A & P Advertising

Integrated Communications Solutions

Digital Space – Getting it right

I went to a business breakfast  this morning on ”How to make the web work for small business”. Hosted by Port Phillip Council, if offered up the venerable Howard Michel, a Gen ‘Y’er digital strategist and Head of online communities from Lonely Planet.

Wildly different in their views on the digital space, it reflects the constant challenge faced by both small and big business alike.

”Be honest, be prepared to lose control and don’t rely solely on your own content” Vanessa from Lonely Planet advised. ”Its in the drama, the passion and the flamboyancy of the engagement” was Gen ‘Y’s take on it. “It’s all about the product differential. Offer something that’s desired by consumers, but not delivered by your competitors” vocalised Harold.

Well if you’re smart, wouldn’t you do all three?

I think the biggest challenge is not being able to understand and adhere to these and other principles of Web 2.0, but the will, desire, creativity and let us not forget the money, to effectively implement them. We all hear of people going on about the effectiveness of social media and how it’s such a business enabler. Opening a two way dialogue with the consumer to deliver a stream of consciousness must be good right? On average 90% of all your businesses revenue is being generated by just 10% of your customers. So if it’s just 10%, do you need to talk to everyone or just that small group? They are your core buyers, your loyalist and advocates. You need to in fact, layer your involvement – engage the wider audience, but treating those of most value to you differently. Making them feel special, so that they can be your champions, police and defenders of your brand, within a space that you never really owned in the 1st place.

Maybe just remember this:

  • Define your audience and know exactly who they are and what they want
  • Segment and treat them differently depending on their value to you
  • Ensure differentiation from the competition (perceived or real)
  • Ensure any offers are compelling/ differentiated / relevant
  • Make it personal – you’re always selling to an individual
  • Be passionate about what you do
  • We all make mistakes, just don’t repeat them. Test, learn and apply.

Andrew Pink

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18/03/2010 - Posted by | Brand advertising

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