10 Oct Does Your Delivery Defy The Laws Of Physics?
Guest blogger Brian Kolb (VP of Wright’s Media) takes over for this post.
Change. Many fear it, few embrace it. Me? I thrive on change. The same thing day in and day out keeps deals from being done and monetary capacities from being increased. Not good.
Energy tends to be the same way. Energy loves to travel, to change forms if necessary. Energy prefers a jet plane to a leisurely bike ride– the clichés go on and on. Your delivery should be the same way, seeking ways to transform itself to find and keep a new target audience as well as hold on to the interest of your current clientele.
In an article by Jack Marshall on digiday.com, he details a recent marketing endeavor by McDonald’s that takes advantage of a new approach to delivering a marketing message. When they learned of a favorable article about their new line of Fish McBites in Huffington Post, McDonald’s hired content syndication platform Outbrain to corral consumers toward it. Huffington Post bred the cattle and raised them, McDonald’s took ‘em to market.
Creating content and driving traffic to it is about as new as that dual cassette deck collecting dust in your attic. But the practice of driving traffic to reputable publishers’ sites is something of a new venture in marketing. Paid-for marketing has been around quite awhile, while earned marketing is relatively new. Marshall notes the marketing world has been buzzing about paid-for and earned marketing for years; marketers are finding the challenge to be landing on that sweet spot between the two. By driving traffic to known and trusted sources, companies are cutting out the uncertainty factor in the consumer’s thinking process. With earned marketing, consumers seem to be saying, “Why, if Magazine X says Company Y’s product is good, well, I should give it a try,” rather than “Oh boy, another advertisement. Where’s the remote?” Think of it this way: When your parents tell you you’re smart, that’s great, but let’s face it: They’re SUPPOSED to tell you that. But if Albert Einstein came up to you and said, “Wow. You have a quite a brain in that noggin. I’m a bit jealous,” well, that would be great and it would mean more because Einstein is an unbiased source.
What does it take to be one of the “trusted” publishers? It takes a record of quality service, for one. But more than that, it takes a whole lot of believability and even more trust. Without either of these, you’re a dollar store trying to pass yourself off as Williams Sonoma. By changing the focus from “Take our word for it” to “Take THEIR word for it,” companies are channeling marketing energy into a more readily accepted (and more easily believed) call to action. They’re shedding the insulation of barriers between the consumer and their message, turning that chemical energy (your ideas and your marketing) into kinetic energy (getting consumers to get out there and buy your product/service).