In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Online marketing 3.0 is about being intuitive and engaging with your community in real-time, according to respected entrepreneur, podcaster and author, Ludwina Dautovic.
The author of the new book,It’s that easy - Online Marketing 3.0, claims the first era of online marketing was one-dimensional and revolved around having a static website. The second phase gave organisations and brands the opportunity to engage and connect more, not just view content, she said.
The emerging era, online marketing 3.0, is all about being more intuitive. “Search engines for example are becoming more intuitive now… Google knows all about me, and my search results are based on this knowledge,” Dautovic told CMO. “Facebook is another example and based on the specs of your profile. Then there’s the whole world of content curation [such as Paper.Li].
“We can choose how it is we want to engage and connect within the content. Because we have the power to be more selective, it’s important for content creators and marketers to understand the power now is with the consumer.
“It also means that in a heartbeat, your brand reputation can be lifted or lulled.”
Dautovic has been in the media and small business game for 20 years, first launching her own TV show and producing 60 episodes through Optus Vision. After studying human behaviour, she developed the Red Tent Woman business network, providing coaching and content resources. As part of this network, she launched Red Tent Radio, becoming a pioneer in the world of podcasting for her interviews with business owners globally.
In 2010, she was diagnosed with cancer and had her kidney removed, a huge surgical procedure that left her unable to meet the physical demands of running the Rent Tent business network. Adversity proved the catalyst she needed to launch her latest series of podcast shows as well as become an author.
Her step into self-publishing saw her partner with 17 online engagement and business experts to publish her first book aimed at showing business owners how to better connect and engage with their market online. To do this, Dautovic built up an engaging online community via the website, podcast show, Facebook business page and the private Facebook group for the readers and authors to connect and interact. She also held a Facebook Virtual Book Launch to improve her global reach. Two further books in the series are planned.
“We’re so privileged with what we can do with a good Internet connection, laptop, headset, and our brains,” Dautovic commented. “Engaging in marketing that was cost-effective and in many cases free has given me a global audience. It’s amazing how fast you can get your message and voice out there.”
For Dautovic, it is important to integrate real-time engagement with content to give people an ability to be more involved. She highlighted message boards on websites, live chat and social tools as some of the ways to achieve this.
“People can feel like a real part of what you are doing and a true part of your community,” she said. One of the more recent additions to her website is the ability for people to leave a recorded real-time voice message.
Dautovic agreed the age of digital was making transparency core to how brands engage. “We all now have a digital stamp and legacy online and we can’t hide that,” she said. “It shouldn’t be feared either.
“There is something beautiful about the fact that companies are now going to be held accountable for the things they do and say… This transparency is the way for people to get to know who you are as a person, so they feel that sense of connection and become your advocate.”
Dautovic also advised organisations to ensure they have a dedicated social media manager as well as brand custodian who can represent the personality to the community.
“The CEOs need to come out from behind the desk and personalise what they are about,” she added. “I do believe they need to personally engage with their community, but it needs to be looked at as part of a wider marketing strategy, not just done for the sake of doing it.”
Ludwina’s tips on content development
At the upcoming Online Retailer Roadshow, Dautovic will be discussing how organisations can embrace the world of online marketing 3.0 through examples from her own experience.
“The cheeky way of explaining this is that I’m an online tart, but I keep my skirt down,” she said. “A key to this repurposing, and turning one piece of content into 10. With the changes Google has made of late, it’s less about SEO, and more on creating good quality, original content and doing that regularly.
“What I could do is create a blog post, then take a PDF and put that on another website. Or I can take that blog post and turn it into an article on someone else’s website. Or it could be about creating a video, podcast, or break it into different pieces, Tweets and so on.
“What I always want to be doing is minimising the effort around the output to get the best from it.” Dautovic identified three key broadcast channels for marketers – iTunes, YouTube or a blog. “I’d focus on one main broadcast channel and then master that,” she advised. “Then turn that piece of content you’ve created into other pieces of content.
Dautovic said that marketers shouldn't feel compelled to simultaneously focus on every content distribution channel available to them.
“Everyone needs balance… Focus on what channel comes naturally, and start there,” she added.