Modern Marketing: Data Points + Puppies
From Fast Company:
Last year on March 27th, more people searched for real estate online than on any other day of the year. Century 21 is looking to take advantage of that this year by adding puppies to the home buy-and-sell extravaganza.
Taking a big data insight and layering on puppies is almost guaranteed to drive lots of squee!-driven shares — and in fact, that’s a bet the brand is making with its entire brand campaign, ”in which clients compare working with a Century 21 agent to being surrounded by puppies.”
In some ways, data + puppies is the epitome of modern digital marketing — driven by virality and fueled by data and memes. And whether you think Century 21’s end result is dumb (puppies?) or brilliant (puppies!), it’s the approach that matters. Starting with data and an understanding of what users want, finding where it intersects with who you want to be, then developing creative that pays off that vision is the smartest way to approach marketing for today’s web.
Happy, Sad, Afraid, Angry
According to a new study, these are the primary emotions humans feel — the ones that drive them to take action.
Other data shows that the top five emotions that drive people to share on social are amusement, interest, surprise, happiness and delight. And the New York Times found anger to be their biggest sharing motivator.
For marketers, this data says one thing, and it couldn’t be clearer: Happy, amused, or angry, to drive shares and action, our content needs to make people feel something. We need to touch those primary human emotions through powerful stories if we want to achieve the impact we (and our clients) dream about.
It’s about being human first, and a marketer second. (Not a bad idea most of the time.)
Putting CSR at the Center
I was going to say that cause marketing is having a moment, but it’s really better to say that cause business is having a moment (with brand benefits to boot). Amazon recently launched Smile, enabling customers to build in charitable donations to their Amazon purchases, while Tom’s just launched a marketplace for socially responsible companies to sell online. And this visualization of the impact skill-based volunteering companies are increasingly sponsoring shows the difference we all can make — individually and as part of our employers’ organizations. Lots to like about the innovation here to make CSR a seamless part of the brand/company experience.
This is all great news for a lot of folks on both the giving and receiving end. Even better? Studies show consumers care more and more every year about the social impact of their favorite brands, so it’s great news for business as well.
The short version? Doing good is a good idea — and good ideas can make the process of giving even better.
Marketing good isn’t actually marketing good, not any more….Second and third order recommendations and word of mouth and the way we talk about the things that are ‘good good’ is the new marketing.
Your initial response rate, newsstand sales or first episode ratings are a measure of old-fashioned marketing prowess. Now, we care an awful lot more about just plain good. Or perhaps, if you really want to make an impact, great.
I know Seth’s blog can be a little insufferable sometimes, but this quote really resonated for me. Marketing is still vitally important. It can help you find and make a new connection with a customer, or strengthen an existing one, or help everyone see your company in a completely different light, or any number of things that help fuel a business. But with the radical connectivity enabled by technology, there’s no hiding behind it anymore.
So yes, do that great TV spot, and an innovative social activation, and keep your AdWords account running. To make all that really pay off, though, first you’ve got to make something great, do some good, stay engaged — and always treat your customers well.
Very true. And for brands, it’s tough to strike the balance between sounding human, and sounding too familiar. Following a brand isn’t the same as being a Friend — and the best brands always keep that in mind.
I wrote last week that real time social marketing was having a moment. It’s having another moment right now in the Oscars aftermath. Unlike the Super Bowl, there was no “:Oreo moment.” Many brand tweets fell flat, as Ad Age pointed out — and they also ran a piece on why not every cultural moment deserves a brand response. I don’t disagree with either article, but I thought Seth’s post was a timely reminder of what the stakes are. Thinking and being able to react in real time is risky — but it’s also energizing and invigorating. Not every moment is right for every brand, but when it is, the opportunity is huge. (And it almost goes without saying that day-to-day engagement adds up to huge opportunity over time, too.) On the flip side, sometimes there is a desperate need for restraint: you don’t want your pre-scheduled content or ads blasting out into the world, oblivious, while an unthinkable tragedy unfolds and the social web becomes a forum for shock and grief.
The point is, in today’s world, you have to be there — already living an “entirely different way of being in the world.” That is the essential piece. Make the moves you need to now so you’re ready later (which, of course, will soon be the now).
Brilliant — and exactly the questions brands need to ask themselves about their digital marketing.
Although he’s addressing entrepreneurs here, Chamath’s words are equally true for digital marketers. We need to dial back our obsession with creating “virality” and focus on delivering value. That’s how you build connections with consumers in a crowded digital space — how you become memorable, trusted, and preferred. Value for users can take lots of forms, but it should always be the starting point for marketers.