I'm pleased to have as my guest today Jamie Turner, CEO and Founder of The 60 Second Marketer, an organization that provides tools, tips and tutorials on the newest techniques in marketing. He is a regular guest on CNN and HLN on the subject of marketing and social media and is an internationally-recognized keynote speaker for corporations, events and trade shows around the globe.
Jamie was recently profiled in Advertising and Promotion, the world's best-selling college-level marketing textbook. He is also the co-author of How to Make Money with Social Media and Go Mobile a best-selling mobile marketing book.
Below, you can read highlights from our discussion or use the links to start the video from different parts of the conversation.
We started our discussion talking about the economy and as Jamie shares things are looking up. In his experience sales and marketing typically leads the economy. Traditionally, sales and marketing budgets drop before the economic markets because the C-level executives see what's on the horizon. Fortunately, he is seeing the reverse of that right now as they aniticipate the economy warming up, budgets are starting to loosen up. So what areas should companies focus on as their budgets gain traction? Jamie shares insight into how you can get ahead of the competition.
Mobile Marketing Boom
Click to start video at this point—Social media and mobile markets are more than just ways of boosting one's reach within LinkedIn, Twitter, and Facebook, there are real robust tools for utilizing and analyzing these marketing channels, Jamie expressed.
Social is a great way to get instant feedback from your customers about their likes and dislikes. There are also real measureable ways to track social growth and trends now. It used to be commonly thought that you couldn’t track social media, but we can now get hard numbers to learn how many visitors a campaign drove to our website and how many of those visitors were converted into customers. This is extremely valuable insight.
For five years we’ve been saying this is the year of mobile, and all of a sudden we’re saying, ‘oh, this really is the year of mobile.’ In the last 12 months we’ve seen small to mid-size businesses adopting mobile. In years past it’s been primarily large enterprise level companies who were in mobile, and now these small and mid-size companies are jumping in as they realize if they don’t then their competitors will.
Are We Returning to the Days of "One-to-Many" Marketing?
Click to start video at this point—When asked about marketing automation and if he felt we were returning to a one-to-many marketing approach, Jamie expressed that with the increased use of marketing automation, even on the social front, it has become somewhat depersonalized. Now more than a listening tool social can in some cases become very automated, without the personal nuance that one-to-one marketing lends itself to. However, Jamie says that this has to happen. Initially, social media marketers had to listen to what was being said about them and then analyze it. This took an enormous amount of time and required a lot of manual labor. Now the data has become so massive this process is becoming automated.
Jamie asked my thoughts on marketing automation and I shared a favorite expression of mine that, “Not every senior executive wants to be treated like the human equivalant of a pinball, only getting your attention when they've hit the right bumpers and scored enough points."
I feel that marketing automation can be a good thing and we use it ourselves, however, the reality is that the more senior decision makers are more averse to giving up their digital body language. I recently read an article that the more average sales reps flock to inbound leads and the more successful strategic reps go after outbound leads.
In addition, companies are rushing to focus on big data because of all the promises and press it’s received. Unfortunately they are forgetting about segmentation and how instead they should be looking at the individual performances.
Get a Head Start on Your Competition in the Mobile Arena
Click to start video at this point—For those marketing executives looking to move forward, get a head start on your competition with mobile. Gartner predicts that by the end of 2013 more users will access the internet through a mobile device than their desktop. That means you need to be there! If you are not doing mobile, you are not reaching your C-level executives. 70% of C-level executives check email on their mobile device. There is an opportunity there to get ahead of your competitors right now in mobile because they are usually a little confused or intimidated by it.
Social and mobile are nothing to be intimidated by. The world of social and mobile change so rapidly that no one is an expert. What you learned three months ago has already changed, so just dive in.
You can connect with Jamie and learn more about The 60 Second Marketer via the following resources:
Email: jamie dot turner at 60secondmarketer dot com
Training Tool: www.60secondmarketer.com/subscribe/
The next PowerViews will be with Tony Zambito. Stay Tuned.
By Dan McDade