Leader’s Blog

It is in digital marketer’s nature to segment, segment, segment when analysing customer behaviour. And in the majority of cases, that is a good thing.

But if we look closer at the findings in this article and we group them together to gain a fuller view of what is resulting in the success, we find the effectiveness of multi-channel marketing at work.

The measurements at the tactic levels help indicate what specific media is most effective in the trigger role however many customers won’t consciously acknowledge the multiple impressions from other media that lead up to the trigger point. Although there is an indication of influence, noted by the preference to act on articles that include brand information. Many recent studies continue to be published connecting customers actions resulting from the combination of product information – many times from third-parties – and online advertising placed in close proximity, on the same page as the product information.

After all, there is no better marketing then word of mouth marketing, so if an online publisher features a favourable product review and the manufacturer’s media is clearly positioned on the page, the advertiser greatly increases the chance a customer will act on that specific media. The specific media placement typical receives the credit for the action, while the article did all the work.

 So what does it all mean? Keep pushing for true connect, relevant experiences and strong representation of the brand, and customers will continue to act.

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Nokia has created a text book example of best practice in product development. Identify what your customers want and build products that satisfy their desire.

Many companies drive for this endgame in their own product development but it remains elusive. Unfortunately, one of the factors that block companies from achieving similar product development insight is a too common adversity for social media. Some call Nokia’s approach crowd sourcing, some simply call it marketing, and some call it social media or community. And that can often be the deal killer in an organization.

But there is a way to progress people’s thinking and luckily the Nokia example can be leveraged to educate others to the deep business value that is achieved – even as deep into the enterprise as product development – from incorporating social media.

For other examples of great product development, community driven, enterprise destinations be sure to visit My Starbucks Idea and The HP Community.

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The term “digital out-of-home marketing” covers a wide range of things from those video screens you see in your local supermarket to a video playing in a peep hole at a construction site.

Although digital out-of-home has been around for some time, it has recently begun to evolve from a way to deliver an interesting aesthetic to a true interaction with customers.  This evolution is consistent with what we’ve seen with other digital mediums. Users just don’t want to consume information pushed at them; they want to be engaged and truly interact.

Marketers have an interesting opportunity to with digital out-of-home campaigns.  For some brands campaigns that are gimmicky are going to be the most effective while for others, a straightforward approach like demonstrating product features will work the best. 

One thing you can count on being consistent is that the brands that are most successful will use digital-out-of-home to involve their customers with the brand and let them interact with the information.

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