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Challenges & Approaches to Collaboration in Digital

Even though the usage of Digital Marketing is increasing year by year, there are still some vital challenges that marketers must leverage to overcome in the future. The following sentences are the main challenges that I found are very critical:

  • Budget allocation: More and more marketers are making the transition to digital and allocating more spend to digital. However, many brands are still struggling with getting enough funds allocated to digital due to the lack of a clear path from dollar invested to sales. In traditional media, there is precedent that suggests spending this much extra should lead to this much lift in sales. In digital, few such precedents exist yet. So it’s even more important that the brand manager needs to articulate a clear path to sales growth.
  • Measurement & Performance: In digital world, the new metrics to measure performance is based on actual users’ actions, such as cost per thousand (CPM) or cost per click (CPC), rather than the actual audience sizes. Namely, marketers are using circulation, impression, visitor, and Likes on pages as well as response rate, email leads and conversion rate to estimate consumers’ actions. However, what’s a good CPM or CPC? What kind of return should we be expecting and what should we do if we are not getting it? It’s one of the toughest questions while doing digital marketing.
  • Integration old and new media: How do we unify and integrate within digital and also with traditional media channels. Marketers are looking for ways to make digital and traditional marketing tactics work better together and drive real and longer business return.

 We still can overcome these challenges or at least relieve the uncertainties by using some tools and processes:

  • Creating lasting impact: All advertising campaigns are over once you turn them off. The large spike in traffic to the website evaporates once the media supporting the campaign is stopped. In digital and social media, however, brands must think of building relationships with customers. This is centered on earning their trust; and this takes time. So companies that used to think in terms of ad campaigns need to now think about digital and social media commitments – long term. When you build a dialog and relationships with customers you can’t just turn it off. One way of building lasting value while still on campaign-based budgets is by spending the money to simulate the desirable social actions like “sharing” or “discussing” or “reviewing” instead of just buying “likes” where the users never come back after the campaign is over.
  • Speed and innovation: In digital channels, marketing can happen in real time. Once you put a campaign in market, you can immediately see user actions and reactions to it. No longer does it take months to compile data and write performance reports. With this comes the ability to optimize in real time as well. But too often, the companies don’t have processes in place to enable the quick reaction to problems or opportunities. A way to address this is to identify a few scenarios of how customers may react and then pre-plan actions to respond. This will allow the company to innovate the message, the marketing, or even the product or service in question to take advantage of the speed of feedback.
  • Integrated Marketing Mix: In order to make the employees, consumers, and clients believe what digital marketing is doing to result in the right direction, we can share the information or files with them by using, collaboration tools, like dropbox, digital asset management tools, as well as Presentation Artifacts, such as Wireframes, Featuresets, and Mockups. Moreover, finding the right marketing mix to allocate budget across channels. Historically, if the brand has been TV advertising-driven, the main metrics had to do with reach and frequency, which drove awareness of the product and therefore sales.

Generally, the real challenge is more organizational within companies, as many are still siloed between channels.  Leaders at the top of marketing organizations want to see the holistic pic­ture and ulti­mately need to organize internally to align goals.

Brands that can create engagement experiences are incredibly powerful.  However, equal effort needs to be applied to minimizing brands getting the experience wrong.  An untargeted, unsolicited message can ultimately really damage a brand. The use of data and real-time optimization can help mitigate this risk.

With a continuous focus on business impact and ROI, you can and should always ask the hard questions when something new and shiny gets pitched at you. And you should test and learn to quickly figure out what works best for your brand, product, company, and industry.

Hope you like my sharing, see you soon.

Y.C. Nov.26, 2012

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Posted by on November 26, 2012 in Uncategorized

 

Brand Digital Innovation

As technology continually changes the consumer communication landscape, mechanism to communicate with customers, and allow customers to engage in conversations about your brand continue to evolve. Many brands use emerging media and technology to accelerate marketing efficiencies and create relevant consumer conversations as well as deliver value for our customers in a meaningful and innovative way.

However, how to provide our customer with a unique brand experience through many different media channels is an ultimate goal that every brand pursuing.

Digital and interactive are not one channel, but rather a collection of platforms and experiences that appeal not only to different people, but also to different states of mind. Not only do you have to ask who your audience is, but also what your customers are looking for when you connect with them. As a marketer, we really need to think about when and where people need the info that you have to offer. We need to help them discover things. We need to figure out what’s meaningful and relevant and then can really create value.

The new Burberry London flagship store was unveiled on Regent Street, and the building is older than the Burberry brand itself. The brand created an environment that replicates the same experience as online, in a physical environment. Burberry is taking the multichannel retail experience to a new level. There’s a digital screen in the store that tells the history and heritage of the clothes. Consumers can use iPads in-store to make a custom-made trench coat. In addition, the Burberry fashion show in Taipei this year was a breakthrough experience. It designed a custom cylindrical space that brought to life the Burberry worlds of British Heritage, Fashion, Music and Weather to celebrate the opening of the Burberry Taiwan flagship store at Taipei 101. Combining an eight part 360 degree film, a live musical performance and digital weather experience. This multi sensory experience is the first to blur the physical and digital dimensions of the brand.

Another great example is Getty Images ad, “From Love To Bingo In 873 Images”, flashes 15 images per second, a pace fast enough to create the sensation of the story of a long marriage unfolding in a minute. Yes it’s an ad made of pictures, but it feels more like a film. This ad contents a lot of emotional engagement, which boosts our memories.

Digital marketing brings In-store shopping, TV commercials, and even fashion shows into a higher level of experience. Every brand and company now has a whole new opportunity to tell a story and deliver brand value to consumers in an innovative way through multi-media channels.

Y.C. Oct. 21, 2012

 
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Posted by on October 21, 2012 in Uncategorized