We’re Marketers Not Magpies: Why Marketers Shouldn’t Jump At The Latest Shiny Thing
Every year, marketers jump on the bandwagon of what the latest and greatest thing will be in marketing; at the moment if you don’t jump on Snapchat within 12 months you’ll be dead in the water. In this opinion piece, Lee Hawksley, Senior VP and General Manager, Salesforce Marketing Cloud, JAPAC argues while it’s important to keep up with the newest channels and be open to what they can offer, marketers must not lose sight of the ultimate goal – customer experience.
One of the key takeouts from our recent report: Digital Marketing Predictions 2016, is that the best marketers are those that place the customer at the heart of everything they do. These marketers make customer experience the starting point of any digital marketing strategy.
I want to highlight this important fact: So far, nothing has replaced anything in digital marketing. Amazon has not killed the retail store; digital has not killed print; mobile messaging has not killed email … and so forth. Instead, what we’ve seen is a layering of new digital channels on top of existing channels, which creates a rich tapestry of ways to connect with customers.
New channels are opportunities, not threats. Its striking how new channels constantly build upon existing ones, instead of tearing them down. Here are four examples:
Instagram and Snapchat hasn’t replaced Facebook
If there’s one thing modern marketers love, it’s data. We have access to more data than ever — but we must be cautious about how and what we draw from it. I’ve seen study after study surveying consumers on their channel preference, and many of these studies proclaim that young adults and teens prefer Instagram and Snapchat to Facebook.
In reality, Facebook is growing. This past August, for the first time ever, one billion people used Facebook in a single day. That was no accident; Facebook regularly innovates with new features to keep users coming back, like live video for public figures and auto-play video. Instagram and Snapchat are on the rise, too, but Facebook’s growth globally and among older users is nothing to sneeze at.
It’s hard to imagine a company with a successful digital presence not having a Facebook page. There are 45 million active business pages and over one billion people visit these pages per month. That alone indicates the network’s potential for connecting with customers.
In addition to exploiting new tools such as live video; Facebook also looks at how it can sweat its existing channels further. In our Digital Marketing Predictions 2016 report, Stephen Scheeler, managing director for Australia and New Zealand Facebook said the company is re-imaging and re-developing its Messenger tool to drive advertising and business outcomes.
Don’t stop believing in print just because digital is on the rise
Magazines, handwritten letters, and direct mail ads aren’t museum installations — they’re still part of everyday life. Print hasn’t disappeared from marketing strategies, either. Instead, print marketing is evolving from spray and pray to on-demand and one-to-one.
In fact, some of our largest customers have asked for ways to integrate their print and digital channels using one platform. They want to send customers triggered, unique print messages as part of an overall customer journey – merging both physical and digital components. So, to entirely ignore the print side is a mistake.
With the addition of on-demand print to the Salesforce Marketing Cloud, customers can receive physical printed materials alongside email, social, and in-app content. When print is layered on top of the digital experience — the channel remains alive and well.
Social hasn’t killed the email star!
Email is likely to maintain its relevance as a powerful marketing tool, despite its comparative age. It remains the tool most likely to generate an order, transaction or click-through.
Email remains the top channel for the majority of in-office dealings and brand-to-customer communications, and plenty of personal conversations, too. Mobile has actually reinvigorated — not obliterated — email, with 53 per cent of emails now opened on mobile devices. Mobile messaging and email not only coexist; they give customers more options to use the channels they prefer, which give marketers more ways to reach them.
For marketers, email is one of the most effective channels for 1:1 personalised messages to be shared. Just because it isn’t sexy and new, doesn’t mean it isn’t effective.
Ad blocking isn’t the end of great advertising
Apple’s iOS 9 introduced a new ad-free environment for iPhones, but ad blocking is an old-school service. Think back to the pop-up blockers you likely installed on an old PC. While ad blockers are indeed becoming more popular and sophisticated, new ad platforms are also driving innovation for both customers and marketers.
These new ads are emotional and entertaining storytelling vehicles, just like the best ads always have been. Add in the possibilities for targeted personalisation and you can appreciate why the future of online advertising is bright.
It’s my strong-held belief that marketing and customer service should work to the benefit of one another. Harvard Business Review echoes, “The new frontier of marketing will be service, not sales.” Today’s marketers are fortunate that they have more channels at their disposal to serve customers than ever before.
Marketers must create an integrated experience for their customers, who make the most of every digital and physical channel, and then allow the customer to pick whichever one they prefer. So my advice is: don’t throw the baby out with the bathwater, sweat all channels – both new and old – and work out the layers that resonate best with your customers.
Remember, we’re marketers, not magpies.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.