There’s still time to transform your business in 2014. There may not be scope
for a full re-launch or multidisciplinary project this side of 2015, but there’s still plenty that can be achieved before New Years Eve. Here are some quick wins and desk-based solutions that can return real results in the next few months
If you’re not already familiar with it, agile marketing is exactly what its name implies; marketing that quickly reacts to current events, leveraging them to create brand exposure. A stand-out recent example of this is the agile marketing that followed the moment Uruguay’s Luis Suarez sunk his teeth into Italy’s Giorgio Chiellini in the 2014 FIFA world cup. The bite marks had barely decompressed before brands were tweeting their take on the newly infamous nip. Snickers tweeted:
“Hey @luis16suarez. Next time you’re hungry just grab a Snickers. #worldcup #luissuarez #EatASNICKERS”
While Dominos went for:
“Maybe somebody should have told @luis16suarez it’s #TwoForTuesday, he could have pizza for dinner instead! #biting”.
In just a few moments these brands, along with many others, hooked their name onto a topic that was buzzing across the globe. With some carefully chosen @s and #s, their brand appeared in millions of news feeds. Plus of course, the funnier or more appealing the tweet, the more retweets gained.
You’ve got to be fast when it comes to agile marketing. Very quick off the mark was Oreo with their now famous “You can still dunk in the dark” tweet in reaction to the power outage during the 2013 Super Bowl. Their timely, witty response to an event watched by millions not only earned them retweets a plenty, but news and editorial coverage too. So keep an eye out for big moments like this and you could see significant social and brand uplift with some swift, reaction marketing.
A quick way to transform your online offering is through personalisation. We’re not talking monograms here. Just that you don’t need oodles of time to use logged-in user information and cookies to even greater effect. Do all your users land on the same homepage? If you already know the parts of your site a user has visited, make it easy for them to go straight back there with tailored banners, links or page layouts.
Similarly, if you’re an e-Commerce site, you can make recommendations based on a user’s previous purchases. This often takes the form of sections entitled ‘You might also like’ or ‘Shoppers who bought A also bought B’; however, there’s a chance to get clever with this. Interest your customers with quirky takes on this convention like ‘Do you know what goes great with…?’.
Remember, if you already know what your customers like, then give them a personalised experience that takes them straight to it. By streamlining their journey you both minimise the risk of them flaking out while simultaneously improving their user experience.
Increasingly brands are taking a multi-channel, multi-platform approach, putting all their effort into one piece of content that they then seed everywhere. Burberry is a great example of this, particularly the launch of their new Brit Rhythm perfume. The branding, soundtrack, hashtag, in effect every touch point, was the same across TV, online and in store. The models in the campaign even attended Brit Rhythm gigs and events around the world. While you may not have the budget or creative power of Burberry you can still follow their omnichannel example.
Doing great work offline? Use it to enhance your efforts online. If you’ve recently launched some above-the-line adverts make sure you’re using the same imagery and approach in your online banners too. This will not only give you the quick win of using an already funded asset, but plan for omni-channel and you could save even more time and money. Just remember one creative, one campaign, everywhere.
Does your site use Magento, Shopify or a similar platform? If so, you can use plugins (also called apps) to make quick changes to your site. These out of the box add ons can enhance your site with no design or dev work. They range from live chat tools to wish list management, order fulfilment to coupon code integration. Prices vary, but most are under £100 and some are even free.
So get going. With so many fast solutions, quick changes and speedy opportunities out there, you can increase performance in months, weeks or even minutes. So don’t right off 2014, get going and see what you can do before the year’s through.
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Written by Matt Warren
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