Posts tagged social media marketing
Do you feel like you’re constantly playing catch up? If so it’s particularly hard to stay ahead of trends. We can relate; thus the reason we’re posting a 2013 marketing trends piece in late April.
Take a breather and read the eight trends projected by Forbes and CIO Network magazines.
8 Marketing Trends Projected for 2013
#1 Businesses will pick and choose their social media platforms. Because businesses have had time to cut their teeth on social media and social media integration, they now have the confidence to align themselves with the platforms that make the most sense for the business. No longer will businesses feel obligated to be entrenched in all social media platforms. Doing so is nearly impossible and participating in all social networks is certainly not required to be successful in your niche. Pinterest works for fashion, photography, interior design and lifestyle businesses but not as well for manufacturers, municipalities, or musicians.
#2 Marketing strategies that simplify will soar. Because the world continues to move at a fast pace; accelerated even faster by 24/7 technology, any company that simplifies our lives or experiences wins more customers.
#3 Real-time marketing will replace campaign-based marketing. While theme-based marketing has ruled because it’s easy to plan around one theme that gets launched around a company-based timeline, it’s not very consumer-centered. Now that companies have married their customer relationship management systems with their online website orders, they have the data to launch trigger-based or real-time marketing that happens because an activity has taken place and merits another action being put into play to motivate the customer to take the next step.
During this year’s Super Bowl, Oreo used “real time marketing” to capitalize on the media attention that resulted when the Superdome experienced a blackout. Oreo had aired a TV ad earlier that night with a Twitter tie in that gained some new fans. When the blackout occurred Oreo leveraged their increased Twitter following by tweeting out a relevant picture reminding them that “you can still dunk in the dark.”
This picture went viral almost immediately and at last count has been retweeted over 16,000 times.
#4 Marketing success will be measured by sales. Instead of measuring lead generation, opportunity costs, click throughs and dozens of other metrics, marketing’s worth to a company will be weighed against sales growth.
#5 Mobile marketing gets taken seriously. Because more people purchased smart phones than PCs last year, mobile marketing will truly get its fair share of the marketing spending pie. While 90% of global marketing have a mobile site, only 20% of them integrate mobile strategies into their overall marketing plan.
SOURCE:“5 Surprising Marketing Trends for 2013,” Forbes, Jan. 23, 2013.
#6 Digital marketing agencies will double. In an attempt to manage their various online and social activities, small businesses are turning to digital marketing agencies. The demand will drive more digital agencies from owner-operated to consultants to creative boutiques.
SOURCE:“Follow the Money: Digital Marketing Trends for 2013,” Rob Eleveld, CIO Network, Dec. 20, 2012.
#7 All marketing campaigns will be integrated marketing campaigns. Do you remember 20 years ago when advertising agencies started calling themselves integrated marketing agencies to show that they were all inclusive of strategies such as direct mail, merchandising, public relations as well as advertising? Today if you produce a direct mail campaign, it would be foolish not to integrate the campaign by using a trackable 800 phone number, QR Code® or landing page (aka microsite).
#8 Google will start charging to access its analytics. In 2012 Google spent lots of money improving its analytics solutions and has put itself in a position to begin charging for the data it collects and stores. You might see this as early as 2014.
SOURCE:”Follow the Money: Digital Marketing Trends for 2013,” Rob Eleveld, CIO Network, Dec. 12, 2012
Do any of these eight predictions surprise or worry you? Tell us why in the comments below. We’re proud to say that 100% of our campaigns are integrated or multi-channel campaigns and 85% are variably printed.
IKEA, the world’s largest furniture retailer, is rolling out an “IKEA Family” loyalty program. Specifically designed to keep the steam turned up on its integrated marketing channels (email, print, and social media).
IKEA has a loyal customer base of 3.6 million people who opted into IKEAs database to receive specials, flyers and its annual print catalog, which mails to 20 million people in the U.S. alone. Leontyne Green, IKEA North America CMO, says the catalog is the most important piece of the communications they produce.
The addition of the customer relationship program, IKEA Family, is meant to fill in the gaps of communications and build loyalty systematically. IKEA already has one million people signed up for the loyalty program.
IKEA Family provides discounts on in-store food and drink, access to seminars and events, member savings, and entry into gift card drawings.
The Canadians Launch of IKEA Family
Rather than doing the trite thing of offering a free toaster, barbeque or CD player, IKEA Canada grew its IKEA family enrollment by giving something that was relevant to the brand, according to Judy Elder, managing director of Toronto-based Ogilvy & Mather Direct.
Customers received a package containing a tape measure, IKEA magazine full of how-to tips, a catalog, large format calendar and a punch-and-munch discount card for the company’s in-store food court. Numbers aren’t in, but sign ups and shoppers coming to the membership desk at the stores has increased.
Putting Marketing Frosting on the Cake with Social Media
Green is also championing one of IKEA’s first forays into social media by launching its “Bring Your Own Friends” promotion. IKEA North America is leveraging its 430,000 Facebook fans by asking them to BYOF (bring your own friends) for a full day of freebies, discounts and storewide perks, while at the same time raising $50,000 for the Save the Children cause.
IKEA’s marketing approach of cool product packaging compliment its ultra low prices. The combination of cool products and low prices has enabled IKEA to endure the recession even though 80% of its sales are in crisis-hit Europe.
SOURCE:“What are the Secrets to IKEA’s Success?” Tom White, tutor2U, March 01, 2011.
IKEA’s endurance through hard times, upward growth, and phenomenal fan base as indicated by its opt-in database, shows the company’s operational and marketing strategies are working. Here’s what it is doing right.
- Not cutting its marketing budget (neither print, nor digitally but adding programs).
- Building a multi-channel campaign around its print anchor – its annual catalog.
- Diving into social media by specifically leveraging fans to bring more fans and reward them for doing so.
- Listening intently to its customers for new opportunities.
Not caving to pressure to go public, IKEA maintained low prices by sticking to their private roots. Less red tape leaves more time for IKEA workers to go through rolls of packing tape, shipping even more furniture across the Continents.
No customer wants to hear all messages via email; via direct mail; via social; via traditional media. You get the gist.
Today’s preferred channels for communication have created new consumer behaviors. And consumers prefer different channels of communication depending on personal preferences. This means to effectively communicate one-on-one with any customer you need print plus digital communications.
According to Barbara Pellow, Director of InfoTrends, 2013 is the year of print plus. And though print spending is expected to decrease 6.2% over the next two years, it still makes up 30% of the marketing spending. Meanwhile it’s no surprise mobile spending is predicted to increase 8.8% and online/web communication spending to rise 4.9% over the next two years.
Pellow says these spending shifts present an opportunity for printers and chief marketing officers (CMOs) to become trusted advisors in helping clients or companies understand how to best spend and blend their available marketing dollars.
While survey after survey confirms that most marketers are shifting funds out of their print and mail budgets to online or out of their direct mail budgets into email, you don’t see the cross-marketing or multi-channel marketing blending that’s occurring in the marketplace.
In an InfoTrends study, Understanding Vertical Markets: Enterprise Communication Requirements, more than 1,000 companies and 500 employees were surveyed. In the chart below, you’ll see the strategy behind blending print and digital channels.
SOURCE: Understanding Vertical Markets; Enterprise Communications Requirements, Info Trends, 2013.
Digital + Traditional = Unified Marketing
Unified Marketing,™, coined by Dr. Augustine Fou, helps to visualize customer touchpoints across all marketing channels and across all stages of the customers’ purchase funnel to identify redundancies or gaps and thus optimize the mix of media and tactics.
Dr. Fou illustrates how marketing has evolved from push to pull (outbound to inbound marketing) in his ecosystem and touchpoints slideshare. He consults with CMOs on how to reallocate dollars across both traditional and digital channels to most efficiently impact business goals. Actually he’s made a science of doing so.
Dr. Fou’s scientific approach to identifying gaps in the sales funnel and then selecting the right tactics across all channels enables CMOs to visualize where they are overspending and then reallocate dollars rather than just arbitrarily moving marketing dollars from traditional to digital media.
“This is not just a ‘digital thing’ or a ‘traditional thing’ any more,” says Fou. “The right tactics are chosen based on insights about what bits of information customers need – their missing links – and what channels and tactics would be most effective in addressing these missing links.”
SOURCE: 2013 Really is the Year of Print Plus, What They Think, Barbara Pellow, January, 31, 2013.
During the Mad Men era of advertising in the 60s, an agency wouldn’t work on an account that didn’t have several million dollars in mass media spending power.
Then in the 90s, an agency wouldn’t work with a client that didn’t have huge budgets to build out an integrated marketing plan that included many expensive components, perhaps an annual report, image brochure, corporate video, and a website with static info that got updated once or twice a year.
Flash forward to 2013 where advertising agencies have divided into niche boutiques to deliver creative to specific industries like nonprofits, associations, environmental focused organizations, municipalities, school districts, or entrepreneurs wishing to launch a national direct mail campaign or international social media campaign.
Swings and changes in agency formation, focus, specialty and preferred client size or niche have been driven by four factors.
- No agency can serve everyone, because no agency can be an expert in all channels and all industries.
- Clients want to work with experts.
- Clients want to work with partners not slick “ad men”.
- Clients need quantifiable measurements every hour of every day, not award-winning creative.
If you’re on the agency side, how has your agency evolved? If you’re on the client side how have your needs changed and are you getting the right partnership you need to succeed in today’s collaborative environment?
SOURCE: Alexander “Al” DiGuido is an innovator in the direct response industry and in e-mail marketing methods. As of December, 2011, he is the former CEO of direct marketing company Zeta Interactive.
Here is what the future of marketing, direct mail, PR, and advertising will look like by 2015, according to Al DiGuido in Ad Age, Feb. 23, 2010.
1. Agencies Shrink and Coin Futuristic Titles
The smaller production fees of digital along with thinner margins are already driving the size of agencies down with the best and brightest not exceeding 100 employees.
New top tier job titles such as “chief choreographer” or “convergence experts” could replace creative directors and programmers, according to DiGuido.
2. Analytic Reports Replace Image Award Trophies
Soon results and ROI will be the only measures of success that matter, putting Plexiglas® trophy companies in search of new business beyond ad agencies.
Data will dominate all agency activity and analysis will drive strategy, not vice versa.
3. Technology Will Be Owned Not Leased
Further into the digital age, it will be necessary to own proprietary technology instead of partnering with third-party vendors, which dilutes margins.
4. Good Agencies Will Package Content and Make it Go Viral
Since content is king and the client must be a thought leader, the best agencies will help clients create content, market that content, then measure and even monetize it.
5. Agencies Will Form Relationships with Bloggers and Other Non Traditional Media Sources
Agencies of the future will help clients nail their target audience and omit the waste of a spot on a network or in the paper by introducing them to blogger sponsorships or guest column opportunities, according to David Siteman Garland author of Smarter, Faster, Cheaper, Non-Boring, Fluff-free Strategies for Marketing and Promoting Your Business.
Plexiglas® is a registered trademark of Altuglass International
SOURCE: 5 Predictions On the Future of Marketing, PR and Advertising from TheRisetotheTop.com.
Businesses of all sizes are posting content, but few have a content marketing plan. Why research, interview, write, edit and post, if you do not have a clear path where your blogs will take you and bring back leads, sales or deals in return?
With only half of small businesses achieving profit growth, according to the study below, doesn’t it make sense to craft a plan to turn your content into dollars in 2013?
Other key findings:
- 50% of small businesses reported profit growth in 2012.
- 44% say they are now both stronger and more determined to succeed than ever.
- 38% say the weak economy has spurred them to work more efficiently.
- 27% say they asked for outside help to solve a business problem in 2012.
SOURCE: Findings are from a survey of 500 US small business owners and managers, conducted by Hiscox in third quarter of 2012.
Content Marketing Plan Musts
Writing a content marketing plan forces everyone to clarify what they want prospects, visitors and loyal patrons to do. Here is an abbreviated list of questions to answer, pulled from 50 Smart Ways to Craft a Social Media Content Marketing Plan written by Amanda Nelson of Salesforce Marketing Cloud.
- Set your goals and objectives (what do you wish to achieve and how)
- How will you measure your results and make adjustments?
- Where are your prospects, visitors, and patrons currently getting info about your niche in the area?
- What problems are your customers having when they come to you?
- What are your customers and prospects saying on Twitter and in News Groups?
- Which formats generate the best responses last year? (short post, long post, video, audio)
- What is working for your competition?
- Are you creating two-way communication and if not how can you in 2013?
- Is your content being shared?
- Is your content generating comments?
- Are other sites linking to your content? If not how can you make this happen?
- Are your keywords driving organic visits to your blog? If not, revisit and revise.
- What steps are you doing to promote your content?
- Are you posting 1-25 times a week? How can you increase quality postings?
Do you have a content marketing plan? According to Brendan Egan, CEO of Simple SEO Group, companies that blog more, make more. Egan challenged himself to posting two 575-word blogs a week consistently for five months to learn if increasing his posting schedule over a steady basis would bear fruit. It did.
Egan said his company’s website traffic, inquiries and new clients all increased as a result with no changes in any other variables.
So what’s your plan? It has to be more than increasing posts and sticking to a regular schedule. You really need to determine how your blogging content fits into your bigger marketing plan and creates value to your customers and two-way conversations.
Take 20 minutes to view Coca Cola’s content marketing plan called Coca Cola Content 2020 and you’ll realize your “plan” may need more meat to help you meet your long-term strategic goals. Coca Cola aims to make the world a better place, to live and dominate the beverage category through content marketing and story telling. How about you?
Whether you need an image for your website, a song for your corporate video, or poem for your blog, chances are you’re going to end up wanting to use someone else’s work as part of your final piece. With the abundance of easily accessible content, the average person can violate the copyright laws 10 times before their second cup of coffee.
As a business leader and marketer, take some time this week to revisit your internal policies for content usage and source citing. Make sure your team understands they can’t just copy a photo off of someone else’s web page or pull a music track from that great Justin Bieber CD. As a business leader just because you don’t know, doesn’t mean you aren’t responsible.
Here are a few pointers to share with your team.
What’s the Law?
A copyright is a form of protection backed by the U.S. Constitution and granted by law for original works of authorship fixed in a tangible medium of expression. Copyright covers both published and unpublished works. Basically if you haven’t shot it, taped it, recorded it, drawn it, written it yourself-it’s not yours to use without expressed permission of the owner. Read the US. Copyright Office’s FAQs as a refresher here.
Common Copyright Infringements by Marketers
Make no assumptions, because ignorance of the complexities of copyright violations won’t save you in court. Here are the most common faux pas:
- Celebrity pictures can be used in a company’s e-mail marketing, blog or website because they’re part of public domain.
- FALSE. Celebrities (and the photographers that take the photos) protect their images just as closely as brand owners of physical merchandise. Permission is required.
- Images or videos that are in Creative Commons are fair game.
- Not exactly. There are still requirements such as crediting the photographer or artist and/or providing a link back.
- Buying royalty-free licenses protects me from any copyright infringements.
- Tread carefully. Royalty free is a cloudy term. Be sure to carefully review the licensing agreement from the provider. Many sources limit the size for reproduction, breadth of distribution or medium utilized.
- Under Fair Use, I can reprint content as long as I clearly credit the original author.
- Wrong again. Reprinting and reposting is allowable under the Fair Use Doctrine only with “limited portions” of a copyrighted item or commentary. You must give credit and cite where it came from. However there is no word count that dictates what a limited portion might be. Copying a favorite article from a magazine and citing the magazine source is a violation of copyright law. Magazines charge a premium for reprint rights – even IF you wrote the article for them.
Copyright laws are complex and the Internet age of easy access adds to that complexity. When in doubt (1) get written permission from the owner (2) check with an attorney who specializes in copyright laws and/or advertising/marketing/entertainment law (3) check with someone at the U.S Copyright Office or its website.
Two countries. One car. When Ford launched its Fiesta sub-compact car last year in Canada and the U.S., which country executed the best marketing campaign?
The Canadians built their campaign around the theme, “The Little Car that Could.” The Americans produced a multi-channel campaign touting the slogan, “It’s a pretty big deal,” backed up by a powerful social media pre-launch campaign.
CANADA: The Little Car that Could
To build interest, the Canadians sent out eight Fiesta cars to tour major Canadian cities prior to implementing a direct mail campaign. Then Ford Canada sent out a series of emails about winning a Ford Fiesta, which generated 84,000 leads (73,500 were net new leads for Ford). 
Trying to build on the excitement that Ford Fiesta was a vehicle for creating extra special moments not just a small car, Ford Canada kicked off a direct mail campaign targeting 30 to 45 year old urbanites.
In an effort to grab their attention, an oversized slide-out direct mail piece was created. The format allowed Ford Canada to include lots of graphs and information, including a head-to-head comparison chart of Ford Fiesta against the competition and emphasizing the great gas mileage of 40 mpg.
The entire campaign centered on driving home three benefits (1) design, (2) technology and (3) performance.
The Canadian Ford slide/sleeve brochure was personalized and variably printed to show prospects their specific mileage based on their geographic location and the mileage in that area.
A one-time mailing of 101,000 pieces was sent out across the country with selected prospects being offered a $500 purchase or lease offer.
As a result the Fiesta became their number one selling car domestically in Canada and boasted $1 million in incremental sales and the ROI for this campaign was 224%.
AMERICA: It’s a Pretty Big Deal
Before spending one dollar on traditional marketing, Ford Motor Company America initiated a social media campaign named the Ford Fiesta Movement. Out of 4,000 applicants, 100 individuals with significant social clout were chosen to blog, tweet, and YouTube about the Ford Fiesta six months before the 2011 launch.  The applicants’ YouTube video posts alone generated 640,000 views.
According to social media blogger Jeff Bullas , the results of the Ford Fiesta Movement were as follows:
- 11 million Social Networking impressions
- 5 million engagements on social networks (people sharing and receiving)
- 11,000 videos posted
- 15,000 tweets (not including retweets)
- 13,000 photos
- 50,000 hand raisers who have seen the product in person or on a video who said that they want to know more about it the Ford Fiesta
Then Ford launched It’s a Pretty Big Deal television campaign with all the bells, whistles, street performers and confetti. The commercial first aired on American Idol.
According to a Dec. 10, 2011 AutoBlog.com reported, Ford Fiesta was in 4th place in the U.S. with approximately3,473 sales. In a March 2011 Green Cars Report , Ford Fiesta sold 6,700 units in the U.S. in February 2011. By year-end 2011, Ford Motor Company sold a total of 69,000 Ford Fiestas in the U.S . 
So Who Won?
Based on the figure of $1 billion in sales, Canadians sold 76,923 cars at $13,000 a car and Americans 69,000 cars. So the Canadians win by sales. Unfortunately I don’t have the budgets each agency spent to achieve these sales but based on research I suspect the American agency far outspent the Canadians based on TV program placement. The results are also impressive considering that the size of the Canadian market is much smaller when compared to the U.S. market.
The moral of this marketing launch story, is a variable data direct mail piece backed by a simple car tour can result in more sales for less marketing spend than a social media, TV, radio campaign with twice the agency billable and hard costs, but not twice the results.
 DMN.ca May 2012
 Ford.media.com, April 7, 2009
 JeffBullas.com, Feb. 18, 2010
 Green Cars Report, March 7, 2011
 Forbes, May 2, 2012
When it comes to marketing and branding, make sure not to forget the traditional methods that have worked for decades. Some customers still prefer the tactile experience of reading a direct mail postcard or printed piece. The more places you advertise and promote your business to your targeted audiences, the better your exposure and marketing penetration. Here are statistics and brand experts’ thoughts about blending social with traditional media.
- Consumers are 50 percent more likely to buy or use a product when TV ads work together with Internet marketing. Source: ATKearney
- Enhance your print advertising and direct mail campaigns, socially, by using QR Codes® to track how people are getting to your website. By using trackable URLs in social media posts, you can gain firm idea of your user entry points to your website.
- Social media marketing and traditional marketing go hand in hand and should be blended, according to D. William Jones, social media enthusiast at Builtitz.com. By using social media exclusively and ignoring traditional media, you risk killing your market reach. 35 percent of US consumers still get their news offline. Advertising, TV, and direct mail are still extremely important and valuable.
- Talk to your customers about how they want to be talked to. For some that will be via social media and for others that will be through traditional media. Many nonprofits such as Fellowship of Christian Athletes and Harvesters send their volunteers donor receipts through either the mail or email based on preference.
- Nearly one in five smartphone users makes a purchase after scanning a QR Code®. Source: Print in the Mix
- When consumers were asked about the acceptable channel for marketers to contact them, direct mail is the only channel where an unsolicited message isn’t viewed as inappropriate. In fact, it is preferred. Source: Print in the Mix
- Nothing can beat the speed of response of a post on Facebook or Twitter, which makes these social channels ideal for responding to a crisis situation or angry customer. However, nothing beats the credibility and professional recognition of traditional media, which makes it ideal for branding and product believability.
“Our research into marketing-inspired purchase behavior illustrates that we live in a multi-channel world where brands that can execute campaigns across both mass and direct media will have a distinct advantage over their less coordinated competition. Today’s consumers are cross-channel communicators, and they’re ready to reward those brands that abide by the unique rules that govern each channel.” – Exact Target
What channels do you find mix for the best results?
*QR Code is a registered trademark of Denso Wave.
If you are using Pinterest for business purposes, consider the ramifications. There are copyright laws that apply to all pins.
While many companies and artists ignore copyright violations, the companies or individuals that sue usually win. Copyright violations can be quite costly, running from $750 upwards to $150,000. One website owner recently paid $4,000 in damages for using a $10 stock photo without permission even though they removed the photo promptly after receiving a takedown notice. (Source: Is Pinterest a Haven for Copyright Violations, Greekgeek.com).
If you’re on the fence about using Pinterest as a promotional strategy for your business, know that the only fool-proof way to build boards is with original content and photos your company owns or has gained written approval to use.
“You represent and warrant that: (i) you either are the sole and exclusive owner of all Member Content that you make available through the Site, Application and Services or you have all rights, licenses, consents and releases that are necessary to grant to Cold Brew Labs the rights in such Member Content, as contemplated under these Terms; and (ii) neither the Member Content nor your posting, uploading, publication, submission or transmittal of the Member Content or Cold Brew Labs’ use of the Member Content (or any portion thereof) on, through or by means of the Site, Application and the Services will infringe, misappropriate or violate a third party’s patent, copyright, trademark, trade secret, moral rights or other proprietary or intellectual property rights, or rights of publicity or privacy…”
Pinning for Profits Not Pleasure
Businesses are not protected by Pinterest’s terms. As a business you are on Pinterest to promote your business. Any businesses’ use of content or repining is considered marketing.
If you’re posting another artist’s image or content without permission, he or she deserves compensation according to copyright laws. Many politicians learned this lesson the hard way during the last presidential election when many played pop music that wasn’t licensed to them. The outcome was tens of thousands of dollars paid in penalties.
The safest way to use Pinterest is to post a steady stream of your own content, according to Brian Heidelberger law partner at Advertising, Marketing and Entertainment Law Practice of Winston & Strawn.
For this reason, many companies are leaving the pinning for personal users during off hour. CMOs are carefully considering their position regarding Pinterest and many have simply decided the liability to their brand is not worth the effort.
If I’ve rained on your promotional parade or made you rethink your current pinning strategy, consider the plight of the artists, photographers, and content creators who loose revenue when their content is used without permission and goes viral.
Blogger and photographer Amy Locurto’s friend and fellow creative found that only five in 100 copies of her heart cake photo and recipe were credited back to her.
On Pinterest, once you pin, that pin becomes the rights of Pinterest and all control is lost of crediting it back to the you yet all the liability remains on your shoulders – you first pinned it you are responsible for it.
“You acknowledge and agree that, to the maximum extent permitted by law, the entire risk arising out of your access to and use of the site, application, services and site content remains with you.”
This is why one lawyer who is also a photographer removed all her Pinterest boards. Will you do the same?