Has your marketing got engaged?Posted: May 9, 2012 | |
Last night I did something unusual. I sat an watched TV. For a whole hour! It wasn’t live TV of course. It was something recorded but still it was TV. It was great. I just got to sit there and be entertained and because it was off the DVR I could skip all those pesky ads. My teenage daughter joined me for a while but she spent equal amounts of time engaged with the show and with her friends online. Nothing unusual there. But the experience really brought home to me the problem many companies are facing with their marketing. For decades marketing departments looked at forms of media that were non-interactive. Consumers simply looked and listened. We read stories around which adverts were draped, or we watched shows interspersed with ads that we sometimes watched. It seems many companies are approaching the challenge the online world has created by producing marketing that assumes we are passive consumers of marketing, rather than people to get engaged with. This is strange because what I’ve just said is nothing that new. People have been saying for a while that the online world is all about getting engaged with consumers, yet for some reason it seems the vast majority of marketing dollars are still spent on forms of marketing that are passive. Why? I think the answer has two parts:
1. Brands are struggling with ROI – the new marketing model requires new tools to measure its effectiveness. There are no shortage of tools but there is a shortage of any agreed standard when it comes to measurement. Furthermore the goal of linking campaigns to sales still eludes most marketers. It’s definitely possible. We’ve run some highly measurable and thankfully successful campaigns for clients but it’s sad to say that too many campaigns are still run that go unmeasured and therefore hard to justify.
2. Failure to innovate – many brands view innovation in online marketing as some clever pop up ad that you can’t avoid. We all know that’s not innovation. Innovation is where brands start with a clean sheet. Instead of taking their old world tactics and applying them to the online world, they start with an online mindset. They create and/or find content that engages with their audience. We recently created a campaign for AMD that involved a virtual scavenger hunt. It is designed to engage with developers so it hooks in to that community in a way that appeals to their inner geekiness. In other words we gave developers a reason to interact with AMD and thankfully it seems they’ve jumped at that chance.
Now as a consumer I should point out that I don’t want to spend my day interacting with brands but I do expect that when I am looking for, or at something online that brands will try and engage. Brands that sit and wait for my attention will struggle to get it. So ask yourself a simple question: how engaged is my marketing? As far as I know there is no agreed percentage that is the new standard but if the answer to that question is: less than my competitors, it should be cause for concern. Another way of answering it would be to brainstorm how engaged your brand could be and then analyse the gap between where you are now and where you could be. For many brands engagement will be a journey but one they have to get on board with fast. Otherwise they will become as irrelevant as the TV ads I skipped past while I watched TV last night.