It's 2009. The year of the World Wide Wobbles. Three months into this new Annus horribilis, I am continually amazed that brands remain unconvinced as to how they can leverage the digital channel and maximise their ROI on their marketing dollars. Here are my Ten Commandments for those still looking for guidance from a higher place.
One. Know your consumer
There is no such thing as an average 34-year-old woman when it comes to planning online, digital communications. That same demographic can act in 100 different ways online. Some may be members of a social network, others may frequent news websites. Make no assumptions.
Two. Understand the new funnel
Throw out your old consumer behaviour textbook from university. The old "awareness, consideration, preferences, actions, and loyalty" equation is gone. In comes variables such as peer reviews, user-generated content, and various others inputs into the decision-making process.
Three. Forget the phrase "Build it and they will come"
Believe it or not, there are still numerous companies and brands that spend 99 percent of their resources building their Golden Calf, their monument to the www. No, or little consideration is given to developing effective strategies to drive and direct their target audience to their new multi-thousand dollar investment. An effective organic and paid search acquisition strategy is essential -- or you can write-off your investment today.
Four. Choose your tactics carefully
Some markers are still suffering from "Shiny Object Syndrome" and doing things online because they are readily available and cost-effective. There are many weapons available in the digital marketing arsenal. Choose them wisely and remember your activity online is an instant reflection of your brand. Marketers spend thousands of dollars researching creative options and strategies. Whilst I'm not suggesting death by research, carefully consider your tactics and activities online. Excess "Bannerpalooza" and "Flashturbation" can kill a brand.
Five. Watch your competitors' moves
Be aware what your competitors are doing online. It's not as easy as calling up the local media monitoring company and requesting the latest reel of a competitor's 30" TVCs. Spend some time investigating and scouring for information. Appoint a member of your team to spend two to three hours a week compiling competitor reviews. Better still -- get your agency to do it. It's a worthwhile investment.
Six. Know your Flickr from your Facebook from your…
You'd be surprised how many marketers still don't know the difference between Facebook, MySpace, Flickr, YouTube and the like. Get a profile. Have a play. Communicate, and understand the changing landscape.
Seven. If you want consumer input, be prepared to give up control
I had a client that wanted to monitor all dialogue between consumers on his website. He wanted to play chief censor. That was the condition placed on launching a UGC/forums section on his website. We talked them out of launching this. We lost revenue but it was the right advice. If you ask for input, discussion and debate, be prepared to hand over the driver's seat. If your brand does not lend itself to open and frank debate, don't go there.
Eight. Get ready to measure
Everything is measurable. Analytics is King. If something you are doing is not measurable, don't do it. It's a marketer's dream. Instant ROI modelling and an ability to switch on and off. Or is it?
Nine. Be prepared for 1,000 opinions
Everyone, including your mother, will have an opinion. Everyone is an expert. Stick to your guns, and given you have done your homework and your advice is good -- and you have your yardsticks ready -- go ahead. Your IT people will have input together with your HR, product dev and even your CEO.
Ten. Back to basics
It's still all about acquiring customers, converting them and retaining them as loyalists. The marketing theory remains as it was in the glory days of traditional direct mail marketing. It was 1993. The year the World Wide Web was born at CERN. The year of the envelope revolution, when we found out you could print in full colour on the reverse of a window-faced envelope. We were amazed then, and remain fascinated by the world of marketing. Remember the marketing principals and use today's technology to bring your programs to life.
Anthony Goldman is director of marketing and development at Next Digital.
