6 Marketing Trends to Watch in 2014

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Every day marketers are looking for the next big thing. Knowing what will be “the” next big thing is hard to say. From experience I can say that there are a few things that I am watching very carefully this year.  In fact there are 6 marketing trends that I am watching in 2014:

Image courtesy of esol.britishcouncil.org

Image courtesy of esol.britishcouncil.org

1.  Social Media Is Part of An Integrated Solution

Since social media emerged, different disciplines have been battling to take ownership.  In 2014, I believe that most organizations will mature enough to realize that the disruption that has been experienced is throughout the organization and not just in one area such customer service or marketing.  Rather, social should and must be looked at as a part of an integrated management solution and not in a silo.

2.  Mobile is No Longer An After Thought

There is no question that I believe 2014 will be the year of mobile.  Despite this it wasn’t that long ago that companies were putting mobile second or as a next phase in their online strategy.  In fact, I can think of at least one very innovative and leading company who unfortunately opted for social to be an after thought when launching a new website. Despite warnings, the plan was not changed.  Sure enough, their customers called them out on the faux pas.  It was a lesson that they will not repeat.

3.  Second Screen Gains More Importance

Adding to the importance of mobile, the second screen is going to continue to gain prominence.  The question will be how well marketers leverage the use of second screen.  With approximately 88% of U.S. consumers using a second screen, what will be the potential impact be for online purchases, social channel conversations, etc?  There is great potential.

4.  Hyperlocal Comes Full Circle and Community Will Re-Emerge

Mobile and second screen further enhances the opportunity that is presented by being able to be hyperlocal.  In fact, with the opportunity for focusing on local markets, I believe that many organizations will come to the realization that they need to renew their focus on building and maintaining online communities.  In 2013 some companies veered away from their communities.  If they really want to leverage hyperlocal, they need to rethink that missed move.

5.  Video

Video consistently proves to be the most clickable and sharable content.  What some companies miss however is that it does not have to be the high production that we once loved.  As long as it is easel digestible people will look at it.  Think short quality content and/or messages.  Flashy high production might lead people to miss the message or question the validity of what you might be trying to accomplish.

6.  Trust/Influence

Marketers have a lot of tools in the toolbox.  What marketers will need to come to terms with sooner than later is that the average consumer is becoming harder to influence and as a result they have become less trusting of both traditional and non traditional marketing.  Marketers of all sizes and shapes will have to work harder to ensure that their actions don’t result in mistrust and lawsuits such as some that Facebook has been experiencing.

Do you agree with my observations?  What would you add to the list?

My 6 Must Reads from 2013

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I don’t make New Years resolutions.  I don’t believe in them.  However, I do use this time of year to take inventory and edit.  So far I have removed over 100 pounds of paper from my house and have laundered and prepared three large bags of clothes to take to one of our local charity shops.  My next stop was my library.  I realize that I amassed a lot of new books in 2013.  Despite being in edit and purge mode though, I can’t get bring myself to ever dispose of books – except text books.  My collection of books tends to be heavy on biographies followed by business books.  Of course there is a bit of the fiction types that take me away into another world and time.  Thankfully being a part of a book club forces me to have more of the latter.  That is a good thing.  In reviewing and organizing my new additions from 2013, there were definitely  six books that stood out and, if asked, I would recommend. Here are my top picks from 2013:

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Audience: Marketing in the Age of Subscribers, Fans and Followers, by Jeffrey K. Rohrs

This is a great book that really helps organizations to understand and value the role of an audience.  @jkrohrs uses great stories and examples to get the point across.

David and Goliath: Underdogs, Misfits, and the Art of Battling Giants, by Malcolm Gladwell

I really loved this book.  It did make me stop and think about a lot of things.  @Gladwell did a masterful job of looking at things differently.  I had more “aha” moments reading this book than I have for a long time.

Influence Marketing:  How to Create, Manage, and Measure Brand Influencers in Social Media Marketing, by Danny Brown (@DannyBrown) and Sam Fiorella (@samfiorella)

This is another one of my favs of 2013.  If you are interested in Influencer Marketing, then this is  the book for you.  It is a great source for the history and evolution of the topic.  The book also gives great information for your strategy.  For more detail on this book, check out my review by clicking here.

Lean In:  Women, Work, and the Will to Lead, by Sheryl Sandberg

Of all the books on my list this is no doubt the book that has been discussed the most.  To be honest I needed to take time and reflect about this book.  There was so much hype about it and its author, I almost unfairly dismissed it and left it off the list.  That would have been unfair.  It is a good read and one that should be read by both women and men.

 WTF (What’s the Future) of Business, by Brian Solis

@Briansolis gives good insight into metrics and the changes that need to occur to keep pace.  Having worked in more than six industries, metrics is one of the common themes.  What are the right things to measure and how best can organizations achieve the right ROI?  Great food for thought can be found in these pages.

Youtility:  Why Smart Marketing is About Help Not Hype, by Jay Baer

@jaybaer is one of my favs when it comes to marketing advice.  One of the things that I like best about his advice is that he is just so grounded.  His advice is based on what most would say is common sense. That being said, very few people have common sense and so many people complicate things unnecessarily.

There were a lot of great books released in 2013, what books would you add to the list?

What Canada’s New Anti Spam Law Means For Marketers (Even in the US)

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Do you have customers in Canada?  Do you email your customers?  Thinking about setting up an email campaign for your customers?  Now is the time to learn about the new Canadian Anti Spam Law that comes into effect this July (2014) in Canada, and yes this applies to companies based in the United States.

Image courtesy of www.inboundsales.net

Image courtesy of www.inboundsales.net

This new law is expected to have the most severe penalties in place for those who violate.  The maximum penalty for an individual that sends out spam is $10,000 and $1,000,000 for an organization.

With email marketing making a resurgence of sorts, this new legislation will make it far more difficult for companies to employ new marketing tactics to reach customers and even more difficult to reach prospects.  With 2014 really being the year of mobile (in my opinion), this will definitely throw a wrench into the mix.  Marketers are going to have to come up with new ways to get the coveted attention of the audience.

Here is a synopsis of what you need to know:

1.  Existing Email Lists

If you have an existing relationship, it is expected that you will have a very clear process for opting out if the recipient decides that he or she no longer wishes to receive email.

Implications:  If you do not have a very clear (and easy) process for customers, you are at risk for violating the anti spam law.

AND very importantly  the email MUST be relevant to the recipient’s role and/or duties.

Implications:  This is an important nuance that marketers must be aware of.

2.  Buying New Email Lists

While this new law does not prohibit the buying new email lists, it is very clear that all parties must adhere to the existing Canadian Personal Information Protection and Electronic Documents Act (PIPEDA).  Additionally, the same rules apply for having express consent and also having a clear opt-out process.

Implications:  There will be an extra level of due diligence required for companies both selling and buying lists.  The question you need to ask yourself in order to protect you and your organization is:  Will you be able to determine if Canadians are included in the lists?

3.  Text Messages and “Cellphone” Spam

Think you can still text or reach out by cellphone?  Think again.  The same conditions for email apply to these marketing/communications tools.

Implications:  Your text messages now need to have an opt-out option AND you need express consent.  From a personal standpoint I can relate to this. Organizations texting me and I never signed up to receive texts.  This will be an interesting scenario for travellers to the US.  How will phone companies be handling sending text messages to Canadians when we have not expressly consented?  What will happen as a result of unwanted text messages?

4.  Does this legislation cover all businesses, including government and not-for-profits?

Like the Canadian Do-Not-Call list, it does not.

Political parties and charities are exempt as long as they are not engaging with people for the primary reason of selling and/or promoting a product.  Some might argue that a political party promoting a candidate is selling a product, but it is not clear how this fits into the equation.  This might actually be a good test-case for the law.  Based on the Do-Not-Call list, I suspect that politicians can still send such email.

5.  When exactly does this new law come into effect?

While the key provisions will be effective July 1, 2014, the full effects will not be in place for 36 months.  In fact, small business and not-for-profits are being given this grace period to accommodate the changes that this means for them.  Realizing that they might have the technology and/or resources of larger and for-profit organizations, the government is providing more time to these organizations to make the change.

Do you have concerns over this new legislation?  Are you versed on these changes?  I would love to hear your thoughts.

Will 2013 Political Antics Result in an Abysmal 2014 Edelman Trust Barometer?

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Like many in the Marketing, PR and business world, I am anxiously awaiting the 2014 Edelman Trust Barometer.  Will the bizarre political antics of 2013 result in abysmal results when the 2014 Trust Barometer is released? (Tweet this) Time will tell.

IMG_1859This is a question on the minds of many.  And, quite frankly it should be.  Organizations whether privately owned, publicly traded or even government-based, trust is becoming more important.    Having the social license to operate is based on the foundation of trust.  The same goes for those individuals (and organizations ) who wish to influence policy or purchasing decisions. Members of the C-suite (or senior government) and Marketers in particular should pay close attention to the results of the Trust Barometer and here are 5 reasons why:

 1. Investments

Over the years there has been a shift in the types of organizations that individuals want to associate with or invest time and/or money.  (This also applies to geographic locations.  See #3.) They want trustworthy organizations that are perceived to be doing the right things. If you are publicly traded you should be very interested to know where your industry falls within the barometer.

2.  Recruitment & Retention

Whether you are recruiting for your Board of Directors or your workforce, trust plays an important part in how your industry or profession is perceived.

If overall your industry is not faring well, it could impact your recruitment efforts. With this knowledge however, your C-suite and Marketing professionals can take steps to differentiate your specific brand and business.  With some careful planning, work, a lot of consistency and proper employment branding, it is possible to stand apart from the industry and be the bright light.

3.  Business Expansion

There is a lot of consideration given to business expansion and the choice of geographic location.  Businesses tend to stay away from areas or regions that don’t meet workforce planning requirements of skills, education, or demographics.  They also careful in locating in areas that have a questionable economic position.

More importantly though, managers that understand that reputation management is the single greatest risk that keeps Boards of Directors awake at night (as outlined by CIMA), and a country or region that has been identified as lacking trust will most certainly impact site location.  While some may not consciously realize that they are including this in their assessment, it is a contributing factor.   It relates directly to the region’s ability to attract and retain quality people.

4.  Employee Engagement

As BlessingWhite findings have shown us time and time again, engaged employees stay for what they can give versus the unengaged employees who stay for what they can get.  This should be a huge red flag for employers, including governments.  With reduced budgets, having the right people in the right frame of mind has never been more important.

The question for employee engagement should be:  if an industry has been identified as lacking trust, how does this trickle down to the organization?  The 2013 Trust Barometer found that on average employees were more trusted than CEOs when delivering information.  Add to that the gap in how the C-suite values the importance of treating employees well and there are significant concerns.

5. Spokesperson Selection

The Trust Barometer should be carefully referenced when thinking about corporate spokespersons.  Are CEOs the most trusted?  Are subject matter experts the most trusted?  Or, is the average employee the most trusted?

And just what were some of the political antics of 2013?  Let’s take a look at a few (in no particular order):

In the United States:

  1. Mayoral Race in New York
  2. Snowdon Leaks and the associated fallout
  3. Healthcare Debate
  4. Healthcare Rollout
  5. “The” Government Shutdown

And, really for the first time we can’t forget Canada.  A country that usually has super boring politics  saw a year when things went spinning out of control with media coverage focused on three key stories:

  1. Senate Spending Scandal – This is really several stories with Duffy, Pamela and Patrick.  After months of suspense and intrigue, the soap opera would just not go away.  And, into 2014, the story will continue.
  2. Quebec Charter of Values – Apparently in Quebec some feel that it is more than ok to merge Church and State.  Or, more appropriately, the State can/will tell you what you can wear or not wear to work and in public.  Next, they will tell you what language you can speak or not…oh…wait a minute…never mind.
  3. Mayor Ford of Toronto.  That’s it.  That is all I need to say about this.  Of all the stories, this one was very well covered by the media, the late night shows and satirists everywhere.  Everyone knows about Mayor Ford.

What is your take on Trust in 2014?  What do you anticipate we will see?

Good Customer Service Includes Having The Guts to Admit You Messed Up

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It takes a lot for me to write a blog post discussing how a company messed up.  I don’t like doing it really.  Why?  All companies make mistakes.  After all, they are run by human beings and we all make mistakes from time to time. As a result, we should use mistakes to learn what to do to change future behaviour.  Having the chance to learn is the only reason that I write blog posts that highlight poor performance.  Earlier this week I wrote about my experience  with Keurig Canada.  I actually wrote the blog a month earlier, but sat on it.  I wanted to give them a chance to rally and fix the issues.  Eventually I decided to update it and post it.  To Keurig Canada’s credit, they called me.  It takes a lot of guts to admit that you messed up, but they did.  As a result, I want to give credit where credit is due and provide an update as a lesson learned piece.  Here are tips that you can take away from the Keurig Canada experience:

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1.  Be Active Listeners in Social Media

Reputation remains a top concern for Boards of Directors  and quite frankly it is keeping many members awake at night.   So, it shouldn’t be surprising that social media is at the crux of the matter.  You can choose to employ the Ostrich Effect, or you can be an active listener in social.

Keurig monitors its social channels and as a result when I mentioned them on Twitter, they not only saw my blog post, they read it.  They also checked me out on LinkedIn.  I am sure that they also looked at the fact that I have more than 4500 followers on Twitter.  In other words, I have an audience and some level of influence.

2.  Take Action and Move Conversations Off Social

Businesses that care about reputation need to do exactly what Keurig did.  They also need to   use social media monitoring tools that pick up on any company mention and not just direct mentions.  When you have the right tools you can act quicker.  Responding to customer service issues early on, is important.  The sooner you do it the better the relationship.

I have to admit that when I was answering the call and I saw the area code I wondered if it might be Keurig Canada calling.  It was.  I was pleasantly surprised and pleased that they would have a Customer Service Manager call me.  She was good actually and very professional.

3.  Acknowledge Issues

In this case the company is going through a lot of changes and growing pains.  The good news is that the Customer Service Manager acknowledged each and every issue that I raised in my blog post and outlined that they are taking corrective steps.  I find it encouraging that each issue was acknowledged.  I am sure we have all had experiences when a bad customer experience was only made worse when the person or persons representing the company denied that anything unsavoury happened.

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4.  Live the Brand

The Customer Service Manager that called me was, as I mentioned very professional.  She understands the Keurig brand, that was clear.  While not everyone thinks about being on brand and following the brand voice and values, I do. I can’t help it.  I am a Marketing Practitioner so I value and recognize when companies do this well.  Kudos to this Customer Service Manager!

5.  Follow Through

The proof is always in the pudding  though, isn’t it?  During the conversation, some issues that I had, were addressed and acted upon as promised.  This is encouraging of course.  Change also takes time and I know that they understand and have identified all of the issues that they currently have.  Based on this information, I have chosen to again use the online purchasing option through Kuerig Canada.  I will continue to monitor the progress that they make with each purchase.

These are all important components of customer service.  There are of course more and I would love to hear what you think about.

3 Tips Smart Content Marketers Can Learn From Downton Abbey

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If you haven’t heard of Downton Abbey by now I am not sure what you have been doing.  I dare say that each of us who work in content marketing would love to have the audience that Downton has achieved.  In fact, according to Entertainment Weekly the Season 4 premiere on PBS was up 22 percent over premier of Season 3.  So, what is it that makes this show so riveting?  And, are there lessons to be learned?  There are definite lessons that content marketers can learn from the success of Downton.  Here are 3:

Image courtesy of www.26.org.uk

Image courtesy of www.26.org.uk

 

 1.  Be a Good Storyteller

This is probably the most consistent message you will hear about content marketing.  Some marketers are better at it than others. I continue to work at this.  Sometimes I hit the mark.  Sometimes I do not.

We can all take some tips from Julian Fellowes.  Just watching the show has given me ideas.  It is enough of a break from the same-old-same-old that my mind can think about new and fresh ideas.

2.  Don’t Blend In

In a sea of so-called reality TV of Housewives, singing contests and storage/pawn-a-thons, Downton Abbey is clearly different.  The characters are actors being actors and not people pretending that they aren’t following some contrived storyline.  The characters have depth versus one-dimensional and predictable personalities.

When creating content we all follow the prescribed approach don’t we?  Create a list – just like I have done here.  Ensure that it relates to something timely and topical – just like I have done here.  However, we to stop there.  We don’t  think differently.  Fellowes really demonstrates that being completely different from the norm or the expected, resonates with the audience.

3.  Create Suspense

This might be the biggest challenge for content marketers.  We tend to write independent stand-alone pieces.  We only have your attention for a short time after all.  However, if done well, this might be a great opportunity.  This could be the best way to shake up your audience and you certainly won’t blend in with the rest.  This will be an area that I explore.  How can I create suspense?  And, will I be successful?

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These are just three areas that content marketers can look to Downton Abbey for inspiration and learnings.  What would you add to the mix?

3 Ways to P!$$ Off Your Customers – Keurig Canada Customer Service #Failure

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Customer service is not something that you expect some of the time.  Customers expect good customer service all  of the time – period – full stop.  Great customer service is what sets a brand apart from its competitors.  Unfortunately, some companies are failing at customer service – both traditional AND social.  Even more unfortunate is the specific epic #failure of Keurig Canada.  Here three things we can learn from this bad experience.

The Issue

For the first time I opted to buy my coffee online direct from Keurig Canada.  This is not a complicated process.  Create an account, select the coffee you want, check out and pay for it.  Check, check, check and check.  All was well up to and including the confirmation email receipt.  This email stated that I would receive another email when shipped.  Days passed, no email.  A week passed, no email.  More days passed, no email.  I checked on line.  What did I find out?  My payment was taken, but yet there was no status on my shipment.  In fact under delivery date, it said: “N/A”.  I made my original order on November 30th.  After approximately two weeks, I called.  In total I called three times.  Each time I waited on the line for close to an hour and still could not reach a human.  An option was given to leave a message.  I left a message with my name and telephone number and asking about delivery.  No one returned my call.  I emailed Customer Service as well.  No one ever responded.  I resorted to social media and did get a response and a call from the main location in the US.  Unfortunately they were unable to help.  They couldn’t see my order because I was in Canada.  They were fantastic.  In fact, I want to stress that when dealing with Keurig in the United States, their brand representatives are among the best.  I love dealing with them.  Cross the border and well, that is a different story.  Dealing with Keurig in Canada is painful at best and enough to make you rethink your coffee machine purchase.  Keurig Canada’s customer service is a failure.

So, how can your business excel at customer service – both traditional and social?  Here are 3 lessons learned from Keurig Canada’s epic #fail:

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1.  Understand the Brand You Represent

It is incumbent on all organizations to ensure that all employees, and particularly customer-facing employees, know and understand your brand – the brand values, voice and how to actually live the brand.  If you are going to outsource parts of your operation, this is even more important.  It only takes one person to hurt your brand and reputation.

Keurig Canada failed to understand the brand.  Their website states the following:  “Keurig” is derived from the Dutch word for excellence, which is our standard for everything, from our patented brewing technology to our gourmet brands of beverages and our customer service.”  

Keurig Canada if you believe that not returning phone calls and/or email which you specifically point your customers to as a communication channel is “being excellent,” I beg to differ.  This is NOT excellence.  Failing to keep your customer informed is a fail.

 2. Staff Your Customer Channels

There is no question that certain times of the year more busy than others.  The business cycle should not come as a surprise.  Staff for it.  Keurig in the US was able to answer and respond to calls.  Their population base is larger.  They have more customers.  They were staffed appropriately.  Jump on a plane and get schooled by the Keurig experts at your head office.  Please!

 3.  Rethink Your Processes and Actually Make Changes

Clearly there was an issue and Keurig Canada realized it.  I received notification that there was an issue with unusually high volumes and therefore they were offering a free box to make up for it.  Good on them, sorta!   This is an opportunity for a second chance.  Unfortunately, they have failed yet again.  Not only did they require that you make a minimum purchase, it has now been a week since my last order.  Guess what?  For days there was no information.  My delivery date said:  N/A.  I checked today and my order apparently shipped yesterday. I have not received the verification email that they promise.  So, the question is:  has it really shipped?  I could call or email, but based on my previous experience, I will pass.

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What’s Your Experience?

These three items are three easy fixes.  If you value your customers, establish processes to avoid these missteps.  The next step is mine.  Will I continue to be a Keurig user?  Or, will I sell my machine and go another route?  I am not certain just yet, but I can tell you that I am seriously evaluating next steps.

So, what is your customer service experience with Keurig?  Would you choose another coffee system?  I would love to hear your thoughts.

Marketing Challenges of 2014: The Influencers Weigh-in

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If 2013 taught us anything, content marketing is not going anywhere.  Nearly all leading companies finally have content strategies.  With this in mind, tactics have had to change.  What do brands do to stand out in a sea of content that flows freely in every digital space that can possibly exist?  Good question!    Thankfully you have come to the right place!  I asked 5 of the top influencers what brands should be doing in 2014 to stand out. Let’s see what they have to say:

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1.  The Return of Good Writing (Tweet this)

@marketingprofs’ Ann Handley thoughts focus on the words you use and how you use them.

“Next—in 2014 and beyond—content grows up, and with it comes the notion that good writing is the foundation of all good content, whether that content is a 140-character tweet or the product pages of your website or your content marketing infographic…..Increasingly, organizations will realize that words matter. Your words (what you say) and style (how you say it) are your most cherished (and undervalued) assets. In other words, good writing is the basis of good content that gets noticed, no matter what form that content ultimately takes. What’s more: For businesses, good writing is a mirror of good, clear, customer-centric thinking.”

2.  Being Uniquely Creative While Being Authentic (Tweet this)

Radian6 and IntroHive Co-founder David Alston (@davidalston) knows from experience that in order to stand out, you need to be unique.  After all, Radian6 did this with their Community Strategy and won the hearts and minds of a fantastic community.

“Content marketing and social media are mainstream so the big thing in 2014 will not be if you use them, but how creative your brand will be. Just using each no longer let’s your brand stand out. How you string them together and how you tie them into other platforms and processes creatively will help make your brand shine in a sea of noise.”

3. Focus on the Customer First – Before the Technology (Tweet this)

Influence Marketing Co-Author Danny Brown (@dannybrown) believes there needs to be a return to actually understanding what our customers want.

“…without understanding what your customer wants, and at what stage of the buying cycle they’re at so you can prime your message for that exact moment, it doesn’t matter how cool the technology is, or the channels we use, or the implementation of a tactic. We now have linguistic mapping tools that allow us to segment customers, who they connect with, what they’re looking for, and archival history with our brand’s core business or competitors. 2014 will see us, as marketers in the social space, truly take advantage of that technology and deliver on the ROI approach that 2013 saw us begin to implement.”

4.  Become Superior Short Form Storytellers  (Tweet this)

Digital Veteran and HBR contributor, David Armano (@armano) believes that if you want to be successful in standing out, remember that people have short attention spans.

“Short form storytelling in the form of Vines, Snaps, Instavids etc. and short stories on YouTube [will be key]. Brands need the ability to tell a meaningful “story” quickly, sometimes in seconds or other times through a series of images. Stories that have “sharing power” built into them or where you can become a part of the story (think hashtags on Vine where people do their own Ryan Gosling video etc.). So in other words, small is the new big and short is the new long.”

5.   Become More Effective – Rather than More Intrusive (Tweet this)

The Age of Context Co-Author, Shel Israel (@shelisrael) believes that for the first time in decades, marketing and communications professionals will focus on effectiveness and finally concede that being intrusive is not working.

“This will be accomplished by using the contextual technologies outlined in my recent book with Robert Scoble (@Scobleizer), where we talk about how mobile, location, data, sensors and social media converge to allow sellers to understand where people are and what their intentions are. So marketers will begin to be able to just make offers to people who might actually be interested in what they are being offered. We call it Pinpoint Marketing.”

And what do I think?  I agree with all of these thoughts.  I would add that mobile continues to be a significant challenge and opportunity. With the increase in mobile adoption , as Marketers we need to embrace mobile and make it easy for our customers and prospects to purchase via social.  After all, I believe that 2014 will be the year of mobile.

What do you think?  Will content marketing change?  Will it be replaced by something else?  What is the next “thing”?