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Succeeding Online in the Age of Austerity
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socialwebthing.com SUCCEEDING ONLINE IN THE AGE OF AUSTERITY By Ben Cotton @bencotton socialwebthing.com
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Ben Cotton looks at ways to succeed online in the age of austerity.
Transcript of Succeeding Online in the Age of Austerity
BUDGETS ARE SHRINKING
socialwebthing.com
Marketing budgets are contracting and have been for a while. There is a very real need to be able to pick marketing wins with more accuracy so that budget for activity is allocated more effectively.
TRUST IS FALLING
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Trust is fragile and we now live in an age of scepticism. Institutions now have to work much harder to earn trust. They need to communicate across multiple platforms so their messaging is received.
PAGE VIEW LED NEWSROOM
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Media across Europe are reducing headcount as they explore ways to generate revenue. Everything from paywalls to community hacks have been mooted. Until this conundrum is solved media will increasingly focus on page views.
STOP TRYING TO WOW YOUR CUSTOMERS
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Brands should focus on doing what’s expected of them. Every brand would love to wow every consumer, but only few can. The rise of the savvy shopper has changed expectations and businesses should now focus on meeting, not exceeding them.
RISE OF THE MARKETING MATHEMATICIAN
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Marketing mathematicians are the movie stars of the digital world. With the rise of big data, moneyball marketing and powerful BI tools marketing budgets can be spent more wisely. Hire one now to make sure you’re not dazzled by the data.
FUNCTIONALITY, NOT FANFARE
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We’re going to see a return to functionality over fanfare with a sharper focus on business benefits. This new perspective will require a new approach from some agencies. In the age of austerity we need projects that drive action, not chit-chat.
THE PERSONALISED WEB
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We’ve had a taste of the personalised web thanks to Facebook, Google+, Amazon and eBay. In the future we’ll be served content tailored to our preferences and that of our networks as algorithm served content becomes pervasive.
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Contact details
@bencottonsocialwebthing.comlinkedin.com/bencottonslideshare.net/bencotton
Thank you
