Some shifts in business are generational, but others are attitudinal. Ric Dragon, CEO of DragonSearch and the author of the new book Social Marketology, is a seasoned pro – but one who maintains a modern marketing sensibility.
He has a message for old-schoolers hanging on to mostly advertorial-type marketing:
“Online Marketing works best when it’s non-promotional.”
Mr. Dragon – who may have one of the coolest last names ever – took some time out of his busy schedule to elaborate on that and share his wisdom with me and the Advertising Week community.
Listen up folks.
Juicy gems from Ric coming straight at you.
Dragon on Storytelling
“Online often works well as trans-media storytelling – in other words, the stories and engagement work over time, through different narrative threads. These aren’t simply ads that we post on Friday, and then get a swarm of new customers through the door on Monday.”
Dragon on Brand Voice
“Brand Voice is more important than ever. In the late 20th century, when marketers came up with the notion of brand personality, it was pretty important. But now that brands are expected to engage one-on-one, that voice needs to be clearly defined.”
Dragon on Microsegments
“Old-school advertising operated on very broad segments. Even if you got beyond demographics and into behavioral or even psychographics, you were still dealing with broad segments. In online marketing, we deal in microsegments. For example: we’re not just seeking people who are interested in music, but we’d be looking for that world-music lovers’ group at Berklee College for music that goes Zydeco dancing on Thursday nights.”
Dragon on Mechanism of Influence
“In online, the mechanism of influence is different. You have the opportunity to identify and engage directly with influencers, and play a larger role in the conversation. The mode, too, of influence is likely to be what is normally thought of as direct influence. Instead, you’d depend on an indirect approach. Brand passion is pivotal to this concept.”