Internet Marketing and Digital Media Strategy Sydney Australia

Be unique - mass marketing is for mass producers and audiences.

Following are a few quick thoughts on brand engagement.

1. Understand the audience - the who/ what, when, where, how much and why?
2. Insure clients understand that in this digital media and communications age, online social media customers are now firmly at the power centre of the buying Universe - empower your audience with knowledge and tools - be open. For example, who are your "influencers (experts, role models etc), sneezers (people who advocate) and flamers (people who critic) and how do you connect? What channels are they in?
3. That Brands/ Services need to provide a unique sales proposition and create a compelling story/ experience that engage and resonates with their audience(s) - both in short term attraction and longer term relationships. This can be online, offline or a combination of the two "inline". 
4. Create desire and value viewer attention - develop and create short, high quality, very creative advertising and marketing collateral that viewers trust to share, interact (comments, likes, blogs) etc, purchase and recommend.
5. In summary much of the advertising and marketing principles we've all learnt are still the same  - the only difference now is scalability (niche), the technology, the heavily fragmented, flattened non value layers of middlemen and the integration and importance of customer service and experience into our brand engagement programs.

Trouble reading this - view online http://www.maxys.com.au/20090804189/News/Latest/maxys-report-august-5th-2009.html

Maxys Report - August 2009

In business today if you don't add value or have a unique offering or experience then you risk becoming either commoditised, disintermediated or both.  That equals either reduced margins or lost sales.

Every business needs customers and sales.  In the old days of strong conventional media influence (TV, radio, print) there was a direct relationship between advertising spend and sales.  This benefited big brands and advertising industry "wizardry" model.  Brands were at the centre of the circle. In todays increasingly fragmented media landscape that model no longer stands true.  

The Customer is at the centre of the Universe - smarter, with rapid access to information, sharing and a click away.

From an advertising point of view todays consumer is less influenced by interrupt and repeat  forms of irrelevant advertising messages but increasingly influenced by trusted friend word of mouth.

Think restaurants - you've been searching for a good local Yum Cha - one day you're talking "Yum Cha" with a trusted "foodie" (note relevance) friend and they recommend a place you haven't heard of where the food is great.  Note: A point on "trusted relevance" - if my Aunt Mable who's idea of a great meal is Fast Charlies down the road then her opinion does not hold much credibility, weight or "influence".

Word of Mouth is increasingly the most important element to new buyer decision making.

Think of McDonalds and how they've effectively implemented "cradle to grave" targeted and engaged kids who influence their parents decision making - the paths of least resistance.

It is easier to market to friends then strangers.

Herein lies the challenge for all businesses to become customer centric, engaged, marketing to influence the influencers, creating tribes and a groundswell.

Five Elements of a Social Media Approach

In terms of social media then in my opinion it's very much like running a pub.

1. you need to create or meet a unique need (overall Digital Media Strategy),
2. people need to know about you (Marketing),
3. their first experience has to be great (Experience) - worth sharing,
4. you need to provide a range of tools (the technology) and content for them ("sneezers") to share
5. and then you need constantly engage with the market, service existing customers and innovate.

The 5 Elements Digital Success

1. Fast – news, ideas information spreads like wildfire
2. Easy – technology – share, implement, create
3. Personal - conversation, engagement, trust
4. Creative – be remarkable, step out side the box
5. Return on Investment

Social media questions to begin?

1. Where are you now and where do you want to be?
2. List all your current customer touch points - is it fragmented and departmentalised?  What communications channels are most used and effective? 
3. Do you have a centralised CRM (Customer Relationship Management) System - are your customers on Twitter and Facebook? How often do you talk?
4. Who are the influencers in your customers sales process and external industry experts in your market - how well do you know them? Do you read and comment on their blogs.
5. Why do your customers REALLY buy from you and what can you do to improve?

CLIVE significantly enhances your website visitors experience - adding life and personality to any website.

BUT, Clive is not about technology it is about communication and building a relationship with your visitor and customers, so here a five tips and steps on writing effective video scripts for CLIVE.

Tip 1. It's not just about you - communication is a two way street

1. Respect (from the audience)

2. Love (to the audience)

In your customers shoes

Australian 2008 Businesswoman of the Year, Naomi Simson from Red Balloon Days in her blog writes about...

Years ago when I ran marketing workshops as part of my previous business I came across the old 1950's print advertisement with the grumpy old man sitting in a chair who says...

"I don't know who you are.

I don't know your company.

I don't know your company's product.

I don't know what your company stands for.

I don't know your company's customers.

I don't know your company's record.

I don't know your company's reputation.

Now - what was it you wanted to sell me?"

McGraw-Hill Magazines.

Tip 2. Within your Big Picture - Creating the Brief

CLIVE video can bring any website to life but you need to think about your overall communication objectives

What is your web site brief?

Tip 3. The 5 CLIVE Video Script Steps

Start with the end in mind. 30 seconds maximum (approximately 70 words) for Home page Introduction.

The first 12 seconds are the most important!

Objective

The aim of your video is to meet, greet and establish a level of customer trust as efficiently as possible with strong call to action.

AIDA - Attention - Interest - Decision/ Desire - Action

With that in mind, let's translate the video intent into words and actions.

We going to work from a broad perspective and eventually narrow it down.

Step 1. Get lateral and think visual - the 6w's - taken from "On the Back of a Napkin"

The - Who/What; How Much; Where; When; How and Why?. (You should have most of this from the web brief above).

• Who is the targeted audience?
• What is their profile?
• Who are you [Introduction]
• What is your Product/Service being sold?
• What problems do you solve?
• What is in it for them (the viewer/ customer)? [WIIFM Key Communication]
• Why you? (build trust and competitive advantage) [Sustainable Competitive Advantage]
• What questions will they ask?
• What do you want them to do? [Call to Action]

Step 2. Revise - Is it Customer Focused?

Step 3. How long - less is more - Script Calculator

Step 4. Media Space and Style considerations

The CLIVE/ Internet rich media space is unique - unlike television or video in a box you're within the viewers "personal space" - ie usually less than a meter. Use it to build your relationship with the viewer.

• Conversational, warm and friendly - meet, greet, engage and direct.
• The video screen is a stage, work with it, not limited to a box, think creative.
• Get quickly to the point - ie WIIFM (What's In It For Me)
• Create a memorable first impression
• Be creative, entertain and inspire your audience
• Have fun.
• Rehearse aloud

Step 5

• Put it down and let it breath for a day. Revise

Tip 4. Most Important - Deliver Expectations

Deliver on the promise you make - you can have the slickest presentation BUT if your product and service doesn't deliver then your customers will hold you to account as quickly as it takes to click and post a comment.

Tip 5. Listen to your customers

Create feedback loops, Google alerts, Twitter scans and respond quickly.

Hope that helps

Cheers