Marketing Brekky Notes July 2013

Marketing Brekky Summary

Monthly/Quarterly I run the 'Marketing Breakfast Club' which includes a beautiful bunch of smart marketing professionals brought together by a fine breakfast spread at the Merchant on Beaufort St in Mount Lawley. The breakfast has been running for over 3 years and started as a way of bringing together interesting people offering a forum to bounce ideas off each other and discuss the wonderful world of marketing. It’s a great opportunity to learn about many different industries and raise your marketing dilemmas. We’ve also made great contacts and friends from this too.

JULY 2013
This month we discussed all things marketing with a focus on the complexity of Google, the need for marketing in declining industries such as retail, the nuances of social media and much more!

Meeting Summary
The Complex World of Google & online marketing (Penguin/Panda):

Discussed the effects of Google’s major Algorithm changes like Penguin and Panda and their effect on marketing managers in trying to ensure their organisation/brand remains highly visible online.

Useful Links

·         Panda update massively altered Google and increased the work required to remain on top: http://www.wordstream.com/blog/ws/2012/12/24/google-algorithm-update-changes http://en.wikipedia.org/wiki/Google_Panda

·         Penguin too (Note: Many sites did not recover their positions after this update): http://en.wikipedia.org/wiki/Google_Penguin http://www.seroundtable.com/google-penguin-poll-16162.html

·         Summary of Google’s ‘Panda’ updates: Feb 24, 2011 -  Dec 21, 2012, http://searchengineland.com/official-google-panda-update-23-impacting-1-3-of-queries-143271

·         Google ‘Penguin’ update: “94% Of Google Penguin Victims Did Not Fully Recover”: http://www.seroundtable.com/google-penguin-poll-16162.html

·          Google has made extensive Algorithm changes (More than once daily!): http://www.seomoz.org/google-algorithm-change#2012 (list of all changes done over past years)

·         Even Google’s price has increased dramatically

·         Since 2005, Google’s Average CPC has increased over 3.25 times the 38 cents it used to be.

·         http://keywordsearchpros.com/2011/04/google-snakes-an-additional-5-5-billion-from-adwords-customers-in-2010-what-about-2011/

 

Google is Always Changing

E.g. Duplicate content and % keyword densities allowed in your content

Google is almost a monopoly:



Emergence of Online Marketing- keeping up to date

When we each studied marketing/respective disciples or first started out in marketing: online marketing was not a consideration. Today many universities still cannot properly educate students on online marketing- mainly because it is always changing. The best way to keep in touch yourself is through blogs or by partnering with a strong online marketing partner.

 
New Online Marketing Trends

As an organisation it is important to keep up with current trends and adjust your business strategy accordingly. There is a new trend of retail customers doing their research online first and going in to store- ready to buy and know what they want. This does not mean that they cannot be influenced but as a manufacturer you need to then rely on the sales staff of your retailers to change their mind. Issues like younger staff, lack of training and customer service issues also come into play. Therefore as a manufacturer you would need to make yourself visible and convincing online to make the most of this trend.



E.g. Clipsal change of strategy- now trying to draw demand from their end users so they ask for their products from the retailer.

 
Social Media

Always a topic of discussion at our marketing brekky and in society. We still struggle to understand it and how to apply it effectively to our businesses. Unfortunately this is just a standard when it comes to social media as trends are always changing, but we can continue to modify our approach to ensure the best outcomes.

ÿ        Twitter Feed effectively posts to multiple social media channels easily

ÿ        Good social media optimisation affects your overall online marketing strength in the eyes of Google, especially You Tube as Google owns You Tube.

ÿ        E.g. Friendlies Chemist changed their approach to social media to get a better response. Instead of just blanketing their audience with message of how great they are or what products they sell they chose to engage their audience. Offer solutions, remedies and health advice and behind all that a subtle voice that encourages them to come to Friendlies.

ÿ        Burch Family Wines: ‘a glass of white solves everything’ https://www.facebook.com/WinesOnline 190,000 followers

ÿ        Elmars ‘beer club’

ÿ        Pinterest: retailers are targeting Pinterest as users create boards of wants e.g. wedding, new home etc.

 

The title ‘Marketing Manager’:

Discussed negative connotations of the term ‘marketing manager’ for an older market that does not want to be ‘marketed to’.

 
Interns:

As marketing managers we often get overrun with tasks and have to prioritise, so some of those mundane but necessary tasks get left to the wayside. Why not consider getting an intern? Often they need an internship as part of their degree so it’s beneficial for them and free for you!

PR- Building Relationships Through Events

Discussed how holding events can assist in building relationships with our key stakeholders.

QR Codes

Big in some US states. E.g. one heating/cooling company in Michigan actually has QR codes on their products in the show room so prospective customers can scan and view further information. There is industry talk of providing this technology in stores like Bunnings so you can search helpful hints, products and even view how to videos in store. This has been trialled in the Real Estate industry where some properties for sale feature a QR code on the ‘for sale’ sign or at the property viewing allowing prospective buyers to save the property, contact the agent etc. There is an example in Taiwan of the retail market completely reversing e.g. users coming in-store to view products and then buying online. There are the emergence of online sellers that are often existing retailers that have labelled their online division separately. They are therefore able to effectively compete with online sellers without upsetting their suppliers or customers by affecting their branding and perception.

Marketing Failure:

Morley’s Coventry Village is failing. Meant to be marketed at a higher end level and have events that attract foot traffic.

Lawsuits as 50 shops close doors

http://au.news.yahoo.com/thewest/business/a/-/wa/17798672/lawsuits-as-50-shops-close-doors/

Don’t Stop Marketing in the Downturn

There has been a downturn in commercial, retail and mining industries. The worst thing to do however is to stop marketing. You need to be more strategic in how you market and in getting the best bang for buck.

E.g. companies like Coke and McDonalds are very well known but never stop marketing.

Also it is important to consider and care for your existing clients as it is much cheaper to sell to them than to attract new clients in their place.

Interesting Marketing

E.g. The Wine Club partnered with Miele who do kitchen appliances. Very unlikely partners but it was very successful. In the Miele Showrooms they offered wine tasting. This worked on two levels- the subject experienced an emotional connection with the wine tasted in a home-like setting as well as the product. Useful comparisons could then be drawn- ‘that wine glass you’re holding can easily be washed in your new Miele dishwasher.’ It is known as ‘experience marketing’ Another example is Apple and their ‘geniuses’ and in-store experience.

Quote of the Day:

“Success doesn’t come to you… you go to it.” ~Marva Collins.

 
Well, that's it for this month and I'm looking forward to the next Marketing Breakfast Club. At this stage we are thinking late August.

 
Christina Marie Giuffré