Chart Source: CMO Survey If you think small, you stay small. That’s why companies and brands that treat social like a unique practice — a box within the larger whole — will struggle to achieve results and intangible outcomes. Building seemless customer experiences should take the fore in all strategies. Yet according to the CMO Survey, the integration gap in companies is not closing, in spite of years of research showing that cross-tactic coordination produces more sales. The struggle to achieve ROI and real business impact with new media strategies is a direct result of focusing on individual tactics. Rather than simply discuss integration, an easier approach may be to consider building from the customer’s viewpoint. Customers don’t care about […]
Image by Chiri_dr Marketers need to harness media convergence and integrate to maximize the impact of their various communications, on and offline. Convergence has been brought about by the arrival of mobile and social media. The combination has empowered customers to access the Internet anywhere and discuss it. The resulting anytime anywhere access to the Internet breaks the isolation of any one type of media form, including radio ads in the car and newspapers in a local subway. Convergence creates the need to integrate, the process in which all communications from a company or organization — regardless of form — work together to present a unified brand experience for a customer. Integration yields more leads, creating better ROI for marketers. […]
Many brands struggle to integrate traditional media with interactive environments. In particular, social media can challenge entrepreneurs and marketers. Here are three easy tips to repurpose traditional media for digital environments: 1) Take Photos in Physical Locations Often you will see novelty items in an office or storefront. These items show office character, and help customers get a feel for the personality in your underlying corporate culture.
Image by jot777stan It’s funny how much we talk about content frequency, retweet ratios, comments, etc. as key determinants of influence. What really matters in interactions with people, particularly as a content creator, is consistency. Not that content, retweets and interactions aren’t important. They are (depending on your goals). They’re just public and measurable, making them easily quantified. Go Klout. From a psychological perspective, when trying to develop influence and loyalty we need consistency in those acts. We trust people that deliver reliable consistent acts, and are even lulled into trusting them without thinking about it (groupthink).