Developing conversations with customers

So, social media is the thing. We just can't stop talking, sharing, liking, commenting as anyone who deals with 18-24 year olds will testify. Mobile marketing has been mentioned every year for the last few years at least, in various research studies as the fastest growth area in digital marketing with businesses investing more in infrastructure, content management systems and processes to mobilise their marketing. 
As marketers look at new ways to beat the clutter or noise (Schramm, 1954) in increasingly fragmented channels, we are faced with the same challenges as we have been previously with each new technological development. It was the same with TV. How to harness the power of this emerging comms channel? 


7 out of 10 people in the Uk now have a smartphone (mobilemarketingmagazine, 2013) and it is this growth in smartphone usage that is driving mobile marketing. We have them with us always, as we shop, while we eat, when we're walking - the opportunities to converse with customers are huge. To optimise this opportunity progressive organsiations are adopting content marketing strategies which can be applied in a multi-device, omni-channel approach as part of a wider digital mix.We can see this most effectively on the high street - the old bricks and mortar model is looking increasingly out-dated. Pureplay retailers like Amazon have changed the way we search and shop and now bricks and clicks has been embraced by most high street players, after a number of casualties on the way.

Source: E-Consultancy: Customer Life cycle, Digital Techniques

So the big question: how?
Here, E-consultancy maps out the different methods according to customer life-cycle which is a useful way of focusing thinking. So whether your goals are acquisition or retention-focused you can target the most appropriate channels. Social media being most useful for acquisition and retention.

The Content Marketing Institute looked at how content marketing was being used in the B2B environment.

What is valued content in the B2B sector?

(North America Content Marketing Institute/Marketing profs, 2014).

Interestingly, consumers of content rank breadth and depth of information as their main priority (47%) followed closely by ease of use/accessibility (44%) and interestingly originality of ideas ranks 3rd (39%) (CMO Council, 2013). So how do businesses satisfy these criteria? 


Chaffey and Smith's Social Syndication Lifecycle model (SmartInsights, 2012, cited in Chaffey and Smith, 2013, p.248) now looks a little too simple albeit helpful as a starting principle.
Source: http://www.smartinsights.com/wp-content/uploads/2011/01/Content-sharing-lifecycle.png

Lee Odden came up with the ‘hub-and-spoke marketing model’ (Citrix, 2012) which sees content as the core then the spokes being the distribution channels which is interesting to me as an educationalist working in an institute where our message is one of knowledge and expertise therefore developing a 'knowledge' hub seems sensible where we can 'sell' our knowledge service to potential customers seeking for providers who fit or satisfy their expectations. 
So where does Social media fit in with this content based approach?

There are a couple of options: create your own social media channel - problem is will people want to engage? Boots went independent with handbag.com, now owned by Hearst - a good move in terms of offering relevant and a more magazine-based model which is instantly more appealing to customers than an extended advertorial approach. Option number 3 is piggybacking existing networks. Problem - hijacking existing networks can sometimes be resented by customers. So not an easy decision. The key is to focus on the nature of the content, the value to the customer and the fit with the organsiation's purpose or brand values. Dell’s Stephanie Losee is quoted as aiming for “ brand-friendly, but not branded” (2013). Heather Healy (2013) warns of the dangers of social media and not owning your own channels (http://blog.themarketer.co.uk/2013/12/how-to-avoid-a-social-media-crisis-in-2014/). Matthew Valentine suggests we embrace 'niching' when it comes to social media - great idea but you've got to know your stuff and be able to access these niche networks effectively, after the lure of social media, and digital generally is its cost-effectiveness and measurability.

Content Marketing planning(Morgan, 2013)

 Adapting the lessons provided by Brian Traffic's content marketing framework, the above graphic was developed after research suggested that the brand proposition should underpin a content strategy and content needed to be managed in terms of source and type of content, appropriate channels selected for distribution and the final link, encourage, plan and manage engagement to support collecting of vital feedback from the customer. After all, in this age of electronic conversations, its no fun if its all one way.