When once marketers asked: ‘why am I not on Facebook?’, they should be asking: ‘why am I on Facebook?’ The majority of Facebook users are no longer interacting in the context of a static hub – mobile users want light and quick interactions while on the move. Time to evaluate the role of brands on Facebook?
Anthony Donaldson, head of planning, Haygarth
Give non-sponsors a bat
Before making any decisions about how far brand protection should go, the England and Wales Cricket Board (ECB) should review what Locog and the IOC did to protect London 2012 and its sponsors. How far did the negative public response to their strict control on promotions damage the London 2012 and Olympic brands? Did this outweigh the benefits?
Michael Payne, former marketing director of the IOC has said that organisers did go a step too far and rather than protecting the brand were at risk of damaging it.
Promotional marketing activities are a valuable way to amplify events and bring them alive to audiences. There is a balance to be struck between protection of sponsor rights and restricting others, including local and national businesses, from adding their support to promote the event. Even though non-sponsors do not have rights to use approved logos or phrases, in certain circumstances, their involvement can energise the public and benefit not only the event but also its official sponsors.
Lorraine Horley, head of client services, Fotorama
Be social: let go
Brands giving up control in social media can be risky but any social media campaign brings inherent risk: you’re seeking attention by inviting your audience to interact with you on the web for all to see. With sufficient planning, these risks can be minimised and potential gains increased.
Regarding ‘super fans’, you cannot expect good results from simply handing brand assets to unpaid fans who could turn on you at any time. Rather, we have worked with clients on keeping a well-managed team of ambassadors, and this has reduced customer service issues, increased brand advocacy and saved call centre costs.
Dom Sparkes, CEO & founder, Tempero
I would argue that it’s impossible for marketers to control online brand discussions at all. There is no such thing as relinquishing power to the consumer – they already have it. The difference is if the marketer chooses to act and use the conversations to provide valuable insight that can help inform the business to work thoughtfully, efficiently and with the consumer at heart.”
Melanie Seasons, community innovation director, Onlinefire
Trust me I’m omnichannel
‘Omnichannel’ is quickly becoming a fundamental marketing truth. With consumers spending more and more time deftly traversing digital channels, the onus is on brands to not just tick boxes when it comes to the various channels on offer, but deliver seamless experiences.
Until it is fully established, trust can be a fragile thing and simply having a presence is no longer enough. It’s imperative that brands seek to quickly and emphatically understand the entire purchase decision journey and every point of influence that could shape consumer behaviour.
Sarah Todd, CEO, G2 Joshua