I was one of "those" people.
"Cellular phones! Who would ever want one of those?! Holding that bag is just plain stupid."
Well, I admit it. Back in the day I didn't see the far-reaching ramifications of technology and how it would change the very essence of communication in the world. Then again, i saw my first bag phone when I was 18, and really didn't care.
Today, it's my job to keep up on things, and "things" out there are getting pretty darned interesting when it comes to the world of marketing and technology. Mobile devices, tablet PC's (notice I didn't say iPad), mini computers, new delivery devices for media and advertising. Trust me… its hard keeping up.
In my research, i've come to a few conclusions… they probably aren't new, but they are definitely worth repeating.
1. MARKETING IS PERSONAL. If you think you're shotgun approach to media will win you business, think again. People want your message delivered to you by their prescribed method, at times it is convenient for them. Radio and television ads are becoming white noise UNLESS they are specifically targeted to an amazingly small demographic, and have a message that is meaningful to that specifically small demographic.
2. THINK MOBILE. if you message cannot effectively be sent in an electronic format that multiple platforms can utilize, Don't send it, or at least consult with someone who can send them out. Another caveat to this is making sure the message can be forwarded to a person's circle of friends. Forwarding is the best part of the mechanic, it lends credibility to your message without you doing a thing.
3. CHOOSE YOUR TECHNOLOGY CAREFULLY. Remember Window's ME? Wow, what a horrible product, and it drove thousands of loyal Windows users to adopt Linux and the Mac OS. I only bring this up because open standard technologies tend to end up being the ones that last. I feel badly about agencies that invested in Flash developers now seeing that Flash will most likely be a technology not adopted by the mainstream media elite. Why does this matter? I know 7 companies right now that have a 100% Flash-Based website, or a crucial part of technology that doesn't support Flash. Thus, marketing dollars wasted on all the people who can't get to their website. Stick with standards, your marketing will go farther. HTML, javascript, php, anything open source.
4. THINK ABOUT "DOWN THE ROAD." I love this adage. I worked for a golf company once, and designed a ton of brands for them. When it came to developing a "logo" I not only had to think about what it looked like on my 20" monitor. Can it be silkscreened? Can it be cast in metal? Will it look good on a golf shaft? can it be manufactured? I know marketing solutions are not exactly like golf clubs, but the premise is the same… think about where your marketing is going, who its going to, and if it can be passed on, and can all of these people understand your message.
5. MULTI-TASK MESSAGES. It's cool and groovy to do a postcard campaign, but how do you know if its effective? Sure having a guy counting cards or foot traffic is great, but wouldn't you rather know about how it impacts sales? How it impacts your mailing list? Track your messages no matter what the message is.
In a word, make your messages matter, and make them matter in a for that makes it easy for people to talk about them.
Yep... Its here.
