Shift from message testing to engagement audits: The entire idea of a message test is a dated concept. It relies solely on testing the coherency, impact, and persuasiveness of an outbound message, not taking into consideration the world our consumer lives in every day. What we need to learn is with what unbranded content our consumer wants to engage with. No consumer is looking to share branded messages; he or she is looking to share impactful content. We need to learn what this content looks like, co-opt it, up-level it, and redefine it.
Understand personal metrics: The simplest step is to understand the motivating factors of your audience -- their personal metrics plan. Most Web analytics only measure interaction behavior and track business KPI’s against this data. It doesn’t go the extra step of asking your customer what he or she wants, or what he or she considers to be success. Are they looking for validation or a deal? Develop a plan for understanding personal goals and map these back to your business metrics. This will help people to achieve their goals as well as your brand’s goal.
Great marketing has always been about building consumer-first propositions, but we often disregard this in favor of what we the business and brand want to say. In today’s world, it’s become more important than ever to build people-first propositions. Attention spans are simply too short for us to build broadcast brands that deliver business metrics (the ever important click) alone. The control has been handed to the end user. We need to understand this dynamic and create for a new rule.
The Rule of 11 is therefore less of a hard-set marketing metric and more of a philosophical approach to brand marketing. Do we as marketers believe that what we put out there if shared by others will be liked enough to reach the magic number 11? If not, take a pause and don’t add to the clutter.
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Ian Chee is the chief strategy officer at digital agency, MRY. A veteran digital marketer and strategist, Chee leads MRY's strategy team and oversees all planning and strategic output across the U.S. offices. He has nearly 15 years of experience in digital strategy, most recently leading planning across all accounts at AKQA NYC, including clients such as Chase, Kraft, and Google. Before joining AKQA, Chee led global strategy for Delta, Samsung, American Express, and the Hartford at Digitas as the agency's vice president and director of account planning. In his current role, Chee contributes strategic insight to MRY's portfolio of clients such as J&J, Visa, and Adobe.
Hong Kong, May 5-6, 2015
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