9 Digital Marketing Mistakes Not To Make in 2010…
Very reluctant yet insightful “un-resolutions” about marketing by Judy Shapiro… Best caption for me: “Quality, not quantity, is what drives social media.”
Common Sense, Real Results and Shiny-Object Restraint Will Rule My Marketing Plans Next Year
We all know about New Year’s resolutions. We make these decisions about what we’ll do in the next year with good intentions, but we also know that usually, one by one, they go by the way side. So this year, for a change, I’ve started to make “un-resolutions” — things I am determined not to do in 2010.
I will not get seduced by any new digital marketing toy just because some industry pundit thinks it’s the coolest thing to hit the street. Nor will I believe every promise made by every new marketing technology company.
- I will not abandon common sense in digital marketing and be blinded by digital agencies’ promises that their “new” campaigns will go viral and get millions of people engaged. I will continue to listen to my gut and if it sounds too good to be true, that’s a red flag warning I will heed.
- I will not abandon newspaper, magazines, radio and other forms of traditional media if it is the right vehicle. No matter how sexy digital media may seem because of the perceived lower cost, I will continue to create integrated programs that weave together the best of both the traditional and digital worlds.
- I will not give up my attachment to e-mail marketing. Sorry folks — but e-mail marketing done well drives real business results. If your e-mail campaign did not work, either you had a bad list or an inadequate call-to-action or maybe your agency did not know what they were doing.
- I will not be fooled into thinking that the ad market is going to rebound in 2010. Nope. The ad market will continue to be buffeted by the tides of an evolving economic landscape and by consumers’ ever fickle attraction to new tech toys like mobile devices. These trends will continue to dampen ad revenue for publishers for some time to come.
- I will not blindly follow Google as they chow down every tech industry from telecom to digital publishing in their relentless march toward digital dominance. In the process, they stifle competition and kill real innovation by companies who deserve to succeed.
- I will not diminish my slavish devotion to data-driven marketing no matter what new platforms come out that can behaviorally target any audience any way I wish. I know, I know — the BT folks can slice and dice an audience so many ways that it makes a marketer salivate. But unless I can see, touch and feel the data, I will pass for now.
- I will not start following every Tom, Dick and Jane to gain more Twitter followers. OK, so I only have about 185 folks following me but at least I know they read what I tweet. Quality, not quantity, is what drives social media.
- And my final un-resolution: I will not try appear to be “30-something” (with a suitable amount of hair product) just because I love digital marketing. I know that the median age of people in digital marketing tends to be 27, but my depth in this space has yielded real-world, hard-won recognition. What you see (gray hair and all) is what you get.
What are your New Year’s “un-resolutions”?
My resolutions for next year are simple as in “Keep it simple” in marketing. I’d rather have a few programs that bust out than have lots of new technology programs that don’t land.
Some of you had questions that I’d like to answer about my “Unresolution” list:
To rukallstar2 about #7 (My slavish devotion to data)– Actually, I agree with you that slavish implies a certain rigidity I had not intended. That point was a reaction (albeit maybe over reaction) to a few behavioral targeting companies that sell services but do not allow a client to verify program metrics. In other words, if they say 1,000 people clicked on your ad, you can not verify that behavior within your own systems even though you are paying them per response. That made me crazy.
I don’t believe that Twitter is a two way communications channel. In the post you suggested I read, they explain that, for instance, newspapers that don’t reciprocate may be closing themselves off to the very users they are trying to engage.
Not so sure I agree. In my mind, Twitter is a one-way broadcast platform. It can support two way conversations – to a level but not really effectively. If a newspaper wants a 2-way engagement with an audience, Twitter is not the way to go.
In my case, I use Twitter as a very structured way to learn about stuff I don’t have time to explore. If you see who I follow on Twitter – it roughly falls into 3 categories; 1) broad news channels so I know about “big events”, 2) Pundits within technology so I am up-to-date on tech news and 3) people who amuse me or who are good at finding the quirky things on the Web I would never ever find on my own. Too many people works against this.
Reciprocity in Twitter IMHO is a concept that should be retired. Follow someone because you are interested in what they have to say. That should be reason enough.
Thank you getting the grander point which is that seduction of all this technology too often obscures a critical evaluation of what it can do for business.
There is place for new technology within the marketing mix, but it must be used intelligently and with maturity. Too often, the lure of new technology reminds me of a kid who just got a new whirly helicopter and is goofing around until it crashes to the floor in a heap of useless plastic.
interest to develop human behaviour. Congratulations.
Couldn’t agree more. Thanks for the very relevant post.
thinker & writer
The thing is that I don’t see a broad base of “Judy Consumer” users out there using Twitter beyond keeping up with the Kim Kardashians of the world. Nor do I see good data on exactly who uses Twitter beyond some stats that suggest Twitter looks like any other community — the 80/20 rules holds (80% of activity concentrated in 20% of users).
On the whole, I largely reject Twitter as an “engagement” opportunity for business (beyond maybe buying ads). I simply have not seen it work that way. I have seen good uses of Twitter where a company “broadcasts” (there’s that word again 🙂 a promo.
I guess my prejudice is that I see Twitter as another kind of RSS feed. If a business wants to show respect, there are better ways to do it, e.g. encourage they join a community etc.
But TBH — I am not sure I am right … it’s just what I have observed. So feel free to talk me off the “broadcast” ledge.
(And it seems until now, “9” has been a highly under-rated number.
Perhaps for an “un” list, it’s appropriate that the number of items be “un-traditional” as well!) 🙂
Happy New Year.
As an oh BTW — I even wrote a piece on how “Judy Consumer” might really benefit from Twitter, but alas I don’t see a groundswell yet. http://adage.com/digitalnext/post?article_id=139272. The post reflects a real world experience.
Happy New Year!
Just to caveat that, my 2cents are, before employing any tactic, digital or analogue or finger-puppets, new or old tech, one should always try to set up three basic things: measurement, targeting and optimization. For some reason people tend to misinterpret any data as a result in digital marketing. Data is not the end-product, but the way to business results. After getting X amount of views/hits/friends/leads… The painful questions often are: “Yes, but what did you try to do in the first place? And how does it help us to get to Y?” Simply knowing what one wants to do before you do it, makes it possible to embrace new innovations and come up with more creative solutions to business problems. It also makes the successes and failures stand out, so that one can learn how to make things even better.
Happy new year – i hope to see a lot of new, cool and effective things out there in 2010… and a lot more common sense too.
ThankyouThankyouThankyou. People here in our office are saying, “Who is this woman? She’s obviously stolen what John’s been saying for years.” Finally, we get a common sense point-of-view from someone who hasn’t drank the Kool-Aid.
Good stuff, Judy!
Facebook; YouTube; Linkedin; WordPress
I am partial to point #3. To me, that is what really matters. Finding ways to create harmony in a campaign using multiple formats, with one goal in mind, ROI.
Digital extensions should be included on virtually all campaigns, if for no other reason, to have a gauge of brand movement. When you advertise in print, radio, tv, or anywhere…there are conversations and brand mentions taking place online. By measuring those conversations; ie where they take place, who is having them, + or – impact, so forth and so on.
By taking metrics seriously and trying to be innovative in how you obtain those metrics will help keep your eye on the prize. Its that discipline and accountability, that minimizes your chance to be sucked into the bright lights and newness.
As far as the “goog” is concerned, there is no escaping….Who is going to beat them? Microsoft? not a chance…Unless the Lebron James of Search and Communication Technology emerges quickly, I think it will be too late. The only thing in there way is another failed attempt at a phone.
You’re very very very welcome 🙂
Actually, I used to work on Hawaiian Punch — so while I have not drunk the KoolAid – I did drink HP — (I am a very very very loyal woman).
Make no mistake about it — I love “Hawaiian Punch” and I do drink it. I just don’t so much of it that I get a belly ache.
The point is that new technology needs to be handled with maturity and intelligence. That can be sometimes hard when many marketing tech companies are dominated by brilliant yet business naive folks.
So bring on the Hawaiian Punch – and let’s party to bring in 2010 – the year when new media grows up and just becomes “media”. (One can hope).
Charlotte Website Design
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- 05 Oca 2010 / 2:18 pm