Eight weeks in a graduate-level “Emerging Media & The Market” course does not an expert make; however, the class covered a lot of good ground, leaving me with new knowledge and several key takeaways. Here are 7:
- Consider Strategy First, Technology Second
In order to succeed on emerging platforms, marketers need to look beyond the technical details and know-how; instead, they need to focus on objectives, strategy, metrics, processes and structure.
- Choose Quality Over Quantity
When it comes to emerging channels, brands and marketers don’t have to be everywhere, but they definitely need to be where their customers/target demographics are.
- Get Mobile-Friendly – NOW
Smartphones and other mobile devices are becoming a larger access point across demographics, and the experience these users have colors their perception of the brand as a whole. Not to mention the vital role a mobile-friendly website plays in local and voice search results.
- Create Content That Goes Beyond Products
Content is king – for search, shares and relationships. Remember content marketing’s major rule of thumb: if it feels like marketing, no one will spread it for you.
- Utilize Customer Data
Because they share data, today’s customers expect marketing that is relevant, personalized, and to some extent, anticipatory (in the case of recommendation agents, pre-emptive customer service and more).
- You Can Never Go Wrong with Opt-Ins and Transparency
Mobile phone tracking capability is here, but that doesn’t mean consumers want marketers to use it. In a survey, 64% said they think an opt-in should be necessary vs. the 12 % who were ok with automatic, unconscious tracking. Respect your customers by requiring an opt-in, always allowing an opt-out, and being transparent about the data you’re collecting and why.
- Make Your Customer’s Life Easier
Whatever the media platform, this should be your ultimate objective if you’re looking to create and maintain lifetime customers and brand advocates.