Last week, Intermarkets’ new creative copywriter attended the Digital East conference in Tysons, Virginia. He compiled these top 5 marketing insights from the digital east conference for marketers.
Have you been using these strategies and ideas? Do you have anything to add? Let us know!
Be Media Agnostic
For most marketers, the platforms you utilize to publish or advertise are means, not ends. While your tactics need to reflect each specific platform, your strategy doesn’t really change. At the end of the day, B2C marketers use platforms to drive conversions, and B2B marketers generate leads.
It’s vitally important to take advantage of the strengths and weaknesses of the platforms you are using, whether it’s Facebook, AdWords, or WordPress. But all of these platforms have one thing in common: you use them to spread your message. You need to go where your consumers are, and that means using the mediums that work for your audience, not the ones you like best.
Is There a Knowledge Problem?
Marketers know they need to speak to the level of their audience, but this is easier said than done. We deal with our areas of expertise all day, every day. But do our customers? Is there a simple, yet crucial piece of information we’re leaving out, simply because to us, it’s elementary?
Take a look at your communications with your clients and leads. You may be missing just one small piece that can really improve your business.
Consumers Can be Creators and Brands, Too
In the past, creators, consumers, and brands were all more or less distinct. Today, that line is blurring like never before. Social media allows consumers to become creators. Creators can become popular enough to become a recognized brand identity. Heck, people and companies can be all three.
To know your audience, it’s important to understand the different roles they play as well as how they see themselves. This also makes sense for B2B firms. After all, businesses that are customers are also creators.
Don’t Talk To. Converse With.
“New” media, (read: social) allows for a two-way conversation between producers and consumers in real-time and in public. It’s both a major challenge as well as a golden opportunity to grow your business and connect with your customers in new ways.
As Robin Wheeler of Twitter pointed out, 63% of customers reported more positive attitudes towards brands that simply engaged with them on social media. Companies are just groups of people. Don’t present yourself as a faceless monolith. You understand your audience, you engage in voluntary exchanges with your customers, so talk to them! Which leads us to the final insight:
You may have heard this already, but human-to-human is the new buzzword. But it’s more than just a buzzword. It’s a way of thinking about your business and your customers, and it’s the way you want your customers to think about you. It’s the basic premise that, at the end of the day, all interactions take place between individuals.
When John Doe buys a widget from the Widget Company, he’s buying a product that was designed by people, marketed by people, and sold by people. Obvious, right? But the Widget Company is after more than John’s dollars. WC, whether they want to or not, needs to please John. They need to please John to keep him as a customer, to protect their reputation, and to promote their product.
What’s more, is that the people who comprise WC want to please John. They want to because he’s a person, and they are people. They expect the same when they act as consumers. Nobody wants to deal with a brand logo.
We’ll have more on this, but the bottom line is your customers want to know there’s a person on the other end, not a robot.