Modern Marketing - Blog by Collaborate PR & Marketing

Please Step Away From The Ledge

From time to time I meet up with marketing folk, often as part of an initial briefing, who appear to me to be standing on a precarious ledge from which they are about to throw themselves.  What do I mean by this?  By the 'ledge' I mean when a marketing executive has decided or been instructed to launch a digital marketing plan regardless of its relevance to their business.  In recent years these plans have mostly involved social media and mobile apps. However, the ledge mindset is surprisingly common in other areas too.  I think of my job as helping people make sense of the trends and issues arising in digital and networked media.  But the fun bit is applying those issues to real world problems.  And that means grounding them within the context of an overall business and marketing strategy, which is the part often missing when people are standing on the ledge.  They have effectively decided to take a professional leap of faith, something they wouldn’t do in any other aspect of their business decision-making. The ledge mindset is generally created by being overly-focused on technology and specific services that are growing at a very rapid speed. The massively quick adoption of digital tools by consumers (aka people) has a strange affect on marketing executives.  Growth of a service becomes the only consideration.  So it doesn’t necessarily matter what the service is.  Or who is using it.  It also doesn’t really matter if the context is right for a brand.  Or, occasionally, even if their customers can access it!  One particularly colourful example of this in the last few years was...

When The Big Idea Becomes Marketing's Big Problem

A few years ago I sat in the office of a much-admired Digital Creative Director when a call came through from the mega-media shop that his agency was linked with via its global network.  When the DCD saw the number flash up his shoulders slumped and he rushed around to find someone to answer the call and say he wasn’t available. He then switched his mobile off and we sped from the building for a long lunch, over which he explained his reaction.  For the best part of five years he’d been taking those calls and a pattern had been established that he could no longer bear.  It went something along the lines of the media powerhouse explaining they’d had a terrific brief from a client at MegaCorp and it needed some digital input.  However, it would then emerge that the brief had already been answered and the client had bought a concept in the shape of an above-the-line campaign.  So the digital agency was actually being brought into the process a few months after the brief had landed and was being asked to provide a digital execution of a TV spot.  “Sometimes they just say, ‘make it go viral’”, said the DCD with the look of someone who’s been given a plate of old mutton and asked to give it a lamb makeover.  I was reminded of this conversation a few weeks ago whilst talking to a creative team from a widely-regarded digital agency, also associated with a large parent network. One of them half-joked that...

Will Google Ever Be Cleverer Than Mumsnet?

Now that networked media offers us infinite choice about the way we slice and dice our questions, queries and requests, it’s very easy to become overwhelmed.  While trying to book a holiday this year for myself, my good lady and two small daughters I found myself with so much information and so many options that I felt like I was playing three-dimensional chess.  That country with this accommodation for price one or this country with that accommodation for price two?  Booking through this service directly with separate flights or that agent all-in?  Whilst this country’s currency is strong against the feeble pound its prices are lower than that country which has a weaker exchange rate but is more expensive.  This resort is a longer flight but the weather is good, while this option is nearer but will there be sun?  And last, but not least, there was my five-year old’s very specific request for a pool with a curly-whirly slide.  After a week or so of research using what felt like about four hundred different websites and services, we had narrowed the choices down to about twenty-nine and I don’t mind admitting that my brain froze.  Camping in Wales, I thought? ‘I’ll look on Mumsnet’, said my good lady.  Now I know that Mumsnet is a vast community and has become the UK’s barometer for what is and is not acceptable in terms of parenting, as well as who should be the next Prime Minister.  However, I wasn’t too sure that it would be much help in solving our cryptomatic holiday quandary.  However, about thirty minutes later I received a link to a resort that I opened with very little enthusiasm only to discover the most perfect place imaginable that met all the criteria and some.  ‘It’s got a good write-up on Mumsnet’, was the message that came with it.  And that I believe is what Clay Shirky is referring to when he says that...

Marketing Has An Identity Problem

Digital Identity has long been a fascinating area but it wasn’t really of interest to the mainstream because, for a long while, only geeks had online identities of any significance. Obviously that has now changed. Twitter, blogs, Etsy, Facebook, Flickr, YouTube, LinkedIn and Quora are just a few of the many services that people use to maintain their digital IDs.  As a result, the everyday influence of these identities is growing.  Even limiting the view to the professional sphere we can see how important the world of online identity has become.  A LinkedIn profile can get you a new job but a crass comment on Twitter can get you fired.  A great YouTube channel can earn you a living as can a shop on Etsy. An informed blog can help you turn a hobby into a job; whereas a photo on Facebook can be ‘career-limiting’.  And these IDs are here to stay.  In fact, we can expect the range and depth of people's digital identities and the extent to which...