Breaking Destructive Marketing Habits  

November 18, 2015

Annual Planning Habits

• How do you start your plan?

• Do you evaluate existing media to see if they still belong in the mix? »  Do you look at analytics to confirm hypothesis?

• Do you add new media/formats without asking yourself – what will this do for my brand?

Why Focus Online?

60% of all adults

go online first

"There is no such thing as digital marketing. There is marketing -- most of which happens to be digital.”

Brad Jakeman, PepsiCo

Shiny Objects

• Competitor rather than Customer Driven

• CEO Reads or Watches it

• No Data Support or Research!

•  Time = Money

Avoiding the Shiny Object Trap

• Document your Target Audience

• Challenge your Assumptions

•  Test to Confirm

• Know the audience for a media to defend against shiny object “bearers” »  http://www.pewresearch.org/ »  http://www.pewinternet.org/

Stop Over-Sharing on Social

• Excessive Posting on Facebook » No more than once a day » At least two times a week

• Lengthy Content Kills » Wall posts fewer than 80 characters gained

66% higher engagement than lengthier posts

• Average engagement rate declined after the third tweet of the day

Lengthy Content Kills

Over-Sharing Troubleshooting

•  Impulse driven vs. Strategy driven » Does it fit your core message strategy and brand? »  Is it written to engage with your core consumer? »  Is it Your message or the Company’s message?

•  Ask “Is this platform an appropriate use of Resources?”

Jumping on Bandwagons

Good Bandwagon

Really Bad Bandwagon

Still a Bandwagon

12

Hashtag Abuse

That’s 23 Hashtags!

Relying Too much on Automation

• Automation is your friend but … » Talking is still effective ­ CRM schedules should include calls

» Content not recreated for media » Canned responses that sound …

canned ­ Don’t skip personalization options ­ Don’t “set it and forget it”

Really Bad Automation

Email is Still Important

•!Review Email Marketing Program »!It’s “boring” and “old school” »!Subject lines matter.

16

Don’t Rely on Others

•!Create lead nurturing email programs »!Easy to set-up with any

email system »!Mixed media »!You know the follow-up is

happening

17

Interesting Facts on Content

John Deere began publishing its

magazine for farmers, The Furrow, in 1895 (and it's still

produced today).

http://www.deere.com/en_US/industry/agriculture/our_offerings/furrow/furrow.page

Avoid Pointless Content Marketing

• Never Forget your Audience • Content should be desirable, not forced • Mix it up » Video, Multimedia, Games, Surveys » ThinkWithGoogle.com » Real Life Engagement

Interactive Content

http://f.email.americanexpress.com/s/13/268935263/FallGreatEscape.html

Educational Content

http://www.worldunderwater.org/

Real Life Engagement

22