Many B2B marketers advocate for companies to integrate emerging technologies into the marketing mix. Naturally, I count myself among them. But where I diverge from the pack is in what, precisely, I'm advocating of companies: My message isn't limited to participation in today's media, but one far more focused on innovation from today's B2B marketers.
My argument for integrating these media is rooted in what innovation really means, and why it makes all the difference in levels of ROI. Because, I contend, it’s not that emerging technologies are innovative—it's what marketers CREATE through these emerging technologies that is the true mark of innovation in this era. And in order to increase ROI through social media and mobile media, marketers must be thinking robust programs (innovation) over simple platforms (participation).
Participation in these media keeps your brand relevant. But innovative
programs with these media makes your brand unique. Innovative programs differentiate your brand, provide unparalleled value to your audiences, and pull customers to you vs. push more
messages at them (that many times serve only to push them further away).
Yet too many marketers view these modern platforms as a veritable 'checklist' of tactical items to incorporate akin to, “Twitter account? Check! Facebook group? Check! Mobile App? Check!” But these tools, technologies and platforms aren't a compilation of items to check off some ever-expanding list. Far from it. They're a set of building blocks with which marketers can architect strategic programs to advance their brands.
Remember, anyone and everyone can use these tools, launch a presence on these channels and sign-up for these platforms. But your brand isn't anyone and everyone. You're not using these technologies to merely make the same moves as others, you're looking to move the ROI needle for your business.