By: Joseph Kiefer, ASM
Technology has swept into our lives so quickly that we have hardly had time to think about the ensuing changes or the affect they would have on us. As a marketer and as a consumer I am very much a proponent of technology, however, I don't think there is a replacement for the human interaction that has always been an integral part of the business - consumer relationship and we continue to tread dangerously close to this line.
The efficiency of businesses today far exceeds the productivity at any other point in history. The speed in which we innovate, create and communicate is astounding. Products can now go from concept to market in timelines once considered to be impossible. There is no arguing the profound impact technology has had in our daily lives.
"The future is now! Soon every American home will integrate their television, phone and computer. You'll be able to visit the Louvre on one channel, or watch female wrestling on another. You can do your shopping at home, or play Mortal Kombat with a friend from Vietnam. There's no end to the possibilities!" - Chip Douglas, The Cable Guy (1996)
If your company embraces technology you are much more likely to be a leader in your industry. If you are a technology late adopter you are probably always playing catch up and lagging behind the competition.
The being said, innovation comes with a price tag. What percent of your company budget is dedicated to Research & Development? What percent of your competitors budget is dedicated to Research and Development? To make matters more complicated, a large research and development budget is not a guarantee of success and could mean the opposite in some cases.
Like any other type of new idea, there are more losers than there are winners. Keep innovating and testing and you will find winners, but the process can definitely be frustrating. One lesson I have learned is that my initial thoughts on a new product launch are not as accurate as I would have thought or liked. Products I thought would be received with a standing ovation were not of interest to our customers and products I found unappealing became best sellers. Go figure!
Most importantly, dont' let technology replace the human element that got you to where you are today. Technology is a supplement to your business processes in most cases and not an outright replacement.
I read a Facebook status update yesterday from a relative detailing an experience he had at a restaraunt where two people at a table were both playing with their mobile devices. He then got a return post to his commentary on our culture from another Facebook user. There was now a conversation through Facebook complaining about people having a conversation through texting. Huh?
My only point to that story is that technology has become an intrusive part of our lives and every person seems to see it a little differently. Some people may hate texting, but love instant messaging, or hate LinkedIn, but love Facebook... Try to keep an open mind and remember that not everyone else has the same preferences you do. Can we get rid of Twitter yet?
Adding live chat to your site does not mean you don't need a person to answer phone calls. Having an automated checkout does not mean you don't want someone there to answer questions. Providing online account access does not mean a customer won't want face to face interaction...
Good luck in your technology endeavors. I hope you are able to stay at the front of the curve while maintaining the identity that made your business successful.
Wednesday, July 21, 2010
Monday, July 19, 2010
Social Media Patience
By: Joseph Kiefer, ASM
The benefits of social media have been expounded upon by the media so many times that I will not even bother going through them. Rather, I will assume that we are all in agreeance that there are inherent benefits to be found through the social media channel. Now, what you perceive those benefits to be and how to best use those to the benefit of your organization is a completely different story.
As a BtoB direct marketer I am instinctively looking for the ROI in any marekting campaign. Going into social media testing was no different, outside of the fact that the timelines were stretched out a bit compared to most direct marketing tests. I am instinctively impatient when it comes to ROI so social media pushed my boundaries for acceptable return on investment. It was definitely a leap of faith in regards to thinking that much further down the road we will reap the rewards of the current social media efforts.
We did our homework on social media prior to testing and much of the benefit was coming from the communication channels it was providing, but not necessarily sales channels. Many of the social media sites make it much easier to reach out to customers quickly and effectively. It was hard to find much in the way of successful ROI driven case studies in the BtoB environment. This was part of the reason for the stretched timelines. I didn't want to give up too early before taking the time to test, measure, tweak... rinse and repeat.
Even with our stretched timelines the social media testing has gone beyond the budget on timing, but we have seen just enough in the lines of traffic and sales to keep us interested and pushing forward. I have recently read that other BtoB firms are starting to see some similar results as well.
I don't think any of the social media sites will be calling me to use us as a case study anytime soon. That being said, I am becoming more confident each day that the time and effort we have put in will pay off with a long term ROI. Stay patient and diligent with your social media efforts and I am confident you will come to the same conclusion.
The benefits of social media have been expounded upon by the media so many times that I will not even bother going through them. Rather, I will assume that we are all in agreeance that there are inherent benefits to be found through the social media channel. Now, what you perceive those benefits to be and how to best use those to the benefit of your organization is a completely different story.
As a BtoB direct marketer I am instinctively looking for the ROI in any marekting campaign. Going into social media testing was no different, outside of the fact that the timelines were stretched out a bit compared to most direct marketing tests. I am instinctively impatient when it comes to ROI so social media pushed my boundaries for acceptable return on investment. It was definitely a leap of faith in regards to thinking that much further down the road we will reap the rewards of the current social media efforts.
We did our homework on social media prior to testing and much of the benefit was coming from the communication channels it was providing, but not necessarily sales channels. Many of the social media sites make it much easier to reach out to customers quickly and effectively. It was hard to find much in the way of successful ROI driven case studies in the BtoB environment. This was part of the reason for the stretched timelines. I didn't want to give up too early before taking the time to test, measure, tweak... rinse and repeat.
Even with our stretched timelines the social media testing has gone beyond the budget on timing, but we have seen just enough in the lines of traffic and sales to keep us interested and pushing forward. I have recently read that other BtoB firms are starting to see some similar results as well.
I don't think any of the social media sites will be calling me to use us as a case study anytime soon. That being said, I am becoming more confident each day that the time and effort we have put in will pay off with a long term ROI. Stay patient and diligent with your social media efforts and I am confident you will come to the same conclusion.
Tuesday, July 13, 2010
Marketers may offer the remedy: Healthcare moves toward online marketing
By Brafton Custom News Marketing
Most doctors have bulletin boards in their offices and health brochures in their waiting rooms, but now a number of doctors also post information about their practices on social sites. USA Today reports that the American Medical Association's Council on Ethical and Judicial Affairs recently resolved to "study the issue of physicians' use of social networking," which indicates social media marketing could become more mainstream for the healthcare profession - and marketers may be just what the doctored ordered.
The success of one social campaign started by Texas-based MacArthur OB/GYN suggests that the medical community is well-suited for online campaigns. The practice's @macobygn Twitter account includes posts on health industry news as well as medical questions and answers. It currently has more than 1,600 followers, and affiliated doctors told USA Today they have won patients through this effort.
It seems other private practices and hospitals are also looking to establish themselves as thought leaders and win clients through social media. Recently, there was a conference for medical professionals at the South Carolina Hospital Association entitled Social Media Revolution. One attendee blogged that "social media is no longer an afterthought when it comes to hospitals' marketing strategies."
Now that physicians and hospitals seem to be geared to move forward with social campaigns, they may be looking to hire marketers who demonstrate strength in social platforms. In fact, social network savvy will be an important asset for marketers in various sectors this year - B2B firms across industries will be increasing their social media ad spend by 43 percent in 2010.
Article Source: http://www.brafton.com/industry-news/marketers-may-offer-remedy-healthcare-moves-toward-online-marketing-$19883952.htm
Most doctors have bulletin boards in their offices and health brochures in their waiting rooms, but now a number of doctors also post information about their practices on social sites. USA Today reports that the American Medical Association's Council on Ethical and Judicial Affairs recently resolved to "study the issue of physicians' use of social networking," which indicates social media marketing could become more mainstream for the healthcare profession - and marketers may be just what the doctored ordered.
The success of one social campaign started by Texas-based MacArthur OB/GYN suggests that the medical community is well-suited for online campaigns. The practice's @macobygn Twitter account includes posts on health industry news as well as medical questions and answers. It currently has more than 1,600 followers, and affiliated doctors told USA Today they have won patients through this effort.
It seems other private practices and hospitals are also looking to establish themselves as thought leaders and win clients through social media. Recently, there was a conference for medical professionals at the South Carolina Hospital Association entitled Social Media Revolution. One attendee blogged that "social media is no longer an afterthought when it comes to hospitals' marketing strategies."
Now that physicians and hospitals seem to be geared to move forward with social campaigns, they may be looking to hire marketers who demonstrate strength in social platforms. In fact, social network savvy will be an important asset for marketers in various sectors this year - B2B firms across industries will be increasing their social media ad spend by 43 percent in 2010.
Article Source: http://www.brafton.com/industry-news/marketers-may-offer-remedy-healthcare-moves-toward-online-marketing-$19883952.htm
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