December, 2010

Incorporating your current marketing campaign or brand voice through social media channels isn’t “social.” It’s marketing. Nothing has really changed to your customers.
You might be paying for “social,” but that isn’t what you are getting for your money. What is really happening is you are buying the same digital marketing campaigns you were buying the last couple of years, except now, they also include Facebook, Twitter and YouTube. You can call it “social” all you want, but it isn’t a matter of how many people click “follow” or “like” on your stuff.

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ParkerWhite handles a number of email marketing accounts with a variety of clients. We do everything from developing the message, to designing the artwork, programming the email and managing the spam testing, sending and tracking (you can read my white paper to learn more about our services).
As a result I find myself frequently making presentations to new and existing clients about how to implement email marketing into their overall marketing plans and recently I have had the same question asked of me multiple times.

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A group called Unplug design has come up with a new idea for the UN and Red Cross. They designed packages for the UN and Red Cross to deliver supplies in, but these aren’t just the regular boxes that the citizens of these third world countries are used to.
These new packages have patterns on them that can be used to make a soccer ball once the contents of the packages are taken out.

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Much is happening in the business community these days that’s having a huge impact on marketing and selling. A conver­gence of multiple factors makes it increasingly difficult for companies to crack into accounts and increase sales:

Corporations are in a continual state of flux. Companies keep getting bigger and more global. Reorgani­zations, rightsizing and restructuring are everyday occurrences.
Companies are running lean-and-mean. Everyone has way too much to do and way too little time to do it. Many marketers are overworked and stressed out.

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As digital marketing becomes a bigger part of every company’s branding plan, there is a natural desire and expectation for new technology, more interactivity, and more bells & whistles. Brands are no longer content reaching their users via websites and email. With the wide adoption of SmartPhones and portable devices (iPads, netbooks, etc.) brands now want to create custom apps, mobile specific web pages, engaging QR codes, and they want to launch them before their competitor does so they can start preparing for the next wave of technology.

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Today’s marketing world is buzzing with the latest ways to reach people. To break through the clutter and message overload, new technologies are being utilized and consumer generated content and social networking sites are growing faster than anyone can keep up with.
So as marketing officers are rushing to stay relevant while trying to stay true to their inherited brand equity, they are forging ahead with a shiny new mandate to “revitalize, refresh and rebrand,” all while showing a better ROI and increased sales.

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