Marketing is the sexy glitzy and glamorous world you think it is. Creative and bold ideas + daring strategies that come to life + all with measurable results. While we work really really long hours, and get ridiculous ideas in the middle of the night adding to our sleep deprivation, in the end we give you dynamic sophisticated solutions for your business image and measure how your customers like it!
THE BEFORE: How Marketing Started
Yes, the days of Mad Men are all true. Once upon a time there was this brilliant idea to put pictures of your business, and what you do, in the newspaper. Add some fancy wording and the result: more people would come to your store. That idea turned into a specialty. A company, would hire people, usually in an advertising agency, to write about your business, another to draw the pictures, and another to buy the space where the ads would be placed.
Article Reading Time:
Getting thru the Marketing History and Evolutions: approximately 4 minutes
Approximate reading time Full Post: approximately 8 minutes
WHAT IS MARKETING: A tale of Before and After the Marketing Evolution
As was in the show Mad Men, a group of men would sit around and come up with ideas for advertisements that tell the story of your business. Agencies then grew and hired artists, painters, and others who could craft a business image and message, soon to be defined as a brand, in a glitzy artistic way. They would invent unique images and copy to sell your product. The goals: to evoke a response from consumers and Make Them Buy. The advertisements would evolve into a campaign, or series of ads, that would take different shapes: in newspapers and radio. Campaigns grew to include promotions, and eventually mailings: to target the promotional offer coming to your door with the buy now coupons and schticks < not a typo.
ADVERTISING MIGHT HAVE BROUGHT IN BUSINESS.
The 'IF' Model //
Advertising campaigns might have really brought in business. As long as there was a spike in the sales numbers and revenue DURING the campaign, then the Ad Campaign was considered a success, it must have generated that revenue. Results were measured in an "IF" model. If business grew, over the course of the ad campaign, then the results are credited to the ads.
Of course after seeing results, the agency who created the ads would submit them for awards and recognition from the marketing industry. Because in those days, everything was live by proxy to truly finding the best work. If my competition is advertising and growing in sales, so should I. How to pick an agency? Well “let’s see who got the most awards.” While I have received awards and accolades too for the marketing programs I have developed (shameless plug), awards are not the only measure.
While awards are very meaningful, they are no longer the way to know what truly “works” in marketing. The hit or miss strategy of "this looks good let's try it" is dwindling. There is always trials and tribulations that marketers go through, I have had my share. Sometimes these trials lead to opportunities for sophisticated ideas to bubble up (and learning what not to do). While there is an art to advertising - after all we DO KNOW What looks great + Why it works. Nowadays we can add in the benefit of data driven results. Which really are the only results that matter.
CAMPAIGN RESULTS WEIGH IN //
I loved when our agency at the bank would come in and the CFO would share the results of how many accounts were opened during the campaign period as compared to the period without ads running. We would literally look at how many accounts we opened from January 15 - Feb 29. Then we would compare to 6 weeks prior to campaign launch, and in later analysis 6 weeks post campaign. And that was the end of the results process.
We turned things over to the sales employees to continue the client life cycle and cross sell. Measurements were windows of time with and without ads and how they could drive business revenue. Did the numbers go up? Sure they did. Exactly why? Was it the Hook? The featured Celebrity? The Coupon? That exact detail WE DIDn'T KNOW.
Look, we all know that “the act of Advertising” works. Marketing of any kind, when well structured and aligned to objectives, brings in business. PERIOD. But we just didn’t know WHAT in the marketing made consumers buy? And yes, general consumer behavior was available by demographic, zip code and other categories. But What was it people like about the ad? What was the trigger that made clients want to open an account? What is the buying decision? All these types of questions we simply threw darts at. We tested and run A/B tests to compare offers . . . and still we could not dive deep enough into consumer purchase behavior.
Now the possibilities on data driven decisions feel endless. And the targeted data options are growing, and immediate. This is an extremely exciting and fantastic result of what I have dubbed the Marketing Evolution. Results TODAY can be measured. ROmI can be traced to specific moment in the advertising cycle. When we improve our understanding of consumer desire + buy triggers, this is where it all changes. The new way of Marketing is Marketing + Results.
THE AFTER: Marketing's Evolution
Today’s nearly all industry is fast paced. Sometimes to an almost nauseating level. Oh don't tisk at me for being honest. It's a fact that data comes in at a more rapid pace then we can process it. Data is immediately available. Before now, we could only guess as to what worked in marketing. And they were good, experience based estimates. Now, while it can be overwhelming for many, this new world where we are getting loads of data is just very exciting. The data is why we get up in the morning for the caffeine rush that starts our brain's synopsis.
When we click POST for your Facebook advertisement, within the first hour we can see measurable results of the campaign, and the results come in fast. Days have become hours to get the first tickers on measurable data. HOURS! That is insane.
In days gone by we could track daily results, that is seeing the DAY BEFORE totals. But now we have it down to insights in the moment. We have arrived at a time when moment to moment live interaction feeds (think GO LIVE on FACEBOOK) and watching user traffic (think the thumbs up and down on the screen) is live! The marketing, branding and web development work we do is now integrated in a 21st century global world, with immediate results. Together, strategy and data bring you business success. These insights were not even a twinkle in our eye long ago.
Today’s marketers still test. A/B Tests are important and can provide differential data that is invaluable to a strategy. However to be certain on strategies that work, we rely on 2 factors:
TOOLS + MARKETING EXPERTISE
= BUSINESS RESULTS
Tools includes data.
And then is the almighty Expertise.
It’s the gut instinct and experience of having run many, many, many marketing strategies to know YES THIS WILL WORK, or run away and fast! If the fast paced world of marketing has got you down, Do. Not. Fret! Joanne Klee Marketing can make it Mission Possible!
MARKETING IS ON A DIGITAL PATH
We all carry a computer in our pocket. As business owners that empowers us to run a business and be accessible All. The. Time. The internet is allowing us to >literally< be selling 24/7. And while you may not be physically "at the office," your business and brand better be working non-stop for you. How can you harness this 24-hour sales cycle? WHAT IS MARKETING? A tale of Before and After the Marketing Evolution. It is using the marketing tools that are available to you.
It is a delicate balance this marketing thing we do. Using the tools is the easy part, and we can train you or your staff to do it. The balance comes with using the tool effectively.
How do you know what message works? It is written simply, to convey in less than 5 seconds your brand?
Yes, you can automate you tweets, but are you sending a message that TALKS to your clients? That creates an emotional connection?
Yes, you can run a Facebook ad. But are you getting the interaction from your fans? And the revenue results?
This is where that delicate balance of using the tool and having experience in marketing comes in. There is still one element that cannot be taught. We can give you insights to when we have seen it happen, but sometimes knowing which ad to run and which strategy will work for your specific situation comes from good, old fashioned, experience!
So this should be the end of post. But it doesn't stop with the data-driven results. I have a little more to add on the Marketing Evolution:
NEW JOBS THAT ROBOTS CAN NOT DO
The evolution of the advertising business has brought about all these new fantastic jobs. The days of the artist hand drawing are long gone, with the easier agency life. Instead we have new titles with really fun and creative powerhouse people behind them.
The Ad "Painter" is now a Graphic Designer.
A former Copywriter is now a Content Manager.
Database Manager is the almighty Data Manager.
Sales Manager / CEO / CFO are all a Chief Marketing Officer.
Sales has evolved from that day-to-day running of a business to being in laser sharp touch with clients. C-Suite officers know that Marketers can do this. We can keep in touch with clients, and grow revenue. Yet so many businesses shockingly STILL do not market. Or I should say they set up a website and said All Done.
FAST, FASTER, EFFICIENTLY, QUICKLY... You’re Fired!
Marketing is growing, not just in the developer - tech - software tools + apps but also in the lightning speed of data results. Getting from Good to Great is now data based. C-Suite executives want to know immediately when something worked. When a campaign or product is launched, we know it will work because of the consumer data ground down into tangible crumpets, which we can consume + nurture into an amazing product. Imagine knowing what consumers want. But once that launch happens we still want results, growth targets and ways to keep income flowing.
Developing a growth strategy becomes a multi-level integration into an organization, from hiring the right Marketing Team, to research and development, to production, launch and ongoing sales. That is where the need for an injection of ideas to grow business comes in. Sustainable growth. That will be the new trend for years to come.
Staying on Trend
Loving this business means always paying attention to marketing. Staying on trend includes reading the Magazines and Publications to attending the Conferences that offer up the new cool tech, tool, app or gadget that is on the market. Trade shows that make accessible the meet and greet with the new unique niche element of data that a particular vendor is offering. And then there is the industry speak.
I hear the same commercials and messages you do, however my reaction may be a little bit more ethereal than yours. I will have a gut reaction to it that is beyond love or hate. It’s the wonderful "hand” and feel of the fashion world. Go ahead google it - I’ll wait. . . or see the term and definitions page on these Insights pages.
Lastly, marketers can unite in the ideas we develop to stay on trend in the REAL and DIGITAL worlds. We marketers need to both understand digital life AND what works in reality. There is a subtlety to understand. To Differentiate. Look through the website joannekleemarketing.com where the work reflects tangible touchable marketing that evokes that emotional connection with potential customers. Where we consistently let the brand drive the creative. We need to reach out of our digital frame and hit that emotional trigger to evoke a response and as in the Mad Men days, Make People Buy. That essence of marketing has not changed.
The REAL Definition of Marketing is below and brought to us by Google.
Happy Reading. - Joanne
MARKETING - The Definition
mar·ket·ing ˈmärkədiNG/ noun;
the action or business of promoting and selling products or services, including market research and advertising.
"A valuable asset to complement your business." - Joanne
raise your company profile to impress clients, increase awareness for a cause or promote a product - as a part of your Marketing plan, Joanne designs functional and creative events that align with your organization brand and message.
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