The Accelerating Need to Understand
The UK CEO for Google recently gave a talk in London about the state of marketing today, which he termed the "acceleration of everything". Even as marketers scramble to familiarise themselves with the new tools and user expectations, the goal posts move. There is no longer the time to debate and try to perfect your approach; marketers need to jump in and experiment.
But do not experiment mindlessly. Digital tools, and the behavioural revolution they unleashed, have accelerated the imperative to centre everything an organisation does on its customers. They are your directors and demand to be listened to. Being guided by what your customers want ensures you stay relevant, and it has never been easier. Utilise the analytics embedded in digital channels to see how your customers are behaving, what they are interested in and sharing. Understand who their social influencers are, and what issues and ideas they may have.
Listening in all the time means that marketing needs real intelligence to maximise these relationships. And true customer-centricity means getting rid of organisational structures that suit you and not your customers.
Communications = Social
The social media revolution has made communications social. As brands grapple with social media, remember that the focus should not be on the 'media' part, but rather the 'social' part.
The dawn of social communication is not about what channels you are on - it's not about "being on Twitter or Facebook". Social communications is about being human. It is a different way of being with customers. It means learning humility, starting with your fans and not with you and your brand. It is not asking them to join you, but you being where they are; and building on their ideas and collaboratively creating the brand story and context
Be the Publisher and the Curator
In the aftermath of the connectivity revolution, our attention spans have shortened. Content is king, as the old adage goes, so what does this mean for brands?
It means that in order to make the most of being online, you need to become a publisher. Publishers don't just talk about themselves. And they don't rely on one static piece of content to get them through the months. They are continually identifying, creating or sourcing content that will interest and engage their readers. Do the same for your brand. Create content that adds genuine value to your customers' lives, and share the good content that they create.
Ensure all the content you create is guided by your brand personality and values, and use it to demonstrate your brand promise, rather than talk about it.
Brand is a VERB
Whether you like it or not, the internet changed the role of media. We no longer consume media, we no longer watch it; we use it. The internet changed everything because it changed human behaviour.
The era of participation marketing is upon us. The shift is easy to understand, and yet few brands seem to really integrate this into what they do.
When developing your marketing strategy, shift the focus from messages to actions; from advertising to brand-relevant platforms for consumer action. Brand love and awareness are the result of letting your consumers run with your brand, and to do something with it.
Good News: Brands aren't Dead!
You can no longer exaggerate wildly, as you could in the disconnected age. (Pity, as it made the job of marketers and advertisers very easy!)
Since the internet went mobile, every shopper now has, in effect, their entire group of friends (and whichever experts they're interested in) trailing around with them in store as they consider a potential purchase. Transparency is tyrannical and they no longer need to believe what you say about yourself.
This means that marketing has to be about delivering on your promises. It still requires massive innovation and creativity, but most of that is directed towards getting your organisation to do what it says.
So, does this mean brands are dead?
The answer is no. Consumers still want brands that engage their hearts as well as their minds. They still want a relationship with the brands they love, to feel listened to and appreciated. If you understand exactly what makes your consumers tick and what they value, and give that to them in everything you do, no amount of transparent information or democratised reviewing is ever going to harm you. Brands that genuinely engage with their consumers on emotional, rational and subconscious levels (and digital channels have made this easier, not more difficult) will continue to benefit from loyal followers.
