f4mmedia responsive marketing

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a few notes on new ways to think of marketing especially for the small business

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Page 1: F4mmedia responsive marketing
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look for f4mmedia on facebook, dropr, murally, google+, pinterest, tumblr, posterous in addition to the links here

[email protected]

08432895485

f4mmedia provides marketing, branding, content creation andrelated services to small businesses

video, graphic design, social media campaigns,

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Everyday life does not remain unchanged – it moves on, things change. The market and our approach to it – marketing – is the same. Things move on, things change. Much has been said recently about inbound and content marketing, as well as the uses of social media for marketing purposes. Now it is time to take another step on. Just as we have responsive websites, fitting themselves to the instruments we use to view them – desktop, laptop, tablet, mobile phone – here we introduce the idea of responsive marketing.

Current rends in marketing are said to be as follows:• a move away from large-scale campaigns• a greater use of inbound marketing, taking steps on from content• an integration of social media• greater use of mobile marketing• being more human, less use of marketing speak.

There are a lot of different channels available to us for use in our marketing and branding efforts. Yes, we have to include branding here, because it is definitely not a situation of fire and forget when it comes to branding – close attention has to be paid to it in an ongoing way. There is far more use made of mobile phones these days, courtesy of mobile friendly websites and the propensity of people to surf on the go using their mobiles. Admittedly there is less use made of sms marketing than years ago, but it still happens. It had seemed that e-mail marketing took a dive, particularly with the rise of social media channels and social media marketing.

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Responsive marketing takes real note of the changes in behaviour we are cur-rently seeing in people generally. Yes, it is a form of reactive marketing, less campaign based. It is certainly context based in its approach. It is also a multi-channel form of marketing and branding.

Responsive marketing is something that re-affirms the statement – content is king! It places it, though, in a changing market, a market that is seen to move day by day, week by week, using topicality to adapt and evolve the brand and marketing landscape, making your marketing more than a campaign, it becomes a flow, changing over time as things around us change, adapting to the changes in everyday life.

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It is not just a form of inbound marketing or content marketing dressed in new clothes. It is an underlining of the fact that attention moves on and that businesses have to recognise where people are going and when. If you want to engage them – say something that is going to interest them, say something involving the things they are talking about … How do you say these things, when and where? – well use a variety of media and channels – people move around in their attention. At various times of day and night it may be TV, online, mobile phone – sometimes it will be video, others games, facebook, twitter, pinterest, pictures in general, articles another.

Here we are talking about a form of marketing that is properly adaptive – taking into consideration the particularities of people’s attention at any one time. Using a variety of media forms will reinforce the message you are send-ing out. Placing it in a particular context, something possibly of that moment in time that is catching people’s attention, will keep things current. As always it is a question of attention, interest, engagement.

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For us, our approach to responsive marketing begins with the establishment of a regular and ongoing dialogue with our clients. Out of this a number of things are generated:• the brand and marketing landscape in which we are to work• the style book from which we are to work• the keys from which we are to react• a channel usage table.

If you are taking a journey you have t know where you are starting (and when). It is also useful to know where you are going. This ‘geography’ is your branding and marketing landscape. It is a clear picture of the business at hand, what it means, its texture, colouring, language, favourite phrases, pre-ferred music and food. From the standard elements of a brand’s icons and its basic message or mes-sages the beginnings of ‘the story’ can be created. Your marketing is a mes-sage, a story told, it is literally given colour and form through the styles you use, the styles we use for you. Responsive marketing places suitably created content of varying forms and suitably complementary styles within channels using a number of media forms.

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It may be the case that more than one content form is needed – telling the story well may require more than an article or two. It may be that above and beyond the use of text, graphic imagery is useful to add to the content to give visual depth. From there moving images could easily be of real use. Video is certainly of real value in SEO terms courtesy of recent google algorhythm changes. Perhaps an addition of music could add interest. The basics of mar-keting – creating content to capture the imagination of a target audience, to create interest as well as properly inform in an entertaining way, and from that interest to direct your audience towards contact – the basics of inbound marketing.

Responsive marketing begins with content creation and the essence of in-bound marketing and then places the whole practice, the content generation and interest direction within the active present, the active market. Rather than playing out an extended campaign which could easily fall behind the movement on of the market, it looks to create micro-campaigns which react rather more to how the market changes. It looks to react to how the brand should be placed within the day to day.It is very much a ‘conversational’ marketing. It is definitely not a marketing evangelism. It chats rather than talks at! It gives a living face, a living experi-ence to any brand, rather than presenting an inanimate lump to an audience having such thrown at them on a regular basis. It is multi-dimensional. It is not the same one-liner day after day.

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