digital marketing

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These are a few of the mantras that I try to repeat to clients to shift their paradigm to thinking about ONLINE marketing and their online presence. What are the mantras that you follow in your online marketing strategy?

 

Image via SANTIMB on Flickr CC BY NC SA- Advertising does not Guarantee Visibility

- Visibility does not equal Brand Leverage

- Visibility is nothing without Engagement

- Engagement can not result in friction points and frustration, as these “de-stimulate”  and greatly impact conversions

- Engagement needs a series of personalized touch-points in order to create qualified leads that are then filtered into conversions

- Visibility through online advertising does not mean engagement and brand awareness in the online world

- Since online advertising is not interruption based, the challenge is in creating interactive ads and campaigns that will grab the attention of the online community and create conversions.

- Online advertising and other social media channels are used in combination to create multiple effective touch points with leads and community leaders to create brand engagement and awareness.

- Valuable content and value added in the community create a positive brand image will will eventually lead to more conversions

- Conversions are not instantaneous, online marketing, just like any sales process requires significant lead nurturing to make them convert and become clients.

- As each online experience is unique, we now have the tools to target each and every targeted group with individual messages and tailored communication strategies that will create multiple gateways for them to find out about the brand and come through gateways customized for them.

- In the online world, any activity performed by a company leaves a lasting footprint in the world wide web, unlike offline, where there is no feedback past the expiry of the month in which an add or press release was rolled out.

- On Digital Echo: Online campaigns, do not have an instantaneous effect, before becoming viral, a certain time-slot needs to be given for the online community to discover the content ( which we will be working on), get interested in it, explore it, adopt it and then start spreading it and becoming brand ambassadors. This resulting echo will further resonate the campaign and the brands position. That is why, the campaigns need to be present and fed with content for certain period to maximize their reach.

- Online advertising gives companies full statistics in terms of how many people viewed their messages/ads, how many clicked on their ads, where they came from, what they did, how much time they spent on the landing page… something offline advertising can not aspire to. Furthermore in online advertising you pay for targetted leads and people who actually viewed the ads , and not a mass of newspaper subscribers that disregard the ad, or people who switch channels during commercial times.

- Leads need to be put into a personalized nurturing process that will ensure their conversion with time through a series of various online and offline touchpoints with the brand.

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This post is inspired by the lawsuit filed by Benihana Kuwait against the author of one of the most popular Kuwaiti blogs for an objective review they did not appreciate.

In my previous  job, working in the International Sales Department, our main objective was to get new agents across the world to represent our brand and supporting them through thick and thin with Marketing Materials ranging from catalogs, brochures, photos, samples, emailer templates, templates, microsites…  And that was not an easy job. Many a time clients would come to us directly from countries where we already had agents because they felt that we could service them better, more efficiently, that we had more know how, or simply because the agent was rude, unprofessional, unethical… And I can imagine how much more pressures you have for controlling standards and ensuring brand integrity in the B2C world, from making sure your outlets correspond to certain standards of look, feel, smell & sound, to a unified experience and service levels… especially if you have franchised your brand and no longer hold the remote control, only having access and being able to voice concerns on matters that are distinctly outlined in that one franchising agreement. Whilst on the other hand the franchisee, has the golden key and has the ability to drive your name into a wall at any time.


Benihana Kuwait, who did you sue last night?

via BlogBaladi.com

Well guess what, with the world wide web, your reputation is not only threatened in that one location, worse come to worse, one slip up can cause a global ripple effect damaging all of your brand’s properties.

So today brands playing internationally also have to develop clear branding and marketing strategies for managing their digital identity and reciprocate those experiences into clear guidelines and strict policies with lots of case studies and canned responses for their partners to follow worldwide, otherwise, you’ll have another Benihana Kuwait nightmare on your hands. And well of course, have a clear cut crisis management plan.


I feel so sorry for Benihana New York  and can imagine the nightmare they are going through at the moment unable to control anything and trying to explain to their partners how much damage they have done and convince them to change course of action. For all of you other brands out there, this is not an excuse for you to get scared of the online world and run away, it is just one more proof that you should be online, listen, monitor and engage in a structured way respecting the community that constitutes a large portion of your target audience and learn from cases such as these.


Make sure to check Mark’s roundup on all the amazing posts the community has written to support him and appeal to Benihana Head offices Japan through this easy was provided by @Alexandermcnabb.

For more marketing perspective also check @youmny’s post at Marketing in Lebanon blog – Benihana Kuwait, the art of creating a PR crisis. You can also check what Lebanese bloggers had to say on this.

Disclaimer: 24am is a blog that I have personally been following for a long while and  recommend for all of you to follow due to the amazing quality of content it has and the objectivity of its authors.

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Well with all my business I forgot to tell you about my 1st guest post over at GigaLB.com, which is a hip Lebanese Tech Online Mag run by the Maniachis for technology insiders, lovers and addicts, and early adopter consumers. When I sent Chadi the post, 2 days late I did not imagine that he would accept posting it with the headline that I put. But anyways he did, so now, if any of you want to berate me for the lack of posting you can read between the lines to check the reasons why. Anyways, here is my blog post with the takeaways Lebanese marketers and Social Media enthusiasts need to munch on following the event.

Check it out and let me know what you think!

And keep on the lookout for other posts of mine over at GigaLb who are good hosts.

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