What are we talking about today?
So its been a while, a little more than a month actually. Since my last post, we have presented the first portion of our ABAN work and have began work on the second phase. We have also covered a variety of new topics and most importantly, began to read David Meerman Scott's
The New Rules of Marketing and PR.
I find the title to be a little misleading, when it says "rules" I think it should say "rule" because so far its really just about the switch from traditional marketing to content driven marketing. All the old rules about what you should and shouldn't say still basically hold true, its just more of one monumental shift as opposed to a myriad of little changes to the "rules". But I digress, who would spend $20 on a book about one rule when you could spend the same amount on a book that covers multiple rules? Gotta get that bang for the buck.
The old vs. the new
Anyway back to the issue at hand...
content driven marketing. so what is it and how is it different from the traditional form of marketing? Well traditional marketing is what most people think of when they hear the term marketing. It encompasses the big guys like TV, radio, and print. Messages through these mediums have always been trying to drive consumers to action -
buy this because, pick up the phone now, don't be left behind, etc. A relatively new way to describe this type of marketing is interruption marketing. You were watching your favorite TV show, now here's 30 seconds you don't care about. In the current days of DVRs, satellite radio and the internet, consumers increasingly have the power to cease these interruptions. This is where the new rule(s) come into play.
Scott argues that the best way to establish a relationship with a consumer is through developing interesting and meaningful content. People buy based on need, so if they need a product they will seek out information based on this need and this is where platforms such as facebook and blogs can play a huge rule. In a sense, this new strategy doesn't seek to sell a product or brand but rather inform the consumer about it. Traditional marketing is still certainly useful to gain recognition, but lets look at it this way: Say you're looking to buy a new car, what are you going to do? Well most likely you already know about the brands (due to traditional marketing) so you're probably going to do some research right? You'll check out the major competitors websites probably, but maybe also some blogs about the auto industry, or maybe ask your friends via social media. The latter options are all potential points of contact for content driven marketing. So whats really going to sell you on that new car, The "hip" hamsters dancing and driving to Flo Rida, or that amazing review you read about a Kia on a blog somewhere?
How about some examples?
On Scott's blog, there are many examples of companies that have adopted aspects of the "new rules". One such company is Raytheon, Scott's post about this company can be seen here:
Raytheon and Brand Journalism. Basically, Raytheon has hired a number of prominent writers and social media experts to help market the company. Even though they are a B2B company, Raytheon has found that developing and posting relevant content has increased their brands reputation and success.
A company that I am familiar with that has incorporated some of the new rules is golf equipment manufacturer Titleist. A quick look at
Titleist's facebook page will yield a variety of products, stories, videos and other types of content all related to golf and specifically Titleist as a brand. By incorporating stories and advice from PGA Tour Pros, the company delivers content relevant to their audience. It is also important to note that the company engages in a two way conversation with their followers. If someone asks and question or voices a complaint, the company is quick to respond and clarify or rectify the situation. By doing this, it increases the trust and respect consumers have for the brand. Titleist has long been successful in the golf industry and they are working hard to maintain the success and reputation they have gained over the years.
So far the new rules are interesting and I'm sure there will be more of this to come as we continue to read the book for class.