Posts Tagged "brand"

avatar
  • 09.17.14

Budgeting 2015 – The Essentials

marketing budget done wisely

Since digital channels are where so many interactions happen, brands need to make sure they have the essential digital technology pieces in place.  These include:

website / mobile / blogs / social / email / search / content / ratings & reviews / marketing automation / analytics / commerce

While almost every brand probably needs a website, the exact recipe should be determined by the right strategy work, as we discussed in this recent post: 5 Steps to a Defensible 2015 Marketing Budget.

The idea is that modern marketing is circular not linear. You never come to a dead end and everything connects and supports everything else in the brand ecosystem.  In order to do that you need to have certain technology pieces of the puzzle in place before you jump to tactics.

You probably already have a website. It’s should be the core of your ecosystem. This is where you are free to cultivate and convert to the best of your ability. But all websites are not created equal. A modern marketing websites should:

  1. Have landing pages that are customized by where viewers come from.
  2. Tell a persuasive brand story customized to each viewer’s interests.
  3. Attract search with content designed for SEO.
  4. Enable advocacy with content and social media.
  5. Use Responsive design to enable viewing on any mobile device.
  6. Identify visitors and deliver relevant content.
  7. Produce comprehensive activity analytics.
  8. Enable speedy marketing updates with a flexible CMS.

These are the basics of a modern brand website. The key, however, is in how you execute them. You messaging, branding, content, design and user experience are all the product of your strategy work, without which your site may not resonate with consumers or produce the leads and conversions you hope for. Whatever the ingredients, the fundamental idea is that your digital marketing infrastructure should enable you to execute and adapt quickly and easily.

Advertising and acquisition tactics alone rarely close the deal anymore.  Consumers, B2C and B2B, need to do research, evaluate, talk with friends and peers, and be cultivated. It’s a complex soup of influences and interactions. The good news is that it can be mapped and understood, so that armed with that knowledge you can deliver the right message to the right person at exactly the right time. In order to do that, however, you need to have some essential mechanical pieces of the puzzle in place first.

Want to know more about IQ? Contact Us

You may also like:

5 Reasons to Rebalance Your 2014 Marketing Plan

7 Questions for Your 2014 Marketing Plan

Redesigning Amazon.com

avatar

The Great Social Media Bait & Switch

The social media free ride is over.

Free Social Ride is Over.

Brands are either hip-deep in social media or in the process of getting there. At the center of it all, of course, has been the astonishing rise of the big social platforms. With millions of users at the ready, brands have jumped into this candy store with both feet.

But now their addiction to the free sugar threatens to backfire: It appears that it’s time to pay the piper.

What’s happening is that Facebook is ratcheting down the number of people who can see a post within a brand’s Facebook community. At the moment, only 2.1 percent to 6.2 percent of a brand’s community will see a brand’s post (see chart, below); according to research conducted in February, the amount may go to zero before too long.

That means those huge communities of “likes,” which brands have spent millions to build, will be worthless unless they buy Facebook ads to reach their fans.

FB Marketing Statistics

Of course, the big social networks need to make money. I suppose they could ask consumers to pay for the privilege of using their platforms, but that wouldn’t go very far.

As Jason Loehr, director of global media and digital marketing at Brown-Forman, which has millions of likes on its Facebook pages, described to Digiday: “This is business, after all. It was more of a wake-up call for the marketer that platforms are a ‘leased’ channel. And there are downsides to renting, not owning.”

Loehr went on to say,“It’s not just them, it’s going to be Instagram, it’s going to be Pinterest, it’s going to be Twitter, it’s going to be all of those guys. At the end of the day, they have shareholders to answer to.”

To add insult to injury, research from Forrester shows that social engagement is much more effective than ads. So what’s a brand to do?

 

The New Social Marketing

Just because brands might not be able to leverage all of those likes on Facebook for nothing anymore doesn’t mean the social marketing party is over. It also doesn’t mean that brands will be forced to pay for notoriously ineffective Facebook ads. Instead, it signals that brands need to refocus on their own digital ecosystems–all of the pieces of their digital marketing infrastructure that they can control without paying someone else.

The good news is that within a its own ecosystem, brands can still take advantage of the power of social posting to attract new prospects and cultivate rich relationships–all without paying a dime for access.

It also means that “owned” media properties are more important than ever for brands. That includes brand Web sites, mobile sites, apps, content, blogs, CRM, and email. If they haven’t done so yet, the time has come for brands to create their own communities built around the content and functionality they offer on their own properties.

With the social networks devolving into just advertising networks, brands have to first maximize the most effective and efficient media opportunities open to them–their own communities.

The brand Web site lies at the heart of the owned brand ecosystem. It has three missions: It should be where prospects get the most persuasive, comprehensive, personalized pitch; where customers can easily accomplish account tasks, and get social community and knowledge; and it should filter other constituencies, such as investors, employee candidates, and press, and get them to the right place.

The brand Web site is also where a brand should build its CRM database, enable brand ambassadors in social media, and attract natural search with content. It should be the hub of everything a brand does not only because it can be controlled, but because it’s where consumers go anyway. According to the 2013 Nielson “Trust in Advertising” study, brand Web sites have become the most trusted form of advertising.

The idea is to build a system. You start with your Web site, which you populate with content designed to attract search. Search and advertising deliver prospects, who you convert into your sales pipeline or your CRM program. Your CRM program uses email and content to cultivate them over time, and you enable social sharing of that content. The result is a self-sustaining marketing system that you own.

 

Content Deja Vu

The hardest part about building this system is creating the right content. That includes not just articles, pictures, and videos, but also tools, apps, and functionality. Most marketers have already figured out that content is critical–so much so that the amount of all kinds of content being created is enormous.

The challenge is, therefore, to stand out and create content so compelling, relevant, informative, and entertaining that people will want to share it. To begin, every brand needs to develop a first-class content strategy. This guides what to say to each persona at every touch point, and how to say it. Guessing is not an option.

So perhaps the free ride on social media is almost over. Now we all have to work a little harder for our supper. The good news is brands are all a lot smarter and have the tools and experience to build brand ecosystems that can do the job better than ever before.

Sweet.

 

 

 

avatar

How to Become a Knowledge Source and Win the SEO Game

Win the SEO Game

If you can’t figure out how your competitors manage to get to the top of the Google rankings while your brand lurks on page 3, or how to attract more visitors to your blog or website, or even what content to create, don’t worry you’re not alone.

The constant tweaks by search engines in the last 3 years have left many marketers wondering if their next SEO tactic will get them traffic or a penalty from Google. The search engines have always wrestled with how to present consumers with results that actually meet their needs.

But it’s been a game of cat and mouse as marketers create cleverly optimized sales pages and users never know if they are going to land on real, valuable content or a pitch. Over time the game got very complicated and Google’s algorithm evolved to the point where it evaluated over 200 factors about each webpage in order to decide whether that page actually met a searchers’ needs.

The Turning Point

In the last three years, however, there’s been a turning point. With Google’s Panda, Penguin and Hummingbird updates there has been a new focus on the quality of content versus the quantity. Instead of relying merely on the attributes of the content on the page, or using links from webpages to judge the quality of a webpage’s content, the search engines are now finally able to incorporate social media signals.

Using social media likes and shares, Google finally developed a way for people to in essence vote on which pages had the best quality information. Today search engine rankings are essentially being heavily influenced by the actual preferences of real people.

Unfortunately this makes your job as a marketer more difficult, because these search engine changes require you to really get into the customer’s head and create content that genuinely meets their needs. This has caused some old hands to throw their hands in the air and declare SEO to be dead. But the reality is that the game is just more demanding.

High-Quality Content

It would, therefore, appear that now the only reliable way to increase search rankings is with high-quality content that people will like and share with others. Creating a continuous stream of relevant and useful content that meets customer needs is the most effective way to dramatically grow your traffic from both social sharing and from search engines.

Value First

Looking back on my experience with online content building, I’ve seen many cases where this approach to quality content has paid off dramatically. For example a financial services client focused on creating articles, blog content and videos that answered actual user questions and met customer needs for financial education. This value first approach built trust and triggered social sharing. As a result search optimization started to increase web traffic dramatically within the first three months of the content building process.

The Right Content at the Right Time

Guiding this process is our understanding of the Consumer Decision Journey, which helps brands map what content they will need at various points on the path to purchase and beyond. This approach allows brands to prepare exactly the right content for each step along the way, and is equally important in search and social visibility when the consumer is searching for answers.

For example a company in the housing vertical combined social media sharing and search optimization to promote content on their website that was useful to apartment seekers. Research revealed that the two main target segments had different needs. The Young Singles were concerned with sports and activities near their potential apartment location. The Young Family group on the other hand, was more concerned with nearby schools and the neighborhood quality for their children.

Surprisingly, further research uncovered that the Young Singles group, frequently owned pets and that they would actually change their choice of apartments if offered nearby pet parks. With these insights in hand, the content team set about building hundreds of pages of neighborhood-specific content, covering schools, sports, activities and, yes, pet parks. The payoff for meeting consumer needs was dramatic. The peak search and social traffic grew from 1.1 million visits per month to 2.1 million visits per month.

Finding Out What Content to Make

It starts with listening to target consumers. Find the forums, social media networks and blogs where your potential customers are asking questions and talking about their problems. There are lots of ways to do this, but at IQ we find the fastest way is to use a social listening platform.

For many, just making a list of customer questions about problems and challenges that customers care about can be a powerful starting point. If you can generate a list of 50 to 100 questions that consumers routinely ask, you can start to hone in on a content strategy.

When consumers begin to look for a product that meets their needs or that solves a problem they usually start with very little information. So the opportunity is to intersect that process and become a knowledge source for their journey.

How do you create this type of content?

  1. Find the relevant forums, social networks and blogs where customers complain about their problems and ask each other for advice.
  2. Catalog all the consumer questions that your brand can solve.
  3. Identify solutions to common questions that you uncovered in your list of the most common 50 to 100 questions.
  4. Create useful content that answers questions in multiple ways, such as infographics, presentation slides, articles, blog posts, videos and images.
  5. Make sure the content is useful and actionable so that it helps users to understand the most important parts of solving their problem.
  6. Distribute your content to your owned media and get it shared using social media to expand your reach.
  7. Build links from social sites and forum sites that are authoritative sources on this topic.
  8. As you answer these questions, target long-tail phrases rather than single keywords in your SEO.
  9. Structure your website content to clearly and concisely answer all the key questions that you uncovered in the earlier steps.

Search engines reward content that answers customer questions and meets customer needs with a higher search engine rank. The key is content that is relevant to the searcher at that particular moment in their journey.

If a brand maps the journey correctly, makes engaging, valuable content for every key step on the way, and makes it easy to find, it will become the trusted knowledge source for the entire journey and for consumers throughout the category.

Want to know more about IQ? Contact Us

avatar

The Benefits of the Agile Process

Clients love Agile agencies

In my last post I discussed what Agile and Scrum are, how they can work at an agency, and the 4 top reasons our clients tell us they value working in an Agile way.  Today I want to dive a little deeper into an example of how Agile is flexible, and saves clients time and money.

Many agencies that have moved to Agile claim productivity increases. I’ve seen everything from 25% to 600%!  Of course, a lot depends on how dysfunctional the delivery method was in the first place.

What we do know (and have good data for) is the consistent failure of the traditional waterfall or spiral methods to achieve success, especially with complex engagements.  Since this describes practically all projects that a modern agency is called on to deliver, you can see the problem. We believe the answer is Agile.

At IQ, we had the opportunity to compare the performance of traditional and Agile methods in creating a website for a client. The first version we built using traditional methods and then sometime later we redesigned it using Agile. The results were astonishing.

Agile saved the client over 25% in cost and launched the project 2 months quicker than the previous site. Compared side by side, there was an amazing 75% improvement in both the cost and time to implement.  Equally important the client enjoyed the process and felt they were actually a true partner instead of an adversary.

Let’s take a look at a few specific elements of what happened:

1. Can you get me something earlier for my conference?

There is always something around the corner like a big dealer conference, or a meeting with your CEO.  In both instances we got the question: “Can you get me something quickly to show our progress?”

With the traditional delivery method, all we had was a series of wireframes with arrows and descriptions, plus a static image of what the home page might look like.  That was because the project team wasn’t at the design phase yet. It wasn’t very inspiring and was tough for those with little imagination.

Contrast that with Agile’s iterative method where we get a working prototype every two weeks.  We didn’t have to make anything special, because we already had something ready to go.  The presentation of the working home page drew “oohs” and “ahhs,” our client was a hero and no one questioned our progress.

Strangely, with both methods we were actually at about the same percent complete, but by changing from the assembly line method to Agile, reality really shifted.

2. I just saw this new thing and we gotta have it.

Change is inevitable in any project. At some point you want to make a change because you see something that was hard to know at the beginning.

I used to consider this dreaded “scope creep,” which always resulted in requirements meetings, reviews of the SOW, days of arguing over the scope, more meetings, lost time, hard feelings, and often three steps back to rework previous phases.

What a waste of time and money, and aggravating for a client, who just wanted to make the final product better.

Now, as an Agile agency, we look at ideas as a blessing and even encourage them. In fact, often the most difficult thing is to get our client to understand that they can come up with ideas and get them realized whenever they want.

The client in this case, for example, had the good idea, late in the game, to add some localization.  With Agile it was easy. We moved it into the very next sprint and two weeks later — there it was.   No push back, no forms, no negotiation, just delivering what the client wanted, when they wanted it.

These are just two examples from one project, and there were many more on this project alone. They demonstrate that Agile is flexible, and saves time and money as a result.

Interestingly, however, I have found that it’s the removal of stress, and the shift from an adversarial client/agency relationship, to one of true partnership, that clients notice and value most.

For more insights into how Agile can work for your brand feel free to email with your questions at steve.bevilacqua@iqagency.com.

You may also like:

Content Strategy: 7 Steps for a Better Voice & Tone

UX Design: My Favorite Features Aren’t Features

Innovation and Data – The Marketer’s Dilemma

Want to know more about IQ? Contact Us

avatar

4 Reasons Brands Need Agile Agencies

Is your agency Agile? IQ is.

Agile is the latest buzzword in the agency world. It was created as a software development method to solve huge failures in the way people were working.

For example, a study by McKinsey came to this staggering conclusion: “On average, large IT projects run 45 percent over budget and 7 percent over time, while delivering 56 percent less value than predicted”

Agile was designed to stop the bleeding in software creation, but quickly people began to see that it would work on more than just big IT projects. That’s why forward thinking agencies, especially those that do digital, began to replace their old waterfall methodologies with agile across the spectrum of their work.

The advantages for brands of working with agile agencies are many, but can be boiled down to the four benefits outlined below. They sum up how agile works and why it makes sense to have a partner which knows how to do it.

The 4 biggest benefits that agencies using Agile bring to brands:

1. Saves time

All agile projects finish on time.  No hype here, this is absolutely true.  At IQ for example, we use the popular agile methodology called Scrum, which uses time blocks called sprints.  Say each sprint is two weeks. Within each of these two-week sprints, you and your team decide what is going to be completed.  At the end of each sprint you have a working prototype.  It has only a subset of your requirements, but it is a true working model or draft of the end product — not just wires or comps.

This process reduces a lot of time-consuming processes that traditional methods require. Change orders are also completely eliminated, as change control becomes part of the overall process.

2. Saves money

The agile process gives a client a clear and accurate understanding of cost. The team knows how many “stories,” as agile Scrum requirements are called, can be completed in each sprint, and since each sprint is time boxed, you know what each sprint costs.   The team then puts all your stories into sprints, which results in a complete cost and timeline. Gone are cost over-runs and being nickel and dime’d to death with change orders.  Estimation is part of the agile process — not something extra and apart from it. Eliminating all that process and overhead also often allows the agile agency to cost less.

3. No more surprises

At the end of each sprint, you get to see a working model— called a Minimal Viable Product (MVP). The magic here is that you are no longer forced to imagine the final product from a treatment or wireframes. By being able to see a tangible deliverable at regular intervals, you can easily identify problems and enhancements you want to make early on. Gone are the days of waiting eight weeks to finally get your first look, and then having to fight with your agency about what was or wasn’t “in scope”.

4. Greater flexibility

How many times have you had a great idea, or come up with the perfect addition after your project was finished or far along? Try bringing ideas late in the process to a traditional non-agile agency, and get ready to be bombarded with change orders, fees, delays or the inevitable “Let’s do that in phase two” response.  With the agile method, however, your last-minute ideas are welcome. The team simply adds another story, gets you to prioritize it and includes it in the next sprint.

First, agile revolutionized the way software is created, now it’s revolutionizing the way work is delivered in the agency world. For both digital and traditional projects (from websites to print ads), the savings in time and dollars, the flexibility, and the continuous insight you get into a project’s progress have made Agile a game changer for how brands and their agencies work.

You may also like:

9 Ways to Win at Warp Speed

The 10 Key Ingredients of a Modern Brand Website

We’re All Data Points

Want to know more about IQ? Contact Us

avatar

4 Reasons to Kiss Your Agency this Valentine’s Day

4 reasons to kiss your agency

If you don’t love your agency, you should. Life’s too short to have an agency that makes you miserable.

The fastest way to marketing bliss, however, is not just a likable agency, but also an agency that has the ability to help your brand win the digitally centric consumer.

It’s amazing to me that digital is still an after-thought for so many, even though it has clearly become the center of the marketing universe. I think it’s just because many agencies and their clients don’t know how to comprehensively go about planning for it, and instead seem to lurch from tactic to tactic.

For example, does your agency exhaust the possibilities of Owned media (websites/mobile/CRM/SEO) and Earned media (social media/content syndication) before they dive into the pricey waters of Paid media (broadcast/print/banners)? Of course, they should.  But before anyone starts worrying about tactics, you first need a strategy that will work.

Today digital is so central that any agency that isn’t developing a digitally centric strategy is living in the past. Whether it’s B2C or B2B, consumers discover, explore, evaluate and decide on brands in digital channels. So even though TV, print and outdoor ads are still important, their role in the orchestrated process of influencing a buying decision has changed.

The reality today for marketers is simple: creative and execution today are worthless unless led by the right strategy; almost invariably now a digitally centric strategy.

So as you consider your Valentine’s list make sure your agency has done the following:

1.     Develop segments and personas for your buyers

The consumer is king and needs to be super-served. So you need to identify your target segments and turn them into personas, which allow you to understand what makes them tick.

2.     Map the Consumer Decision Journey for each persona

The path to purchase and beyond is where brands are made or broken, and it’s packed with influences. The only way to know how to connect with consumers at every step along the way is to understand what is important to them at each juncture; and you have to do it for every major persona because they are all different.

3.     Develop a content strategy

Being in the right place at the right time is the first challenge. Then you have to know exactly what to say in order to be relevant and compelling at that particular moment. Content strategy is the bible for your agency, and tells them what to say and how to say it at every point in the consumer decision journey.

4.     Make a Roadmap and Playbook

When you have personas, a map of their decision journey and have a content strategy in hand, you then need to turn it into a plan. This lays out what you should do and when you should do it in detail. For each tactic it shows the rationale for its inclusion, how it ladders up to the strategy, what specific results and ROI are expected, what it will cost, how performance will be measured, what resources are needed and the dates for development and launch.

Most importantly it prioritizes tactics and initiatives over time recognizing that Rome wasn’t built in a day. It not only covers the campaigns and promotions you need to activate the audience, but also the infrastructure you need to make it all work, from websites to mobile apps and POS.

I couldn’t imagine any client moving forward except in the context of these four steps. I suppose every now and then a brand might bet everything on a spot on the Super Bowl and hit it out of the park, but usually the Hail Mary pass fails.

That’s why there is no substitute for a rigorous, digitally centric strategic process. Nothing delivers a reliable stream of prospects like smart strategy, so if you’ve got one, remember to give your agency a big kiss this Valentine’s Day.

You may also like:

9 Ways to Win at Warp Speed

How to Calculate ROI for Customer Experience

The 10 Key Ingredients of a Modern Brand Website

Want to know more about IQ? Contact Us

avatar

5 Secrets of the Super-Service Economy

5 Secrets of the Super-Service Economy

The Super-Service economy is here and brands need to adjust their thinking to the realities of consumer expectations.

1. Don’t rely on relationship

In a recent study published in the magazine “Marketing Week,” consumers thought the whole idea of having a conversation with a brand was silly. That caught my eye because so many of us in the marketing world talk about having discussions, conversations, dialogue and relationships with consumers.   Are we kidding ourselves?

According to a recent Deloitte survey of 4,047 respondents in 28 product categories and more than 350 brands, brand loyalty is declining. That’s the 3rd straight year that brand loyalty has gone down. On the surface that would seem to tell us that the relationship approach to marketing isn’t working very well.

2. Conditional Love or none at all

The shift in power from brands to consumers has meant brands have had to come up with a new way to woo buyers. In this 1:1 vs. one to many age, it seemed only logical that the approach should be to make consumers our friends. The thinking went that we could use email, social media, and the rest of the digital toolbox, to simulate a personal, real time relationship. In the end our brand would become a trusted friend and knowledge source, and loyalty would lead to easier and cheaper sales.

Unfortunately it hasn’t quite worked out that way. Consumers have really taken their empowerment to heart and like a pretty girl surrounded by admirers, are enjoying all the attention. Consequently, their minimum expectations of brand performance have only risen as they have experienced brands with the Super-Service approach.

Now with many brands delivering the valuable content, great user experiences and terrific customer service that characterize Super-Service, consumer loyalty has surprisingly become even more flighty and conditional.

3. The table stakes just got higher

The Super-Service model, which until recently set only a few brands apart, is now quickly becoming table-stakes.

So how do brands differentiate themselves in a Super-Service world? How do they win when everyone is delivering a consistent, top-notch experience?

That depends on what kind of brand you have. For many the answer is product innovation, for others creative differentiation, even data can be a route to differentiation and loyalty.

For example, Hyundai already had great prices and a terrific consumer experience in every part of the customer cycle, but it wasn’t enough. So they focused on developing a product that would set them apart, in their case unexpectedly in the higher end segment.  This not only delighted customers, but also redefined the brand.

Amazon built its business on low prices and service, but as its model and competition has matured, it has turned to building loyalty based on data ownership and insights, from Amazon Prime to product recommendations. Banks and financial companies have also started to see data as a route to loyalty, because customers are averse to leaving organizations that hold data that they need.

4. Reciprocity buys less

Wins with the fickle consumer can be very short lived in a “what have you done for me lately” world. The reciprocity that brands used to rely on in building loyalty now has a much shorter echo, with the result that consumers want something new more often. That’s why Hyundai went on to develop innovative, integrated mobile technology and Amazon seems to have a new innovation every day drone delivery It’s also why the blush is fading slightly on Apple, as its products age, its competition strengthens and its customers grow impatient. Unfortunately resting on your laurels today, for even a moment, is risky.

Many brands, however, don’t lend themselves to product innovation like an Apple and Hyundai, or data innovation like Amazon. While a beer can that tells me when it’s cold is cool, it doesn’t change the essential experience of the brand in the same way as introducing the iPhone can.

So instead of trying to create new product attributes, those categories need to focus on attaching new emotional attributes to the brand. Old Spice has famously committed itself to this kind of creative differentiation.

The product doesn’t change, the value doesn’t change, but the story, however, is always changing (the latest: Old Spice). But this takes a really a big commitment to feeding the beast, because, like Chinese food, the fickle audience is hungry again twenty minutes later.

5. Customer experience is the foundation

The foundation for success in the Super-Service economy is the customer experience. Even more so since social media has connected all the parts of the customer cycle, from pre-sale to post-sale, with the result that the customer experience has also become very influential on the acquisition process.  Being a customer and being a prospect used to be two fairly separate states. Of course there was a bit of word of mouth between the two, but nothing like the organized deluge today.

Now, other than the performance of the product or service itself, the experience of being a customer of your brand has become your most important marketing asset or liability.  Which is why it’s amazing to me how so many companies still treat their customers so poorly, putting at risk not only customer loyalty, but also their reputation.

Cable providers and Direct-TV, for example, are notorious. How often do they do anything for their customers except jack up the rates? But for prospects, there’s always a new deal, a new benefit, a new offer, virtually every day.

The good news is that this marketplace is navigable despite its complexity and demanding consumers. With the right modeling and process (3Cs) it can be broken down, understood and managed. This starts with carefully mapping all the connections that make up the consumer journey, and the surrounding influence eco-system. Then the game becomes to decide where you want your brand to sit on the continuum, between product innovation on one end and creative innovation on the other.

However, no matter where you end up, in the Super-Service economy you have to start by making sure that customer expectations, online and offline, are always met and exceeded.

You may also like:

How to Clone Your Best Salesperson

How Small Brands Can Win with Digital

7 Questions for Your 2014 Marketing Plan

Want to know more about IQ? Contact Us

avatar

9 Ways to Win at Warp Speed

Winning at Warp Speed

I just read an article in the New York Times in which an engineer talks about how technology now allows us to embrace complexity instead of run from it, and how the process from having an idea to testing it can now happen in hours or days versus the years it took in the past. This allows companies to test many more ideas, measure their potential and quickly weed the good ones from the bad.

The result is more good ideas found much faster. Of course, this is how all innovation happens. The difference today is the velocity.

This concept of the velocity of ideas makes me think of two conversations that are very active in my agency and the industry. The first is about data. Everywhere I read about “big data” but I have begun to just think of it as just data, and more specifically as analytics.

Our ability to measure everything we do in real-time is not only holding marketing accountable, but more importantly allows us to really understand what’s working and what’s not.

The second is the conversation about agile marketing, an evolution from the agile development approach used in technology. The essential idea of agile is to move faster with less developed work in order to discover problems and opportunities sooner. Some have called it being in a perpetual state of beta.

Both analytics and agile marketing support this concept of increasing velocity. At its core is the fundamental notion that we just don’t know if our ideas will work until we try them, and the more ideas we try the more likely we are to hit something really big.

The number of industries that use this approach is remarkable; financial services, movie studios, toy manufacturers, big food companies, all take a portfolio approach. In essence, they are admitting, that despite their knowledge and experience, they just don’t know what’s going to work, so they are hoping that probabilities will do the trick (and the truth is most times they do).

Movie studios, for example, produce a slate of movies knowing that some will be disasters, most will barely break-even and one or two will become hits. Those last two pay for all the others and then some.

Faced with a much more complex marketplace thanks to digital channels, it’s time for brands and their agencies to take up this velocity approach. With nearly real-time analytics at our side, we should produce and test many more ideas, evaluate them quickly, dump the dogs and move on with the winners.

This approach requires, however, a change in how we do business.

It means we need to rethink how we develop ideas. Instead of working toward the launch of a single idea, we need to develop and test many ideas simultaneously. And not just test them with research, but put them out in the real world where we can see the real consumer dynamics.

With this data in hand, either real winners will reveal themselves, or we will discover clear insights that tell us how to craft a winner. Then imagine doing it over and over again.

As I think about many of the brand and agency organizations I have worked with over the years trying this, the challenges are many, but not insurmountable.

First, you need a culture that from the top encourages risk-taking and embraces the value of appropriate failure. It’s why Google wants to hire entrepreneurs who have a history of trying and failing. They want people who are comfortable with tactical failure and don’t give up. It’s the way of science where famously inventors and scientists are encouraged to try and fail hundreds of times only then to find the prize.

I believe we are rapidly moving back to a marketplace where ideas instead of technology and process will drive success. That’s why I think it’s time for our marketing world to embrace the velocity of ideas approach. It will take changing old cultures, but for the brands that pull it off the results will be spectacular.

9 Ways to Win at Warp Speed:

  1. Ideas drive success, not technology or process.
  2. Rethink how you develop ideas.
  3. More ideas means more chances for the big win.
  4. Don’t launch a single idea. Develop and test many ideas simultaneously.
  5. Move faster with less developed work in order to discover problems and opportunities sooner.
  6. Measuring performance in real-time allows you to know what’s working
  7. Try many ideas, measure and quickly weed the good from bad.
  8. Publish in the real world with real consumer dynamics.
  9. Rinse and repeat

You may also like:

5 Reasons to Rebalance Your 2014 Marketing Plan

10 Key Ingredients of a Modern Brand Website

Why Brands Should Optimize for Google Hummingbird

Want to know more about IQ? Contact Us

avatar

Have You Been Scraped Lately?

Has Your Site Been Scraped Lately?

If imitation is the sincerest form of flattery, scraping has to be right up there.

Last week, we discovered a website hosted in the Bahamas called www.iqadvertisingagency.com. Some delightful individual, who was clearly not raised right, decided to scrape (or steal in the old vernacular) our website for some nefarious purpose. They changed the contact info to the address of an internet café in Toronto and replaced our telephone number with theirs. Worse, they seem to have persuaded my entire team of executives to go and work for them…traitors.

I can’t help but wonder what they think they can achieve. Opinions in the office range from they are trying to get a loan and needed a cool site to show their banker to they are trying to sell themselves as us to get business. Clearly they have never been in any competitive pitches. Most clients today not only want to meet and grill the entire team before they hire you, but many actually want the agency to do the work in advance to see how good you are.  Good luck with that.

We sent off the necessary communications to the hosting provider and requested that the site be be removed from Google which should put them in hot water, but part of me thinks that maybe we can do an outsourcing deal where IQ can handle any business they bring in.

*Note: after sending their hosting provider a formal DMCA take down request, it seems the site is now “under construction”.

avatar

How to Clone Your Best Salesperson

How to Clone Your Best Salesperson

Imagine this: sales people that never get tired, never need vacations and happily work 24/7; they don’t need commissions and you always know where they are and what they’re doing. Best of all, every one of them is as good as your best salesperson.

Believe it or not, that is exactly what your company website can and should be.

Too often, brand or company websites are just glorified brochures or worse, repositories for tens of thousands of documents. Enormous amounts of time and money go into expensive content management systems and complex technology that make these sites function, but nobody really seems to answer the most important question: how is our website going to drive sales?

First, you should recognize that your website has become pretty important to your prospects. As the 2013 “Trust in Advertising” study from Nielsen revealed, brand websites are now the second most trusted form of advertising, second only to personal recommendations. This is important because it means that brand sites have become the preferred way that prospects explore a purchase. It’s where they form opinions about your company and about the only place (short of a face-to-face pitch) where you can completely control the story that you tell.

That’s why your website is where your one-on-one sales process should start. The idea is not for the website to replace your salespeople, but rather for it to qualify the opportunities and lay the groundwork for the close.

Today’s technology allows a modern website to simulate a great deal of what a salesperson does. As in a face-to-face pitch, the ideas is to quickly find out what’s important to the prospect and adapt the pitch to be as personally relevant as possible.

Unlike any other marketing medium, a website is uniquely able to become relevant by adapting instantly to a viewer’s choices, responses to questions or behavior, all while keeping them engaged. The result can be a site that tells a story that is personally relevant to each viewer, keeps a dialogue going, and then identifies people ready and qualified to talk to a real salesperson at the right moment.

It’s time to see your website not only as a valuable marketing tool, but equally important as a valuable sales tool. When prospects arrive at your site, they should discover an experience that is as persuasive as your best salesperson.

This experience should be exciting and engaging, presenting your story step-by step, and adapting it to fit the interests and needs of each prospect just as you would if you could have a salesperson there every time. Then when prospects are clearly ready and qualified, it should deliver them to sales for the close.

Today’s technology and design make websites capable of this kind of smart, personalized selling experience. It doesn’t replace sales, but instead leverages technology to let you scale your story and maximize your sales potential.

When a website becomes part of an integrated digital selling system, it enables you to connect, cultivate and convert consumers with more predictability than ever before. This new model replaces the old, simple funnel model and recognizes that today’s journey to buy anything is really complex. It’s a journey that needs a new model.

For a more comprehensive look at the “Connect, Cultivate, Convert” model, view the 3C’s presentation.

You may also like:

7 Questions for your 2014 Marketing Plan

How to Calculate ROI for Customer Experience

The 10 Key Ingredients of a Modern Brand Website

Want to know more about IQ? Contact Us

Stay Informed