Geotargeting is a method of marketing in which you deliver a message based on the location of your audience... in case you were wondering why
Lowes and Walmart are wired up with the wireless technology.... Read more
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Read about 83 other ideas that will make you a prolific marketer!
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With changes in Google algorithm, that supports educational content like blog posts and videos instead of simple website urls, it is no surprise that Expedia Lost 25% Of Their Search Visibility In Google Possibly Over Unnatural Links.
Organic wins 94% of the time versus paid search result. For the marketers out there, create content that connects with your audience and compels them to interact with your brand.
Related Article: Google Hummingbird Demands Mobile-First Content
The days of interruptive marketing are but a distant memory and the Internet has permanently changed the way we interact and exchange information. Today, 8 out of 10 people identify themselves as blog readers, and 23% of all time spent online is spent on social media sites, sharing content. To take advantage of this new buyer behaviour, cultivate an active online presence.
HubSpot’s research shows that 75% of users never scroll past the first page of search results. Now, more than ever, it is vital to continue creating compelling, educational content that people love and share.
Did you Know?
Microsoft Research reports that people spend only 10 seconds on your homepage before leaving if they don’t immediately connect with your marketing messages.
61% of B2B marketers rate webinars as the most effective content-marketing tactic. Webinars are great educational offers for that middle-of-the-funnel prospect who has started the research phase of his or her buyer journey and is now getting into the consideration phase, looking for more information.
80% of business decision-makers prefer to get company information in a series of articles versus in an advertisement. The bottom line: We don’t want to be sold to, we want to be educated, and articles deliver the kind of information your prospects are seeking in order to make smart, well-informed decisions.
Related Article: Content marketing is about optimizing the dialogue between a company and its customers for profitable outcomes
60% of the population are visual learners and articles with images get 94% more views over those without an image.
Related Article: How Live Talks Become Visual Content
B2B companies that blog, generate 67% more leads per month than those that don’t. If you have an active blog, you have a better chance of making a connection with your website visitors.
Image credit: http://adsoftheworld.com/
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You the Marketers, are the Architects of the Customer Experience!
Customized content for each consumer will be growing trend for 2014 and beyond. You now have technology in place to capture the range of customer behavior in your emails, on your website, in your mobile app, at your physical locations, "even on your customers’ morning runs — and attribute them to individuals." Technology has now made the quantum leap that captures these cross-channel, cross-device customer behaviors, it’s up to you, marketers to weave an engaging story.
Bryan Brown, Vice President of Product Development, Silverpop specifies 3 Key Tactics that encourages customers experience.
Pick a channel you’ve never individualized before and add an element of personalization.
Or, add more customized content to an existing channel to make it more helpful, fun and/or engaging.
Look for creative ways to use customer behaviors to drive cross-channel interactions.
Maybe a mobile app interaction is reflected on the website. Or an in-store exchange drives an SMS. Or a retweet leads to an email.
Make real time your mantra. Whether it’s a contact who just abandoned a shopping cart, exited your store after a test drive or posted a product review, the timeliness of your response can make a difference. Configure your business rules and automated programs to make it happen.
Read more about the 7 Key Marketing Trends for 2014 - and Tactics for Thriving in the New Year
[As Rebecca Lieb puts it] ... But, content marketing is not new. In 1895, John Deere published the first journal of its kind teaching farmers all about the latest in technology and trends in the industry. More than 100 years later and with 1.5 million in distribution to 40 countries, The Furrow could be the most successful content marketing initiative in history. Since then, thousands of companies have used content marketing (to an extent), but never have we seen marketing professionals focus so much on content craze.
If you have any sort of web presence, you are a publisher. Think like one and build a digital content strategy that enhances, embraces and exhilarates your audience and skyrockets your conversion rate. This book is a must read for this year!
"Your goal is not to make money from them or to get them to do what you want, but to fill them with great delight." Guy Kawasaki