Marketing Lessons We Learned in 2011
Hindsight is 20/20 but the truth is — we marketers do learn from other’s mistakes. This isn’t schadenfreude. I’m not into that. This is: read and learn, Grasshopper. Do this, not that.
What We’re NOT Going to Do On Twitter in 2012…
Twitter has been around since 2006. You would think, in 4-1/2 years, professional communicators would learn how (and how not) to use it. You would think that, but you would be wrong.
Advertising Age did a cracker-jack job of collecting the past year’s biggest social media blunders. No surprise, all of them erupted on Twitter. If I’ve said it once, I’ve said it one hundred times. Twitter is great. Yes. Check in. Keep tabs on your reporter buddies. Respond to complaints. But don’t let it take over your marketing communications.
Take some of that energy and put it into blogging. Blogging is much more thought-intensive, it has more longevity, and it’s a lot less likely to land your company in the soup — because, frankly, it’s just not as easy as Twitter.
People and companies who tweeted and regretted later in 2011 included Representative Weiner, New Media Strategies, Kenneth Cole, Gilbert Gottfried, GoDaddy, Netflix, and Ashton Kutcher, among others. These were devastating blows to their personal and corporate brands, all from a tweet!
No More Bloopers on YouTube in 2012
YouTube has been around since 2005. You might recall a few months ago when I conducted an analysis of the YouTube usage of 100 top PR and advertising firms (links below), and I did not like what I found. Overwhelmingly, agencies are not taking full advantage of YouTube — from not having a presence at all to uploading truly bizarre and off-brand, poorly produced videos.
It is time — well past time — to take the 3rd most visited site on the Internet seriously. YouTube will soon be on all of our televisions. It’s already on a lot of sets. Have you got $500,000 to produce a 30 second commercial for distribution on national television? No? Well, this might be a good time to start investing some resources into your brand presence on YouTube.
Just Because It’s An “App” Doesn’t Make It Amazing
I think in 2011 we learned that not every app is going to sing like Angry Birds. They may have entertainment value, but what matters in marketing is the relationship between app usage and conversions — which isn’t always strong. This turned out to be true for QR codes and to a lesser extent for Groupon and Foursquare.