In a recent article, AdAge discusses the use of “special personal relationships” with consumers as advertising fodder for several brands. The idea of using singular relationships with consumers as messaging is a great idea from the outside looking in, but aren’t we setting a standard that companies have yet to practice? Shouldn’t I, as a special consumer, expect the same, if not better, treatment with my experience with a particular brand? This communication sets a precedent of a certain level of expectation… One that many companies can’t or won’t strive to meet.
Now don’t get me wrong, I believe this is the direction that brands should travel. I wholeheartedly believe that the future of marketing isn’t marketing at all, but a combination of strong relationship building with awe-inspiring experiences built in. With that said, I’m not sure we’re quite there as brands (or as consumers for that matter).
As these expectations rise, I challenge all marketers to strive to achieve what we are communicating… Personal experiences with each of our consumers.
As the tension rises for the launch of the iPhone 5, I am overwhelmed with the outward pouring of expectations. In a recent blog post I wrote awhile back, I discussed the “religious” effect that the Apple brand has upon the minds of its consumers. It’s a scary world, when high flying expectations are met with any kind of religious expectations. Pretty soon, we’ll see consumers expecting the physically impossible, with a Divinity app to solve world issues. The probability of success is effectively low; compounded with the hysteria that the media is portraying what the iPhone 5 will be like.
I imagine Tim Cook is shaking in his new role, looking at the sustainability of any of the Apple product launches. If the expectations aren’t met for the masses, the position that Apple has developed in the mind of their consumers can quickly falter. With the rise and consistent wins of Microsoft, Google, and even Facebook, Apple needs to continue to find a way to exceed consumer expectations to continue their expanding growth.
I admit, I am reborn Apple follower and want to see a great success of the iPhone 5 and the future of what Apple will produce. But looking at the continuously evolving and growing mass hysteria for their product launches, I see an uphill battle for the realization for their success. Expectations are getting out of control. But if any single company can succeed in innovating success around these expectations, it’s Apple.
This uphill battle starts today. When religious expectations are met with mediocrity, we will see a shift in perception;we will see a drop in Faith; we may even see a revolt against the brand. Imagine if you heard the Divine stories of Jesus only to see that he was a mere mortal with no healing powers whatsoever… a strong let down that would make you reconsider your Faith in His word.
But we will see what happens.
As brands become more involved on platforms and begin the “lifestyle integration” phase of their maturity, it’s necessary that the correct channels are mapped accordingly to the appropriate user journey. What this means is that we get to turn back time and play a big game of “Connect the Dots.” As advertisers and marketers, we have an ever growing list of channels or touch points that we reach, connect with, and engage with our consumers; some of which live in disparate silos from others, which is why “Connecting the Dots” is so crucial.
What this means is that we get to turn back time and play a big game of “Connect the Dots.”
By understanding the various touch points and mapping out where they live in the lifecycle of purchase funnel, we can begin to track and develop user journeys that not only provide a positive decision, but also add value along the way, furthering the strength and engagement with our brand. This exercise also allows us to better understand where these touch points live within the daily lifestyle of the consumer and their cultural implications towards different communications within their life. This power has the potential to open doors of opportunity through effective messaging, through the proper channels at the most opportune time within the purchase journey.
Once identified, we take out our pen and start “Connecting the Dots.” Align the different platforms with the particular messaging and calls to action to ensure activity and sustainability throughout the process. A dead end or unfulfilled promise may lead to defection or confusion. Ensure the communication leads closer towards an objective or end goal. Working in silos will likely develop these dead ends or confused messages. To provide a holistic experience that is sustainable throughout a long-term relationship, the playing field has to be identified; which is why the aforementioned identification of the various touch points is critical.
A dead end or unfulfilled promise may lead to defection or confusion.
A successful game of connecting the dots allows us, as marketers, to see the entire picture vividly while the user is experiencing our brand the best way for their particular life, needs, and cultural implications. Along the way, delight your consumer, give them something exciting to engage with, fulfill promises, and over deliver. The best “connect the dots” from my child hood were the ones that rewarded with an amazing picture; the ones that delighted me when I could start seeing the holistic experience. This is what we strive for as brand advocates… The excitement for the integration of the holistic experience.
This is what we strive for as brand advocates… The excitement for the integration of the holistic experience.
Originally posted @ blackwhalegroup.com
As a continuous advocate for integrated messaging, cross platform interaction, and customer relationship management that extends beyond one interaction and builds upon all interactions, I get frustrated when the dots aren’t connected. By mapping out these various touch points and the decision process of a customer, we should be able to get a clear understanding of how things need to work together… but in our siloed world of corporate culture or segmented agency life, this simply doesn’t happen. In a world of too much communication and noise, what we need more of is communication. Not just any communication, but effective, communication, between teams, between agencies, between company – consumers.
In a world of too much communication and noise, what we need more of is communication.
With the ever-increasing number of touchpoints to interact with a consumer, this internal effective communication has never been needed more. If a consumer engages with our brand, whether a TV spot, a tweet, a website, with a specific call to action and that call to action doesn’t deliver on the initial promise… we have lost that consumer. We’ve lost the opportunity to amaze, all because we, as marketers, failed to effectively communicate internally.
While planning out your next marketing project or campaign, get to know all stakeholders involved and make an internal communication plan and pact. Strategize together; collaborate; and set timelines together. Keep an open mind and break down the walls of your silos. Reach out and respond. Get everyone involved for a stronger strategy and outcome.
If not, you’ll lose that interested consumer…
As I continue on in my new venture, I have to continually take a step back in what I’ve been brainwashed into thinking when it comes to Social Media. As companies continue to quickly run into the space to play catch up with the Starbucks of the world for sheer size of community and thinking of individuals within that community as a media measurement, they are missing out and passing by some amazing opportunities. Real life relationships with customers, real life engagement with individuals, a chance to change minds, an opportunity to support or celebrate, to laugh and cry… That’s what companies are missing. On the quest to 1 million fans on Facebook, the real value has been shot out the window. I’m taking a pledge here to never forget what “Social” media is all about… relationships.
Here’s a list of things that I’m finding again:
- Plan for value – Foundational strategies are great, but the true essence is the value you exchange with the community
- Engage - I mean truly engage… have your community manager really make an effort to meet and greet any new members in the community and try to understand what they want out the relationship.
- Deliver - Make promises that you over deliver on. If someone comes on board to learn, give them something to learn. If you tout your community as a thought leader, make sure you’re a thought leader.
- Take a deep breath – A past co worker had a great picture of a marathoner crossing the finish line to epitomize social media. Social media is a marathon, not a sprint. Slow down. Value the people you have in your community. Add value every step of the way. They are your key to social media success.
I challenge you, social marketing ninja/guru/honcho/etc to take a step back and identify what it is you truly are doing? Are you social or are you just another metric on a scorecard? Do you truly engage or are you pushing message and praying for a “Like?” Now is a great time to reexamine what we’re doing.
What could you do different?
