Virtual Meetings: Will the COVID-19 virus accelerate a trend?

One of the big repercussions of the Coronavirus scare has been to shift most companies into a world where significant numbers of their employees are working from home. Whereas working remotely might have been an occasional thing for many of these workers in the past, now it’s the daily reality.

What’s more, personal visits to customers and attendance at meetings or events have been severely curtailed.

This “new reality” may well be with us for the coming months – not merely weeks as some reporting has indicated. But more fundamentally, what does it mean for the long-term?

I think it’s very possible that we’re entering a new era of how companies work and interact with their customers that’s permanent more than it is temporary. The move towards working remotely had been advancing (slowly) over the years, but COVID-19 is the catalyst that will accelerate the trend.

Over the coming weeks, companies are going to become pretty adept at figuring out how to work successfully without the routine of in-person meetings. Moving even small meetings to virtual-only events is the short-term reality that’s going to turn into a long-term one.

When it comes to client service strategies, these new approaches will gain a secure foothold not just because they’re necessary in the current crisis, but because they’ll prove themselves to work well and to be more cost-efficient than the old ways of doing business. Along the same lines, professional conferences in every sector are being postponed or cancelled – or rolled into online-only events.  This means that “big news” about product launches, market trends and data reporting are going to be communicated in ways that don’t involve a “big meeting.”

Social media and paid media will likely play larger roles in broadcasting the major announcements that are usually reserved for the year’s biggest meeting events. Harnessing techniques like animation, infographics and recorded presentations will happen much more than in the past, in order to turn information that used to be shared “in real life” into compelling and engaging web content.

The same dynamics are in play for formerly in-person sales visits. The “forced isolation” of social distancing will necessitate presentations and product demos being done via online meetings during the coming weeks and months. Once the COVID-19 pandemic subsides, in-person sales meetings at the customer’s place of business will return – but can we realistically expect that they will go back to the levels that they were before?

Likely not, as companies begin to realize that “we can do this” when it comes to conducting business effectively while communicating remotely. What may be lost in in-person meeting dynamics is more than made up for in the convenience and cost savings that “virtual” sales meetings can provide.

What do you think? Looking back, will we recognize the Coronavirus threat as the catalyst that changed the “business as usual” of how we conduct business meetings?  Or will today’s “new normal” have returned to the “old normal” of life before the pandemic?  Please share your thoughts with other readers here.

The New World of PR

Companies work to find their place in the changing ecosystem — some more effectively than others.

For those of us who have been active  in the marketing communications industry over the past few decades, there’s been a sea change in how the industry operates — not least in the realm of PR and media relations.

One of the underlying reasons for this change is the dramatic shift that’s happened in the field of journalism. Traditional media companies which have long relied on professional reporters and editorial contributors have been dealing with a range of existential threats.  Print circulation has sagged while audiences have fragmented over a plethora of digital content publishers — most of which offer news and information free of charge.

At the same time, publishers’ revenues from advertising have plummeted as the media inventory has expanded to encompass the new digital content publishers.  The bottom-line impact of these twin developments is that it has become much more difficult for traditional media companies to employ the same number of staff reporters; indeed, many publishers have shrunk their newsrooms while relying increasingly on independent contributors and freelancers to fill in the gaps.

But the situation gets even more complicated thanks to the evolution of digital media and the explosive growth of self-publishing platforms. The reality is that there’s a new class of authors who are increasingly publishing from their own platforms, without being involved with any of the major media outlets.

In such a world, the notion of PR departments simply keeping in close touch with a limited number of key journalists as the most effective way of gaining earned media coverage seems almost quaint.

And it gets even more problematic when considering how much easier it is for businesses to prepare and disseminate PR news. At their best, PR pitches rely on the same tools as marketing in general: profiling the audience; personalizing the news pitch, and so forth.

The problem is, according to the U.S. Bureau of Census, there are now more than six PR pros for every journalist. This means that more PR news releases than ever are hitting the inboxes of far fewer journalists and reporters.

Is it any wonder that PR news released by companies is so often being ignored?

According to a recent survey of ~1,000 journalists by PR Newswire, the following aspects of PR pitches are the most annoying to reporters and journalists:

  • Too much overt “marketing” in the pitch
  • Lack of relevant or useful content
  • Unclear or misleading subject lines on e-emails
  • Insufficient news detail

On the other hand, some aspects help in a PR pitch, including:

  • High-resolution photography
  • Video clips
  • Infographics

In today’s PR landscape, obtaining earned media is more difficult than ever. These days, not only do you need a great story to tell, you need to craft the perfect narrative. And even then, you might never get the news covered by a so-called “Tier 1” publication.

But missing out on Tier 1 coverage isn’t necessarily the kiss of death. Sometimes the lower tier represents the best targeted audience to receive news from companies. Moreover, by employing low-cost self-publishing tools, a decent social media strategy plus some basic search engine optimization, it’s actually possible to build an audience and garner as many well-targeted readers as those elusive Tier 1 pubs might be able to deliver.

In the new world of PR, the “tried and true” avenues to earned media coverage aren’t getting the job done.  But there are more routes than ever to get the news out instead of having to channel your efforts to go through the gate-keepers of yore.

Yet another challenge for publishers: Subscription fatigue.

As if it isn’t enough that newspaper and magazine publishers have to compete with an ever-widening array of information providers, in the effort to migrate subscription revenues from print to digital these publishers are squaring off against an additional challenge: subscription fatigue.

Not every consumer is opposed to paying for media, but with so many fee-based streaming services now being offered — including the ones by powerhouses like Netflix and Spotify — trying to get people to focus on “yet another” resource is proving difficult.

Moreover, when it comes to news information sources it’s even more challenging. According to a recent Digital News Report prepared by Reuters Institute, when given a choice between paying for news or paying for a video streaming service, only ~12% of respondents in the Reuters survey stated that they would pick the news resource.

It seems that with so many time demands on people’s online activities, fewer are willing to pay for access to information that they don’t wish to commit to consuming on a regular basis. Unlike most of the entertainment streaming services, news stories are often available from free sources whenever a consumer might choose to access such news stories. Those alternative news sources may not be as comprehensive, but i’s a tradeoff many consumers appear willing to make.

This is hurting everyone in the news segment, including local newspapers in smaller markets which have faced a major falloff in print advertising revenues.

Underscoring this dynamic, more than 1,800 newspapers in the United States have closed their doors in the past 15 years. Today, fewer than half of the country’s counties have even one newspaper within their borders. This fallout is affecting the availability of some news information, as local media have a history of covering stories that aren’t covered elsewhere.

But it’s yet more collateral damage in the sea change that’s upended the world of newspapers and periodicals in recent years.

More findings from the Reuters Institute report can be accessed here.

A Marketer’s Resolution for the New Year

Note: Those of you who are regular readers of my marketing and culture blog have noticed that it “went dark” for a period of time over the past month or so.  The twin developments of health issues plus a death in the family (my mother, at the age of 96-and-a-half years), meant that I needed to be focused on recuperation and also estate matters.  But I’m back … and hopefully back to my regular schedule of posting.

For my final blog post of 2019, it comes in the form of a resolution for us marketers. It’s to finally acknowledge how little “upside potential” there actually is for social media to build or maintain a brand presence … and instead to place renewed focus on tactics that’ll actually deliver a more measurable ROI.

Most of my business clients have put a degree of effort into social media over the years – some with more focus and fortitude than others. But whether the campaigns have been “full speed ahead” or only half-hearted, invariably the end-result seems to be the same:  a sales needle that hardly moves, if at all.

Moreover, social media takes a deceptively significant amount of effort for that little bit of payoff. Companies that put in the effort devote human capital and in some cases substantive dollar resources to tap outside support, but frequently the results aren’t any more impactful than for our clients who merrily go on ignoring social medial platforms, year after year.  At least when looking at bottom-line sales.

Plus, in our highly sensitized world, these days it seems that when social media actually has an impact, more often than not it’s a negative one.  Too often it’s the sorry end-result of some sort of faux pas where even the best-laid plans for departmental or legal review aren’t carried out fully and the brand gets into trouble. (Sometimes that happens even with all of the checks and balances in place and being carried out religiously.)

So for 2020, we marketers could well be better off acknowledging how thin the promise of social media actually is.  We should ignore the siren calls of “likes” and “engagement” and stop chasing the phantom pot of gold at the end of the phantom rainbow. Chances are, your company’s bottom line will look just as strong, even as you focus more of your time and budget on marketing activities that’ll actually make a positive difference.

What are your thoughts on social media for brands? Please share them with other readers here.

When it comes to smartphone capabilities … buyers want the basics.

With the plethora of smartphone models that seem to be released with ever-increasing frequently these days, one might think that the innovative features being added to the new smartphone models would be in high demand.

After all, the demand for smartphones looks as though it’s unquenchable; quarterly shipments of smartphones numbered some 366 million devices during the 3rd quarter of 2019 alone, according to data compiled by business consulting firm Strategy Analytics.

But the reality appears to be quite different. Recently, technology market research firm Global Web Index studied the popularity of various smartphone features, looking at a large sample of more than 550,000 consumers in the USA and UK.

As it turns out, the most desired smartphone feature is long battery life. And in fact, the top four smartphone features in terms of consumer importance don’t look like anything particularly jazzy:

  • Battery life: ~77% consider it the most desired smartphone feature
  • Storage capability: ~65%
  • Camera picture quality: ~62%
  • Screen resolution: ~48%

At the other end of the scale are four features which aren’t animating the market in any great way:

  • 5G compatibility: ~27%
  • Biometric security features: ~27%
  • Digital wellness features: ~16%
  • Virtual reality capabilities: ~10%

There’s no question that the newest smartphone models can do a lot more than their earlier iterations. But users want them to do the basics — and to do them well. Other capabilities are simply ornaments on the tree.

For more findings from the Global Web Index study, click here.

How the psychology of color “colors” the effectiveness of websites.

As one of the five senses, sight is usually mentioned first. And little wonder, if we consider what an integral part of our life’s experience is based on what we see.

Color is a huge part of that — and it goes beyond “sight” as well. We use color not only to pinpoint a place on the visible spectrum, but also to describe intangible factors such as emotions and character traits.

Ever wonder why people talk about “orchestral color”? This seeming contradiction in terms is actually one of the fundamental ways we can “see” music in our minds as well as hear it in our ears. The Russian composer Alexander Scriabin went so far as to associate individual colors on the visual spectrum with specific musical chords; the colors themselves are written into the score for his last orchestral piece, his Fifth Symphony (Prometheus: The Poem of Fire), composed in 1910.

Alexander Scriabin

Recognizing the importance of color and its impact on how humans think and behave, marketers and branding specialists have long made use of the power of color in advertising and design. This continues today in the digital world of websites and other electronic media, where the choice of colors has measurable impact on website engagement and conversions.

Marketing and design specialist Raj Vardhman has compiled a number of interesting facts about the “psychology of color” and its impact on viewer engagement:

  • It takes approximately 90 seconds for a viewer to make a quick product assessment — and two-thirds of this judgment is based on color.
  • Color is a key reason for selecting a particular product. For instance, two-thirds of shoppers won’t purchase a large appliance if it isn’t available in their preferred color.
  • The classic notion of “pink for girls” and “blue for boys” turns out to be generally true (despite the penchant for choosing yellow when a family doesn’t want to “channel” their newborn towards a particular gender identity). Bold colors or shades of blue, black and darker green are preferred by most men, whereas more women prefer soft colors or tints of purple, pink, rose and lighter green.

Furthermore, attitudinal studies show that main color groups convey certain characteristics:

  • Red embodies life, excitement and boldness. It’s used often in iconic consumer brands, but also to announce clearance sales.
  • Blue telegraphs productivity, tranquility and trust. Is it any wonder that blue colors are the hands-down favorite among commercial/industrial product brands?
  • Green evokes growth, nature and harmony. Its use has been growing in recent decades.
  • Yellow personifies joy, intellect and energy. It’s employed by brands to evoke cheerful, sunny feelings.
  • Purple suggests wealth and royalty. It’s no accident that “royal purple” has been with us since Renaissance times.
  • Black projects authority, power and elegance. Not surprisingly, it’s the most popular choice for marketing luxury products. But it can be highly effective in promoting technology products as well.
  • White and silver communicate perfection and pristine clarity. These colors are also popular with technology products, but are used very often in healthcare-related products and services.

These time-honored color characteristics are very much in play in the world of websites. Such aspects are a factor in nine out of ten visitors to a website — half of whom report that they won’t return to a website based on the site’s lack of aesthetics, not just its functionality.

As well, the colors of call-to-action buttons are significant, as studies show that red, orange and green CTA buttons are the best ones for conversions (but only if they stand out from the rest of the content on the screen).

More fundamentally, what this means for website designers is that despite the desire to be “different” or “distinct” from others in the marketplace, many attitudes about color are so fundamental, that to fly in the face of them could well be a risky endeavor.

More TV channels than ever … yet fewer are being watched.

Recently, some interesting research findings were released by Nielsen as part of its latest round of Total Audience Reporting.  The analysis shows that even as the number of stations received by U.S. TV households has increased to an average of ~192 in 2018 — up nearly 50% from a decade earlier — the number of channels actually watched, on average, has dropped to fewer than 7% of them.

Furthermore, stations watched has declined in absolute terms, not merely in terms of percentage share. The average number of stations tuned into by households as of 2018 (~13) was fewer than the number of TV channels households were tuning in to a decade earlier, when the average number was just over 17.

These findings underscore the continuing fragmentation of the linear TV ecosystem even as the number of alternative viewing choices increases, thanks to non-linear TV options such as OTT (Internet-direct) and VOD (video-on-demand) subscription services.

And here’s another takeaway from the research: These data underscore how dispensable most linear TV channels — not excluding ones affiliated with legacy networks — have become for most TV households.

What are your habits regarding watching linear TV these days? Do your practices mirror the Nielsen findings?  How have your habits changed over the past few years? Please share your experiences with other readers.