Imagine you're on a romantic date with your dream match. He or she looks incredible and has a stellar background; a high paying job at a respectable firm, solid values, impeccable style and similar interests to you. But there's one small caveat: You have no emotional connection. Zero chemistry. It's like you're talking to a dead fish! Well, you can forget about having a relationship.
We can't force anybody to love social media, and that's fine. But to dismiss it as a communications tool is to alienate an entire demographic -- who may very well be one of your target audiences -- and who will most certainly miss out on your key messages. Social media should be viewed as another tool in an organization's corporate communications/ marketing toolkit.
Despite the importance of crisis preparedness in a 24 hour news cycle, many companies still don't have a crisis communications plan in place. Instead, they either hope one will never happen or figure they can "wing it" when a crisis eventually does occur. Simply put, not having a crisis plan in place is like playing Russian Roulette with your company's brand.
The Sochi Olympics, like other popular television viewing events (read: Oscars, Super Bowl) reinforced the importance and potential effectiveness of contextually relevant ads. Think of the Canadian Institute of Diversity and Inclusion spot that went viral, or Proctor & Gamble's Thank You Mom commercial.
For every legitimate and corporately run group like Jeep's annual Jeep Jamboree adventure event and meet-up, you have groups like IKEA Hackers. Formed in May 2006 on a blog, this website is now full of passionate IKEA customers who build their own, unique, projects by modifying and repurposing IKEA products.
There are various methods in which content marketing can work for businesses in virtually any industry, with the information provided in a variety of formats. You can either do this in-house, or hire professional content creators in a variety of mediums to do this for you. Here are some ideas that could work for you.
The unique selling proposition (USP) is a concept that has evolved from a factual, externally focused message to one that is more holistic; it now has to touch and inspire your target audiences, whether it is your customers, employees, or partners. In our world, we believe it's the foundation for communications and a core capability of our firm.
Future scenarios should be thought of as being in perpetual draft form; they should be rewritten constantly and thought about critically -- always in the condition of workshopping. Questions about how things like new technologies ought to exist are matters of vital social consequence. They are political decisions; questions that we should all be engaging.
Before you start lighting up those pitchforks and come after us marketers with a mix of mass hysteria and moral panic, take a look at your own online behavior and ask yourself, which scenario you prefer? Go to Amazon and start shopping (presuming you have been there before), and ask yourself, "what is the experience like?"
It's hard to argue that most content-based webpages aren't all that annoying, but there is a cost for access and there is a cost for this content that must be paid by the consumers. Whether this is a paid-subscription model to underwrite the profitability of the business or ad-supported as the model, consumers have to accept that advertising and pageviews are going nowhere.
If Yahoo can acquire sites like Tumblr and Hulu while pushing beyond their history of being a Web portal, spending a billion dollars on a platform like Tumblr and/or Hulu could well be the cheapest way for a company of that size and magnitude to not only save itself, but rebuild its brand reputation as a leader in the digital world.
We've all heard the saying "It's like herding cats." As challenging as that might be, it's not much more difficult than building consensus with a global committee: everyone has a different view, and often a territorial approach to meetings. In fact, while herding cats is tough, creating a brand change in corporations may be even tougher.
In a time where anyone with a smartphone can become a news aggregator or citizen journalist, corporations appear to following suit, and are coming down with a serious lack of continuity in their communications. I'm talking about how understanding what some companies are trying to stand for these days has become an impossible task.
The speed with which our world now lives could well put an end to the world of iconic brands. Before all of this connectivity, a great brand could stand the test of time. It now seems like insanity. The Beatles were iconic. Do you believe that any of the musicians today that we admire will be able to leave this kind of legacy? What about companies?
What is a "lovemark" you ask? Well, I like to say that it's all about the emotional cement. Brands that are emotionally cemented to their customers reach their hearts as well as their minds and they deliver beyond expectations of great functional performance. They capture "heartshare as well as mindshare." It really has been a bad year for lovemarks (ahem, RIM).
A shopper will saunter over to the kitchen appliances section, whip out their smartphone, scan the UPC symbol on a food processor, and walk out. What just happened? Their phone just looked up that processor and told the shopper where they can get it within a three-minute walk. Welcome to the terrifying new world of retail and declining brand loyalty.