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Modern Marketing Infographic
There is a lot the Modern Marketing Infographic gets right. We love #2, #3 and #5 with a single caveat – jargon. This Curagami post tries to cut through the jargon and describe what these three important ideas mean in real online marketing terms.
#2 Builds Personalized Connections
#3 Integrates Omnichannel Strategy and Tactics.”
#5 Maximizes Efficiencies Through Technology and Automation
Personalization and Community
May be strange to think of community as the ultimate customization but finding online doppelgangers creates connections. When customers feel there are others “like them” buying from you then they are more likely to do so too. The web may be the ultimate reflecting pool. And Google is making the web more narrow for many.
Watch Eli Pariser’s Filter Bubbles TED talk to understand how and why Google and others narrowcast using demographic, psychographic and behavioral archetypes, norms and segments. Google’s algorithm gymnastics make search results more “personal” without using “personalization.” Once your a consumer’s patterns match an established norm, Google reinforces the pattern with search results.
One of the web’s “personalizations” is not very personal at all. Another, the real presence of a merchant or expert on the other end of an email, is highly personal. How many questions can one team answer? Not nearly enough, so most online merchants select from one of two choices.
- Crowdsource engagement with reviews or other user generated content
- Institutionalize Q&A in a Wikipedia-like environment
- Some hybrid of those first two ideas
Crowdsourcing and “wiki-ization” of content begins to create community by handing over the keys to content creation to members, editors, and volunteers. User Generated Content (UGC) has another big benefit – inbound links. Many customers turned writers or whose content you share will advocate with friends. This “Friends of Friends” marketing where people who love your brands, products, and services support them to others may be the only real “marketing” left.
Friends of Friends Marketing is marketing by proxy – your message is served by fans and supporters. Proxy marketing requires different strategies. You’ll need to empower, reward and creates examples for your “proxy” marketing team. Fans need examples of greatness they can emulate and translate. Also a very good idea to ASK FOR HELP. No one climbs Modern Marketing’s new peaks alone, so ask for help, and you’ll be surprised at the results.
Omnichannel is a fancy world for multichannel. And “channel” is a fancy word for paths to market. Pay Per Click, Organic SEO and Social Media are common online marketing channels. It’s hard to be all things to all people and it’s hard to have more than one or two powerful paths to market. Companies with great video archives rarely also have great written content. Web sites with great social media reach rarely buy Pay Per Click advertising (though they should as should everyone).
Never put all your online eggs into a single basket even when one channel dominates your traffic, sales, and profits. Stay diversified because you never know when things are going to change. Google can change their organic algorithm and you may be out of the pool. If you have strong email marketing and PPC you can recover faster.
As we noted in The Future of E-commerce A Symphony of Feeds you will need to automate. Algorithms, buying personas and behavior trackers are ways to automate without feeling robotic or absent. If your B2B site is using Salesforce and Marketo (say) to know when to send relevant emails conversions are bound to increase. If your B2C site is using buying personas to send relevant emails your conversions are bound to increase.
No marketing team can do everything thast needs doing. Digital marketing is a frenzied game of whack-a-mole. Don’t get emotionally attached to one channel, strategy or idea. Be flexible, watch your analytics and find tools and ways to automate your inbound and outbound marketing. Here are a few of our favorite marketing automation tools:
- Salesforce – best Customer Relationships Manager (CRM)
- Marketo – Best B2B prospect scoring tool
- Hubspot – Best content and blogging automation tool
- Scoop.it – Best content curation tool
- Flipboard – Best content curation tool across platforms (phone, laptop, desktop)
- Medium – Best storytelling tool especially now with their new publishing tools
- Google Analytics – still the mack daddy of online analytics though it’s easy to get lost int he sauce
- Bronto – Best email automation tool (drag-and-drop UI means easy to create personas and threads)
Your future is automated and the web’s future always starts now.[/vc_column_text][vc_empty_space][vc_column_text]Find the Modern Marketing Infographic on Hubspot.[/vc_column_text][/vc_column][/vc_row]