Each Thursday at 11am EST, marketers from around the world join the ExactTarget user community on Twitter for a conversation about trends and campaign ideas across the interactive marketing industry. We call the virtual coffee chat the Nexus Café.
During a recent chat, we hosted Jeremy Bromwell, account director at Definition 6, longtime ExactTarget partner. Jeremy is very passionate about helping clients implement a unified marketing strategy—connecting brands and people through a cross-channel, “media agnostic” approach. This chat was about brand unity and connecting people to their brand. Jeremy has been actively involved in our 3sixty Live user communities in Atlanta and now New York City. To learn more and sign-up, please go here.
We're moving to a new #ETCafe hashtag on September 20th! Be sure to add a new hashtag search term in your Twitter application to continue the conversation! A Facebook revealed the fan favorite for our new hashtag for our weekly Twitter chat. We look forward to our ExactTarget clients, partners, and marketing friends participating each week!
Here's a recap of the conversation:
@ETNexus: Q1 What's a recent example of a campaign that has engaged users in multiple mediums?
@jbromwell: We just launched a site for @BNCollege that ties together PPC, Email, eComm, Social & Charity to connect
@stephaniedewitt: Sweeps gain traffic multi channel: TV, Social, Email Travel Channel example
@TargetCastTalks: @AMC_TV did some great cross-promos for The Walking Dead & Breaking Bad - digi, TV, OOH etc
@spencerabrams: I like @GoDaddy's #hinchforhomepage campaign shifting away from the GoDaddy girls but sticking with @FollowAndretti
@studiokandm: The Jay-Z decoded campaign was pretty interesting. one of my favorite campaigns actually.
@ETNexus: Q2 How do you determine where to focus your energy with various channel options?
@jbromwell: Knowing your target audience is the most critical part - where are they engaging? Focus there; use insight to prioritize rest
@jbromwell: Leverage data and research about your audience and key customer groups!
@briandshelton: Level of engagement helps drive focus. Go fishing where the fish are. You must test all ponds to discover the answer.
@stephaniedewitt: Depends on the goals. Different channels have different strengths. Think like a customer not a marketer.
@TargetCastTalks: Consumption data is critical....a message is not delivered unless received
@stephaniedewitt: strengths in channels: TV/Mass Media=Reach; Social=Branding/Loyalty; Email=Revenue/engagement
@candicelyn: Some channels are easier to track/report so they seem like an easy medium, doesn't mean its the right one
@ETNexus: Q3 How do you know if you've created a connection between the brand and the fan?
@jbromwell: Listening to social media is the first thing I always do. Metrics for visits, engagement, conversion help quantify the connection
@jbromwell: Follow-up: Exclusivity-give them something special/unique to let them know they are special to you
@susanprater: Look at the KPIs and success measures you initially established to see if your tactics are supporting the strategy.
@MaddieMarovino: If the fans engage with the brand and want to talk about it organically because they are excited about it
@stephaniedewitt: Engagement. Use tracking tools to monitor buzz and attrition.
@ETNexus: Q4 How do you structure your team internally for success in this rapidly changing landscape?
@jbromwell: Everyone should see themselves as a content creator (even developers) Be hungry to learn new skills to stretch their knowledge
@stephaniedewitt: Hire smart people ;-)
@bethleleck: Extend the "team." You have a company full of brand advocates. Enable them. Empower them.
@ETNexus: Q5 Where do you find inspiration for the new things you are developing?
@jbromwell: I keep up with a few blogs/design sites, Facebook updates to the platform, client competitors, big brands, and my life in
@stephaniedewitt: By MAKING time to be creative.
@JL_714: collaboration is key! breaking through company silos is tough
@studiokandm: We take inspiration from the customers and fans! Seeing what they are into. Also creativity from within the office.
@ETNexus: Q6 What role does content play in creating the connection?
@jbromwell: A HUGE role - great content is the lynchpin to creating the connection and uniting people with your brand
@susanprater: The right content at the right time for the right person in the right place. Otherwise engagement will suffer.
@stephaniedewitt: Huge- there has to be a benefit to the consumer.
@studiokandm: Advertising and what not are usually to get people to make that first click. Content is what gets people to keep coming back
@briandshelton: Content (stories) is central... deepest connections occur when the customer is the storyteller/content creator.
@candicelyn: Content is KING!
@ETNexus: Q7 What's the best thing you've learned (good or bad) in 2012 when trying something new?
@jbromwell: Involve your community early in the process! Share brainstorming, allow fan/follower buy-in, and the more they'll engage
@stephaniedewitt: Don’t forget to plan with the end in mind. Set goals + stick to them. Hard- but well worth it when it comes to proving ROI.
@susanprater: not to be afraid to fail. You never know what will work. Sometimes you'll be surprised!
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