An ex-client called me the other day to enquire about telemarketing services.
“You know Graham — as your team did for us 10 years ago. Just telemarketing to get appointments – no need for any other mumbo-jumbo like collateral or messaging – I just want you guys on the ‘phones talking to people about our new ‘xyz’ capability – which is awesome … we’re getting super traction in the ‘xyz-loving’ industry and we have three customers in that space“.
The world has moved on on since the telephone was the only way to make connections with people. RMS is more than just a telemarketing agency that can make rabbit pop out of a hat where other aspects of the campaign have failed [although I do say that we have a great track record of that !]. Prospects are a lot more savvy and a lot more time-poor. Some years ago, just the offer of “we have a guy expert in xyz who is in your neighbourhood next week, can he buy you a coffee ?” was often enough to book a meeting. But these days, that is no longer true. Either caffeine isnt the lure it used to be, or people just dont have time.
So – with this in mind, we need to think a little more laterally with the campaigns. Our most successful campaigns are — unsurprisingly, perhaps — where RMS has control over multiple aspects of the campaign. Giving us – the main driving agency – more levers to pull.
Social media lovers will tell you to drop telemarketing in favour of building a community in a blog and some LinkedIn activity, or getting a story read by a million people on a web site. We take a more pragmatic approach. What we tend to do is to tackle’ each target/person individually — a bit like calling mounting a campaign per person. Prepare for the call with with some content real to immediately follow up with; by also advertising on places we know they hang out – such as LinkedIn, Facebook and Google Adwords on sites of interest; and by sending collateral electronically to them for review.
In short: “just doing telemarketing” rarely works any more. But “telemarketing as a core component of a campaign” is still a vital part of the mix.
It was a busy week for our friends at MARKETO last week — floating the company on the stock exchange and seeing the price going from $13 @ float to $23 @ first day close.
Nice job folks – keep on truckin’ - http://www.nasdaq.com/symbol/mkto
GREAT news for RMS customers, and all those who use Marketo.
Marketo has just acquired Crowd Factory.
No longer will marketers just be running marketing campaigns and then add on social campaign. Marketeers now have the option to make every campaign social, amplifying everything using social media.
- You’re already doing email campaigns driving to web pages. Now extend that to social channels to get your friends/contacts.
- Every marketing dollar is now working two or three times as hard.
- Measuring social for the first time [properly].
More info here: Marketo acquires Crowd Factory and here. Videos are great – a little ‘head-shot’ but great overview.
Sadly, most people think of “advertising” when they think of “marketing.” Marketing — as traditionally defined — is about the Four Ps (Product, Price, Place and Promotion). Marketing agencies have spent the bulk of their time focused on just the promotion part of those Four Ps. The world — because of technology and connectedness — is forcing marketing agencies back to the entire sphere that encompasses marketing.
Now, more than ever, marketing agencies will be challenged to prove their results and mettle.
It’ll be well worth the three minutes of your day it’ll take you to read this article.
Perhaps its because I am a bespectacled gent … or because I love all things tech … but I think Google Glasses are cool.
Yeah – I know that people dont LIVE being filmed in public – watch this video if you need proof of that statement – but this is great stuff.
One thing is sure – as technology gets off of the becomes wearable, we will get to see some interesting uses of the technology – and many issues of privacy will be raised. It will again push boundaries and there will be winners and losers. It is pretty easy to expect that medical science will be a major winner [think long-distance surgery]. But your privacy will be invaded – and “the privacy of your parents generation” will be a thing of the past. Instead of a someone holding a video camera that you can clearly see, wearable technology will allow it without you knowing it’s even happening. Just think of the repercussions on government officials, the police, marriages, school playgrounds and such.
I am not a great supporter of stopping any technological advancement because someone shouts “privacy invasion” – but are the technological advances enough to outweigh the inevitable erosion of privacy?
this article consider these and other thorny changes to the AdWords world.
I love the commentary; and I think Google needs to think hard about their modifications …
Brand marketers still tend to disdain this engineering approach to marketing and feel that context and experience matter a lot, even if they’re harder to measure. This is one reason they’ve been wary of smartphones for advertising – the units are so small, the contexts so brief and lean-forward. This was part of the promise of the tablet: a hi res, lean-back experience made for brand discovery and impact. So will Google be able to sell an undifferentiated AdWords channel to brands?
An unprecedented period of growth and demand for our services had led to us looking for more people.
Our CFO is disappearing under a pile of paper !
Join the team at RMS – we’re all about long-term relationships with clients, empowerment and results.
We require a part time bookkeeper to undertake Quickbooks activity / consolidations / BAS’s / work out pay-run. This job requires a few days work initially, to get your own processes running – then a few hours per week – at office [Crows Nest, parking available] or @ home. This job would suit a school-Mum who wants to ‘keep the hand in’, keep the brain working.
Apply to firstname.lastname@example.org