the 6 keys to bad marketing (for considered purchases) #1: digital marketing

The 6 Keys to Bad Marketing

– for ICT considered purchases

Mistake #1: Digital Marketing

Crosscut Bay Pty Ltd © 2014 All Rights Reservedwww.CrosscutBay.com Page: 2

…by emails, articles, white papers, blog

posts, LinkedIn groups and social media…

…about software or services for ICT marketing.

Every day we’re bombarded…

http://www.crosscutbay.com/



They all assume the same basic principals…

(cribbing off our neighbours, anyone?)

…often repeated, but seldom questioned.



Most focus on B2C mass-markets…..like

T-shirts…

Buy

Me!

…music… …perfume…

…books…’n stuff.

…things you might buy on impulse.



B2B ICT marketing is very different…

…as businesses much are more careful.

• IT Product Marketing• IT Services Marketing• Cloud Services Marketing• Software Marketing• Complex Systems Marketing• Business IT Marketing• Outsourced IT Marketing• IT Development Marketing• Capital Goods Marketing• IT Support Services Marketing• Telecommunications Marketing



















Considered purchases fit complex needs…

…expensive products with long sales cycles.

Like tools… …buildings...

…or business services.









Some things are just wrong…

…for major, considered purchases.



At Crosscut Bay, we help ANZ SMEs sell complex ICT to business customers.



We can’t speak for everyone, but we can talk about ICT – so here goes...

Mistake 1:



Sometimes, it isn’t the best thing.

Digital isn’t everything…

Marketing isn’t just Digital Marketing.

…it isn’t the only thing.



Digital marketing isn’t really wrong…

..it’s just being overdone.



…with tunnel vision on digital.

We ignore other, more effective channels…



Could we all benefit from a broader perspective?



Digital infatuation attracts everyone…

…marketers love the shiny new toys…

(* how many new CRMs do we really need?)

…and techies love the complex systems*.



Digital channels are great to talk with

(not just ‘to’!) many markets.

For reach, versatility and value, they’re

great tools.







But they’re not the only tools...

..and as the ‘digisphere’ gets crowded, they may not be the best.



“The medium is the message.” - Marshall McLuhan, Understanding Media:

The Extensions of Man, 1964.

“No. The message is the message.” – Crosscut Bay, 2014.




Direct mail is already effective again!

Prospects are buried under

email…




Cut-through is great (for top-flight form).

…but they’re getting few physical letters (except from us!).



Promotions, events and phone engagement are working again, too!

Is your Digital Agency looking at these?



Remember Luna 2?

In 1959, it became the first man-made object to reach the moon.



We remember Neil Armstrong’s Apollo-11 – who arrived 10 years later.

Why is that?



Because the payload was alive.*

Marketing is all about the message payload.

(* and not Russian)



Before choosing channels to deliver it.

Your message needs to be alive!



Is a Digital Agency making your message* really compelling?

(* call it your brand, but we’ll whinge about that another time!)

Do they understand your unique

offer?

Do they know your

buyers’ journey?



And remember: now, your channels…

…need to bring a message back, too!



The real challenge will be to Listen…

…now that prospects can talk back.



…are a seismic change for marketing.

2-way conversations...



Tried to ring a major company recently?

Digital, analogue, outsourced, in-house – none of them are listening!



Prospects on hold for uninformed and powerless operators overseas –

- that’s not listening!



But I bet they have a spiffy website!

That’s digital marketing today –only half the battle!



Next Time…

Mistake #2: Campaigns



Crosscut Bay is a specialised, outsourced marketing agency, based in Sydney, NSW

Australia.

The brainchild of Jon Tinberg and Paul D Hauck, Crosscut Bay helps ICT vendors identify their markets and get pro-active about reaching

them.

You can find out more from our website, or contact us directly:

www.CrosscutBay.com

[email protected]@CrosscutBay.com

Suite F1, 1-15 Barr StreetBalmain NSW2042 Australia

+61 (02) 8011 4620



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the 6 keys to bad marketing (for considered purchases) #1: digital marketing

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digital marketing isnt

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b2b ict marketing