ideas for Marketing in a network economy 20

1. Attention People don’t wake up thinking about your brand The human brain processes about 5% of the information it receives. What makes your message worthy of that 5%?

2. Authenticity What is your story and is it important enough to care about? Do you really care about what you do? If it matters to you, it will matter to your audience

3. Tribes The Beatles didn’t invent teenagers, they merely decided to lead them Find a group that is disconnected but already has a yearning rather than persuading people to want something they don’t have yet

4. Crowdsource There are a billion great ideas out there Work with your customers to innovate and create better products that people want

5. Ethnography Get watching. It’s not about focus groups anymore Get out there and see exactly how people use your product in the real world

6. Features & Benefits People buy on benefits and justify their decision through features Are you selling on features or benefits? What’s in it for your audience?

7. Opportunity costs All consumption is an opportunity cost In a world of abundant choice, what are people actually spending their money on?

8. Integrated channels Think holistically – integrate don’t isolate Do you separate or do you integrate your approach across mobile, web, TV and print?

9. Metrics ‘What gets measured gets managed’ (Jack Welch) Do you see metric analysis as a chore or is it part of your company DNA?

10. Nomads Always looking for the best deal in a buyer’s market How do you build loyalty with the fickle, discount seeking, nomadic customers? Do they matter to you?

11. Existing behaviours We have always listened to music, but the iPod made it easier Successful technologies enhance existing behaviours rather than expecting customers to follow new ones

12. The 10% Find the 10% of your market already sold on your product Involve them, respect them and treat them well and they will care about you

13. Grass roots Your best fan club is the one that you didn’t start Take action and be your best and people will love you for what you do

14. Marketers Your best marketers are your current customers Are you marketing ‘to’ your customers or ‘with’ your customers? Work with them to give them what they want

15. Customer service Excelling at customer service is your best marketing strategy Give your customers a good reason to talk about you and to come back for more

16. Ecosystems Throw away your pipeline, live in the real world and be agile Don’t look for customers for your products, instead, create products for your customers

17. Leave a legacy When the advertising campaign stops, the attention evaporates Outlive the campaign by creating a legacy. Don’t sponsor an event - create the event

18. Transparency Your customers want to trust you. Your values should be their values Be open about where your products are made, ecological footprints and what you stand for

19. Social fabric Sell more by not selling. Be their social fabric Help your customers connect to one another. Provide them a sense of belonging and feeling significant

20. X-Factor Be remarkable. Be with your audience. Become the conversation It’s not about social media marketing. It’s about leading a community, building an ecosystem and creating a legacy

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