The problem with “Why aren’t we on [channel xyz]”?

Why are we not doing [name any popular activity] ???

Clients and suppliers alike often ask me the same question.

  • A supplier might be trying to sell me their service and will suggest for example that my client needs to invest in SEO activity, or that they should consider an Instagram account.
  • A client might see that her competition is sending weekly emails, or that her daughter can’t stop using Instagram, and asks us why we are not initiating similar activities.

Well,….. because it’s not part of our strategy and it doesn’t align with the role we have agreed to assign to your digital activities.

Let me explain strategy first.

Strategy & Planning

Let’s say we are planning a family holiday. We first define our purpose together.

Purpose

We want to get away from the city and experience the Australian Bush.

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Shopper frustrations

In the last few years my expectations as a shopper have changed. From players like Amazon and Ebay I have come to expect a seamless and integrated experience, and I frustratingly note that this doesn’t yet translate to my shopping experience offline.

Products I find online I cannot find in-store and a friendly Target employee explains to me that’s cos they are two different cost centres and hold different stock. Its so happens I understand that, but I really don’t care. I want an omni-channel experience. I want to know that the prior research I do for the perfect night cream doesn’t go to waste the moment I walk into Woolies, only to find I have to start again based on what’s on the shelf here. Everytime I get an email from Woolies I wonder why they still target me with me Sprite on-special even though I have never bought that in my life, and whenever I take my 5 year old shopping I wish there was some sort of in-store game, maybe with Augmented Reality, to keep her entertained, and 9 out of 10 times, when the queue in my local Woolies winds through the entire store I wonder why I cannot scan my own products in the aisle so that when I am ready to go I just need to swipe my card and off I go.

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Who owns Social Media?

Before you decide to enter into the social media arena for your brand, you first need to reach internal agreement about who is going to ‘own’ it. It’s highly likely there will be several departments in your company, who all feel that social media belongs to them. In fact, they may all have already started their own initiatives, without consulting each other.

RFID technology

I saw an exciting example of RFID technology today. Renault created an opportunity for visitors of the "auto RAI" in Amsterdam to share their offline experience directly with their online friends.

Fans are priceless

As Facebook is a social platform I believe we should first and foremost focus on how being a fan of a (brand) page impacts on attitude and brand equity. Most companies have Facebook pages now, so instinctively we must all know that having such a page somehow increases engagement and improves brand equity.