I’m always interested in what people have to say about Digital Marketing Trends and I came across this event video through Google+ and I have to say that it is a really good presentation delivered by Drew McLellan. It is US focussed (McLellan Marketing Group is based in Des Moines) but hey this is the global village and Drew makes some excellent points about how we as businesses could be missing out on opportunities right now, and that if we don’t realise this now it will have dramatic effects on our business in the future.
The presentation is about 40 minutes long so get comfy!
I’ll summarise some of the points Drew made that struck a chord with me. He based his presentation around the old marketing slogan of ‘Know. Like. Trust’, in that this is the journey most customers and clients follow to engage with your brand. The topics he chose to talk about were ‘Your Brand’, ‘Technology’ and ‘Society’.
Digital Marketing and Technology
Drew talks about the growth of mobile devices and how that affects how we consume content, make decisions and find ‘stuff’ out. As he puts it the mobile phone is now a Swiss army knife that allows us to phone, text, browse, engage with social media and take pictures/ record video. The way he describes it is mobile as everything!
> Plugged in 24/7
1. Think about how QR codes can be used to add value to your mobile clients experience. In 2010 the use of QR codes grew at the rate of 1200%
2. Consider how you can integrate photos into your mobile offering and how those photos could be shared to generate work and revenue for your business
> Mobile web experience
1. Check your website on your phone
2. Ask what are the 4 things that visitors want from your website and make sure that they can get them easily through mobile browsing
3. Check Google Analytics to see the rate of mobile abandonment from your website
> Unplugging is the new unwinding
1. Consider how ‘digital detox’ could be used as a selling point to your business as a hotel, sap or book shop for example.
Digital Marketing and Society
> Scary Out There
1. The current environment has caused a lack of confidence in your clients and customers. Drew states that this leads to a non-committal attitude.
2. Clients don’t want to be tied down with purchases and long term contracts.
3. There is a trust versus price battle in the heads of your customers. They might trust you as there supplier but they are tempted by low prices.
1. Business can take this fear into consideration and make a profit, if you can be flexible to meet your clients new needs
2. There is a greater than ever need to build trust in order to dispel this uncertainty
3. The rise of gamification has increased with the lack of confidence. Look at ways you can make areas of your business ‘fun’ and ‘game-like’
4. Peer to peer reviews are becoming ever more important to build trust. Through social media recommendations and onsite testimonials an element of trust can be built into your business
5. Monitor and track what people are saying. Don’t be afraid of negative comments as these are always going to happen but make sure you can pick up and respond to them.
Digital Marketing and Your Brand
> Focus on the bullseye!
Drew introduces this as something that anyone in marketing knows.
1. You have to have a niche or specialism that you focus on and can be seen to be an expert in. You can’t be everything to everybody!
2. With a lack of confidence you need to be able to demonstrate your confidence, expertise and the ability to hit the bullseye every single time.
> Content and curation is king
1. We expect content to be available to us. We rate businesses on whether there is enough available to us.
2. Don’t think of content as a sales opportunity but as a demonstration.
3. Talk about the customer not yourself
4. Ensure that the customer has the opportunity to talk
5. If you listen you will win potential customer’s trust
6. Don’t be afraid of giving things away for free. “People don’t want to do it, they want to know you know how to do it!” (I love this)
Drew summarises these points in a really clever way, going back to Know. Like. Trust… its not that the principles have changed but the way we engage has:
Know = Your Brand = Share with people through content
Like = Technology = Share when and where people are comfortable
Trust = Society = Remove fear