PASIÓN POR EL MARKETING

WHY INFLUENCE IS IMPORTANT

Not knowing which outlets or individuals most impact your brand can be expensive. If you’re spending communications budget on media that no longer influence your target audience, that’s money and influence lost. The challenge is finding out which media still matter and in what order. As media influence continues to fragment, you need to know which outlets rank highest in audience relevance in order to effectively allocate marketing resources.

Influence represents a new way to understand communications under the Word of mouth paradigm. Now, it is anymore about one-to-many, but many-to-many where influence determines how and where the differentes ripples or waves go. Influence is also important because let us save money. Don’t focuse on many when you can focus on one or some who can report you the same results that “many”. We should stop worry about audience and worry more about influence. Nowadays, everybody is audience, but not influential.

INFLUENCE METRICS

By this way, I like the five buckets of influence metrics what Waggen Eredstrom propose to us:

1. Buzz. Measures of sharing behaviors. Examples might include inbound links, popularity measures such as Digg or Reddit, social bookmarking presence, or retweets.
2. Reach. Traditional PR measure of direct readership. Examples might be circulation, unique visitors, Facebook Friends or Twitter followers.

3. Engagement. Measures of reader interaction with content. Comments and number of @replies are a good example of engagement.

4. Content. Measures related to the relevance of content. Includes the frequency and depth of coverage of a client’s brand or industry.

5. Audiences. Measures of the audiences reached or targeted. Preferably based on primary or demographic research, but this could also be extrapolated from reviewing the content.

EXAMPLE – INFLUENCE METRICS

Let’s see an example:

Via: Blog Waggen Eredstrom

Because PASSION makes the difference

Muchas han sido las leyes y paradigmas que se han asignado al marketing (Mass, Relacional, Buzz marketing, Boca a oído, CRM, etc.) como por ejemplo aquellas míticas “22 Leyes Inmutables del Marketing” Al Ries y Jack Trout.

Lo que es cierto es que, el consumidor, el entorno, la forma de comunicarse y relacionarse, etc. está cambiando, y por tanto el marketing debe hacerlo también.

Ian McKee nos trae desde Ad Age’s las 5 “New Rules for marketing” by Unilever CMO Simon Clift:

1. Escuchar a los clientes es más importante que hablar con ellos. As Mr. Clift said, “We may be ahead of our competitors, but we’re most definitely behind consumers.” The consumer is not a moron, she’s the person defining your brand.

2. Ya no se puede ocultar o esconder una empresa detrás de una marca — o incluso separadas completamente ambas. Even this editor’s creaking computer only took 0.13 seconds to show that Philip Morris is owned by Altria Group. Welcome to radical transparency, where bad corporate behavior will damage your brands, and vice versa.

3. PR es una preocupación primaria que concierne directamente a todo CMO (Chief marketing officer) y brand manager. If “marketing” and “PR” are not the same department, tear down the wall. Spend time deciding whether PR is underleveraged in your organization.

4. Cause marketing no tiene que ver con filantropía, es más bien “un interés propio importante,” as Mr. Clift puts it. That doesn’t mean it doesn’t count. Don’t be ashamed of your profit motive, because great branding and doing good are increasingly one and the same.

5. Social media no es una estrategia. Primero debes entederlo y entonces lo implementarás como táctica. But remember that the social graph just makes it even more important that you have a good product. Put another way: The volume and quality of your earned media will be directly proportional to the impact and quality of your product and ideas.

¿Y qué pensamos desde Pasión por el Marketing?…¿Cuáles son nuestras nuevas leyes del marketing?:

6- Be global. Es necesario elaborar campañas 360º, puesto que el consumidor utiliza de manera simultánea varios (fragmentación de medios) canales. Dejémonos de separar las agencias en miles de dptos, y pongamos en el centro al cliente y no a nuestro CEO.

7- Mide, Mide… Lo que no se puede medir no es marketing. Es tan importante o más definir un objetivo que asociarle un criterio de control para poder medir su éxito.

8- Los milagros no existen… Estos son causa de una reflexión coherente (concepto – estrategia) y una implementación correcta.

9- La publicidad empieza en el producto, por eso tenemos que dejar se separar las disciplinas y pensar de manera integrada… Invierte en un producto extraordinario y no tendrás que invertir en creativos sobrenaturales…

¿Y las tuyas?… Venga, suéltate!!

Un saludo a los Apasionados del marketing…