Early this month we talked about integrating customer-to-customer conversations using new media. A common WOM technique, it is an effective means of promoting products and services. Are there benefits from harnessing the power of your customers?
While further researching the topic this week I came across an excellent article written by Bob Liodice, President and CEO of the Association of National Advertisers.
Bob published a series on “Integrated Marketing Communications.” Take note of his observations concerning new media and the shifting power from the marketer to the consumer. We’re both on the same page.
Integrated Marketing Communications â€“ 2nd Pillar in Reinventing Marketing
For those with limited reading time, here’s an example from Bob’s post that supports our discussion rather well:
So who really â€œgetsâ€ what integrated marketing communications is all about?
One company that does is Daimler-Chrysler. Theyâ€™ve recognized that the traditional demographic approach to marketing planning is outmoded in todayâ€™s fragmented marketplace. So theyâ€™ve transitioned to a lifestyle approach â€“ deeply integrating their brands into the popular culture through a breathtaking array of experiences: sports, fashion, entertainment, music, technology â€¦ and an equally breathtaking array of innovative channels: video-on-demand, event marketing, gaming, IPTV, text messaging, pod casting and webisodes, not to mention sweepstakes and public relations.
This highly integrated and diverse approach recognizes the fundamental change in consumer behavior from yesteryear â€“ namely that people arenâ€™t passively sitting at home watching their TVs. Rather, theyâ€™re actively engaged in and controlling their media experiences. To connect with these consumers, Daimler-Chryslerâ€™s lifestyle strategy is seeking them out, wherever their heads and hearts might be.”
Side Note: There are a few posts on my blog concerning Mercedes-Benz use of “free music,” (brand and pop culture integration).
[tags] Marketing, Communications, Daimler-Chrysler, Mercedes-Benz, Bob Liodice, Association of National Advertisers, customer-to-customer, eoecho, eoecho.com [/tags]
Noun: a scientific and philosophic rule that requires the simplest of competing theories be preferred to the more complex. Better known today as the KISS principle (Keep It Simple).
Although William of Occam embraced the concept in the 14th century, scholars trace the basic premise back to ideas proposed by Aristotle. For good reason, the concept has stood the test of time. If you’re new to blogging, you’ll be well advised to follow Occam’s advice.
Blogging is experiencing logarithmic growth. As a result almost every seasoned blogger includes blogging tips, ebooks, telecasts, podcasts, or an email blast. A quick search on Google returns over 200 million results (that’s million folks) in 0.06 seconds for the term “blogging.” It’s more than enough to make your head spin. But starting your own blog or one for your company doesn’t need to be frustrating or overly time consuming.
My initial blogging experience was frustrating to say the least. I spent many hours digesting tips, ebooks, and so on. The results were dismal. But I’m persistent, I love to learn, and giving up isn’t an option. And yes, my blogging experience has changed drastically during the past year. To help others avoid the same mistakes I wrote up a brief summary of my blogging journey.
If you’re new to blogging and you would like to benefit from what I’ve learned, I’ll be glad to send you my notes. I learned long ago as a publishing entrepreneur that the most beneficial way to share information is in concise, executive summary style communications. Please let me know if you would like a copy of my blogging notes to help you get started.
[tags] Blogging, Occam’s Razor, new to blogs, eoecho.com [/tags]
Business in Calgary – Marketing and Internet Strategies – Ad Spending Trends
Our friend has a nice post on ad spending trends, which includes a few charts from a report prepared by the research firm eMarketer.
Pay particular attention to the Internet spending trends. At eoecho, we are seeing significant increases in WOM related marketing budgets – Internet spending on blogs, social networking, podcasting, viral marketing, etc. Are you experiencing the same trends? Do you see these trends continuing?
TAGS: ad spending, publishing, word of mouth, eoecho
The Verdict: Is Article Marketing Worth Your Time? » Entrepreneur’s Journey – by Yaro Starak I published a few articles on EzineArticles.com and always wondered if it is worth the time? Yaro did an excellent job reviewing the process of article publishing on Ezine. If you're considering this method of marketing your website or blog, I recommend reading Yaro's post. Click on the EzineArticles logo in my sidebar (to the right of the posts on my main page) to view the articles I submitted in the past. TAGS: Publishing, social networking, word of mouth, eoecho
Word of Mouth (WOM) marketing is a term used to describe activities that companies undertake to generate favorable publicity. People are inclined to believe word of mouth promotion because the source is preceived as credible and likely someone you know.
WOM is highly valued by marketers and it has become a managed marketing strategy with significant budgets. Successful word of mouth campaigns create buzz and there are dozens of techniques being used to engage target audiences.
The following WOM articles and research reports discuss the concept and provide background information for those interested:
Harris Interactive Inc.
Harris Interactive Inc. analyzed the effect of word-of-mouth communication and found that it strongly influences those making purchasing decisions. The survey shows Continue reading
Endorphin Fitness hired us to help market their Grand Opening event. Given a very limited marketing budget, we recommended and ran a sensible Word of Mouth (WOM) marketing campaign for the event. The campaign included:
Writing and distributing press releases to local media, publishers, key contacts (or connectors), associations, and sponsors
Regular website updates to keep relevant content front and center; and, most importantly, consistent with all other event communications
Preparing compelling content for the company’s email newsletter
Numerous “one-up” email communications, etc.
Planning and marketing FREE seminars
Managing a part-time marketing assistant
Preparing several handouts and fliers
Although no money was spent on print or television advertising, more than 300 people attended a very successful event. If you would like more inforamtion on effective and economical WOM campaigns, please contact eoecho at your convenience. We’ll be glad to help you plan and implement a WOM campaign. Continue reading