Top Marketing News in Pretoria ; focus their efforts solely on experiential marketing; and others not do anything but direct marketing. Integrated marketing agencies, nevertheless, are a completely different kettle of fish.
Integrated advertisng companies are a little bit like Toys R South Africa. Ok, they’re not “magical places” with “toys in their millions all under one roofing system.” However, if you change the word “toys” with “marketing services”, you’ve pretty much strike the nail on the head.
Essentially, incorporated marketing agencies are business that can satisfy all of their clients’ marketing requires under one roofing system.
Integrated strategic marketing firms have the capability, resources and knowledge to carry out a range of various marketing methods in one cohesive effort. These companies boast big teams of experts with different locations of knowledge across a large range of marketing and interactions disciplines.
These various teams then work together to make sure their customers’ projects are as effective, meaningful, constant, harmonious and, for that reason, as efficient as possible.
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A lot of integrated companies provide a combination of all, or a few of, the following services: digital marketing, direct marketing, experiential marketing, PR, advertising, guerilla marketing, social media, sales promotion, B2B communications, mobile marketing, buyer marketing, sponsorship, CRM, graphic style, copy-writing and brand name strategy.
Our company is not just another advertising agency. Our method permits us to produce special projects that run across the board. We do not outsource a single element of our work. Every campaign is produced, handled and carried out in-house. A strong project requires a strong marketing strategy. What works best for them won’t work best for you. That’s why we strategise. Our proficiency extends beyond basic advertising. From social networks, print, outside and web, we develop everything needed to build extraordinary results. Having managed a few of the largest brand names in the South Africa and established campaigns throughout the country, we know what works best for you. Whatever we do is customised for your business. Always. You get the best results for your needs, and it’s always constructed for you.
The world of marketing is moving more towards digital. From marketing to inbound marketing, digital is an economical and adaptable medium to market your business in.
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Are you having a hard time to accomplish your marketing objectives? Call our consultants into take a look over your approach and recommend on more reliable ways to market your company. We offer hourly consulting services to review your advertising, branding and marketing techniques.
No marketing works without a detailed strategy. Our specialists are experienced at creating methods and plans for a broad range of markets, focusing on the best marketing aspects and messages that accomplish the company’s short and long term goals.
Brands enjoy us because we are an unique tactical marketing agency. We combine the technique and imaginative branding skills of a standard advertising agency with the production abilities of the world’s top-ranked event marketing firm. All our customer relationships are tactically handled – we’ve established our procedures and tools to join method and innovative so that even the smallest detail is vital.
Digital marketing, the Alias way
The more things change, the more they stay the same.
I spent a few days last week with 10,000 digital marketers, enveloped by all things Adobe at their Adobe Summit event. They paid me to cover the event as an insider. It was my first-ever Adobe event, and I was impressed. Adobe Summit is a classy confab in every respect.
The combination of speakers was especially well handled, with a combination of Adobe personnel, partners and industry types, and celebs (including George Clooney, Abby Wambach, Donny Osmond, and Thomas Middleditch — star of the HBO show Silicon Valley). It seemed like a too-eclectic mix at first, but Adobe did a very good job keeping a consistent messaging thread throughout the 3-day event:The business of the future is powered by customer experience.
In the opening general session, Adobe’s Brad Rencher defined the characteristics of an “experience business” as a firm that offers these four benefits to customers:
- Know and respect me
- Speak in 1 voice
- Make technology transparent
- Delight me at every turn
Is Customer Experience New, or Just Newly Buzzed About?
The analyst and futurist Brian Solis spoke at Adobe Summit too, also hewing to the customer experience is critical theme, and summarizing key points from his book on the topic (I reviewed Brian’s book “X” here).
Brian emphasized that customer experience is the new differentiator, but I’m not certain I agree.
Customer experience is of course a differentiator. People will willingly pay more to interact with brands that offer superior experience. Feelings as currency is real, as long as you live in circumstances where you can afford to prioritize them.Casting aside a product because another offers better emotional resonance and ease-of-use is the very best kind of #FirstWorldProblem.
So I can certainly agree that customer experience shifts customer preference (and just published my own book that touches on the theme). But hasn’t customer experience always been one of the ways we choose where to spend?
Liberal return policies. Drive thrus. Open 24-hours. Bags fly free. Dogs welcome. Free dessert for kids. These are all business components that have been around for years (decades, in some cases). We used to call them “building a better mousetrap.” Now, the world of marketing and business has collectively agreed to call them elements of “superior customer experience.”
Fair enough. But let’s not pretend that giving your customers a better, faster, easier interaction is some 2016 invention. It’s not.
The Power of Analog Customer Experience
Particularly striking, in fact, was a session with the legendary musician Donny Osmond. Osmond remains a strong draw in Las Vegas even though he’s been in the business for a full 50 years, and just released his 60th album (!!!).
Osmond talked about how he stays relevant in changing times by expanding his audience and repackaging his content. Smart man.
My favorite part, however, was when he talked about the “purple cards” segment he incorporates into his live show at The Flamingo. Before each, his team finds two dozen or so interesting audience members, and gives them a purple index card and a marker. They are invited to write down a question or request for Donny.
During the performance, Osmond reads the purple cards, answers questions, does requests, sings Happy Birthday, etc. delivering a remarkable customer experience to the card-writing fans, and due to the extreme customization and personalization of each show, creates a bespoke version of a seven times per week gig.
Donny Osmond needs no software to deliver a great customer experience. He understands that customer experience is first and foremost a human-powered endeavor. For Donny Osmond, customer experience lives in your DNA, not your marketing cloud.
The Battle Between Hearts and Minds
This is the challenge faced by modern business.
We have more software than ever to provide the scaffolding for heightened customer experience. Adobe announced some very nifty innovations at Summit, and their “smart shopping bag” technology and new “immersive retail experience” could revolutionize bricks and clicks businesses if and when it’s widely deployed.
But software alone will not create great experiences. It’s just the gas in the engine.
As always, marketing that wins customer hearts and minds is about the wizard, not the wand.
And the wizards aren’t ready to meet the challenge. The irony was thick when vendors at Adobe Summit spammed the hashtag with marginally relevant tweets DURING a keynote on the need for personalized marketing and better customer experiences.
The smart and savvy marketers, Pam Moore and Ken Burbary were also at Summit as insiders, and the three of us had a fun and fascinating dinner where the topic turned to this issue:
Why, when they have at their disposal technology that is easy(ish) and affordable(ish) do so many companies still rely on techniques and tactics that clearly do not meet the test of great customer experience?
I believe it’s because for premise of personalized customer journeys and 1:1 marketing to take root, brands must commit to experimentation. And experimentation requires an appetite for risk that most brands do not have because it’s not culturally acceptable to fail.
Said in a shorter, tweet-friendly way:To deliver great customer experiences brands must embrace experimentation, risk, and failure. (highlight to tweet)
Pam had lunch the following day with several representatives from a large insurance company, and they inadvertently ratified this thesis (which I also witness consistently in our consulting practice here at Convince & Convert). Pam asked them why they weren’t making use of more of the outstanding Adobe technology to improve their marketing, especially in personalization and customization.
Paraphrasing, the answers were:
“We want to, but we can’t get budget. The CMO just wants to constantly study new software, but nothing gets implemented. Our job is to run reports that help the CMO keep his job.”
So this is the state of modern marketing. Technology is outstripping our ability to adopt it because the pace of change on the software side is so much faster than the pace of change on the organizational and corporate culture side.
For us to be able to actually harness the power of experience-led businesses, we need to focus as much on the wizard as on the wand.
Any meaningful improvement in customer experience through marketing tech must start first in the heart, and then move to the head. If your organization doesn’t really and truly believe at the molecular level that customer experience is transformative, you’ll never embrace the risk enough to reap the reward.
Thanks again to Adobe for bringing me out to Adobe Summit. I learned a lot and restoked some fires.
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Digital Marketing Agility — B2B vs B2C
Seriously though…what is it?
This is a question I get asked when I have to try and explain to people what I actually do for a living. Surprisingly, most people don’t really have an understanding of what marketing is at all.
I usually end up telling them that I am responsible for the banner ads they see online after looking at a nice pair of shoes or a new washing machine or something. Their response is usually exasperation because they find these ads annoying or, a slight look of worry as they ask me how ‘the internet’ know what they have been looking at. This is closely followed by an brief explanation of cookies and a swift move into another subject.
At one point I just decided to tell people that my company builds website because…well because everyone knows what a website is.
You industry folk will probably be huffing saying something along the lines of ‘Everyone knows what marketing is’.
Sorry industry folk…you are wrong.
In fact, I would hedge a guess that lots of our clients aren’t that far removed from the general public in terms of actually knowing what marketing is…or certainly digital marketing.
Our trusty friend google defines marketing as:the action or business of promoting and selling products or services, including market research and advertising.
That’s pretty concise as Google often is. I also asked Siri who promptly got confused about the whole situation so I decided to ask it to do a rap for me instead.
So marketing is about the promotion and selling of a product or service. Again, I have tried similar explanations with friends and family and they instantly jump to the conclusion that I work in some kind of call centre cold calling people trying to sell them some PPI cover.
You might ask why it matters that my friends and family don’t understand what I do. Einstein said:If you can’t explain it simply, you don’t understand it well enough
Let’s face it, Einstein was probably right. He seemed like a well rounded intelligent guy. Though I never met him personally, I’m pretty sure he knew his stuff.
So the problem that presents itself is the ability to explain what I do in one simple, all encompassing statement that was simple enough for even my grandmother to understand.
What I would really love to do is show them a clip from the show MadMen and tell them “That’s what I do” making me seem both more glamorous and creative than I really am. Sadly, long gone are the days of pouring myself a stiff drink and lighting up a lucky strike in the early afternoon. I don’t think I have enough suits or hair to even compete in the 60’s advertising industry anyway.
Now, to rewind from my deviation and get back to the point.
First of all let’s talk about marketing and advertising.
Google has it right. It’s really about presenting a product or service to consumers at the right time, in the right place at the right price. In the early days this would be done via a full page spread, on a billboard or on the radio. Then, through the magic of television, these products started to appear on the small screen. These are all tactics of advertising that still exist today and still demand a high percentage of our clients budgets.
The vastly different world of digital marketing attempts to present a product or service to a consumer at the right time, in the right place at the right price.
Wait…hang on…that can’t be right.
Surely digital marketing and traditional marketing can’t be the same thing? Can they?
When you think about it, the purpose of marketing hasn’t really changed since it’s inception. We are still trying to connect people with products and services. We still try to show people how they can solve a problem, how they can make their life; easier, prettier, quicker more enjoyable. The products have changed, the price points have change but the motivation, the principals remains the same.
Digital Marketing is JUST Marketing
One of the key differentiators is that we now have access to far more data than we have ever had before.
In the past we may have had a creative director sitting on a throne of tag lines and scamps raining a shower of thoughts and concepts down onto the peasants to book the media whilst the accounts team took the clients for drinks and a meal.
That still exists but to compliment it, we also have teams of developers building intuitive/interactive platforms and analysts interrogating data and providing detailed customers insights and proof of ROI.
It is much more common to have a campaign with strategy, data and insights at it’s core but walks hand in hand with creative to make all of the 1’s and 0’s look and feel engaging to a user.
If a great marketing campaign was once a happy accident, digital gives us the opportunity to become more accident prone.
In conclusion, it’s time to stop thinking in silos. It’s not digital vs. traditional. DM’s, Billboards and print ads et al will always play a part. All that’s happened is that we now have a whole bunch of new platforms to play with.
You still need to think about presenting your target audience with the right product, in the right place, at the right time. If your audience responds really well to a leaflet through the door then do that. If they are all talking about you on social media then be there…join the conversation. Your advertising should put your user at the centre of the story so find out where they are and talk to them there.
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