We recently interviewed Rick Mathieson, author of THE ON-DEMAND BRAND and speaker at the upcoming VisualMedia012 conference. His insights are provocative. I’m looking forward to his session discussing Top Trends to Capitalize on Now.
VMA What are some digital marketing trends discussed in the book?
RM The list you mention are among many trends explored in the book – as well as trends within trends, some that have been evolving over the last few years, and some that are just now gaining traction. From those trends, the book explores strategies for using them most effectively. In fact, a major element of the book is the contention that trends in and of themselves don’t matter. In advertising agencies and marketing operations throughout the land, if you’ve heard it once, you’ve heard it a million times: “We need to do X (insert your own trend or marketing buzzword here).” Or, “We need a social media/mobile marketing/branded entertainment strategy.” Not because it has any bearing on the business at hand, but rather, because X is the cool thing to do. Never mind that these trends are about specific channels of communication. It’s like saying, “We need a brochure strategy.” Or “We need a TV commercial strategy.” And sometimes we as marketers get too focused on what’s hot and hip, instead of what can make a major impact on our clients’ businesses. The book is focused on 10 key rules or principles for taking a strategic approach to sparking innovation in the ways we marketing and sell our products to consumers. These principles are applicable for social media, mobile marketing and any number of digital marketing channels and platforms we know and use today – as well as those five years from now that haven’t even been dreamed up yet. And all of these principles are predicated on the first: Insight Comes Before Inspiration. True innovation rarely comes from some really cool idea or a me-too approach to digital. Only by truly understanding our customers – who they are, how they use digital technology and what kind of experiences they want and demand from the brands they know and trust – can we then create blockbuster brand experiences that move our businesses forward.
VMA Do you think that a “digital” marketing campaign must embrace more than one channel?
RM It depends, but in general, I’d say that consumers don’t just engage with one form of experience, channel or platform. The best digital work is integrated with everything else a brand is doing, in what we call “traditional” and “digital” marketing. In fact, I like to say that there is no “old media” or “new media” anymore. There’s just “media.” And it’s our jobs as marketers to figure out the right mix of elements that are best going to reach our target consumers where they live.
VMA Please explain advergames and cite an example.
RM Advergames can mean a few different things – popular games that have been re-skinned to promote a brand, and games built from the ground up to promote the brand and drive home its value proposition. I prefer the latter – and am amazed just how powerful they can be in clutter busting. According to ABI Research, consumers are likely to spend an average of 12 minutes with a branded game. We have a hard time getting consumers to sit still for a 30-second TV spot. But they will engage with games to a startling degree. In my opinion, games can’t just exist for the fun of it. They need to communicate a brand’s value proposition in a very clear way. Axe deodorant and body wash created a fun game called “Let’s Get Dirty,” whereby you control a couple as they embrace and they start to roll. They roll across the lawn. They roll across the flowerbeds. They roll across ice cream cones. They even roll across other people. The whole idea of the game is to get the couple as dirty as possible – so they end up showering together with Axe shower gel. I know, not right for every sentiment, but perfect for this irreverent brand’s target demographic. One of my favorite examples comes from my own work. One of our clients, a network security company called SonicWALL came to us asking for ideas for fun ways to promote the brand. We came up with a game that used a TSA-style conveyer belt to represent the enterprise network. You had to scan things going through the network – letting the right stuff pass, and zapping the wrong stuff. At each new level, the convey belt goes faster and faster, and then there are multiple conveyor belts to significate the extend enterprise. Eventually, everything goes so fast that you fail. And that’s the idea – we say that in the real world, network security is just fun and games. And the only way to do it right is through this new set of solutions from SonicWALL. We made it where you could challenge others to see who does better, and share wins on Facebook and elsewhere. In its first six months, the game was played tens of thousands of times and resulted in 1,200 highly- qualified, very valuable leads. It’s also an example that shows that these kinds of consumer activities can make a major difference for B2B brands. We sometimes forget that business people are indeed people. And the same strategies and tactics that work for B2C can be especially powerful in B2B.
VMA Do these newer digital platforms like mobile marketing fit with older marketing media like TV, radio, print and direct mail?
RM Absolutely. For far too long we’ve equated mobile with “check ins” or mobile advertising. But the most powerful way to capitalize on mobile is to recognize that with mobile, everything becomes interactive. Our TV commercials become interactive. Our radio spots become interactive. Our print ads become interactive. Our direct mail becomes interactive. Our outdoor signage becomes interactive. Our storefronts become interactive. Our point-of-sale becomes interactive. Our product packaging becomes interactive. Even our products themselves become an interactive channel for engaging our customers in amazing new ways. And some of today’s most innovative marketers are capitalizing on this trend. They’re thinking bigger, bolder and far more bodaciously about their traditional campaigns enabled and empowered by mobile. Along the way they are super-charging the effectiveness and measurability of their traditional marketing channels. Along the way, they’re creating a level of consumer engagement that was previously simply unimaginable.