Tag Archives: engagement

Future Marketing

31 Jan

Future Marketing

Today is my daughter Emma’s 3rd birthday. Obviously, she’s on my mind today even more than usual. I’ve been reflecting on how fast she’s growing up. How fast she’s changing. Three years has gone by in a blink.

The picture above was taken a couple of months back while Emma was video chatting with her grandparents that live back east. I like to joke that it was her putting in a hard day at the office. But all kidding aside, that photo got me thinking about what Emma might be when she grows up. What if she chooses to walk in her Daddy’s footsteps and become a marketer? What will marketing even look like in 25 years?

When I talk to clients I’m usually pigeon-holed into the category of “social media marketer.” On the surface they see me as someone that can help them better use Twitter and Facebook to accomplish whatever goal they may have. But, if you strip away all the tools, I’m still using time-tested marketing philosophies to build a brand, increase awareness and foster engagement. Twitter, Facebook and YouTube are just the tools du jour. At the heart of  any great marketing initiative there should be a philosophy and a story. That’s what separates the wheat from the chaff.

What will marketing look like in 25 or 30 years? When I watch Mad Men, I’m entertained by advertising in the 1960’s (I’m also in awe of anyone that can drink scotch all day, every day and still function in a pitch meeting, but I digress). The distribution tools have obviously expanded to move beyond just television and print and the brands are different (Lucky Strike anyone?). But what surprises me most about the advertising industry 50 years ago is that our fundamentals are mostly still the same. At the end of the day advertising and marketing is about telling a story that resonates with consumers. Is your brand something that customers align themselves with? Does it represent them? Do they trust it?

Is there any reason to think that these underlying philosophies will change over the next few decades? Would Emma the marketer have to content with a whole new fundamentals or just a different set of tools? Should this shape the way we approach marketing practices today?

Has Engagement Shifted?

24 Jan

Has Engagement Shifted?

Over the last year or so I’ve noticed a trend throughout the blogosphere – including my own media properties. People don’t seem to be commenting on blogs with the frequency they once did. For example, my radio show American Cliche used to get anywhere from 10-25 comments per episode. Now, I’m lucky if I see 2 or 3. Why? My analytics tell me that the audience is still there, but they’re just not commenting. Have I done something differently to cause this?

It’s also occurring on this blog. I have several posts with numerous “reactions” but not a lot of comments. Take a look at the post I did about Van Halen – it was retweeted a bunch of times, but not commented on by anyone on the blog. By all accounts it is the most successful post I’ve done here to date, but what do the lack of comments mean?

My research and personal experience tells me that tools like Facebook and Twitter have moved commenting away from the blog and onto other platforms. People are venturing out less from their chosen communities and instead sharing feedback on social platforms rather than a blog.

I’m guilty of this as well in my behavior. I read between 25 and 50 blog posts a week, yet I may comment on only one or two. But, you’ll often see me sharing items I find interesting on Facebook and Twitter multiple times per day. I don’t think I’m any different than what most of you are doing. In fact, I wrote a post about the increase in linking to professional content the other day.

What does this say about engagement? Does it mean our blogs are missing the mark if there aren’t as many comments as there used to be? Does it mean our audience is less engaged or does it mean they are just engaging differently? Would you rather have a supporter that comments all the time on your site or one that shares your content with their audience via social channels?

I’m still trying to decide what this all means. I’d love to get your thoughts in the comments, or not, as the case may be.