A good storyteller (like JK Rowling) makes a great marketer (Courtesy of tutor2u.net)
All this talk about conversational marketing, social media marketing, Word Of Mouth (WOM), and the spread of ideas can be boiled down to a few things.
One, the old ways of doing things are no longer relevant.
Transmedia in a diagram (courtesy of Seize the Media)
Crossing various media platforms (or Transmedia, a term which is well expounded by Kevin Lim) isn’t something new in the world of marketing communications. We have always done that in our ever desperate bid to attract eyeballs, visitors, and revenue in an increasingly crowded marketplace.
Witness how quickly the emergence of communication technologies like the printing press, telephone, radio, television, websites, mobile phone, huge electronic billboards, bus stop shelters, and building facades are used for advertising purposes.
Liberty Leading the People by Eugène Delacroix(Courtesy of Wikipedia)
In this current age of multi-tasking, multi-roles, multi-networks and multi-everything, a few things seem to stand out quite clearly.
Many appear to be the inevitable outcome of ever-increasing activity and interactivity across multi-platforms.
Are these brands or logos? (Courtesy of search-this.com)
What is a brand? How does one understand the art and science of branding in the digital driven age?
First, a brand is not a logo. Certainly, logos represent one dimension in the embodiment of corporate or product brands. However, they are just a visual representation and a signpost rather than the true meaning of the brand itself.
What was the greatest company or brand story you’ve ever heard? Why were you enchanted by it?
Since time immemorial, mankind has always relied on stories to transmit information, values and ideas from generation to generation.
Courtesy of viralblog.com
Humour works in advertising. It grabs your attention, makes you laugh, and gives you a nice endorphin rush.
It also makes you more positively inclined towards a particular brand, especially if its cleverly done without trying too hard. In fact, some commercials can be even more entertaining than comedy shows on television!
In the hyper-competitive world of marketing and sales, it isn’t sufficient just to push out an ad or a sales letter and hope and pray for a response.
Consumers and corporate buyers are increasingly spoilt for choice. Selling based on price alone is no longer sustainable in the long haul.
Hell Hath No Fury… (courtesy of Dinghy Blonde)
If you think being a personal blogger is difficult, wait till you try corporate blogging. It isn’t just a walk in the park. Just ask Coleman (a fellow media socialist), who wrote this excellent post on making your corporate blogs succeed.
But then, isn’t blogging just about shooting your mouth/fingers off and saying whatever you want to say. After all, it is the age of conversations, and everybody is a citizen journalist. Besides, people don’t want to just hear the filtered, fluffed up, fantastic stuff from the gatekeepers (like yours truly).
In the age of increasing emphasis on individual preferences, coupled with the prevalence of social media, the traditional rules of marketing would need to change. We are no longer talking about market segments that aggregate themselves neatly into discrete demographic groups, or consumer preferences that follow neat patterns. Information is available fast and free, and the general levels of trust in advertising has descended to an all-time low.
How do marketers hope to thrive in this landscape? Enter the concept of I-Marketing.
Melvin, Preetam, Ian and I shared our views yesterday afternoon on a panel speaking session on business blogging recently by the Institute of Public Relations Singapore (IPRS). After some time away from social media gatherings, it was quite refreshing to share my thoughts and experiences in corporate blogging once again. The lunch talk was held at Geek Terminal, which seem to be the de facto venue for all things 2.0-ish.
The session got off pretty well and I enjoyed the animated exchanges between the panellists and the floor. Some of the key lessons which I shared were as follows:
