Sandstorm Blog

Tom
B2B Marketers -- Getting Back to Basics, Post-COVID

COVID Forced Companies to Quickly Pivot to a More Robust Digital Approach. But Now What?

The past year under lockdown has evolved to an increased confidence among many B2B marketers. Whether providing services or products, many B2B companies’ previous digital hesitancy went by the wayside as they found themselves examining their digital presence with a much different perspective.

For many in the pre-COVID era, envisioning how their B2B customers could directly engage with their business via websites, portals, social media, and blogs was somewhat uncertain, let alone trying to figure out how to quickly transition to a thriving, digitally-driven sales and marketing process.

The COVID Effect

Unlike many other changes prompted by COVID-19, B2B companies were forced to examine how to convert their current digital assets from a passive presence towards a more robust digital approach.

The forced shutdown and remote working behaviors caused by the pandemic created a flurry of upgrades to websites. SEO, marketing automation, and content all with the hope of delivering a better quality online customer experience.

But in the absence of a strategically driven approach, technical and content upgrades are really just a first step. To realize the full business benefits of a cohesive digital marketing effort, companies should do one thing well: Know your customer better than ever before.

Audience Identification

Yes, this is a basic starting point, but you would be shocked at how many companies forget to keep their audience and the audience needs as the key driver towards marketing. Without fully understanding your audiences, marketing efforts will not be as effective, especially post-COVID.

Unlike B2C customers, B2B purchases are more dynamic and often made by or influenced by more than one individual. Having multiple stakeholders can alter your content, the digital tools, and the service portals you utilize to ensure a quality digital experience.

The good news is many B2B companies have transactional data that can assist towards identifying the ideal customer profile. Using transactional data can expose the buyer, the influencer, past purchase cycles, titles of purchasers, and in some cases audience pain points. It’s critical to use this transactional data to start forming a base target profile.

Research, research, and research.

Interview your customers to round out your understanding of their expectations. Many B2B companies just assume their repeat customers are being satisfied by your product or service pre, during and post COVID. Implement a more thorough research model around why they purchase and how their purchase behavior has changed since the lockdown. Really understand what tools and content they have engaged with to formulate purchase decisions and what they expect to experience with your organization can enrich your ideal customer profile.

Bottom line, what are the common challenges, needs, and objections that this group of people face in their role, and how does your product or service add value.

Analyze Your Competitors

Define your ideal customers further by examining what your competitors are doing. How has COVID changed the way they do business? Review their digital content, how are they messaging, what unique position are they using to address customer pain points, what digital tools are they using to create a quality online experience.

Create Personas

Gathering data from transactional resources, audience research, and competitive activity will allow you to start formulating an in-depth understanding of your ideal customers.

Buyer personas are the foundation of your company’s digital marketing strategy. They will set the tone for all of your company’s marketing material, content creation, and strategy for your entire CX experience.

Once created, a detailed buyer persona can provide a template for how all of the digital tools in your company interact with your ideal customer. This will include everything from your brand voice, your website information, which channels you use to interact with your audience, and much more.

Going Forward

Customers expect a high-quality remote experience, and companies must strive for improvement in this area if they want to cut sales costs and increase customer satisfaction.

Many companies have pivoted and invested in improved digital tools. Those addressing their audience needs and expectations first will experience a better return on their investment as we enter the post-COVID phase.

Take the time to fully understand your audience before investing in your next-generation website, blog, or any digital tools you are using. The future has changed, and smart B2B companies are changing with it.

This blog was posted by Tom on April 20.

About the Author

Tom Jacobs

Tom, President, uses his keen strategic eye to help clients create groundbreaking creative campaigns. And he's been a thought leader appearing on Bloomberg, WGN, NBC, CMO.com, and Wall Street Journal.  

Sandy
Social Media Marketing Chicago

Our social media strategists develop overarching strategy recommendations, content strategy suggestions, content calendars, follower strategies for re-sharing content, response strategies, and sharing opportunities to capitalize on current news and events. We are always at-the-ready to investigate your audiences, uncover what they like, and the way they behave in order to multiply the impact of your social media marketing efforts. We've achieved significant results with B2B social media marketing.

Here's an example for a B2B technology SAAS client: 
One of our B2B tech clients reached over 50,000 people in 24 hours because of a pair of strategically placed socks! A consumer packaged goods B2C client went viral and went from <100 - 23,000 Facebook fans and 32,000 contacts in their database in 4 weeks. All from identifying and building relationships with those influential content producers who make other word-of-mouth marketers drool. View more of our work.

Using proprietary tools that allow us to learn as much as we can about what is being said about your brand, we can swiftly and efficiently determine the strongest social media marketing strategy and messaging campaign to inject your ideas or angles into the conversation in order to generate more social media engagement, improve search engine optimization, integrate with your web design strategy, and amplify your brand experience

This blog was posted by Sandy on August 26.
Sandy Marsico, Founder & CEO

About the Author

Sandy Marsico

Sandy Marsico is the founder & CEO of Sandstorm®, a digital brand experience agency that turns consumer insights into engaging user experiences through our unique blend of data science, brand strategy, UX and enterprise-level technology.

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Fairy Tale Castle brand story, content strategy, storytelling, writing

Everyone loves a good storyteller, and as Ira Glass once said, "Great stories happen to those who can tell them." Due to their resources, brands are uniquely positioned to tell great stories across a variety of channels.

If you’re not writing your brand’s autobiography, there’s someone out there ready to tell the unauthorized story—whether that’s a competitor, publishers, reviewers, consumers or search engines. Whoever has the best story wins, but you don’t need a seven-figure budget to tell compelling tales across your marketing channels.

Know Your Audience—and Speak to Them

If you think you can make a connection with everyone, you’ll end up appealing to no one. We’re being inundated with thousands of pieces of content every day, and our attention span has diminished to eight seconds. Your message needs to grab attention quickly or it will get buried in the white noise of continuous content.

It pays to know your audience, because you can deliver targeted communications with precision. Sandstorm’s award-winning work with Holden is a perfect example of the impact a brand can have when they know their audience. Holden’s customers saw sales training as ineffective and inefficient. By making the disruptive statement “sales training is over,” Holden communicated how they could relieve this major pain point. The success of this messaging can be measured by the company achieving 106 percent of their annual lead generation goal in the first half of the year.

Step 2: Position Your Brand for Success

It’s exceptionally difficult to tell a compelling narrative about your brand if your brand isn’t compelling. That doesn’t mean you have to become something you’re not, but it does mean that you should be able to easily identify and communicate your value proposition in a way that engages your customer. If your current brand can’t do that, it might be time for a rebrand.

The world’s most valuable brands have well-defined personalities: Apple, Google, Microsoft, IBM, Disney, and GE all have a very clear identity that allows them a shorthand with their customers. And over the years those companies have allowed their brands to evolve and change with their audience.

Step 3: Develop a Content Strategy—and Document It

Content marketing has become ubiquitous in the industry. 93 percent of B2B marketers report that they used content marketing as part of their brand strategy in 2014. Almost every brand is utilizing blogs, videos, e-newsletters, whitepapers, infographics, listicles, or some form of content to meet the needs of their prospects.

Surprisingly, while the majority of marketers claim to have a content marketing strategy in place, very few have actually documented it—only 37 percent among B2C and 32 percent among B2B.

Documentation is essential to getting support from executives and communicating tactics with content writers and creatives. Instead of existing as a nebulous set of ideas, a documented content strategy provides reference material for the organization that can be continually revised and improved, and helps track failed and successful initiatives.

Part of your brand strategy should involve determining what types of content and which channels are right for you. If your audience are predominantly consumers between the ages of 18 and 24, then video content on Snapchat. If your target audience are business people over the age of 35, then you may want to promote white papers and industry blogs on LinkedIn.

Step 4: Optimize For Search

In 1999, Google handled roughly three million searches per day. In 2012, Google stated that they handled over three billion searches per day, accounting for 65 percent of total searches in the United States. Bing and Yahoo make up the majority of the rest with 20.3 percent and 12.7 percent, respectively.

Brands understand that search engines are contributors to their story and reputation, and so are the consumers and writers whose reviews and articles appear at the top of SERPs.

SEO is constantly evolving, so if your content isn’t optimized to meet today’s best practices, you’ll miss out on a massive opportunity for your story to be heard. And search engines can help you identify and develop the right content as well: Google’s Keyword Planner is a great way to find the stories customers want to hear using search queries and long-tail keyword phrases.

Step 5: Work Within Your Means

Over the past several years, content marketing has evolved into brand publishing, with large corporations curating targeted lifestyles via a stream of content that rivals the New York Times in quantity. Red Bull, for example, has dedicated their website to music, fitness, sports and adventure, with only a small ad for their new Red Bull Summer Edition near the footer signifying their existence as a beverage company. And Red Bull’s not alone: Intel’s iQ, Adobe’s CMO.com, and American Express’s Open Forum are just a few examples of brands acting as publishers.

Most companies don’t have the capital to spend on brand publishing and experiential marketing, and that’s okay. You don’t need to keep up with the quantity of content these brands offer, but you do need to compete against their creativity. All it takes is one great video, one indispensable article, one engaging social media post to capture consumer mindshare.

Sandstorm® has been helping brands craft their narrative through content marketing for almost 20 years. From B2B to B2C, SEO to PPC, we can develop the right content marketing strategy that ensures you’re the one telling the story of your brand.

This blog was posted by on August 15.
Bill Kurland, Copywriter

About the Author

Bill Kurland

Copywriter Extraordinaire

Digital Marketing Personalization, remarketing, retargeting, digital marketing stragety

I’d been browsing through Stephen King books on a popular e-commerce website. When I clicked over to a news article, an ad for The Gunslinger followed. I barely gave it a second thought when the same ad appeared in my Facebook feed. Then the emails started. For days after, the same ad haunted me everywhere I turned: no social network, email service provider or website was safe. Leave me alone, I shouted at my monitor, the room spiraling out of control. Leave me alone!

I’m being dramatic, but when marketing personalization goes wrong, the user experience gets creepy. When done right, personalized ads and emails provide a near one-to-one conversation between brand and customer. But get it wrong and “personalization” feels intrusive, alienating and leaves customers wondering who’s watching them.  

Relevance, not omnipresence

Consumers overwhelmingly desire—and expect—personalized ads.

  • More than 70 percent of consumers prefer ads tailored to shopping habits and their interests, according to an Adlucent study.
  • The same study found that three-quarters of consumers want more relevant ads that align with their needs and wants.
  • Marketers see 20 percent increases in sales on average when utilizing personalized ad journeys.
  • Conversions increase by 10 percent with personalized email messages, based on research conducted by Aberdeen.

The same studies show that consumers are willing to provide their private information, but expect relevant content in return. Unfortunately, digital marketers are doing a poor job of delivering on their side of the bargain. A Yahoo survey showed that only 37 percent of respondents found desktop ads relevant. Those numbers were even smaller for mobile and in-app advertising—30 percent and 27 percent, respectively.

Consumers also want a voice in the conversation: over 65 percent want the option of privacy controls, and almost 60 percent want ads based on information they proactively provide.

So, how do you develop unique, actionable messaging without crossing the line? Use these tips to create engaging conversations and avoid the creep factor.

1. Respect your audience

You want to show consumers that you understand their desires—not that you’re following them at every turn. Be implicit instead of explicit: imagery or copy that confirms a customer’s DMA is great, while creative that confirms you have their address information is too much.  

2. Know your channel

A personalized salutation is almost expected in email these days, but a digital ad is probably the wrong place to address your customers by name. Only 29 percent of consumers who completed a recent study said they would engage with ads containing personal information like their name. Go where your customers are engaging and give them the power to start a conversation.

3. Humanize your brand

Whether you’re B2B or B2C, there’s room for some personality in your brand communications. The goal of personalized marketing is to have a one-to-one conversation, and who wants to talk to someone without a personality? Whether you’re a Joker, a Dreamer, a Rebel or a Hero, let customers feel your personality.

4. Test and optimize

Even if you start with strong creative, its effectiveness will diminish as time goes on. A study conducted by ReTargeter found that clickthrough rates decrease by nearly 50 percent after five months. An A/B test can be a simple way to find the most effective creative and power optimization. Dynamic optimization can help achieve significant uplifts in conversions.

Sandstorm® is ready to help you develop a digital marketing personalization strategy that engages your customers, without creeping them out.

This blog was posted by on July 11.
Bill Kurland, Copywriter

About the Author

Bill Kurland

Copywriter Extraordinaire

We were a little busy last week with prepping for the holiday weekend, and we also had some special guests! Marcus Lemonis, from CNBC’s “The Profit” stopped by our office to interview Sandy. A crew from CNBC spent 2 days getting video of Sandstormers in our natural environment.

We’ll be featured in a web series about small successful businesses. This will showcase what makes Sandstorm unique and how we balance fun with accomplishing good work. We had a You Rock, a little too much buffalo wing popcorn, and a lot of fun. Such a great opportunity to share the Sandstorm story!

We’ll keep you posted on when it’s live.

This blog was posted by on April 25, 2014.
Jason Dabrowski

About the Author

Jason Dabrowski

Jason is one of Sandstorm’s designers and also helps keep the office running smoothly. As a veteran of the theatre—from acting to directing, lighting to set design—he knows the value of hard work and a positive attitude. Look for his unique voice on the blog.

Keep Your Content Timeless: No Buzzwords, Please

Buzzword – n. a word or phrase, often an item of jargon, that is fashionable at a particular time or in a particular context.

These words are trendy, fashionable, this season’s latest fad. They should not be loaded into each and every piece of work we create and used until the end of time. Words like these were meant to refresh and have become cliché. We hear and use them so often that they tend to invade other aspects of our work, diluting the value of what we produce.

As an avid reader and occasional writer, I know that I might put more emphasis on word choice than others, but some of these words just aren’t going to work anymore. Word choice heavily impacts the impression we give off to others (there’s my PR background sneaking up). If we speak to users in a whirl of buzzwords, they won’t know what to think about us.

The Usual Suspects

Using buzzwords dilutes our meaning and creates skepticism within our audience. They become throw-away words and almost ensure what we are trying to convey won’t be heard. For example, a content strategy filled with buzzwords is stale and forgettable, whereas language that is thoughtful and precise will better convey your message and engage your readers. Try your best to avoid these words and you might actually reach your users:

  • Innovation
  • Leverage
  • Dynamic
  • Thought leader
  • KPIs
  • Empower
  • Groundbreaking
  • Stakeholder
  • Low hanging fruit
  • Game-changer
  • Next-gen
  • Out-of-the-box
  • Turnkey
  • Breakthrough

Although I cannot share exact quantitative data on the overuse of these words, I am sure you are nodding your head in agreement when you read the list. These words have become ubiquitous background noise. I am even prone to using them once in awhile. The one I use often (unfortunately), is “out-of-the-box.” I have no idea how big the box is or what happens inside, but no matter what, every idea and concept should be beyond said box or ready to go when it is removed from the box.

It’s All in How You Say It

You don’t need to use these words to sell your ideas or products. Use the descriptive words and phrases that come natural to your vocabulary. You will seem far more credible with this approach. People are going to believe what you are saying and feel that they received something valuable from you and your team.

Whatever content you are creating needs to be comprised of words your user understands and would use themselves. If they cannot understand what you’re saying, how will they see the value of your work? Consider your audience and use words that are timeless to them. Make sure that whenever your content is picked up, it’s relevant and makes sense to your audience. Show that you and your organization don’t fall into the habit of following trends. Your word choice reflects your work. Make sure the content comes across as great, timeless and not “rad” or “tubular.”

Breaking the Habit

If you aren’t sure about letting the words go, trust me, your users are ready. We just had a client in our office last week, working on a content strategy. While toying with descriptive words for part of their plan, the word innovation came up. They quickly rejected that idea, saying they were so sick of hearing that word. It was so refreshing to me to hear that they wanted to dig deeper for a more specific descriptive word.

I’m not asking my fellow marketers to bust out a thesaurus for each and every content strategy they build. I’m suggesting that it’s time we go back to using our natural word choice and stop hiding behind the fog of buzzwords. Be real with your users and you will get the same in return. Trust that your natural word choice will do the heavy lifting and get the real point across.

This blog was posted by on March 12.
Megan Culligan

About the Author

Megan Culligan

Megan knows the importance of picking a winner. With a background in politics and PR, she knows that a successful marketing campaign requires coordination of many moving pieces and a team focused on achieving a great goal. You’ll see her analytical point of view on the blog, providing insight and tactics for success.

Emily Kodner
Top 4 Reasons You Hate Managing Content on Your Web Site

Some content managers love their jobs. Some content managers hate their jobs. If you are in the second category, maybe it’s because of these reasons.

1. You have no strategy.

You are just updating the same old copy that somebody originally wrote fifteen years ago. Maybe you’re babysitting a “helpful links” page. Stop filling orders rather than seeking and producing content with a defined purpose.

Take time to make a real content strategy. Involve key stakeholders for their great ideas (and more importantly, their buy-in). Identify your target audiences. Define your users’ goals and your organization’s goals for the site and figure out how you are going to use your site’s content to meet those goals. Select topics that will bring you the right traffic. Establish your site’s voice. The strategy is your filter. It tells you what to spend time on and what to say no to. It tells you what content to cut and what content to create.

2. You have no style guide.

You (and other people) are always finding style inconsistencies throughout your site. Where does your company stand on the Oxford comma? Are page titles in sentence case or title case? Depending on the reviewer or writer you seem to be constantly fixing or unfixing things.

Select a style guide. Preferably one aligned with your industry and intended for web writing. Create an organic style guide to keep track of all of your industry and company specific terms.

3. You have no content governance plan.

Every time you make a content change you have too many, too few, or just the wrong people review it.  This means it takes forever to make changes or you end up with sub-par (maybe even inaccurate) content on your site.

Create a governance plan that makes it clear and transparent who is responsible for each section of the site. After much experimentation, I have had much success with an adapted version of this model.

4. You are looking at the wrong analytics.

You spend hours and hours each week (or each month, or just when somebody asks) putting together reports, but you’re just making reports for the sake of making reports.

Are you reporting average time spent on site? How are you evaluating that? Is it a short time win or a sign that your site is impossible to navigate?

Isolate the site’s goals and define key performance indicators that align to each goal.

Create dashboards or custom reports where possible to reduce your time manually manipulating your Google Analytics data pulls in Excel. Review the reports with other people regularly AND isolate improvements you can make. Identify the things you should do more of because they’re working so well.

Take a step back and take some time to improve your process. The steps outlined above can improve your personal workflow and make sure you’re aligned with the rest of your team.

This blog was posted by Emily Kodner on February 28.
Emily Kodner

About the Author

Emily Kodner

Emily is our Senior Director of Client Delivery. She consults with clients, leads projects and works alongside our team of creatives and developers to provide solutions to complex business challenges.

Crowds cheer for Sandstorm social media strategy

The big game is this Sunday. It’s going to be cold. There will be a lot of parties. It’s sure to be a great matchup between the Seahawks and the Broncos with a number of memorable commercials. But between cold brews and bowls of flamin’ hot nachos, fans will use this major media event to get their thoughts out on social media.

Both teams are supported by very outspoken fanbases, on the field and in front of TVs across the country. These are true blue fans who are constantly advocating their team (or should we say brand). Even on social media, their fans are constantly liking, commenting and even defending.

So they’re football teams, what does that mean for you? You too can create superfans for your brand. It takes time and effort, but these four points will help direct your initiative to the endzone.

1. Make a Conversation NOT a Speech

It’s all about social engagement. Think about it in terms of a party (not a football party, one with more mingling). What are the most memorable experiences? Ones where you are involved in a conversation or where you’re forced to listen while someone expounds? It’s probably the former, and chances are that you were so involved that you lost track of time, too.

Why not replicate that with your social media presence? If you create something that asks questions or welcomes discourse, you’re putting forth a memorable experience for your users.

2. Be Fueled by Your Focus

Do what you set out to do. If your goal is to sell a service or product, be sure that your interaction supports that. Your social media presence should be positioned to support your business, not just to support itself.

If you are posting just funny pictures, comics, or non sequiter posts, what does that do for your business? They can relate to you with some copy, but you need to make sure that what you put in front of your users is reflective of your business. [If you want to read more about making sure your content fits your brand, I wrote a post on Voice and Tone.]

3. Make a Game Plan

You don’t find social success by luck. You need to examine the field, size up your competitors, and find out what makes your users tick. Success comes from practice and preparation. By setting up a strategy you have a plan to keep your momentum. A well executed Social Media strategy can assist with how you respond to user comments as well.[To learn more on the importance of thinking, check out this post from Laura.]

4. Keep It Personal

The social aspect of social media is the instant human connection. Traditional media created campaigns that presented ideas, feelings, products with a passive connection to the user. Content, ads, articles, commercials, were seen and read.  Social media is interactive. Whereas with a commercial, a user might be part of an invisible conversation based on the business’ assumptions. Now you can promote and present useful content on a platform ready for consumer reaction.

As opposed to having your brands message as part of a TV program or in a magazine, your content is within your users feed of personal information. So, you’ll be interspersed with personal contacts, family photos, and old high school crushes. With that their likes and comments are open for their network (and yours to see). Ensure you are creating a conversation where your user would be open to comment and like in an open, personal forum.

What’s Your Next Play?

After 10 years of Social Media, it’s a mainstay of our lives and businesses. With some preparation and thoughtfulness you can mold your brand’s online presence into an important part of their social media experiences. To create super fans, you have to first create something super. If you can get them cheering, the eventual results will make you cheer, too.

This blog was posted by on January 31.
Will Biby

About the Author

Will Biby

Will wears many hats at Sandstorm. From writing web content to executing social media strategies, he is quick to act and insistent on a job done right. Will enjoys writing, so expect to hear from him often on the blog.

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Taking time to create great brand strategy

I enjoy comedy, and I’m a big Monty Python fan. It’s no surprise that when I found a lecture by John Cleese on creativity, I was excited. He’s incredibly funny, smart and hard-working. What surprised me was how his 1991 talk resonates with me today.

What’s the path to creativity?

No matter how hard one tries, you can’t put creativity into a box or a process. The road to results is non-linear. In the talk, Cleese lists, not attempted process, but the conditions under which creation can happen. They are:

  1. Space
  2. Time
  3. Time
  4. Confidence
  5. Humor

All of these steps make sense. I really like that he mentioned ‘Time’ twice. An emphasis on time is crucial. Creating something innovative from scratch takes time to steep. Time is the secret ingredient that allows creative brains to make unique connections.

There are no shortcuts.

People are in awe of the beauty of the Sistine Chapel ceiling, without thinking of how Michelangelo dreamt it, designed, planned and painted it. This took time. A lot of it. This is true of any major creative undertaking; sculpting from clay, writing a novel, composing an opera.

Effective marketing takes time, too.

The importance of time goes even further: design and development of a web site, strategic marketing plans, content strategy, social media strategy, usability, user research. Rome wasn’t built in a day, and neither was any reputable web site.

So, when preparing a request for proposals, and eventually statements of work, keep in mind that to create something great, you’ll need to allocate an appropriate amount of time so your creative partner can build something impactful. Find a partner you trust to assist you with the appropriate level of effort so you get the maximum ROI.

Great things can come to those who wait.

Dreaming, Planning, Preparation, Research, Thinking, Designing, Execution: they all take time. So the next time you visit a blog you enjoy or walk past a sculpture in the park, consider who created it, and more importantly how.

[I encourage you to watch Mr. Cleese’s lecture, too. There is a shorter and full version available.]

This blog was posted by on January 17, 2014.
Will Biby

About the Author

Will Biby

Will wears many hats at Sandstorm. From writing web content to executing social media strategies, he is quick to act and insistent on a job done right. Will enjoys writing, so expect to hear from him often on the blog.

Digital Marketing Mashups: Run DMC - Walk This Way

I am a Gen-Xer in a Gen-Y world. This has me constantly reflecting on the importance of mashups. I am not talking typical mashups like Reggaeton music or Reese’s Peanut Butter Cups. No, I’m really talking about mashing up old school business concepts (and etiquette and manners) with new school digital experiences.

This kind of mashup reminds me of a very famous music collaboration: Aerosmith and Run-D.M.C. (Yes, I can connect anything with the 80s). Their mashup of “Walk This Way” was a huge hit with a combination of classic (rock) and brand new (rap) . By crossing the boundaries into the unexpected, interest in Aerosmith was reinvigorated and Run-D.M.C. gained exposure and mainstream radio play (which practically no rappers had); a brilliant collaboration that leveraged something existing and created a new and unexpected product.

This was exactly like  Bill Bernbach’s genius of pairing copywriters and art directors for more effective advertising. Another classic I am also constantly recommending is Robert Fulghum’s book, All I Needed to Know I Learned in Kindergarten, because it has fantastic fundamental knowledge for business that isn’t taught in business school anymore.

Where’s the mashup you ask? Well, it’s in creating engaging digital experiences that tap into our fundamental humanity, which really is consistent across cultures and generations. This humanity is just accelerated by the use of digital tools and platforms. These classic practices like courtesy and respect are more critical today than ever. Do not spam someone’s Facebook page with an obtrusive sales message; this is like showing up uninvited to someone’s wedding with three extra guests of your own.

With the speed of business today, we tend to increase complexity by adding digital tools, language and processes, none of which add to effectiveness. How many clients have a marketing automation system that is not used because it did not take the end user into account, but just had a lot of features and functionality? (See my previous post about empathy.) I need more than two hands to count them.

Instead of continuing to create more promotional material, overly complex segmentation schemes, and deploying a myriad of analytics tools; why not use a simple construct like the classic 4Ps to start to tease out where the opportunity is with your digital experience? (Please read John Maeda’s The Laws of Simplicity for additional inspiration.) Oh, the 4Ps, remember back to  Marketing 101: price, product, place and promotion. Promotion, by the way, gets used as a blunt instrument for every marketing problem, but that’s a different post.

So, mashups from my perspective are taking tried and true classic constructs and applying them to today’s challenges. These classics will provide you with a much more solid structure from which to analyze and solve your marketing challenge.

[editor's note: Since it's already in your head: Walk This Way]

 
This blog was posted by on September 19.
Laura Luckman Kelber

About the Author

Laura Luckman Kelber

Chief Strategy Officer, Laura Luckman Kelber leads Sandstorm's team of strategists with wisdom from her 20 years of marketing experience. Combining seemingly disparate ideas to solve a problem, Laura unearths unexpected insights to help clients’ fuel their success.

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