TIPS ON MARKETING IN A DIGITAL WORLD: based on thoughts from Toby Horry of Dare

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Photo: IABUK off Flickr: http://www.flickr.com/photos/iabuk

I was at an excellent talk that Toby Horry, one of the joint managing directors, at the communication agency called Dare in London gave to me and some work colleagues recently. His ideas and thoughts were very thought provoking, and give good advice to people thinking and approaching the whole digital space.


There were 4 key points that stood out for me from his thoughts and advice, and here they are:


(1) THINK ABOUT MARKETING FOR A DIGITAL WORLD, AND NOT ABOUT DOING DIGITAL MARKETING.


The consumer is now connected, and especially younger ones. They see it as just a normal part of everyday life, and something that they just do. Not something separate and unique. It is integrated into their life and blurs into they way they live and act.


The mistake that manufacturers and retailers make is that they approach digital with a mindset of "digital strategy and marketing", instead of being focused on what do I need to do across all my mix in a digital world.


(2) CONSUMER IS EXPOSED TO "TOO MUCH" MEDIA AND VOLUME OF MESSAGES. THEY NEED TO MAKE CHOICES.


There are more and more tools to help them do just this, and to screen out and filter the volume of media and messages. One example is Sky+/ TIVO so they can time shift watching, chose what they watch when and screen out adverts if they want.


The only way that you will be seen and engaged with is by being clear about how you will and can add value and be one of the chosen that they will want to stop and listen or interact with. Increasingly, this is going to be key. It also reminded me of another article I wrote about how communication will need to ensure that you stop people, make them look up and then engage and act (click here).


(3) THINK ABOUT AND APPROACH WITH A MINDSET IF "DOING. RIGHT DOWN TO THE ORIGINAL BRIEF"
Toby spoke about how important it is, and how they encourage their clients to always try and ensure they have a VERB in their briefs. The key, he argues and I agree with, is that you should have a verb in the brief that describes what you want people who see your communication to actually do. 


For example, Sainsburys Supermarket communication proposes you "try something new today", while say Avis says "We try harder". The first encourages and action, and is much more about getting people to act.


This is a great piece of advice, and especially key for digital..


(4) FAIL FAST AND FAIL CHEAP!
Try things and learn what works, but do it fast and learn in an inexpensive way..


Some great thoughts and advice. The Dare agency website is http://www.thisisdare.com

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