I read a good post by Marc Binkley the other day, entitled ”Transmedia Storytelling and Content Marketing”. The post brought up what I believe will be a very hot trend in marketing; realizing that (as Marc lines up in his post) 1. Consumers are media, 2. People yearn to belong and 3. Communities identify themselves in each other’s presence.
1. Look at marketing in the right light. Marketing should be seen as an investment, not an expense; a way to get the attention of possible clients and audiences. Attention is the second most important aspect of any transmedia project (the first being the quality of the content, naturally). Have great content and grab the attention of enough people, and you’re sorted.
2. Do not frown at market research. In the vein of ”build it and they will come”, many people creating transmedia do not really know who they are creating their content for. Market research can, as with any other product, help you find out whom you should target; what demographic, what age, what media habits and so on. This will make the first point above click a whole lot better.
3. Following up on that, do not frown at marketing research. Where market research focused on the market, marketing research delves into the spending habits and behaviours of the target group you’ve decided to target with your content. Use it to help you avoid mistakes, basically; the more you know about the people you ideally would want to be interested in what you have to offer, the better odds you have of achieving that goal.
4. Spend time on your marketing plan. Your content is worth spending time on, right? If you’re at all like me, you’ve spent more hours than you ideally want to realize (waking and sleeping and in-between) on your content. Now, you want people to take part of it, so that it won’t all have been in vain. Use a marketing plan to find holes in your strategy for reaching your customers, and in the long run as a road map to give you stability and security (and success, no doubt).
5. Be realistic with your marketing budget. Talk to someone, look it up on the web… there is advice to be had on the subject of budgeting for marketing. Don’t be too cautious. But neither should you overstretch.
6. Stand on the shoulders of others. Just as with developing transmedia in the first place, there is no shame in using a tried and tested successful method of marketing. So look around, look into similar projects; what did they do right? What did they do wrong? What can you learn and how can you implement it?
The points above are based on Laura Lake’s basic marketing advice over at http://marketing.about.com.