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Marketing people pay for

Christian Carlsson sent me a very interesting article today in AdAge, showing how Kraft Foods is getting customers to pay for an application, view ads, and then go out and buy Kraft products. How can Kraft pull off that kind of trifecta? It all starts with using digital marketing to be truly helpful to their customers.


So, Kraft Foods now has IFood Assistant, an application customers willingly pay 99 cents for, which shows them recipes, yes, but also shows ads along the way. And, yes, the recipes call for Kraft products. Such a racket, huh? How does Kraft get away with this?
They are helping their customers. It’s that simple.
Your question should be, “How can I help my customers?” Kraft decided that people are busy, but they’d still like to eat well, they’d like to save money over restaurant fare, and they like to cook. Then they did something about it.
You don’t have to do some cool iPhone app. In fact, that’s probably wrong for your business. Kraft wanted to reach people while they are shopping in a grocery store, but most businesses would do fine to to use the Web over a standard computer connection.
The point is that you need to find a customer need that’s just as pressing as what Kraft found. You need to think about what your customers need and how you can help them. If you do, you can find customers voluntarily spending time with your marketing message instead of interrupting them.

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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