“I wasted so much money on an advertising spread. I didn’t get one sale out of it and it cost not just money, but my time and energy”
True words spoken to me by a dear friend over this morning’s coffee.
Here’s something to think about: when was the last time you purchased something because you saw it exclusively in a magazine or newspaper?
When was the last time you purchased something because you saw it on social media? Or because they emailed you?
Here’s a reality check: It’s 2016. Not 1996.
The old way of marketing doesn’t work. Except word of mouth referrals because that will never die.
According to Gary Vaynerchuk, my current #toughlove crush (let’s not be distracted by his hard on for relentless hustling, we can have a conversation about that in a hammock with endless supply of cocktails post-nap), there are two key areas we need to focus on in marketing: mobile and video.
For a consumer to get excited about something, to be compelled by something, it comes down to attention. Attention, not impressions. They need to really consume it. That is the game.
There are two places right now that companies need to be focusing to win their marketing game. One is mobile, and the social networks contained within mobile. The second is video.
Anyone who doesn’t realize that the cell phone is exactly the same thing that the television was in 1965 is completely ignoring the future. When an ad comes on, when pre-roll shows up, people reach for their phones. As soon as the experience they were trying to have is interrupted by an invasive ad, the phone is where they turn to continue being entertained. Plus, the phone is always there. As you read this, is your phone within five feet of you? I thought so.
I like his key point about attention over impressions. I’ve been telling my clients this (and shouting it here) since day one.
I don’t give a fuck how many likes you have. Or how many followers you have.
Or how many website hits you have.
What I do care about is what kind of connection you are making with the attention you’re getting.
Engagement is the key word here – and the way to start it (because that’s what marketing is really about – making a start on that engagement) is to go where your humans are.
Where are they hanging out? How are they consuming information?
Pour your marketing effort there instead of all the other old school places because every other marketer and their dog says so. FOCUS on these areas, make it awesome and do it so incredibly well that we can’t help but feel a connection with you.