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Our last training event in April was delivered by Mark Bowers of Woven Agency. It focused on marketing in social media. Some trends have been going for 20 years, but the pace of change is increasing. There has been 5-10 yrs of innovation in the last 12 months of the pandemic. Digital tools have enabled us to identify specific targets. Two worlds of old big expensive ads v using new cheap technology. The origins of branding were-this is my cow, my flour, my sugar.

Commercial Branding

This is blasting out messages time after time eg Coca Cola TV ads which eventually creates a brand. It’s difficult to create a new brand, DFS spent approx £1billion over 10 yrs to create its brand. One famous quote “ Half the money I spend on marketing is wasted, the trouble is I don’t know which half”

And then Digital Happened

Youtube is the 2nd biggest search engine in the world. You can now find reviews of products and services before you buy. More time is now spent on Youtube than on all of the many TV channels. Good digital channels are everything

What Works Now

Peter F Drucker quote “The aim of marketing is to know and understand your customer so well, the product or service sells itself”. Business has 2 basic functions-marketing and innovation. Many businesses have had to be re-thought over the last 10 yrs.

Brian Hollogen of Hubspot, How they sell is why they win. Inbound methodology – if we create value they will be interested. 

Tips, Tools and Techniques

Know your audience. Social Listening: who’s doing well; if you want to know your target you need to go into it. Hubspot: segment by behaviour. Marketing by reaction. Conversational Marketing: cheap, easy to implement, Video Marketing: getting more and more important.

Ten Rules for Branding

  1. Be authentic – Start with WHY
  2. Understand your audience like never before – go and meet your customer
  3. Create value across the entire journey
  4. Connect emotionally – understand what motivates them
  5. Be consistent – keep saying it
  6. Think digital and mobile first – if your audience is under 50 most will be on digital channels
  7. Listen and engage – constantly listen and engage with your audience
  8. Personalise the experience
  9. Aim for advocacy and create raving fans and share on social media
  10. Become an experience and an innovator – how you sell is why you win

Conclusion

What do our customers want to do and when and how?

Attract, engage, delight your audience

Social Listening has lots of useful tools-you can see what took off and what they did as a result.

 

Nick Butler 

04/05/2021