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MarketingMel team of Mary Ellen Miller and Sarah Kinsler meet Gene De Libero of Digital Mindshare

The MarketingMel team of Mary Ellen Miller and Sarah Kinsler meet Gene De Libero of Digital Mindshare

(The following blog post is co-authored by Mary Ellen Miller and Sarah Kinsler.)

“In marketing the primary objective is remarkable customer experiences.” That’s what Gene DeLibrio of Digital Mindshare said during a recent presentation to the Ad Club of Northeast Tennessee recently. Gene admitted we all sometimes feel “overwhelmed by the digital space.”  He added, “Remember, the user is always in control. We freely give out our information.”

“Sometimes we have trouble keeping up,” said Gene as he pointed to a visual graphic of the adoption cycles of well known brands. The adoption cycle of a telephone was 75 years. Angry Birds? 35 days! That’s how long it took to get to 50 million users; the same amount of time it took the phone to get to that number of users in 75 years! He said that Smart plasma screens that “know” who you are and recognize your attributes are replacing old fashioned poster kiosks at movie theaters. “Music is smart, they get it. They adapt to users preferences,” he said using Pandora as an example.
Here are five takeaways from this marketing technology expert.

1. Change is Happening, Be Proactive 

The way we communicate and gather information is forever changing. Make sure you are adapting to these changes by engaging in the new technologies. You don’t want to get left behind!

2. Don’t Underestimate Data
While most of us only think of analytics when studying data, there are many functions of this sometimes stuffy information. Data can uncover ideas for new opportunities and help transform customer experience. Utilize these findings to your advantage.
3. Marketing is FAST, Sometimes too fast
While technology is great, it can hinder you in certain situations. When dealing with the public, things such as “Auto Tweet” need to be watched carefully. Ex. Boston Marathon/ Tweet Disaster when some companies were using pre-scheduled tweets rather than empathizing with the victims, thus making them look cold and uncaring. Gene said some of the companies tweeting that day are still cleaning up from their P.R. disaster.
4. Don’t be Greedy, Share Your Information
Although contrary to the popular belief, it’s actually a positive to give away your information. Helping others by volunteering your expertise will make you more valuable.

5. Use (and Be) T-shaped Talent

Understand your business end to end.”Be fluent in business strategy and technology as at least one language and be literate in many,” said Gene. He also said we must employ agile marketing in a world of constant change. “Testing and data is the new normal of modern marketing.”

Which tip resonates with you and why?

 

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16 Responses to “Five Takeaways from a Digital Marketing Expert”

  1. It’s interesting to me, the “marketing too fast” thing. People are really getting away from pre-scheduled Tweets and FB posts, it seems. Which drives marketing costs up if everything has to be up close and personal 24/7.

    • maryellen says:

      Sue, I wonder if one of the reason people are getting away from that is due to the Boston disaster. Gene even gave the example of the company that had those very problems. Glad to hear your opinion on this.

  2. Everything is faster now (or so it seems). It reminds me that the XEROX Machine was invented and patented in 1938, perfected in 1949 and did not hit real popularity until 1969. Our product cycles (and marketing them ) are much faster now. but the truth is we do need to adapt or we will be left behind.

  3. Bill, I agree! I think constant communication and the way we “spread the word” has lots to do with how fast we join in on new products and technologies. The Internet and social media has changed the way we market new ideas and because they are instantly posted and shared, the timeline of developing a product following is shortened.

  4. With technology and social media, it’s amazing how fast a product can become popular. And pre scheduled postings should be monitored if they are going to be used.

  5. I agree that you do have to be careful with auto-tweets and scheduled updates. I was amazed at how many people sent out questionable posts and emails on December 14, 2012. Marketing is about connecting with your prospects and clients–not just a way to shout, “buy my stuff.” You always want to meet them where they’re at and sometimes that takes work.

    • maryellen says:

      Excellent point Tiffany, about not just shouting and “in your face” posts but better to have relationships form over time.

  6. Agree with all of the points. I would say Marketing though is about speaking to your customer in their language and then understanding
    the tools available to get your message out there.

  7. Woah! 35 days to reach 50,000,000 users — I knew it was quick, but not that quick. Wow! These figures when compared to the 75 years it took the telephone is quite a snapshot of how quickly things move these days, especially with tech!

  8. Jessica says:

    Change is happening, be proactive resonates with me. As you say the changes happen so quickly now that it can be overwhelming, yet if you don’t change with the changes you will be “speaking another language” They are all great tips though!

  9. #1 – I love the changing social media world – it’s fun and exciting!

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