Below is my recent presentation to the Minnesota Funeral Directors Association annual conference. I’ve laid out 7 digital trends that are pertinent to the funeral industry and have given some helpful hints on some digital tools funeral directors can use to improve their digital footprint.
Below is my presentation to the Minnesota Society of Association Executives for their annual Marketing and Sales Symposium. In short here are 7 main trends I feel are most pertinent to associations for 2104:
Struggle in Building A Digital Marketing Team
Hiring managers these days are struggling to find good digital marketing talent according to the Online Marketing Institute. They surveyed almost 750 Fortune 500 and ad agency execs and the results showed there’s a vast gap between the digital marketing expertise needed by organizations and the talent that is actually available to them at every level.
Many times the trouble starts with the hiring managers who don’t have enough work experience in hiring the optimal digital marketing team. About 30% of the time companies haven’t hired in the past year because they can’t figure out who to go to for talent.
Just Getting By
Many companies are doing just enough by working with the talent they already have to sustain their digital marketing campaigns. Many times the tech people don’t have the marketing skills and the marketers are lacking the tech skills so its difficult to get someone to pull it altogether.
Invest In Talent
If companies are just maintaining current staffing but they’re most certainly missing significant opportunities that better qualified digital talent, contractors or consultants could take advantage of. It may take some time and the willingness to pay for experience but if companies dedicate themselves to finding digital talent with the proper skills and experience they will have a much better shot at:
Here are some resources to finding the best talent:
While larger companies see mobile as a top marketing priority for 2014, SMBs are still behind in seeing its significance for marketing. eMarketer estimates that more than 45% of the US population will use the mobile internet at least monthly this year and that will rise to 66% by 2017.
A quick look at any company’s web analytics account will most likely show mobile visits significantly increasing from the last few years as its visits from PCs goes down. Even with this ever evolving trend SMBs are still slow to establish even a basic mobile-optimized website.
The result of not optimizing for mobile is significant as I’ve seen recently transformations in lead generation and sales due to incorporating mobile strategies. When going from a non-mobile optimized site to one with responsive design, you’d be amazed at the spike in website conversions.
With the huge proliferation of mobile and tablet use a responsive designed website is a necessity, not a luxury. If you do anything in 2014, a website that is mobile optimized should be 1st priority. Don’t worry about building an app. Your website is more important.
Here are some resources to get you started:
http://onlinecrowd.com.au/5-tips-help-small-business-mobile-marketing/
Many companies face deep organizational challenges in terms of aligning their marketing initiatives with their customer’s decision journey. This is certainly the case with large organizations but also with small and medium sized businesses.
In a recent McKinsey & Company article, they surveyed executives across 20 industries about the role of digital in their companies and found a startling difference between the high and low performers. With best-in-class companies 70% of managers could identify and speak to their digital KPIs, indicating that their digital marketing efforts are a priority for the company.
“When it comes to measuring impact of digital spend through effective ROI techniques, the best-in-class companies can measure the impact of 85% of their digital spend. For those in the bottom quartile, it’s 10% again.” – McKinsey & Company
While this survey mostly concentrated on bigger businesses, SMEs should definitely take note and look to emulate what the best-in-class companies are doing in terms of shifting their focus around the customer’s path to purchase and making sure their marketing and IT departments are informed and working together
Here are some key elements on shifting priorities to concentrate on that consumer journey: (McKinsey & Company)
Cross-functional alignment
On consumer decision journey, digital strategy, goals
Project management support
With engaged executive team
Talent development & recruitment
Analytics, experiential design, mindset evolution
Responsive flexibility
To the market, to results, evolution of customers
Test and learn
Relentless part of the operational DNA, culture shift
Here’s a presentation by David Edelman speaking to this subject:
The Harvard Business Review has a great article, Advertising Analytics 2.0 in their March edition where they discuss marketers common habit of measuring performance of each channel as if they worked independently of each other. They use of the metaphor of swim lanes and suggest how marketers need to think in terms of cross channel path-to-purchase and start to pay attention to how certain channels give an “assist” in terms of influencing a consumer to buy.
I continually see companies, both big and small, continue to view their marketing and ad campaigns through a narrow lens and fixate on channel which lead to a direct sale. There’s a lot of consternation about the ROI of social media sites but it helps to understand the support role these channels play in getting a customer to convert. The graphic by HBR demonstrates this well:
A recent article by David Edelman, For Big Data to Work, You Need Intuition, mentioned how big data is becoming critical to making good business decisions, however, companies need to have the right people in place looking for the right information. It’s imperative for the data scientist or analyst to have a marketing experience and good intuition on how to make sense of the data and put it to use.
Edelman also mentioned how important it is to look closely at the consumer decision journey as opposed to just looking at transaction data. With consumers using more online resources to research and evaluate products and service there can be a points in the consumer’s journey where they are falling off. If you’re not providing the information that they’re looking for at the right time and the right place, you are going to lose them.
This is where big data is going to help you evaluate where your “leakage is occurring.”
The New Consumer Decision Journey:
Is your call center staff on Twitter, Facebook and/or other social media channels? If not, they should be. This department is best suited for addressing customer concerns and issue resolution yet many of these teams are not engaging on social media. Your marketing department is probably seeing customer service conversations on social channels but are they engaging the customer as they should and are you measuring those engagements over time?
The chart below gives you a good indication of why you need to start training your customer service teams how to use social media:
I was just reading an interesting post on Socialmedia Today called The Engagement Marketing Disconnect Between Consumers and Brands Rages On and found an interesting nugget with regards to consumer engagement and brand’s lack of understanding of online consumer behavior. The article’s author, Steve Olenski, made an interesting case based on findings from Forbes Insights and Turn called “The New Rules of Engagement: Measuring the Power of Social Currency” but there was one graph that stood out for me:
A rather large 67% of consumers say that it’s the funny posts that get their attention but only 14% of marketers look to craft social posts that are humorous or irreverent. There seems to be a very large disconnect here.
More brands are starting to do a better job of measuring consumer’s engagement with their brand however they’re still not able or willing to put out content that will best boost that consumer’s willingness to share content. While humor is certainly subjective, there needs to be a willingness of brands to be bold and inject a little levity into their posts. It’s this human element that companies have to address if they ever want to truly connect with their customers.
This past month I visited a few friends and colleagues I that haven’t seen for a while and who all work in the digital marketing arena. Through my conversations over coffee and lunch I’ve picked up on a common theme. Apparently they all seem to be suffering from Organizational Digital Stress Disorder (ODSD).
This isn’t to be confused with being overwhelmed by digital media (Simple Digital Stress Syndrome) or over reliance on your mobile device (Smartphone Psychosis), which are serious conditions but can be easily rectified by turning off your computers or smart phones and go for a walk.
ODSD is something more serious. It comes from working in a company or agency in a digital marketing capacity and being faced with the inability to convince the executives, colleagues, partners, stakeholders, janitors that a digital revolution is here and that their organizations must take a new approach to engaging their customers.
The pace of consumer adoption of mobile, social and digital technologies is greatly outrunning corporate america’s ability to keep up and as digital marketers we see it plain as day. Just read Mashable or even Adage and you you start to realize that this is something serious and if not acted upon quickly, the organization you’re working for will soon be irrelevant and possibly out of business.
Someone suffering from ODSD feels compelled to act on this information but unfortunately nobody believes them (or wants to) even when they’ve clearly layout the need for the organization to evolve from product/service promotion to content creators and social conversationalists.
To the “classically trained” marketer this sounds like a lot of mumbo jumbo. They might say things like “this is how we’ve always done things” or “social media is just a fad.” Even worse, they might think they’re already on the cutting edge of technology because they just created a mobile app that condenses all their irrelevant marketing messages in one hard to read iPhone app.
This type of behavior and attitude towards change is the leading cause of ODSD and can manifest itself in many different ways such as hives, headaches, pulling of hair (yours and others), kicking things, wondering if its all worth it, and the need to go live in Tahiti in a thatched hut.
To be fair, change is not easy for many people and organizations (especially large companies) so it won’t come easy. Thus ODSD will be around for a while and I’m seriously thinking there’s a need here for a specialization in ODSD therapy. I’ve always felt a missed my calling at a psychologist so I may look into this but in the meantime I’ve found some other interesting disorder’s stemming from ODSD.
Do you or anyone you know suffer from any of these disorders:
Digital Schizophrenic Messaging Disorder (DSMD) – Severe form of psychopathology characterized by the breakdown of integrated marketing messaging throughout all channels (traditional & digital), withdrawal from the reality that your sending mixed messages through your marketing channels, emotional distortions of why you’re not getting a good ROI on your multiple Facebook posts, and disturbed thought processes (inability to trust that digital media can be measured).
Dissociative Web Development Identity Disorder (DWDID) – A dissociative mental disorder in which five or more distinct marketing messages exist within the same website (above the fold); formerly known as multiple message disorder.
Chronic Change Management Stress (CCMS) – A continuous state of arousal in which an individual perceives the need to change a company’s cultural attitudes towards digital marketing but not having the internal resources available to do with it.
Latent Liking (LL) – In Freudian dream analysis, the need to find hidden meaning of a Facebook like.
Manic Monitoring (MM) – A component of bipolar blogging disorder characterized by periods of extreme elation, unbounded euphoria about the number of retweets and Facebook comments your recent blog post generated followed by extreme depression in learning that it was all just spam.
Social Media Psychosis (SMP) – Loss of contact with reality that usually includes: false beliefs about Facebook going away soon, delusions that consumers want to share your 10 minute product informational video with friends; reading articles that claim that social media is dead (hallucinations).
High Tweeting Tolerance (HTT) – A situation that occurs with continued use of Twitter in which an individual requires more tweets to achieve the same effect.
If any of these afflictions apply to you, please call me and we can schedule an appointment. The Dr. is in!
P.S.
My treatment includes:
Cognitive Content Therapy – A type of psychotherapeutic treatment that attempts to change feelings and behaviors about helping an organization change the way it treats its customers and respecting the customer’s desire not to be hit over the head with marketing messages.
