Thursday, November 7, 2013

Three Trends Impacting Digital Marketing




digital trends wordle
Earlier this fall, I keynoted at Lee Jean’s Digital Days, a day long event for Lee Jean’s marketing teams and their agency partners. They asked me to share a few digital marketing trends that were beyond the tipping point. I discussed three:
  1. Real Time Marketing
  2. Creating Youtility Through Care, Context & Creativity
  3. Empowering Employees & Fans
Here’s the slideshare for your review and I highlight a few key talking points below.



Let’s dig into the three trends starting with Real Time Marketing.

The term Real Time Marketing is overhyped. I’m sure a few of you are rolling your eyes. I get it, but I don’t think we – in the digital marketing industry – have really defined it and provided the rationale for a more steady state of Real Time Marketing.

What does Real Time Marketing mean?
Real Time Marketing is using data analytics with a process flow to shift marketing messaging in real time or near real time. 

The key words in my definition are really process flow and shift. Real Time Marketing isn’t going to work without a documented and blessed process flow. If there is no shift in your marketing messaging, then there’s no “real time” element.

And you can call it whatever you want if you think Real Time Marketing is too limiting or overhyped. Call it Agile, Right Time, Marketing in the Moment, Engagement Marketing… – really, at it’s core it is simply Marketing.

Real Time Marketing has three unique layers: 1) It’s an process, not a project (meaning there’s no start and stop date); 2) It’s an ongoing newsroom not an advertising campaign; and 3) The content has to be brand relevant and current but not a buzz wedge. How many buzz wedgie RTM tweets have we all seen and groaned over? I think I should devote a post to a few of them, eh?

Ok, so on to number two – Creating Youtility Through Care, Context & Creativity. Jay Baer coined the word Youtility and it’s the title of his NY Times best selling book, Youtility – Why Smart Marketing is about Help not Hype. I highly recommend you grab yourself a copy. It is jam-packed with excellent content marketing case studies from companies large and small and plenty of how-tos. Youtility is marketing so useful, people would pay for it.

I bundled a few of Jay’s key Youtility points to explain this second trend – Creating Youtility. In the digital world, customer service is front and center, with a two-way dialogue it is mandatory. Secondly, social listening isn’t just for passive company actions like brand protection and reactive ones such as customer service.  Social listening is also for proactive company actions like product innovation, marketing sideways and sales. We will see more and more traction with Youtility as we roll into 2014. Yes, you can hold me to that.

And finally, let’s chat quickly about the last trend I discussed which is Empowering Employees and Fans. This is about enabling your best fans to tell your brand story in digital. Brand advocacy boils down to having simple tools like Expion's Social Advocator, providing content with guardrails and making sure you don’t mandate employees or fans (through loyalty program requirements) to share. So, no voluntolds period.

The three trends cover always-on marketing; providing creative content marketing and product innovation through social listening; and, giving your brand advocates the means to share stories about your brand. There’s a ton more to cover and I’d love to hear your thoughts below in comments or shoot me a tweet so we can keep chatting this up.

This post was originally published on Expion's blog.

21 comments:

Unknown said...

Digital marketing is advertising and promoting a business through digital media. Rize is a Digital Marketing Company offering a range of complete marketing services from SEO to Email Marketing.

Anonymous said...

Marketing may it be digital or traditional is been a boon to all the business owners to promote their products to the target audiences.
Digital Marketing Services Miami

Ruchika Gupta said...

Hi@Admin
Given the profound underlying foundations of computerized media in this day and age, it is no big surprise why such a large number of experts from fluctuating fields are running towards advanced promoting. In a quickly evolving field, the main sureness that remaining parts is the presence of these famous advanced stages. There is pretty much an agreement on the significance and reach of well known advanced channels.
Regards
Digital Technology Institute

Stella said...

Just let me leave my hearty thanks for this well-valued content. Digital marketing a booming terms online nowadays no doubt. There are lot more facts and activities with digital marketing and to grab success in any online business digital market can play a great role surely. But the three trends you argued in this long detailed article was really very learn-some to me and digging into all three facts I found some remarkable points to pick up. Thanks for the time you have taken to prepare and share online. mark-leap

Data Science Institute In Banglore said...

I really enjoy simply reading all of your weblogs. Simply wanted to inform you that you have people like me who appreciate your work. Definitely a great post. Hats off to you! The information that you have provided is very helpful.

Data Science Institute in Bangalore

Damien Grant said...

http://digitalweekday.com/
http://digitalweekday.com/
http://digitalweekday.com/
http://digitalweekday.com/
http://digitalweekday.com/

Maneesha said...

As a matter of fact I read it yesterday yet I had a few considerations about it and today I needed to peruse it again in light of the fact that it is very elegantly composed.
360DigiTMG

DataScience Specialist said...

This is a great post. This post gives a truly quality information. I am certainly going to look into it. Really very helpful tips are supplied here. Thank you so much. Keep up the great works
360DigiTMG Data Science Training

360digitmgdelhi said...

Magnificent Information, I truly refreshing with it, This is fine to peruse and significant star potential, I truly bookmark it, professional expand read. Gratefulness genius sharing. I like it.
artificial intelligence courses in delhi

360digiTMG Training said...

This is an excellent post I seen thanks to share it. It is really what I wanted to see hope in future you will continue for sharing such a excellent post.
Best Institutes For Digital Marketing in Hyderabad

Anonymous said...

Awesome blog post, thanks for sharing.
digital marketing video course

traininginstitute said...

Amazing knowledge and I like to share this kind of information with my friends and hope they like it they why I do
digital marketing courses in hyderabad with placement

Ravi Varma said...

Deekshitha said...

\Informative blog
data science course in Nashik

yadongbizz said...

I want to to thank you for this fantastic read!! I certainly enjoyed every little bit of it. I have got you bookmarked to check out new stuff you post. 국산야동

Also feel free to visit may web page check this link 한국야동

Unknown said...

I needed to leave a little remark to help you and wish you a decent continuation. Wishing you the good luck for all your blogging endeavors. data science training in kanpur

Unknown said...

Two full thumbs up for this magneficent article of yours. I've really enjoyed reading this article today and I think this might be one of the best article that I've read yet. Please, keep this work going on in the same quality. data scientist course in kanpur

Paul said...

Very decent and thoughtful delivery regarding the role of seo in the online digital marketing. Digital marketing and seo or search engine optimization is really an indispensable part of web or online business and digital marketing. Glad to see that you brought a good focuses on the issue. Real Time Marketing, creating utility through care, context & creativity you clarified was totally knowledgeable. I appreciate you great job. However, I can also add a service related to digital marketing and seo and that's updigital company. Up Digital is an award-winning, full service digital agency. They help companies in all industries generate more leads and conversions by providing web design, search engine optimization services, PPC and social media management. Their team has over 15 years of experience in marketing and advertising in all types of industries including travel & tourism, financial services, e-commerce/manufacturing/distribution, retail trade and consumer products & services. Feel interest? Ok, you can just take a quick tour to Edmonton SEO Company. Hope this will be made you happy and relaxed for the service you looking for.

Unknown said...

Very nice article, I enjoyed reading your post, very nice share, I want to twit this to my followers. Thanks!. data analytics course in mysore

Unknown said...

These trends have changed considerably. Reputable SEO companies stay upon the trends and grow. I would recommend updating this article.

Career Programs Excellence said...

With decision making becoming more and more data-driven, learn the skills necessary to unveil patterns useful to make valuable decisions from the data collected. Also, get a chance to work with various datasets that are collected from various sources and discover the relationships between them. Ace all the skills and tools of Data Science and step into the world of opportunities with the Best Data Science training institutes in Bangalore.

Data Science Course in Bangalore with Placement