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Don’t forget the customer in the rush to digital
by Pete Davis, posted on 12 December, 2011 at 9:56 am, filed under Social Media, Web and tagged Facebook, Kraft. Bookmark the permalink.
Kraft’s European vice president of marketing, Daryl Fielding, was recently quoted as saying “don’t forget customer needs in the rush to digital”, and for me this serves to highlight some of the problems that marketers face as they look at new technologies to help them deliver their messages to more and more people as effectively as possible.
It’s often far too easy to get caught up in the bright lights of digital, but marketers have to look closely at what they are doing and the “new media” channels that they are using, and ask themselves whether they are really delivering in the way that traditional media are? Yes, digital is by its very nature extremely measurable and has changed the way we look at many other media channels, but sometimes the numbers can be distracting.
Not long ago, a marketing colleague of mine told me he had achieved 25,000 friends on Facebook and was really happy about this. Not in any way wanting to take away from his achievement, but it had taken him a lot of time, energy and effort to get these followers. For a fraction of that “cost”, my friend could have put an advert out on UK TV at 3am and got twice as many viewers.
The point here being that in many respects anyone can get the numbers in, but it’s what you do with them when they’re there that really counts. Too many brands have lots of friends but are not doing anything with them beyond the clicking of the Like button, and unless these followers are being regularly engaged they are doing little more than passing through. Those 25,000 friends are potentially 25,000 advocates and that is a powerful proposition, but the focus for brand managers need to be on nurturing those friends to do something next.
Measuring your marketing solely by the number of friends you have on Facebook is a little like having a party where you’ve had to give everyone that attends a bottle of wine. How many of these are genuine friends and how much have you had to spend to get them through the door? The real question that marketers should be asking themselves is what is the role of this community within their brand strategy? Marketers need to know how engaged these people are with their brand, and if they aren’t engaged, they need to look at how to get them engaged. And if they can’t do that, then they need to consider the possibility that their marketing budget would be better off spent elsewhere.
Another big issue is around appropriateness. As marketers we embrace any new technology as a way for us to communicate with our target audience, but we have to consider carefully whether the consumer is also embracing it as a marketing channel from an advertising perspective. I don’t believe this is always the case. While marketers see something as a great new advertising opportunity, consumers see it simply as a great new technology, and will see any marketing or advertising as an interruption.
People are inherently social but marketers have to remember the person behind the social engagement. Customer needs should be at the heart of every interaction and if we forget that we devalue the engagement and potentially the brand as well. Digital still offers an enormous opportunity to deliver our messages, but what we should never lose sight of is the fundamental marketing principles, those of delivering the right message to the right people at the right time and in the right place.
Pete Davis is managing director of media ideas hub Getmemedia.com
http://wallblog.co.uk/2011/12/12/don%E2%80%99t-forget-the-customer-in-the-rush-to-digital/
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Getmemedia.com is offering brands the opportunity to work together with British boy band The Wanted across a range of platforms. Partners can become headline partner of The Wanted 2012 Tour, an association which will include promotion across all nine Capital Radio stations across the UK, as well as prominent visibility at Capitalfm.com, plus branding on TheWantedMusic.com, and on all newsletters to the band’s 150,000-strong database.
The package will also include outdoor branding at 16 UK and Ireland venues, as well as the opportunity for ‘moment’ engagement with the audience through experiential and sampling.
There will also be a large social media element, enabling brands to connect with the band’s 1.9 million followers on its Facebook page.
“The Wanted will give instant access to this social networking database, integrating the partnership as part of the social conversation, with opportunities to run competitions for fans to feature as a ‘super fan’ in the weekly video ‘Wanted Wednesday, viewed so far over 30 million times,” says Getmemedia.com.
The tour is slated to commence at the Evening News Arena in Manchester on 17 February.
http://www.brand-m.biz/the-wanted-seeks-brand-support-for-2012-tour_11888.html
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A headline sponsor is being sought for the forthcoming tour of boy band The Wanted.
Getmemedia.com has announced that it is searching for brands to
become the headline partner of the band’s forthcoming tour, which will
run across nine Capital stations.
The sponsor’s branding will also run on the brand’s website and the newsletters sent to its 150,000 strong database.
Outdoor branding will also run at each of the 16 UK and Ireland
venues, including screen activation during the show and the opportunity
for experiential and sampling activity at the events too.
Social media activity will also take place through the brand’s Facebook page, which has around 1.9 million followers.
The tour will commence in Manchester on 17 February 2012.
http://www.thedrum.co.uk/news/2011/12/08/headline-sponsor-sought-wanteds-forthcoming-uk-arena-tour
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Getmemedia.com Usage
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Last Updated: 30 January 2012
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- Over 1,850 live opportunities
- 13,500 registered members
- 20,000 opps viewed in Dec 11
- 136 media owner contacts in Dec 11
- Media opps worth over £750m currently listed
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"This is an excellent tool for brand teams and agency planners. We encourage media owners to utilise the service to enhance your business profile and increase your visibility."
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Ivan Clark - Kinetic
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