The larger your company, audience or stakeholder group, the less your most useful marketing will scale. That is, if you accept the notion that social marketing, word-of-mouth marketing and one-to-one marketing is your most useful.
Surveying the greater blogosphere in the marketing space these days, I’m a bit concerned at the recent thrust for everyone to discuss and promote the idea of marketing automation. Don’t get me wrong, I use it, believe in it and know that it does one critical thing that your business will at some point need: It scales one-to-one communication. Marketing automation — having auto-responders and timed email and other messages sent to individuals based on their previous behaviors and interactions with your brand — is incredible. But as much as I believe in the power of marketing automation, I also believe in the lazy marketer’s ability to muck it up, royally.
With more and more people interacting with the world and brands using their device, many advertisers have been trying to find their way onto the phone. I have been asked countless times by countless brands, both large and small, “Should we have an app?”
Seems like a simple question but to many it is not. So many brands want to be on that phone in a coveted square, preferably on the first screen. Lofty goals but what I always advocate clients to look at: What is the function or value of your “app”. Sometimes it is hard for brands to think about the end user’s goals and try to find ways that the brand’s goals can align with the consumer’s goals. And when a brand comes from a place where both parties’ objectives can be met, they create engagement for their brand with the consumer. Which always begs the question: what does your customer want?