FILE #6Common New Media Marketing

Misconceptions

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MARKETING 3.0 BLUEPRINT (the ROADMAP to the new world of marketing) into the hands of elite marketing

executives – WORLDWIDE – who are highly desirous of INNOVATING their marketing models.

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We recognize this type of content may be a little risky; however, there certainly has been a repeating set of circumstances or issues that has held other organizations back.

We figured this might be of value to some of you, as you strive to innovate or bring new marketing practices into the organizational mainstream.

Common Misconceptions

1. Senior Executive Management

2. Marketing Departments

3. Organizational Culture

Common Misconceptions

Common MisconceptionsSenior Executive Management

The legacy of the organization will depend on its adoption rate in a new media world order.

“We’ve earned what we’ve accomplished; there’s no need to change”

Common MisconceptionsSenior Executive Management

As Marshall Goldsmith would say, “What got you here might not get you there.” New media marketing is increasingly having a bigger impact on lead generation, nurturing, and sales conversions.

“For decades, the sales-driven culture of our organization has been what has gotten us here.”

Common MisconceptionsSenior Executive Management

Age and experience don’t always equate to wisdom. In a new media world, sometimes the traditional rules of wisdom are flipped upside down.

“I’m older; I’ve been in the trenches; I have more experience.”

Common MisconceptionsSenior Executive Management

The world constantly changes, as also does communications platforms.

“Facebook is for kids. I don’t see how these social media platforms apply to business.”

Common MisconceptionsSenior Executive Management

Your expertise may have more value as a “marketing asset” than the play it might be getting on the worldwide stage.

“We have people to provide that expertise for us.”

Common MisconceptionsSenior Executive Management

By now (because of the changes in marketing communications), your agency partner should have brought to your attention a “significant makeover plan.” If they haven’t, it might pay to look around…

“Our agency does that for us; we just pay them, and they take care of it… although I’m not sure how effective they are.”

Common Misconceptions

1. Senior Executive Management

2. Marketing Departments

3. Organizational Culture

Common MisconceptionsMarketing Departments

Always be learning; adapt to change; grow; apply new thinking. Remember, it wasn’t too long ago that newspapers and books were only offered in hard copy. Yet for many, there’s an entirely new “normal” that didn’t exist five years back.

“I have a fear of change.”

Common MisconceptionsMarketing Departments

With today’s marketing technologies, there are easier ways to measure and justify the increased performance that new media is capable of producing. Could you develop a plan that acquires the agreement from senior management to test and prove your new media theories???

“I can’t take risks - even if what I’m currently doing is getting nominal results.”

Common MisconceptionsMarketing Departments

Platforms and customer behaviors are opening up many new doors of promotions opportunities. New media and marketing technologies hold many keys (or answers), but the “fix” starts with new questions and the deployment of new strategies.

“We’ll ‘fix it’ with apps. Let’s get a new customer relationship management system, etc.”

Common MisconceptionsMarketing Departments

To what extent did the webmaster bring classic marketing and new media marketing tactics to the game prior to making adaptations?

“My web master set us up with all this new stuff.”

Common MisconceptionsMarketing Departments

There are many examples of new media marketing plans that can help get you started in the right direction or pick up from where you already are.

“I’m not sure where or how to begin.”

Common MisconceptionsMarketing Departments

In the rush to be “first to market” (unfortunately) in 9 out of 10 instances the supplier community handed out “free candy” vs. taking the time to understand the implications and build out new strategy plans… This doesn’t mean you shouldn’t try again!

“I saw that somewhere else – It didn’t work.”

Common MisconceptionsMarketing Departments

In a new media age, it’s probable for most business models that new questions be asked of the marketing plan.

“I like, I’m confident, I’m familiar with my ‘cause and effect’ marketing; why look at cross-media marketing ecosystems?”

Common MisconceptionsMarketing Departments

Platforms and customer behaviors are opening up many new doors of promotions opportunities. While it’s lots to track, there are ways to engineer or “create processes” to bring “marketing innovation” into your traditional media mix.

“I’m not sure I understand all of this. I might subconsciously be feeling defensive”

Common MisconceptionsMarketing Departments

True for many organizations, HOWEVER in many cases the vendor/partner may have led with the app. If your supplier partner invested 90% of their energy with you on strategy, chances are they got it right AND it’s working incredibly well…

“We already do that.”

Common MisconceptionsMarketing Departments

Change of this type can be preplanned and rolled out in stages. Plus, it can be tested, proven, and justified.

“We don’t have the resources to do anything new and different.”

Common Misconceptions

1. Senior Executive Management

2. Marketing Departments

3. Organizational Culture

Common MisconceptionsOrganizational Culture

“Keyword search” some new media terms. And Add the word “success” to your search, and invariably you’ll find hundreds if not thousands of companies who have paved the highway before you.

“I need to justify this to senior management.” [or] “I need marketing management to better explain this to me, so I can understand it.”

There’s many ways you can test and prove new media and online marketing practices and compare them against the status quo - testing side-by-side with traditional media practices.

“What’s all the noise about new media marketing?” “It’s really not proven” or “it applies to others; just not us.”

Common Misconceptions Organizational Culture

If your supplier partner has brought new thinking to the table, chances are you have noticed increased performance.

“Diminished marketing returns is something we’ve come to accept.”

Common MisconceptionsOrganizational Culture

Company cultures and habits can shift when the power of new media marketing is understood. New “types of resources” can be applied when the proper plan and sequencing takes place.

“’Habitual marketing’ – it’s that time of year again; time to do the “annual catalogue.”

Common MisconceptionsOrganizational Culture

Over the last 15 years, we’ve traveled the country and have been broadcasted around the globe. Now it’s time to point a finger at us, the supplier partner community, as well.

Without a doubt, the single biggest shortcoming from the marketing services community has been the lack of adoption of a new marketing strategy plan as the key element in the deliverables our community should have been bringing to the game.

The good news is that an increasing percentage of the supplier partner community has adopted the new philosophies, and it is gaining acceptance in the marketplace.

At the risk of repetition, we recognize this content is susceptible to being misconstrued.

And, apologies all around if this is the case.

After serious consideration, we thought many of these common inhibitors would shed light on organizations that are seeking to innovate their “go to market” strategies.

We hope in some way, elements of this content were beneficial to you.

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Contact us today for a discussion on what an updated marketing plan – optimized for the new world of “Marketing 3.0” – might look like for your organization specifically.

Peter WintersPresident

pwinters@bigdoginnovations.com

Jackie CrinoChief Marketing 3.0 Officerjcrino@bigdoginnovations.com

www.BigDogInnovations.com