It is inevitable that I end up explaining the evolution of the web several times a week. Whether with clients, prospects, peers, family or friends, the web and social media have hit a point of intersection where advertisers and consumers are now in the same dialog. Even Googling and facebooking are terms my seven year old uses regularly.
In times past, the “mother-in-law test” as I called it (no offense, Grandma C.), was a litmus test to determine how simple an idea was. I would just ask, “Would your mother-in-law get that idea?” If the answer was “No.”, then the concept was either bad or overcomplicated. Well, here is my “mother-in-law test” for the state of marketing on the web today, so tell me if I have passed my own test.
After 13 years of involvement with all aspects of marketing and web development, it seems the three-legged stool of Web development is getting a lot less wobbly and consumer habits, client needs and agency services seem to be far more in sync. Until the last 12-18 months, it always seemed that getting all three of these constituents aligned was difficult because everyone had competing agendas. Agencies wanted portfolio work, consumer habits were still segmented by demographics, and clients were confused. Enter social media.
Not that social media has fundamentally changed everything but it is a pink elephant in the room that got all three parties staring at the same thing. And if you look at what it has done, it has created two expectations from consumers that have forced the hands of clients and their agencies: transparency and real-time content.
So with the tighter budgets that most marketing managers are facing today, it seems that every call we get leads to a discussion on improving the user functionality, management capability, and ROI of their online efforts.
Here are 5 things that we are doing that clients seem to be responding great to these days.