Instagram has proven itself as an effective marketing tool and the platform of choice for millennials with its quick flick, low text format. While many have adopted and become advocates for the platform, it remains a new frontier for some businesses.
If you want to leap frog and get #instalove ASAP, here is the low down:
Silver bullet solutions. In marketing, we see it all the time. Agencies promising to deliver the world; thousands of followers, mind blowing ROI and knock-your-socks-off revenue outcomes. Essentially these snake oil peddlers promise the world and then deliver very little, claiming intangible outcomes such as ‘brand awareness’ for your finite marketing spend. With the massive interest in accessing the world’s largest market of 1.38 billion people in China, the snake oil peddlers are rife.
Creating a successful campaign for the China market goes beyond finding a service provider who can facilitate access into Chinese marketing channels. The challenges are significant including language, geography, technology and beyond. Many agencies offer to take care of your creative and marketing channels, however many omit the critical elements of the marketing process. They get so caught up drinking their own champagne they forget that marketing in China must still honour the principles of the profession; targeting, relevance, integration and trust.
The common mistakes we are seeing China Marketing include:
Marketing has its own unique set of vocab (not to mention hundreds of acronyms!). Like an Amway consultant chasing diamond status, Marketers are hungry for learning and are passionate about using the latest methodologies to provide competitive advantage.
Assess how ‘across it’ you are by seeing how many of these terms you can accurately describe:
Recently I was invited to a product launch where the all the presenters were male, the food was cold (without vegetarian options) and Chardonnay was the only white wine served. First world problems, I know. Without meaning to be a princess it was pretty disappointing given the product and the people were awesome.
However, for marketers and demand generation specialists who are responsible for events, an activity that takes up almost 30% of marketing spend, there is an “Event ROI” mandate. Event marketers are now being asked: How many leads did we get from this event? How many will convert into opportunities? How much revenue did we generate? In short, what are the numbers?
Not getting it right is a waste of finite resources, and it can impact your brand and your customers’ perception of your offering. Paying attention to the small details can make all the difference in engaging your guests and making your event memorable for all the right reasons.
WRAP-UP FROM ‘NAVIGATING THE DIGITAL MARKETING MINEFIELD’ HOSTED BY WCIE
Zoe Freeman, Annette Sharp and yours truly presented a series of ‘digital don’ts’ based on the collective of our experiences. Some hilarious, some helpful and some hugely insightful guidance on the common mistakes marketers make. In addition to avoiding digital snake oil peddlers (dodgy agencies claiming instant social success), our top pitfalls to avoid include:
1. Same content across all channels
Up to 1/3rd of your users will follow more than one channel.
Seeing the same content across all channels is plain old boring. Even when the basis of your story is the same, such as driving traffic to your blog, varying the image and intro will increase the likelihood of gaining interest and engagement.
Click The Reed Gift Fair and AGHA Tradeshow are two of the biggest events on the retail calendar. It now covers both Jeff’s Shed (The Melbourne Convention Centre) and the Melbourne Show Grounds. For anyone who has exhibited at a tradeshow or broad scale event, you’ll know it’s downright exhausting. At times, it’s damn boring. It also requires massive follow-up to realise the benefits.
I took a moment to explore what worked from my experience as a customer, from the other side of the trade show booth (as a buyer, not a seller).
Here are my 5 hacks that will help you deliver sales outcomes from your tradeshow labour of love:
Finding effective marketing tools can make the difference between ok and awesome. Mar-Tech has disrupted and thankfully eliminated many technical tasks from our to-do list. It has put the marketing team firmly back in charge of their own destiny after spending many years at the mercy of the IT department’s priorities (or lack thereof). Enterprise systems are significant investments, making them out of reach for the average marketer.
When you need to Pink Floyd and ‘Run like the wind’ there are many great free and low cost Apps and tools that can make your life easier. Add these to your tech stack and you’ll find yourself humming along.
It’s something that is drilled into most of us from early childhood; “Remember to say thank you to your Aunty for the gift.” Not saying thank you is simply bad manners. Whether it is at an individual level, or an organisational level, it’s important to show genuine gratitude for support, financial contribution and contributions in kind.
Recently I supported the Red Shield Appeal by collecting donations in my neighbourhood. It’s an excellent system where, by spreading the door-knock workload, they achieve greater geographic coverage (and hopefully raise more money for the charity). And then I received a thank you letter from them. It included a ‘Free Big Mac’ voucher as a token of their appreciation. At first glance it was both a courteous and kind thing for the organisation to do. No doubt the intention was well meaning.
Putting on my V|CMO hat I reflected on the broader customer experience. Considering the diversity of our communities the inclusion of a ‘Free Big Mac’ voucher is unlikely to have broad appeal. Here’s why:
Preface: no gender bias is intended. Coined in the 1950s and popularised by the disastrously loveable Bridget Jones, the euphemism ‘big-girl pants’ relates to need for successful marketers to be realists.
Here I examine why the best Marketers (male/female/otherwise) have the maturity to see it like it is, are honest about their performance, and have a laser-like focus on the tasks that actually turn consumers into customers.
How do you know if something has been successful if you don’t have absolute clarity on what you set out to achieve?
Digital now occupies the centre of all marketing activities and leveraging technology can be both complex and costly. Learn how to maximise the marketing outcomes for your business, and understand how to prevent common digital mishaps and mistakes.
Super excited to join the panelists, each who have extensive digital marketing experience in agency, start-up, SME and Corporate marketing ecosystems across a diverse range of industry sectors;
Join us on 6pm on the 16th August
Get Started, Level 1, 197 Little Collins Street, Melbourne VIC 3000