The term "brand journalism" has existed for close to a decade, with Larry Light using the term in 2004. At the time, he was chief marketing officer at McDonald's and claimed that mass marketing no longer worked, introducing brand journalism as a method of recording "what happens to a brand in the world".
Can't remember? Don't worry, you're not alone. Deloitte’s multigenerational State of the Media Democracy survey polled more than 2000 consumers and found that more than 80 per cent of American consumers are multi-tasking while watching TV. This includes texting, streaming video, social networking and web browsing. And yes, live-tweeting a TV show or movie counts as well.
On top of that, 26 per cent of consumers own a laptop, smartphone and tablet, making them digital omnivores. Tablet ownership alone has jumped by 177 per cent in the past year.
The United Nations was onto something when they declared March 20, as the first International Day of Happiness. Aimed at encouraging countries to "better capture the importance of the pursuit of happiness and well-being in development with a view to guiding their public policies", #happyday has certainly struck a chord.
Our in-house social media expert tweeted feverishly in both Australia and US on consecutive days about #happyday with great results. People from around the globe retweeted, shared and commented. People simply want to be happy.
I asked a few people in our office what makes them happy.
The vast majority of business owners eat, breathe and sleep work. You know your product. You know your industry. You have great relationships with your clients; even prospective business; BUT business isn’t as boom-boom-boom as it could be.
You spend all your time on your business, client relationships, communications. You’re investing a lot in your marketing to spread awareness and build a reputation. Where’s the conversion? Where’s the new business? Where’s the Twitter following? Where are the likes on Facebook?
Know. Like. Trust.
No matter how big and experienced you may be, a lot of people don’t know about the X-Factor of communication - that recent Chanel ad featuring Brad Pitt is a great example (making it to the ‘Business Insider’s 10 Worst Ads of 2012’ list). Before you sell anything, you need to get known, you need to be liked and you need to be trusted.
Business to business marketers are still falling short of connecting with their clients and prospects at every opportunity and it seems completely ridiculous that they still don't have links to LinkedIn, Twitter, Blogs and Facebook, displayed on their business cards for everyone to see and connect with.
As we look back at Salesforce records and reports and ascertain who made the decision to buy, postpone or sit on their hands, it's alarming how many people are doing the latter.
What happens in marketing and sales for that matter is that people don't make decisions. Many businesses are underperforming because they are unable to attach performance goals with real business needs.
Simply by getting eight hours sleep (a blessing!), having a dynamic new recruit from Atlanta in the Melbourne office, seeing the team excited about life and their work and watching everyone and everything grow in so many ways - I had an a-ha moment (think Oprah).
It was almost like an outer-body experience. Here I was, looking from the outside in and all I saw was highly motivated, excited people that were all ready to tackle the world head-on and believed so strongly in what they were doing and how they were doing it - that they sent some type of magical energy to every person they came into contact with - including me!
Most marketing strategies will be firmly in place for next year, but for those who have left it too late, there are a few things that you need to consider.
We’re on the hunt for an experienced marketing communications manager to head a team in Melbourne.Because our work is so varied and diverse, we’re taking our time to pick the right person with the right mix of experience across a broad range of marketing skill sets. Our salary packaging is commensurate with experience and passion for marketing, and great performance will be rewarded with bonuses and perks.
Still stuck in the dark ages, many professional services firms still believe that 'good work speaks for itself' and "you need to find the clients pain" ensuring that they keep it "safe" when embarking on marketing of any kind, rather than looking deep into customer insights to drive leads and create more sustainable client relationships.
What professional services firms are forgetting is that while they may still be on track to achieving their sales goals, being complacent and not moving with the times, will make it almost impossible to stay competitive.