To Keep Your Customers, Keep It Simple

Complexity has its place in the world, but in most cases, simplicity is far more effective. This is never more true than it is in marketing.

Marketers see today’s consumers as web-savvy, mobile-enabled data sifters who pounce on whichever brand or store offers the best deal. Brand loyalty, it seems, is vanishing. In response, companies have ramped up their messaging, expecting that the more interaction and information they provide, the better the chances of holding on to these increasingly distracted and disloyal customers. But for many consumers, the rising volume of marketing messages isn’t empowering—it’s overwhelming. simple

Maybe it was “Gangnam Style” that pushed us over the edge of overstimulation, but the overwhelming feeling among consumers is one of exhaustion. There is a sense that from the hyper-connectivity of our highly-digitized lives to the bright, flashy, complicated sensory input we’re fed everyday, there is no way to continue at this pace. Rather than pulling customers into the fold, marketers are pushing them away with relentless and ill-conceived efforts to engage.

Simplicity will reign supreme.

Some of the more successful advertising campaigns you have seen over the years, most of them are simple, so as to not take away from the focus of the message. Burger King once ran an ad that consisted of a single French fry over a white background. This ad was meant to announce a new flavor of fries, and it was effective because the viewer only saw the one item. There was nothing else to steal their attention. People are tired of the hype and frenzy of the internet. 

2013 is likely to be a year where the most successful marketing strategies will be ones that are not only simple in nature, but promote goods and services that serve to simplify the consumer’s life, or even just their customer experience.

This minimalist concept can be applied to virtually any arena of marketing and advertising, including audio messaging. Ensure your business proposals are focused and easy to understand. Do not expect your client to do additional research to figure out your product. It’s the simplicity and clarity of message as the bedrock of your unique value proposition that interests us.

The Easy Path to Persuasion

Make it LOOK Easy. The notion of simplicity relates to the concept of Cognitive Fluency, which is the feeling of ease or difficulty when deciding on something. Companies that take this approach can go a long way toward improving the success of their engagement, and perhaps regaining loyalty.


The Year of the First Impression

B2B Social Media Comes of Age

For marketers, advances in social media are simultaneously forcing and enabling us to look beneath the surface of our businesses. A recent eConsultancy survey found that 67% of marketing decision makers agreed that social media is integral to their marketing mix (and only 11% disagreed). But when I speak to B2B marketing and PR leaders, the received opinion is that social media is a “consumer thing.” Why is this?b2b

2013 is the year that B2B social media will start to see its potential. But to do so, we need to overcome a few objection points. Here are the top three: 

“Hardly anyone watches/reads my content.”
First up, with B2B social media you have to get over the numbers barrier because the universe is smaller. We’re not trying to make a “Gangnam Style” viral effect with B2B content. And that’s not a bad thing. Success in B2B looks different—if it helps to create a lead, it’s worth more than getting a bucketful of views. The key is not to create content for the sake of it and (it has to tie in to the marketing mix) measure its effectiveness.

“The purchasing lifecycles are too long for social media.”
Yes, you’re going to spend a longer time selecting a new piece of accounting software to roll out in 50 countries than you are to buy a new digital camera. But to me, that means that an organization needs to spend more time building up trust. You can’t spend all that time face-to-face with your prospects, but social is an excellent way of building on the relationship that you begin offline. And as the lines between personal and professional lives blur, social media can add to the client relationship.

“People aren’t using social media for business.”
Why would business people only want to get their news in print or via traditional broadcast channels? The answer is, they don’t. And why are videos, blogs, infographics and podcasts increasingly popular? Because they’re interesting (ok, maybe not in all cases) and easily consumed in bite-sized portions.

Social is Getting Infused in the Business World

"Smart organizations will start taking a close, hard look at their existing cultures and begin considering some different ideas of what ‘leadership’ means."

We’re in a transitional period in which companies are struggling to integrate social into their business processes, and it goes way beyond marketing. Those that confine social activity to specific sales or marketing “channels” will soon be at a huge disadvantage to those that can incorporate the human-powered principles of social media throughout their organization.

Employees expect more transparency, more change, more experimentation, and more clarity. Smart organizations should start taking a close, hard look at their existing cultures and begin considering some different (less hierarchical) ideas of what “leadership” means if they are going to successfully adapt to this disruption. So why is this important for marketers? Because marketers understand story. Infusing social media into an organization requires communicating those core value messages and the authentic brand story throughout the organization—which is a challenge for traditional leaders, as evidenced by their hesitance around social media.

Marketers know how to tell the stories—and they also know how to experiment, test, and learn from different kinds of messaging. It’s time we started applying those skills to building leadership capacity, rather than just marketing. For leadership to spread through an organization—as social media demands—we need to change our culture, and marketing can play a vital role. 

This article was taken from a collection of predictions from ExactTarget clients, partners, employees, and friends. Download the full report "Inspired Predictions for SOCIAL 2013" 

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