Almost every day now we can read an article that tells us how more ad dollars are migrating to online marketing campaigns. And, for good reason.
Today's example from the publisher's of AdAge Digital includes the article, "Automakers Will Steer More Spend From TV and Print Toward Digital." It'll be a banner year for Detroit — online. Not only do they understand the value in marketing online, they understand the value in taking care of their existing customers according to Susan Jacobs, president of auto consultant Jacobs & Associates. She says:
. . . expect automakers to put a lot of their efforts toward keeping their existing buyers . . . "In a down market, it's better to channel your marketing efforts on retaining your owners [existing customers] instead of on advertising to conquest new ones" . . . So car companies will focus on customer relationship management and owner-loyalty programs, she added. << Full article here at AdAge digital >>
Whether your industry is in a down market or not, focusing your attention on your existing clients to build strong customer relationships is always a good idea – one with the highest potential returns.
Consumer generated content is slowly being accepted by main stream marketing gurus and I’m finding case studies on blogs more commonly. It took awhile to work the strategies through the halls of the ivory towers, but many are now on the right page. Unfortunately, many marketing managers working at mid-size companies have yet to open the book.
When I discuss these strategies with potential customers I usually lose them after the second or third sentence. And when I hear “we need more new media ideas,” I just cringe. New media is old folks. Todayâ€™s reality is a marcomm strategy you need to digest slowly. It requires a variance from the norm that you don’t expect and it takes time to understand the implementation techniques.
It’s probably time for me to write up an article or two outlining the strategy with examples. I’ll see what I can put together during my flight to Chicago. Iâ€™ll send it out to my clients and post a summary here on my blog later in the week.
In the interim, if you have a subscription to Advertising Age magazine or their online content, you can read Scott Donaton’s article, How to Thrive in New World of User-Created Content: Let Go. I don’t have a current subscritpion and AdAge tells me, “Greg, the article you have chosen costs 1 credit. You currently have 0 credits in your account.” It is likely you don’t subscribe either so just Google GM and Chevy’s consumer generated ads and you’ll find plenty of free content on the subject.
It is refreshing to read about Chevy’s consumer generated ads and GM’s willingness to air uncomfortable, yet effective, commercials astray of the norm. They get it.
Thanks again to Katie Paine for pointing out the article above.
[tags] Customer-to-customer, marketing strategy, Advertising Age, WOM, User-created, content, word of mouth, eoecho, eoecho.com, Greg Magnus [/tags]