SIMPLERULE

FOR REALLY

CUSTOMER-CENTRIC

MARKETING

RETURN ON ATTENTION:

1

MOST BRANDS KNOW BY NOW THAT

We know that customers expect to be delighted by their experience with your brand.

DELIGHTING PEOPLE ISN’T EASY, THOUGH.

Customers have high expectations, and many brands just aren’t meeting them.

IS THE OFFICIAL NEW & SHINY MARKETING BUZZWORD FOR 2016.

*I’m not sure that’s what most customers would ask for, even if they knew what it meant.

THE OFFICIAL MARKETING BUZZWORD ANSWER TO THE QUESTION

“HOW DO I DELIGHT MY CUSTOMERS?” GOES SOMETHING LIKE THIS:

“OMNICHANNEL THREE-HUNDRED-AND-SIXTY-DEGREE CROSS-DEVICE

RESPONSIVE EXPERIENCE, UNDERPINNED BY A TRANSFORMATIVE DIGITAL STRATEGY INCORPORATING A SEAMLESSLY INTEGRATED

TOUCHPOINT NETWORK UNIFYING TECHNOLOGY, CUSTOMER SERVICES, SALES, OPERATIONS AND BARBARA THE TEA LADY.”*

THERE’S A SIMPLER WAY TO START DELIGHTING PEOPLE.

ANYBODY CAN DO IT, ON ANY BUDGET.

TO GET STARTED, FIRST YOU NEED TO

UNDERSTAND THE EFFECT YOUR MARKETING HAS ON YOUR AUDIENCE.

ON AVERAGE, PEOPLE SEE 360 ADVERTS PER DAY.

THERE’S MORE NEW CONTENT EACH DAY THAN WE COULD CONSUME IN A LIFETIME.

THERE ARE

CONSTANT DEMANDS FOR OUR ATTENTION

BUT NEVER ENOUGH TIME.

SOMETHING’S GOT TO GIVE...

SOME PEOPLE WON’T BE INTERESTED, BUT THAT’S NO BIG DEAL.AS LONG AS THERE’S A RETURN ON INVESTMENT, EVERYBODY’S HAPPY.

... RIGHT?

A MARKETER’S JOB IS TO

GET PEOPLE’S ATTENTION.

AS MANY PEOPLE AS POSSIBLE

Attention is VALUABLE STUFF. Marketers who waste it will see their performance SUFFER sooner than they think.

Those 360 daily ads? Most people only notice about HALF.

18% of people use software to block them outright …and that number is increasing FAST.

WRONG!

IT’S EASY TO EXCUSE

“SPRAY AND PRAY!” AS

“MAXIMUM BRAND VISIBILITY!”BUT THINK OF IT THIS WAY…

...Or just a funny cat video that made them laugh.

In the time they spent closing your mobile banner ad, somebody could have had the

spark of an idea that could have gone on to change the world...

...Or just made a mental note to buy milk on the way home.

EVERY PIECE OF MARKETING YOU PUT IN FRONT OF SOMEBODY EATS UP TIME AND ATTENTION THEY COULD HAVE SPENT ON SOMETHING ELSE:

Instead of reading your blog post, somebody could have called their

grandmother, made a cup of tea or chatted to a neighbour...

...Or just read a different blog post instead, one that taught them something new.

Instead of waiting to skip your YouTube ad, somebody could have watched

another video that led them to pick up a new hobby...

WITH EVERY ADVERT,EVERY “SPECIAL OFFER!”,

EVERY CLICKBAIT HEADLINE,EVERY EMAIL,

EVERY BLOG POST,EVERY “SKIP IN 30 SECONDS”,

EVERY. F***ING. MOBILE. POP-UPYOUR BRAND LEECHES TIME AND ENERGY FROM YOUR AUDIENCE THAT THEY’LL NEVER, EVER, GET BACK.

AND WHAT ARE YOU GIVING THEM IN RETURN?

AUDIENCES DON’T ASK FOR PAYMENT FOR THEIR ATTENTION, BUT THEY DO EXPECT SOMETHING IN RETURN.

OTHERWISE THEY’LL CLOSE, MUTE, SKIP, AD-BLOCK,

OR JUST PLAIN IGNORE YOU.

AND RIGHTLY SO. THEY DON’T OWE YOU ANYTHING.

THE EASIEST WAY TO START DELIGHTING YOUR AUDIENCE?

SO MAKE IT WORTH THEIR WHILE.

APPRECIATE THAT EVERY INTERACTION WITH YOUR BRAND IS TIME THEY’LL NEVER GET BACK.

MARKETERS NEED RETURN ON INVESTMENT.

AUDIENCES EXPECT RETURN ON ATTENTION.

DON’T SETTLE FOR INTERESTING. AIM FOR USEFUL.

DON’T JUST TRY TO BE FUNNY. BE HELPFUL.

DON’T SIMPLY PROMOTE YOUR BRAND. DEMONSTRATE HOW IT ADDS VALUE.

DON’T JUST BUY ATTENTION. EARN IT.

NO EXPENSIVE SOFTWARE. NO INTERNAL POLITICS. JUST REAL...

THAT’S IT!

BE A BETTER MARKETER.

LEARN HOW TO DELIGHT YOUR CUSTOMERS BY MAKING STUFF THEY ACTUALLY WANT TO SEE.WWW.SILVERBEAN.COM/BLOG/CONTENT-AND-SOCIAL-MARKETING