FutureLearn: Digital Transformation of Businesses – Notes Part Three

This post is a continuation of my previous one covering my Digital Transformation of Business. Again rather than a post on a single topic of this FutureLearn course, it is a collection of important points from the course notes and some of my thoughts on them.

Sensorial marketing
– this is about marketing stimulus. When you see, watch or hear an advert, it has an effect on you. It might call upon certain emotions or memories. 

Personal note: this is why multi-channel marketing works!

In digital marketing, people make purchase decisions much more quickly, so that stimulus is important. People using social media etc. are getting a huge amount of stimulus, so yours has to ‘create a rich experience’ to stand out. Also communication via mobile platforms should be a priority esp if marketing to the under 35s.
Also note the sheer level of competition against you, and that in social media all brands have a level platform to advertise from. So something about your brand needs to be able to stand out both to draw in clients and to keep them.

 (note from previous post – it’s also easier to keep current customers than to create new ones so it’s good to keep an eye on the competition. You will need to know what they are doing and whether they might have something that could entice people away from you.) User testing your digital customer experience is also important- checking that you’re creating a good purchase experience. The steps within the customer experience are called ‘Service components’.

A Useful Links Round-up for Social Media

Recently I’ve started to try and follow more social media expert accounts and blogs, so I’m making a short list on here of good articles that I’ve found in the past few days. 

There might be a couple on here from Hootsuite, because unsurprisingly their blog is pretty good. This one is kind of lengthy, but it’s a comprehensive glossary of social media jargon. Also, did you know that the correct term for a hashtag is an Octothorpe? I can’t imagine busting that out during the Monday morning marketing team meeting…

This post from Socialquant covered some stuff that I’ve talked about before, like choosing social media platforms carefully etc., but I like that it makes one point very clear – people go online to be entertained, so make your content at least interesting, and if possible funny.

This post about content re-using was interesting to me as it’s something that I do a lot at work, and do try to plan for. I work in live music, so bringing back concert footage as a #tbt or #otd tweet years later, or when an artist that we’ve worked with previously returns is useful and engaging content filler for us.

Another Hootsuite post – on the best times to post, is one that I’m going to be returning to quite a few times, as that is something that I’ve often felt has been a bit of a stab in the dark for me sonetimes, and while through experience I suspect I get it right most of the time, it’s helpful to have access to statistics that can help you plan. Also, slightly depressing fact:

Despite Twitter’s move to a quasi-chronological timeline, the average half-life of a Tweet isn’t long. According to an analysis by Wiselytics, it’s only 24 minutes.

Time is fleeting on Twitter, so don’t spend too long worrying about the tweet content – it’ll be gone soon.*

*unless you made a typo. People love to point out typos from a professional account. So, try not to do that…

FutureLearn: Digital Transformation of Businesses – Notes Part Two

This is a continuation of sorts from this post – I’m continuing to make notes from my latest  FutureLearn course. Some of these aren’t entirely connected- instead I’m making comments on what I think are the most relevant points of the course material so far. I’m planning to get a few more posts out of this, but I’ll likely be alternating them with other content.

The Importance of producing content (e.g. Blogposts, video etc)

Producing great content leads to inbound marketing. This is the opposite of the standard advertising model, where you are reaching out to the customer. You should be doing both, along with earned media, which is recommendations, and data collection/analysis.
The difference between product marketing and service marketing: 
The primary factor that distinguishes a service from a product is the fact a service is intangible. However, both products and services are built around the idea of use.

Service marketing is therefore the combination of all processes related to client and partner relationships, often referred to as CRM and PRM, as well as social networks.

Client relationships, social network and data analysis all have to work to together to create a seamless customer experience – so that every digital action that the customer has is easy, quick and a positive experience. 

A service position is what will come to define the company’s style and public persona, so it’s important that the entire company, especially those in sales and customer facing positions (but not just those people) understand it. 

(Personal note: this is where a company/organisation) could benefit from a style guide laid out in inductions and regularly updated, much like a branding guide. Does and don’ts when communicating online etc.)

Some Digital Marketing Notes

I’m currently working my way through another FutureLearn course – this time on digital marketing. Rather than summarise what I’ve learned each week, I’ve decided to cherry pick specific concepts and topics to write notes on.

Digital Marketing and Listening 

One of the most important parts of digital marketing is to be always listening to your customers, because they can communicate with you instantly and expect that back. Also to understand anything about your customer, and that they, their opinions and their needs may change very quickly, so you need to anticipate responding to them in a different way each time.
Of course, despite knowing all this it’s a bad idea to over communicate with a customer/client and appear to know too much.
(Some personal thoughts- examples of this might be companies that search their name on social networks such as Twitter to find users discussing them/complaining about them when not directly addressing them, or companies that search users interacting with rival companies in order to advertise their own services. This can be deeply intrusive and reflect badly on the organisation.)