Posts Tagged outbound marketing
First of all, a Happy Thanksgiving to you all. I apologize that it has been two months since my last blog. It has been a busy couple months working up marketing strategy for 2010. Lots of discussion about all the things that could be. I’m especially looking forward to 2010 as a marketer in light of all that has changed in the world. The words “digital”, “social media”, “SEO” and the like have become so ubiquitous that I think many marketers have lost sight of what exactly those things are – they are tools. That’s all. They do not define marketing in its entirety. For tools without a strategy, without a coordinated multi-faceted customer approach are just noise. And quite frankly I believe that most of what is out their in the digital landscape is just that – noise.
Take twitter for example…I’d venture to guess 90% of tweets come from 10% of the Twitter universe. That’s a lot of people who like to hear the click-clack of their keyboards. I’m not here to undermine the value of Twitter or other social media. There’s no denying its significance in the way people obtain information. This is more of a alternative response to a blog post from @hubspot, whom by the way, I’m a huge huge fan of.
The blog above is an insightful look at one CEO’s view of outbound marketing. S/he does not dismiss it, but she certainly does not endorse it. Basically the person is not a fan of outbound marketing. But at the end of the day who is? Yet, outbound marketing remains a viable COMPONENT to a marketing strategy. In my view it comes down to relevant touch points. A marketing strategy must be built on a purposeful multi-touch agenda that includes both digital connections, traditional media and outbound tactics. Especially if the following apply…
1) Your target is not digital media savvy. The referenced CEO may consider herself digitally in-the-know, and some CEOs are…but my observations are that the vast majority of executive decision makers aren’t. Lets face it, if you market to C-level executives, you’d know this is a group that has been somewhat slow to adopt the web as a source of information beyond the occasional Google search.
2) Your target may not know what they’re looking for. The web is an abyss of data. Customers may not even know they have a problem, much less that there’s a solution to solve that unknown problem. So how are they to know what to look for?
3) Your industry, product or service is very specific in the needs it serves, making it very difficult to get noticed through the clutter of all the other information that’s out there. And again, it’s not like executive decision makers are getting RSS blog feeds to their desktop for their most important key words.
So are digital connections important? Yes. Should they be the lone weapon in your marketing arsenal? Definitely not. It should be part of a coordinated effort to touch your customer multiple times in an effort to build awareness and acceptance, which will hopefully drive lead generation. Complimentary outbound tactics like email, direct mail and telemarketing will continue to be used because they serve as measurable returns on marketing investment that enable targeted 1 to 1 touch points.
- Playing to customer emotions in B2B
- To be a kid again (Making Make-sense Marketing)
- The schizophrenic marketer
- Marketing vs customer value
- Skype: An option for a brain drain
- Kathy Sierra: Pixie Dust & The Mountain of Mediocrity
- Post Hoc Ergo Propter Hoc
- Going beyond the sizzle (of technology marketing)
- Seth: Are you a scientist?
- Strategy on One Page
- Still on Facebook
- VW gears up underserved segment
- HBR: The Risks of Quantification
- RIM: One more nail in the coffin?
- max on Playing to customer emotions in B2B
- Hnr on VW gears up underserved segment
- Kris Kaneta on Playing to customer emotions in B2B
- Brenda Toy on Playing to customer emotions in B2B
- Kris Kaneta on The schizophrenic marketer
- Kelly on The schizophrenic marketer
- Marketing vs customer value « Marketing Muster on Chasing lightcycles across the grid
- Impressive results! 60% reduction in cancelled procedures?! #patientflow twitter.com/DarenFradgley/… 2 days ago
- RT @TeleTracking: Incredible honor to be given the Lord Carter Innovation Award! Until #NoPatientWaits twitter.com/mgallup7/statu… 2 days ago
- RT @RWT_DignityCare: @ClareNash20 @TeleTracking @NuttyGwen @SMcI14 @thenhsITguy @RWT_NHS Congratulations and well done to all involved in m… 2 days ago
- w00t! Thank you for the opportunity! twitter.com/H_Innov8/statu… 2 days ago
- Seeking Director Prod Mktg. Help lead best marketing team in healthcare! #micdropsdaily #marketingjobs @teletracking linkedin.com/jobs/view/3171… 1 week ago
- Just typed my network password right for the 2nd time since changing it yesterday. So, you know, #winning! 1 week ago
- @mattgemmell excellent. Looking very much forward to it. 1st one was really fun. 1 week ago
- @mattgemmell how’s the new novel coming along? Still wanting to publish later this yr? 2 weeks ago
- Office helper instagram.com/p/BS4wc2pDHprU… 2 weeks ago
- <sigh> Not sure I will ever understand why MS @office prog's don't use the same keyboard shortcuts. @msonenote & Outlook especially. </sigh> 2 weeks ago
- advertising advisory services b2b b2c benchmarking blogging brand identity branding Cisco communication competition Credibility CRM Customer Experience customer profitability customer research Customer Retention customer service data data driven data visualization direct mail email marketing endorsements Facebook Fans Gibson hbr healthcare Hollywood internships interviewing intro itunes Jimmy Page kanye Lebron James Les Paul March of the Penguins marketing marketing metrics Mayo mba metrics microsoft movement marketing multipliedby netflix Old Spice online marketing opportunity costs outbound marketing people marketing personal branding product marketing RFM Rhapsody RIM Sam service marketing silos skype Slash social media sponsorships sports marketing strategy Technology Toyota transparency trusted advisor twitter viral Viral Media viral video