New practices need new language to describe them. When IDC’s smart, experienced, forward-looking, clients and special guests got together at our recent Marketing Leadership board meeting in New York, I jotted down these terms they used as particularly useful for describing their challenges and ideas.
- Product selfie: A type of content where it’s all about the product and nothing about the buyer/user (Guidance: Keep to a minimum – you know why.)
- Snackable content: Short-form, easy-to-consume, desirable, content (Guidance: As attention spans get shorter, you’ll need more of this.)
- Brand-as-a-Service: Offering beneficial, free, and minimally-self-serving, customer service that extends your brand promise. Examples: USAA offering car-buying services, Pantene offering tips for creating celebrity hair-styles during an Academy Awards social media campaign; (Guidance: Powerful! Find yours.)
- Budget slush fund: Holding back 5-15% of your budget so that you can respond with agility to unexpected opportunities such as a social media fire or an idea from a regional marketer that is worth testing. (Guidance: Great strategy to you get beyond the same-old, same-old, but you’ll need a seeking and vetting process to make sure this doesn’t go to waste)
- Off-domain: Use of non-owned capabilities such as content syndication, outside point-of-view, 3rd-party voices; curated content, and community/social/partner media or events (Guidance: This fast growing practice will require a different mind-set than the traditional “owned and ads first” Start with some pilots now and plan to expand.)