Wednesday, February 28 I was invited by BrainStation to attend the Future of Marketing event they were hosting that evening at their Vancouver space.
Below are my takeaways from the panelists:
TRADITIONAL VS DIGITAL?
- 95% today is using the digital approach
- Digital is measurable – although one of the panelists agreed to disagree that if you want to measure anything – even if it is traditional you CAN find a way.
“It might be hard and not easy BUT it is possible”
TIPS TO ENSURE YOUR CAMPAIGN MESSAGE IS BEING RECEIVED.
- Designing for the meaning of people
- Customer drive approach
- Stay focused on the customer
- Change behaviours
- Balance + theme starts with the customer
- ask yourself what the problem is? What are you trying to achieve? How can you help them?
C U S T O M E R C E N T R I C
The customer is the center of a business’s philosophy, operations or ideas. Providing a positive experience.
FAVOURITE TOOLS TO TRACK INFORMATION:
- Drift – conversational marketing
Reality is tools are always innovating and you need to find what tool(s) work best to track your business.
It is important to note that we can all get distracted on tools and can rely on them too much. Ask yourself, what am I trying to do? What am I trying to accomplish? answer these questions before going to the tools you use.
- Inbound approach
- Create content worth sharing
- Influence more authentically – “don’t be lazy”
- find opportunities that will impact your business
- Marketing is not advertising – think it’s a customers journey
- Consider how people interact in different platforms
Do things that make people feel quote on quote “holy shit this is f**king amazing”
and partner with people who can get you the people to your website. Again, do something worthy.
If you’re working for a company who wants content, as a social media strategist and marketer you need to find the objective from the CEO or someone of high power that knows exactly what the objective is. Find this and then make strategic decisions that will layer to reach the end goal. It then becomes your responsibility to group the objective and create posts on social media. If you post without grouping an understanding of the objective then it is not effective.
- Block changes
- Boy search
These are just a few platforms the panelists spoke about in regards to social media. VERO and Instagram was one of the most talked about platforms out of all. This is because VERO is one of the newest social media platforms and the name “VERO” has been buzzing around. VERO is a platform that some may say “is the new Instagram.”
The following questions were asked to the panelists:
- Are any of you on VERO?
- Are all of you on each social media platform?
- What are your thoughts on using influencers to promote your product/service?
None of the panelists are on VERO and not all of the panelists businesses are on every platform. On a side note, this was my first time hearing about VERO and as I put on a poll on my Instagram account (@gopublikk) only 1 person knew of VERO.
Understanding how each platform affects your business is huge. It is definitely okay to be curious and be open to the new platforms. It is encouraged to explore and be knowledgable of them but it is important to know that just because it is trending you don’t need to be on it “just because” everyone else is. Moving forward there will always be new upcoming platforms – you don’t need to be on every single one. However, new platforms may also be beneficial to your business. Again, be curious and explore before “jumping the gun.” Technology isn’t going to give you all the things you need – remember to step back and be clinical.
When it comes to influencers I was surprised by the response of the panelists as they seemed to have mixed emotions about this approch. This is because you want the people who are representing the product to be authentic, genuine and passionate about your product/service.
“Focus on content creators over influencers”
Think less social media.
Think more higher influencers.
“Hard to get right, easy to get wrong”
You want to partner with people who will get you to your website, product or service. Recognize the real, Sit and measure.
This concludes my recap on the Future of Marketing: A Discussion on Innovation in Marketing event. A big thanks to BrainStation for the free two tickets! Check them out for future events, workshops and courses they offer!