Happy Friday! This week we’re revealing the secret on how to win the war against adblockers, and the essentials to developing a website strategy.
The first task I was asked to do when I started working in an advertising agency was to come up with a B2B campaign for a client. I remember thinking: “I’ve got no idea how to do this, they don’t teach how to plan B2B campaigns at uni!” So I asked a friend who had experience in the industry, and he said to me: “Just do it the same way as you would do a B2C. They are people at the end of the day, think about them as consumers, not companies”.
Let’s start with a quick definition:
Viral marketing aims to get potential buyers to share information on electronic media about a product or service, a brand or a message, to their contacts so the information spreads like a virus. Also defined as word-of-mouth transmitted via the Internet, or electronic word-of-mouth (e-WOM). Word-of-mouth (WOM) is a positive or negative statement that a person makes about a company, product or service.
What are the key facts you should know about word-of-mouth
Conventional word-of-mouth communications have been studied since the 1950s and attested to have a direct impact on consumer purchase decisions, as well as to generate attitudes and expectations upon the product. Peer-to-peer communications increase the credibility of the message, and are more powerful and more influential than company-to-consumer communications.
Nevertheless, e-WOM has some limitations compared to non-electronic referrals: as it does not occur face-to-face, most of the time the information is sent out to people who are not searching for it, so it is unlikely that they will pay attention to the message.
What are the benefits (and drawbacks) of viral communication?
Are you getting as many enquiries or sales leads as you’d like?
- Maybe your potential clients need to see how awesome you are?
- Perhaps your potential clients need to understand what makes you stand out from your competitors?
- Or perhaps you just need to market your business in the right way, providing a clear and consistent message.
Most people are far wiser than some business owners think. When they see real value, they will happily pay for that value. However, they need to be able to see it. That’s where you come in.
It’s your job as a business owner, to ensure that your value is clear, so clear that your potential clients or customers can easily see it.
2014 has been a great year, and a lot has happened.
We’ve learnt that brands are embracing and striving to create content that resonates with their audiences. These audiences have become more and more complex, and their expectations are higher than ever. Second screen content, captivating content, interactive content – the sure thing is that often this content is not a hard sell, and more a story told that resonates with brand truths and cultural truths.
Brands have evolved as well and their demands are higher. Clients want work delivered through an integrated strategy. This has powered a comeback of the ‘full-service agencies’, which are more and more important and will be in the spotlight in 2015.
Will this put digitally-driven shops on edge in 2015? We’ll have to wait and see. This could mean, though, a refresh of the traditional agencies that are creative powerhouses.
Advertising is in the golden age of content creation. People have unlocked their dormant storytelling powers through a world full of creative platforms. Highly polished user-generated content is very accessible and through simple app interfaces, consumers can engage powerhouses of post-production and editing tools that don’t require much knowledge. Hyperlapse by Instagram, VSCO, Vine – all platforms that allow users to create highly intricate and interactive pieces of content.
On the agency side though, content, for something so talked about, has very little definition. Content should never be expected to take the place of a TV ad, and it never will, but it’s an entertainment-led concept that enriches a brand’s existence.