Written by Enrique Vera Vionnett

Nice People Group Marketing Tips:
DEFINE THE DIGITAL STRATEGY

To be effective in reaching consumers, strategies and their execution in various formats must be based on content, not touchpoints…

At Nice People Group we believe that we need to create and design content that generates “dialogues” that also generate conversions from “awareness to consideration” (understanding that this means a form, a phone conversation, or an exchange with a chatbot). Today, we have different types of content (AdWords, social media), and we know that the keywords/content we have running on Google are better in terms of traction. We need to define which other touchpoints we can replicate the success of AdWords’ actions on.

DEFINE WHAT YOU’RE GOING TO OFFER

According to the GUMGUM report “The Skip Button,” people DON’T want to be inundated with video content, whether it’s a version of a TV ad or an adapted, shorter format (even 6 to 10 seconds). The same report elaborates on the issue of second-hand content as follows: Six seconds isn’t much time to tell a story. And among the creatives used to create video campaigns with 30- and perhaps 15-second messages, it can seem quite limiting. In fact, more than half of marketers (56 percent) said that creative limitations were the biggest challenge to greater adoption of video ads under 10 seconds.

Of course, there has been a lot of innovative work using shorter pre-roll formats. GEICO, for example, won multiple awards for its 15-second “Unskippable” pre-roll campaign, and later pioneered six-second ads https://www.youtube.com/results?search_query=geico+unskippable.

Innovative brands continually seek innovative ways to tell their stories. “As online video formats evolve from 15-second pre-rolls to six-second bumpers, we focus on developing the right type of content for each to ensure the best experience for our consumers while also generating awareness,” says MetLife.

YOUR CXM (CUSTOMER EXPERIENCE MANAGEMENT) STARTS HERE

Let’s define the customer experience owner:

> Is it Marketing?
When marketing is the core of power, they will be working to connect operational areas to deliver touchpoints, and they are connecting messaging and data. That’s an enlightened environment.

More traditionally, when the core of power is marketing, the focus on customer relationships is on marketing campaigns and tactics. Branding is emphasized at the level of advertising messages, but there is insufficient direction toward operational areas on how to deliver the brand experience. This work requires additional skill sets beyond marketing campaigns, data management, and communications plans. It requires process work, change management, and new leadership approaches. It requires the development of different motivation and reward programs and a completely new approach to results reporting.

> Is it Sales?
Your sales organization has a honed ability to position your product with a differentiation that makes people want it: You’re winning market share across all channels; the reward is bringing new customers in the door, and new customers responding to your offers. You have a way to position your product in the right way to close that sale.

Metrics are a robust behavioral management tool that people know how to work within. Sales clearly understands the metrics and knows the consequences of meeting or missing objectives.

Excellent sales organizations have perfected how to efficiently gather customer feedback and know how to turn it into actionable steps.

> Is it a product?
Through continuous research, it manages to address the insights of its own and potential consumers with value propositions. It creates developments and innovations that challenge and promote new consumer habits and demand continuous market movement. This means that the brand is constantly generating questions and inquiries at all points of contact.