Donald Trump’s rise to the presidency of the United States has many lessons for all of us, but one expert believes that technology companies should study their marketing techniques in real time.
David Meerman Scott , author of The New Rules of Marketing and PR, told participants at Comptel’s Nexterday North in Helsinki that technology companies, in particular, need to renew their marketing, using real-time communications to obtain relevant information. time. I want it.
This includes examining social media for mentions, answering any questions or handling complaints as quickly as possible, and posting relevant blog posts and trying to get them mentioned in the media.
«Every business today is a media company,» he said, pointing to Raytheon B2B technology, noting that its website content «does not look different from the BBC».
The trick, Meerman Scot said, is to hire former journalists to create «content,» rather than relying on marketing to write materials so that the tone sounds more authentic and avoids the «nonsense» of marketing. His own research suggests that words like «innovation» have lost all meaning due to the excessive use of technology companies in press releases and marketing materials.
While the slow death of print journalism means that there will be a lot of unemployed journalists to turn to for that job, thanks for the job opportunities David! – Any real-time marketing aspirant should know that Meerman Scott is not concerned with journalists paying rent, but wants him to hire people with the skills to «catch the news».
This is your deadline to get a blog post or comment at the beginning of the story cycle of a story, hoping your business can get free coverage. It also works with social media, jumping on a topic just as it goes viral.
He pointed out two examples. First, he mentioned that the software company Eloqua quickly managed to capitalize on Oracle’s acquisition of its main rival, Market2Lead, with a blog post that commented on the transaction taken over in the media. The company suggested that the coverage helped it generate $ 1 million in business.
Second, the Symantec social team saw that a new Justin Bieber album was about to be released and sent a security-themed social post. It may sound silly, but the company told Meerman Scott that unique post on Twitter and Facebook was followed by an 18% increase in online sales over the next four days.
What does this have to do with Trump? Meerman Scott has elected the president-elect of the United States as the master of such real-time marketing.
«People laughed at me, he will never win. But he’s the best marketer in the campaign, «said Meerman Scott, noting that the media coverage of Trump’s extreme tweets was estimated at the equivalent of $ 5 billion in advertising.
With the launch of many issues, Meerman Scott said that any company can use the technique to «achieve similar success» simply by conveying its message at the right time.
Of course, as one aide pointed out, Hillary Clinton actually won the popular vote, and Trump’s tweets won her a lot of fans, but like many people, she passionately dislikes the president-elect, so to speak. gentleness.
As his colleague Kenneth Cukier, a data editor at The Economist, remarked, «electric tools mean you can cut down trees, but you can also cut off your arm.» He later warned that people are getting better at finding «manipulators» and advised companies to «stick to your values» when using data.