Earlier today I watched a video in which BBDO CEO Andrew Robertson discussed the importance of digital marketing, and how he was attempting to ensure that everyone in the massive organization that he oversees is thinking about digital.

Robertson states:

Everything has a digital component to it…Everyone is having to learn about the ways in which digital can enhance the quality of the programs we create…it is not optional

If digital is a component of all efforts, and everyone is required to possess digital marketing skills; what then is a digital marketer?

Ultimately, aren’t we all just marketers with a variety of tools at our disposal?

Unfortunately this is not a new conversation and there is no easy answer. That said, I am not sure that large ad agencies are working fast enough to help solve this conundrum.

Some agencies have begun to take a more integrated approach in organizing their workforce, but is it enough?

We still see campaigns that begin telling a story that leverages out of home tactics, with little, to no digital follow up. In my opinion, such campaigns are incomplete; and no matter however creative the “creative” is, the campaign will ultimately fail-as more and more consumers have come to expect that the next chapter of the story will occur online.

So what is the answer?

Let’s look at the pro’s and cons to moving toward a model where we are all simply play the role of marketer;

Pros

• Easier to ensure that strategy is central to all marketing efforts, as the strategic vision would come from one “nerve center”
• All marketers would be held accountable for attaining a base knowledge of all channels

Cons

• Difficult to decide who is going to focus on what areas of execution, of a campaign
• Many marketers are still not savvy when it comes to digital, and if they were forced to manage any piece of the digital portion of the campaign, things could get messy

There are obvious benefits to each way of thinking. Ultimately, I do not think we are ready to switch to a model where all marketers are responsible for all media types. That being said, what will happen in 5 years, when recent college graduates will have digital media in their DNA? Will we then be ready for the type of change that I am proposing?

I would love to hear some thought from you.

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My initial reaction to the new Snickers campaign that is gracing the sidewalks and subways of New York City was, “wow, this is REALLY corny!”

As I began to see more executions of the campaign on New York City Subways, the campaign began to grow on me a little bit (I realize that this is not actually the first time that this campaign has run, but it is the first time that it has caught my attention) after all, how many ways can you make people care about a candy bar on a NYC subway?

In thinking about this particular execution, the term culture jamming comes to mind. While this campaign does not fit the exact definition of culture jamming, it does poke fun at pop culture in an artful way (I guess “artful”  is open for debate). More than simply addressing pop culture, this campaign addresses a specific segment of pop culture that may only be fun for NYC subway riders. NYC subway riders have long seen silly, redundant ads from the infamous Dr. Zizmor; so in  looking more at this ad, as I was packed like a sardine in an NYC subway car, I had to smile.

This campaign may not exactly be brilliance in action (and it may not sell candy bars) but it did pass the time.

Upon entering my apartment, I transferred my photos from my iPhone to my computer and began to complete this post (which was almost complete on the subway ride–thank you iPhone). I did a search for, “doctor feedzmore” in order to find out who created this campaign and came up with one search result, one!!! No paid ads, nuthin!

This was the perfect opportunity to begin a dialog between a brand and a consumer. Sure, I am not your everyday consumer, as my interests were in the advertising campaign. Still, I wonder how many people went to Google to continue the conversation after seeing these ads. In my opinion, the nominal cost required to continue this conversation (via search) is nothing in comparison to the opportunity for a continuation of the overall engagement.

Unfortunately things of this nature continue to happen; the minute I begin to think that traditionally minded agencies are starting to understand, and leverage new media channels to create true integrated initiatives, I am let down. I realize that often times there is a bottleneck when it comes to budget and other practical matters, but it is the media strategists job to present a comprehensive strategy in the conception phase, and search/conversation can no longer be bolted on as an after thought.

If you are not versed in search marketing, allow me to show you the reason that the Snickers site is not showing up in the organic results. The first image is what a user sees (full flash goodness) and the second is what Google sees (hmmmm…what is that?!)

Looks a bit different, huh!?

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Tactics that employ new channels should merely feed the core strategic foundations of marketing–foundations that are tried and true:

• Value Proposition
• Surprise and Delight
• Positive Experience

The third foundation that I have listed is something that is near and dear to my heart. I have been a champion of the notion that media planners are, in essence, experience planners (or at least this is what they should strive to be). I believe that the ability to create positive, holistic brand experiences is one of the most compelling benefits that new media vehicles have provided for marketers:

Social Media has provided brand marketers with news ways to listen and interact with consumers, creating the potential for an overall better consumer experience. Mobile Marketing has provided brands with the ability to extend their reach to wherever a consumer is, providing a consistent experience from store to online to in hand. Search Marketing has enhanced the experience of shopping, providing consumers with alternatives at each step of the buying process.

I recently provided insight for an article that Matt Kapko wrote for iMediaconnection on Digital In-Store Technology. I was able to get on the phone with Matt and a few of the technology providers mentioned in his article, and I have to say that the space is quite compelling. What I find most intriguing about the digital in-store space is that it is yet another way that brands can take advantage of technology in order to create a holistic experience for consumers. Do I think digital in-store is strategic in a standalone capacity; no. Does it have the ability to bring integrated marketing strategies to the next level; definitely!

We are at a time when all of us should be looking at how to use the platforms that have surfaced over the last ten years, as opposed to fixating on the platforms themselves. This notion has been forced upon us (to some degree) by the current economic climate, but in the end I feel that the interactive industry needed another period of self reflection and correction. If we are able to get back to the core strategic fundamentals that make for great marketing, while leveraging new channels when they make the most sense, we will come out of the current economic state as better marketers.

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I realize this notion is nothing new for those of us that subscribe to the tenets of permission based marketing, but sometimes I get the feeling we are still the minority.

Why not listen to the wants and needs of consumers and use them to create marketing materials that are actually of value, and relevant to our core consumers’ lives?

Marketers have been listening to some degree for a while, using small focus groups. Today, social media and search engines make it easier to mine consumer insight; garnering more consumer data than ever before. In a sense, these channels make up the worlds largest listening center (focus group 2.0–to use an annoying moniker). We have the ability to listen to consumers like never before; so why are so many marketers not adopting these new ways of creating consumer driven marketing product? Is it inability, lack of awareness or is it just good old fashioned laziness; who knows.

Anyhow, in these troubled times (take a drink) marketers need to focus more on relevance than ever before; and that is one of the focuses of the video series produced by Paul Chaney and crew entitled; Nine Ways to Maximize Your Marketing Dollars During the Recession. In the video below I (and others, of course) talk about what I refer to as consumer influenced content.

While there are nine videos available, I am only featuring the one that I am in, because I am an egomaniac (believe what you will).

I hope you enjoy this video. Go check out the rest of them; there is gold in dem der hills!

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No one knows everything (I am getting pretty close though ) and everyone has something to teach.

• If you are a brand manager and think you know everything about your brand, think again
• If you are a brand manager and think you know everything about your consumer base, you are in even worse shape

Brands are living entities; changing shape and composition in the minds of consumers all the time. These changes are taking place all the time, and are different in every consumer. That said, knowledge communities tend to share brand perceptions, and it is easier to target one consumercommunity at a time.

The questions is, how do you garner information in order to best message a consumer segment.You can:

1. Create what you think consumers want to hear
2. Hold scientifically engineered focus groups
3. Ask consumers to show you how they would like to be messaged

Number three has been very popular over the past few years. User Generated Content has surfaced and hit the mainstream–but letting consumers do the job of the marketer is not necessarily the answer. I have said this many times before; the answer lies in collaboration and co-creation.

Recently, Scion began a campaign that takes advantage of point three. According to Marketing Daily, Scion challenged high school students to create marketing campaigns on their behalf–but here is the kicker; Scion does not plan to use these campaigns. This is not a strict UGC effort where consumer work will be paraded around as advertising. This effort is an exercise in collaboration and co-creation, done in a very strategic manner.

Next time you find yourself in a planning cycle and trying to find the voice of the consumer, I suggest going right to the source.

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Sure, we could have pitched a catchy tag line with all the bells and whistles of a blown out, above the line ad campaign–but our core strategy had a lot more than taglines, widgets, gadgets, banners, buttons, apps and flash microsites (not that we would ever pitch a flash microsite–yes, I have a problem with them…always!). Our core strategy was to listen to the needs of consumers–in their own words, and then amplify and empower these consumers in order to allow them to collaborate with the brand. It is becoming increasing obvious that when brands and consumers co-create, on a level playing field, great things can happen!

Oddly enough, ING just launched a new campaign entitled, “We, The Savers“. It has all the trappings of a modern social media/interactive marketing campaign, however for the life of me, I cannot understand how this campaign passed a few basic tests before it went live:

• WIIFM (what’s in it for me)
  • The campaign wants you to sign a declaration of things that YOU will do–not ING. Maybe I am missing something here, but if this is a social campaign, where is the dialogue. If I go ahead and sign this thing, how does ING intend to continue the conversation.
  • In essence what ING is saying is, sign this thing and expand our marketing effort–no thank you! I can be fiscally responsible on my own.
  • One of the points in the declaration is about being heard by our government–ING, if I sign this, will you help my voice become amplified? Are you prepared to send a lobbyist to congress on behalf of this document?

• Does This Site Even Exist?
  • In a world where you are how yo are found, a flash microsite that is invisible to search engines is as good as non-existent. Sure, a ton of money will be poured into TV and out of home, but when was the last time you actually took note of a marketing URL, and then proceeded to go to it?
    • Most consumers don’t want to be blatantly marketed to, without any value being offered. URL call out’s from traditional media work, but I would love to see what the direct traffic is to this site (e.g. how many people get there from traditional media)
    • This is not an interactive campaign in my eyes, it is a traditional one

The bottom line is, we are at a time when we need valuable, utility based marketing in order to make the most of our marketing dollars. When the belt buckle gets tight, the powers that be will look for ROI and true proof points that marketing dollars are being spent intelligently–and I just do not see it here.

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The above is the title I would have given my latest article over at iMedia–alas, they know best what brings in the traffic, and I love them for it

I bring up a number of topics that I plan on expanding upon on this blog. All of the marketing mistakes that I spell out are part of larger issues that I think about on an ongoing basis. I would love to hear which topics are most pressing for readers of this blog. I would be happy to do a deeper dive into any of these topics:

• Twitter is not a one-way megaphone, so don’t treat it like one
• Create buzz, but don’t let the bee get away
• Existing sites cannot be “SEOed.” Stop trying
• Feel free to stay at home in your walled garden — just don’t be surprised when no one shows up for the tea party
• Social media is a commitment, not a campaign
• When did things referred to as “viral” become a good thing?

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After a hectic week on Wall Street some industry analysts are predicting a downturn in online advertising spend for certain sectors. Other analysts are predicting a cut in ad spend across the entire industry as early as Q4. These predictions beg the question-who will suffer from such a state of affairs?

Will brands suffer from fewer above-the-line video ads and rich media ads that largely serve to disrupt media consumption? My feeling is-not as badly as some would like to think. Brands may not be able to reach as many people if their advertising budgets are decreased, but smaller budgets don’t always equate to diminished returns.

On the flip side, there is no question that agencies who charge a percent of media spend will suffer from this downturn-still; I won’t cry myself to sleep for those stuck in a model that is inherently broken. To all my good friends working for traditionally minded agencies (agencies that will lose money this holiday season)-now is your chance to help change the model. Now is your chance to step out of the media-buying-as-commodity box, begin to charge more for your strategic thinking and intellectual property and spend less on canned media buying.

A month ago I moved to strategic consultancy, Crayon, in order to harvest my belief in the fact that what the advertising/marketing world needs now, more than ever, is more strategic thinking-and much less superfluous ad spending. Here are a few strategic arena’s that have been on the brain this week in light of all the speculation surrounding cuts in ad spending:

Image via Wikipedia

The Lasting Value of a Good Mobile Strategy

This week we saw, what some feel is the dawn of a new day in the world of mobile marketing and advertising-but most of the commentary in both traditional media and the blogosphere focused on one thing; whether or not the HTC G1 is an iPhone killer.

As a marketer you should be considering how mobile marketing (notice I did not say advertising) can help achieve your business goals-in most cases it will not involve mobile banner buys and other forms of disruptive marketing (especially when ad dollars are being reigned in). The debate about the iPhone versus Android is relatively insignificant for marketers. The real ramifications (for marketers) of the burgeoning, open mobile ecosystem are the ability to create value added tools-tools that do not just serve the bottom line of a single campaign-but tools that have the capability of creating lasting value for consumers. A great example is Visa’s announcement that they will be working with the Android platform on mobile payments.

At a time where the purse strings are being held close to the belt-longer lasting strategies are the ones that will win.

Image of Sean Cheyney

Digital Marketing Does Not Mean Marketing to Numbers

This week I listened to a great podcast on Susan Bratton’s Dishy Mix. She interviewed friend and colleague, Sean Cheyney of Accuquote who had some really interesting things to say (I definitely recommended having a listen).  Sean told a story of a conference at which he posed the following question, “how many of you know what happens to a lead after you generate the lead?” Only one person raised their hand in response to this question.

I don’t spend a lot of time deploying traditional lead generation campaigns these days-but it always amazes me when I hear stories of marketers still treating web marketing like a digitized version of a traditional medium.  Online lead generation has much greater potential then direct mail (at least in the ability to segment leads and create more custom follow up messages). Sean’s anecdote got me thinking about the opportunity that exists at the cross section of lead generation and social marketing. If a lead is important enough to spend time mining-the consumer attached to the lead should be important enough to have a conversation with.

In future lead generation campaigns you may want to think about adding optional fields for a Twitter name. Strengthened consumers bonds fostered by conversation could certainly help close a deal.

Image of Greg Verdino

Innovation Involves Creativity

Innovation does not always have to break the bank. In fact, sometimes innovation only requires time and creative thinking-not new technology. We are at a point where there are so many new technologies that are untouched by marketers. There is a great deal of opportunity to leverage these technologies at relatively low cost. This week colleague (and bald brother) Greg Verdino wrote about how marketers don’t always need to chase shiny objects, or the next big thing. He writes how marketers often lose interest in “the untried, in favor of the unknown“.

As our economic woes continue-we as marketers need to find ways to weather the storm. While layoffs and cutbacks will be inevitable-the strategic, innovative marketer/media practitioner will always be able to find a paycheck. Those professionals dealing in tonnage and smoke and mirrors however may have to practice the dictum; “would you like fries with that”.

Innovation does not always require new tools. In fact, some of the most innovative ideas are those that mix existing tools with a dash of creativity. Take ARG’s (alternate reality games) for example. Often times they employ traditional media to create new experiences.

Don’t fixate on tools-at the end of the day the most important things are strategy and creativity.

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

This aphorism has actually become a battle cry for many digital marketers who-with the help of various ad serving technologies (and other means that were not around in Wanamaker’s day) are able to better determine how well their advertising is doing.

This notion of accountability has been something that the social media marketer has been grappling more fiercely in the past few years.  The reason this has become such a hot topic for social media marketers is, most social media takes place in the digital sphere; and many marketers equate digital with accountability. For those of us living in the real world; this is simply not true. What is true is that-due to the fact that most social media takes place online-the ability to figure out what is working and what is  not working is substantial; as is the ability to optimize efforts.

Here are a few ways I think about optimizing social media efforts:

• Use search as conversational hearing aid-how well your conversations are doing at creating demand for a specific product/topic etc?
  • Search volume lift on major engines around a given term/concept that you are talking to consumers about is a way to determine how well you are doing at having effective consumer conversations online
• Content as arbiter of interest
  • Controlled, methodological content creation can act as a consumer question; web activity can act as implied answers
    • e.g. Put five product shots online-what is getting the most views? What are people commenting on?

• Learn to be a social media traffic cop
  • Define where most of your social media traffic is coming from.
    • Where does your audience spend most of their time?
  • Some properties don’t allow tracking codes in URL’s-but that does not mean you cannot build custom landing pages that cater to traffic coming from certain sites (i.e. http://amediacirc.us/facebook)

I doubt anyone will ever know how well the sum total of their marketing dollars are doing-and how many dollars are wasted. Still, we do have an advantage on Mr. Wanamaker!

After getting this request, how many of you came up with strategies that employed various social channels, content syndication strategies and search strategies only to hear;

“I love it, but where is the big idea?”

Perhaps some of you replied with;

Perhaps the “big idea” does not mean what it used to mean?

One of the big problems of the year is that many marketers have still not learned of accepted some of the following principles:

• The micro-site is essentially dead (it is not totally dead. It still has a role however this role is nowhere near as important as it once was)
  • These days your distributed web strategy is far more important than your mircosite strategy (potentially any other web strategy you can devise)
    • Be everywhere that a consumer may want to find you or risk obsolescence in the eyes of that consumer
• Viral Does Not Mean Cheap
• Viral Content=Good Content
• Conversations are big ideas, but DON’T FORGET LISTENING IS PART OF CONVERSING!
• People don’t like advertising but they do like value
  • I often hear people say, “if advertising is targeted enough, people will like”. I don’t buy that! I do however feel that if the advertising is targeted enough people will accept it. These targeted ads can also potentially add value

Tags: distributed web, microsite, viral, the big idea, strategy, marketing, conversation

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