Entries tagged as ‘marketing’
Anyone spending money wants to feel it’s money well spent. And can you blame them? After a retail therapy session I sometimes have buyer’s remorse. I’ve often been thankful for the 30 day exchange policy most department stores offer.
When that money is tied to marketing, the return on the investment is paramount. Different folks gauge a successful spend in different ways. Networking is valuable. Evangelizing the brand is important. Leveraging an audience is crucial. How can I get the most bang for my buck?
These days, due to an influx of web 2.0 technologies, custom solutions have become the norm. But customization has become about more than just integration. Media will forever evolve with technology. Media is technology. That’s kind of an all-encompassing statement, but it’s true.
Due largely to the magic of developers, a marketer wants more for their dollar because technology allows them more. They want a sort of ‘brand infusion’. It’s not enough to merely generate leads. They want a seamless presence with subtlety. A gentle look and feel. They want to market effortlessly, without appearing to market.
I’m not envious of those with careers in marketing. Sounds like an intense workload. They have to have a deep understanding of the technological possibilities that exist, choose the best channels, diversify those and then apply them to their organization’s message. One can never be complacent, as technology will never stop evolving.
I’ll stick with sales for now.
Categories: Media 2.0
Tagged: brand infusion, developers, marketing, media, technology
I spoke today with the Director of Marketing of a web content management organization. We had a really good chat about the two distinctly different ways companies can approach this web 2.0 thing, and wanted to share them with you.
1. 1. Operationally: how does this change my IT department’s functionality? Our network? Our licensing?
2. 2. The CMO’s Perspective: ultimately how do I promote my brand value? There’s a couple of things to consider under this angle:
A) Brand experience / emotional connection
B) Unique differentiator within the market
C) How do I ensure I am what my buyers want? How do I remain niche?
D) Supply chain
E) Here’s the doozy: Digital Interaction
The digital interaction portion of the perspective is the tricky part, especially as the market becomes more web 2.0 savvy.
He shared a story with me about one of his colleagues who was driving with his 12 year old daughter on the way to soccer practice. He asked her what she thought he should get her Mother for her birthday. The daughter replied that Dad should buy Mom an iPod, as Mom was forever borrowing hers.
Dad asked her if she thought it might be better to get a Microsoft Zune, which he’d seen heavily advertised. His daughter rolled her eyes and told her Father that he obviously didn’t know anything about marketing. Dad laughed and asked her what she meant. His daughter replied that if you have to advertise a product, it’s obviously not very good.
From a 12 year old’s perspective, conventional marketing methods are trite and forced - they no longer engage but rather make pathetic attempts to grab attention. Media has changed so much, and it seems the youth almost have a better grasp on what works and what doesn’t.
Categories: Uncategorized
Tagged: marketing, media, web 2.0, Zune
