Listening isn’t enough. Marketing and advertising are now a conversation, with brands creating paid and owned media, and consumers responding with earned media. If you’re not measuring that conversation, and acting on those metrics to grow it, you’re already behind. In part two of my interview with Andrew Deitchman, CEO of Mother New York, we’re talking metrics, conversation, and mobile marketing. You can read part one here.
As you work with clients in the earned or social space, how do you determine the appropriate metrics?
For measurement, we’re using what’s available in many ways. Part of this is trying to get to a place where clients can understand whether the measurements that they’re using are the right measurements. You can measure something based on how many “likes” the brand has gotten, but what’s really important is actually the level of engagement you’re getting through social platforms on an ongoing basis, and making sure that you’re looking at the right media through the right lens.
There’s plenty of passive listening technology out there. I think it’s more important to truly understand what’s making people talk, and then try to move that needle, versus just waiting and listening on a passive basis.
From an agency standpoint, how do you see mobile impacting how consumers engage with brands?
Well first of all, I think consumers are leading marketers in mobile. Marketers and brands need to catch up. People everywhere are going to stores and consulting smartphones when they’re making purchasing decisions, or engaging in promotional behavior using those devices, and yet there still isn’t a clear marketing strategy. I don’t see clients making a big enough investment in terms of creating a more unified experience for people as they shop and use mobile devices.
You see more focus on mobile in the live events space – every festival seems to have an app – but again, they’re all pretty basic. Here’s the lineup, here’s where the food is, here’s a map of the property… But nobody’s really engaging people in conversations, really getting them more involved in the digital space around the event. And there’s no clear form of measurement to see what’s happening on mobile devices in a physical space.
We’re working with Virgin Mobile to produce Virgin festivals, and we’re trying to get pretty sophisticated with the way in which we measure what’s actually happening on the footprint that day – tying that to what happened in the arena, the lineup, and what happened after the show. We take all of that information and unify it so that we know what made the experience great for consumers, what they really engaged in, where it may have fallen short, and what we can do better in the future. So I think there’s a lot of stuff being done, but I don’t think many brands are making the right kind of investment. They’re just sort of following the consumer like, “Oh yeah, consumers are using their mobile devices a lot when they go in the store. We should probably do something about that.” There just doesn’t seem to be enough push out there.
On our blog others have discussed how “content is king.” What are your thoughts around content generation for brands?
The work we’ve done with Virgin Mobile is another good example of where content is king. The “Virgin Mobile Newsroom” develops and seeds content every single week, very often daily, out to Virgin Mobile customers and influencers to increase consideration around Virgin Mobile. We get together each week to discuss the things Virgin Mobile customers want to talk about, and determine what fun stories we want out there.
It’s a different way of developing work. Very often when agencies are developing work it’s about polishing something and making it perfect – this beautiful image, this perfect cut in a TV spot. But when you are creating content for the web, you are putting things out there for people to share. And more often it is about timeliness and just seeing what sticks, what gets people sharing. It’s not about being perfect, it’s about being part of the conversation at the right moment.