Magazine article CRM Magazine

Is Your Marketing above the Noise? Keeping Consumers' Attention in New Channels Calls for Classic Marketing Principles

Magazine article CRM Magazine

Is Your Marketing above the Noise? Keeping Consumers' Attention in New Channels Calls for Classic Marketing Principles

Article excerpt

Modern marketers know that cross-channel campaigns are required to compete for consumers' attention. But with branded content running the gamut from traditional advertisements to social media posts, digital marketing can get noisy. To stand out, brands have to think about strategy before they think about channels and make data-driven decisions along every step of the customer journey. Linda Popky, author of Marketing Above the Noise, shared her advice for achieving a strategic advantage with Associate Editor Maria Minsker.

CRM: In the book, you say that marketing has gotten too noisy. How can marketers overcome the noise?

Linda Popky: I've been around marketing for a long time, and because of the growth of digital marketing, things are getting more and more chaotic. The good news about the Web is that more people can get their message out there, but that also means there's a lot more noise. So now, the challenge isn't about content distribution or campaign reach. It's about getting heard. What I realized was that the brands that were being heard were not necessarily the noisiest. Rather, they were the ones stepping back to say, "What do we need to do from a strategic standpoint?" As much as marketing has changed in many ways, there are some things that haven't changed at all, like the core pieces of marketing that are fundamental to all content, regardless of the channel. That's what brands need to get back to thinking about.

CRM: How should marketers balance the fundamental principles of marketing, which you call the "Dynamic Market Leverage Factors," with the demands of digital content generation?

Popky: The first thing you should always think about is strategy, and that's why it's the first Dynamic Market Leverage Factor. You need to know where you are and where you're going. This hasn't changed. What has changed is our understanding of what strategy is. People talk about social strategy and digital strategy, but what they really need to do is determine strategy on a deeper, more foundational level. The brand itself is another Leverage Factor, and there are ways that the brand is impacted today that weren't applicable in the past. Because of social, marketers can't control the brand image as much. They can manage it, but consumers will still be talking freely about the brand. …

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