Most businesses are in the internet marketing game, however, whether or not they are executing it right is a different matter. We know that in the technology savvy world today, keeping up with the new trends in technology, platforms and satisfying the ever-growing customer expectation is beginning to be more and more difficult to achieve. From lectures, we know the importance of having the 7Cs such as community, content, context, connection etc. is essential to building a strong foundation for a company’s website. But besides these basic elements, what else contributes the success of internet marketing for businesses?

Content Marketing!

In the article which talks about Content Marketing, it tells as that statistically, marketers that are successful with their content campaigns spend twice as much than unsuccessful ones – around 39% vs. 16%. This is a cautionary sign for marketers – don’t be afraid to spend more budget! While spending money is important, where should companies focus their efforts for content marketing? Not surprisingly, the article suggest social media. “85% of companies use social media as their number one tactic” with effective companies using an average of 7 social media platforms to share their content. As in class, we looked at the significance of using social media as a place to connect and build community with customers. “Conversation” was the big take-away, because although it is something that should be pretty much common sense, we take it for granted and undervalue its weight.

Sephora Beauty Insider

In 5 Top Tips for Content Marketing Success, it reiterates and builds on how to successfully build good content marketing, which is also applicable to creating a good social media community with customers. My favourite two is: Bring the Customers Inside and Get Emotional. Similar to the first part of class, where we talked about “Paid, Owned and Earned media”, there is a slight shift toward earned media through the use of user-generated content (UCG), and this is exactly what bringing the customers in talks about. An example of this that always comes to my mind when I think about UCG is the Sephora Beauty Insider Program. Getting emotional refers to not being afraid to elicit feelings from your customers, and although each person may have different reactions, what’s important is that you are “exciting the right people, then it’s ok to let some people go”.

Keeping in mind these additional building blocks for internet marketing will ensure that companies are on the right path with their online strategy.

In the past few years at Sauder, the word “customization” was constantly drilled into our minds, and this year is no different. In our eMarketing class, we were exposed to the extent that customization through social media platforms has evolved. Long gone are they days when you have mass automated “customized” messages which thanked customers for their business, people in these days expect to see human to human interactive messages, if you are going to send them a message at all. Marketers really need to keep an eye on what they are trying to achieve through the use of social media platforms. To companies, these platforms should not just be a business channel, but be a two-way interaction arena. It should give content, but also share related news and trends. Engagement with customers is also a must – whether this is through response to comments, or “retweets”. This will ensure that customers do not feel alienated or feel that they are simply another hay in the stack. Of course, the semi-customized, automated messages, such as the ones that is possible through Hootsuite is satisfactory every now and then, but don’t fall into the trap of over-using it, because it can be painfully obvious to your listeners that you are not putting enough effort in this relationship.

A conversation is a TWO-way street

However, customization has taken on a whole new level in paid advertising, such as what “Kiip Rewarded Video” offers. Online games will award players for completing specific levels, and the software even knows when the optimal time to show the advertisement is. An example given from the article is a Trident chewing gum will be the reward if the video is related to garlic.  Not only are there crafted messages that can occur through social media platforms, but potentially, the new age of customization can allow tailored advertisements and corresponding rewards to be possible.

What is important to keep in mind is that companies know what their customers want and link it to relevant trends. An article in the Globe and Mail called “How to know what your customers want before they do” conveys this concept really well. Customization is about understanding the customers and what they need and giving it to them. If companies are able to anticipate the needs, then they will be ahead of the game. A fitting quote from this article that is also highly related to the eMarketing course is: “Real-time marketing isn’t a one-size-fits-all-proposition”.

One-size-DOES-NOT-fit all

How will you up your customization game?

Tailor to your audience and customers – don’t be generic!