QUESTION: How would I use convergence in my business?
Answer: Convergence is a way of accomplishing three (3) major goals for your company. These are three (3) goals that have always been important, but are often missed by a mile. Goal one, it will allow you to measure the impact that all of your advertising has on online conversation in social networks. Goal two, it will clearly identify what audience groups are most willing to move from talking about your brand, products or service, to buying your brand products or service. Goal three, it will provide enough critical information about what is working or not in your marketing so you can adapt in real time, increasing results and growing your revenue. There are many more exciting benefits of convergence that TEC could explain in more detail.
QUESTION: What does Convergence mean?
Answer: It means converging traditional marketing techniques with online social networking (high speed word of mouth). It also means conversion of marketing efforts and data to increased revenue and conversion from conversation and buzz to a sale.
QUESTION: What tools are needed to make Convergence work?
Answer: At TEC we use several web applications along with social networking data aggregators to gather information in a manner which has never before been possible. But keep in mind, Convergence is not about the tools or the technology. Think of it more as a principle based system to hold the rest of your marketing campaign accountable, while increasing buzz about your products and services and allowing real time decision making that gets results. The real tool we use is the one we’ve used as long as we’ve been in this business of helping companies succeed with brand strategy and marketing…
We will always need our critical thinking, creative planning and execution tools.
QUESTION: In today’s internet marketing boom, what are the most important factors our company should consider to move forward and take action most effectively?
Answer: The principles of good marketing have not changed, rather the technology and tools have. At TEC we will help you look at your entire campaign through these principles. Briefly consider Marketing (branding, audience need identification, promotion and delivery or product/service message), Customer Experience (processes, systems, products, services and expectation), and Community (interest driven conversation, participation, cause, mission, outreach, transparency, relationships)
QUESTION: We like the idea of Convergence, but, is there a way to "test" convergence before I jump in with both feet?
- Answer: Absolutely. At Tracey Edwards Company, we’ll never pretend that we know what has or hasn’t worked to date in your marketing program. Convergence isn’t all or nothing. Think of the first step as a catalyst. First, we will prepare a complete audit for you, answering these key elements (and more):
- - Who is talking about your brand online and how often (in real time)?
- - Who are the key influencers of your brand, products and services?
- - What is the sentiment (positive or negative)?
- - What is your online mix (blogs, micro-blogs, video, articles, forums, photos, newsmedia)?
- - How have recent promotions influenced the conversation?
- - How can you tie your current campaign to real time measurement systems?
- - What are the top 10 interest groups (networks) who you can and should market to (this is often very tangent to your current targets – the list will surprise you)?
Second, we will provide recommendations for you and your company which provide a clear road map as to how you can adopt internal processes to move the needle closer to your objectives (such as creating an increase exposure, sales revenue and new business opportunities).QUESTION: Who does the web design and implementation for Tracey Edwards?
Answer: Tracey Edwards Company has built a team that understands interactive project workflow. When it comes to web design, development and integration with your processes – we employ the highest quality in-house talent.
QUESTION: In what industries does Tracey Edwards Company have clients?
Answer: With obvious specialties in Food and Beverage, Restaurant, Healthcare, Banking and Manufacturing, Tracey Edwards Company also follows a methodology that allows us to make a positive impact in any industry and we have a track record of success to prove it. Our clients run the gamut from small local businesses to large national and international corporations. We know how to align the promise of any brand with the priorities of the marketplace. Sometimes we may be hired for a project and on many occasions we are brought on as a full-scale marketing partner. Many of our clients have worked with us for many years and would be pleased to tell you why.
