Altimeter Group’s Jeremiah Owyang conducted a webinar a couple of days ago, along with Michal Della Penna of StrongMail, on social media today and tomorrow. He made two very key important points. Don’t market your ass off (my words) only to give your traffic over to Mark Zuckerberg. And don’t use “engagement” as a key metric when trying to prove social media ROI to your executive committee.
Point 1. I’ve heard on a number of occasions, from some pretty smart, that many companies are considering reducing the scope and scale of their corporate websites in favor of bulked up their Facebook efforts. Mistake. Overblown company and brand websites can be a blight, but they don’t really hurt anybody. Letting all your customers and prospects learn about your product on Fotchbook on the other hand, can dilute your control and funded sales efforts.
Point 2. Consumer engagement, often defined on the dashboard as clicks, time on site, members, views, likes, check-ins are not sales. Certainly they can lead to sales, but until tied to money changing hands, its engagement not a wedding ring. It’s like dating without the you know. We all know dating leads to you know, so I’m not pooh-poohing engagement, I’m just suggesting as did Mr. Owyang that executives care about da monies. When was the last time you read a financial article the headline for which was “Goldman’s Engagement Slid 53% In Quarter.” Peace!
June 15, 2018 in Marketing
It only takes one meme to move a market. I’ve been in advertising, communications and marketing since 1978 (Geezer) and know one of the quickest ways to success is a big communication idea that captures the interested of the masses. If you capture consumer attention, they will sit still long enough for you to deliver […]
June 14, 2018 in Marketing
Brand planning is not just about words on a paper. Colors on a palette. Planks and buckets and values. Or even taglines…and I’m a big fan of taglines. (If you’re spending marketing dollars which don’t prove your tagline, you’re “off piste,” as I like to meme.) Brand strategy is integral to marketing. As such, all […]
Here’s an exercise for brand planners. I read this morning that when president Richard Nixon prepared for a summit in China to meet Mao Zedong, he created a checklist. What do we want? What does China want? And what do we both want? Each question had three answers. Brand planners should ask themselves the same […]
June 11, 2018 in Marketing
I’m always on the lookout for new questions to use in brand discovery. I rely on a fairly static battery of questions for company stakeholders, who provide the business foundation for my consumer questions. (Consumer questions are way less static.) Truth be told, the company is paying the bills and approving brand recommendations so they […]
June 8, 2018 in Marketing
I hate to pick on Memorial Sloan Kettering Cancer Center and its ad and web agency. MSKCC does such important work. It’s a brand with some of the greatest promise in all of brand-dom. Healing. And had the organization not developed a great brand promise “More Science. Less Fear,” I’d have probably let them […]
June 7, 2018 in Marketing
There has always been a tension in advertising between strategy and creative. The best creative ideas, creative people will tell you, come from coloring outside the lines. Think Different, to quote TBWA Chiat Day and Apple. The creative mind flourishes without bounds. Strategy people like lines and organization. We love creativity, but our day job […]
June 6, 2018 in Marketing
My LinkedIn profile lists me as a Brand Strategist. That’s the “Is” of my Is-Does. As for the “Does” I say “Redistributor of marketing wealth.” I use redistributor of marketing wealth rather than redistributor of business wealth because one can redistribute business wealth by buying a company. That’s business and finance, not marketing. Marketing is […]