Big Dog Innovations is on a mission (MISSION M3B) to get each part of the MARKETING 3.0 BLUEPRINT (the ROADMAP to the new world of marketing) into the hands of elite marketing executives - worldwide - who are highly desirous of innovating their marketing models. FILE #6: "Common New Media Marketing Misconceptions" was designed to get you thinking about what has held some organizations back from fully engaging in and succeeding with new media marketing. To access and/or subscribe to all past and future content files in this series, visit http://www.bigdoginnovations.com/missionm3b " delivers a detailed explanation of the "change" that exists in the marketing world today - providing the clarity needed to progress your organization through the complete "Marketing 3.0" transformation. To access and/or subscribe to all past and future content files in this series, visit http://www.bigdoginnovations.com/missionm3b

1. MISSION M3B
Big Dog Innovations’ mission to get each part of the
MARKETING 3.0 BLUEPRINT (the ROADMAP to the new
world of marketing) into the hands of elite marketing
executives – WORLDWIDE – who are highly desirous
of INNOVATING their marketing models.
FILE #6
Common New Media Marketing
Misconceptions
ACCESS AND/OR SUBSCRIBE TO ALL FILES IN THIS SERIES AT:
HTTP://WWW.BIGDOGINNOVATIONS.COM/MISSIONM3B

2. Common Misconceptions
We recognize this type of content may
be a little risky; however, there
certainly has been a repeating set of
circumstances or issues that has held
other organizations back.
We figured this might be of value to
some of you, as you strive to
innovate or bring new marketing
practices into the organizational
mainstream.

3. Common Misconceptions
1. Senior Executive Management
2. Marketing Departments
3. Organizational Culture

4. Common Misconceptions
Senior Executive Management
“We’ve earned what we’ve accomplished;
there’s no need to change”
The legacy of the organization will depend
on its adoption rate in a new media world
order.

5. Common Misconceptions
Senior Executive Management
“For decades, the sales-driven culture of
our organization has been what has gotten
us here.”
As Marshall Goldsmith would say, “What got
you here might not get you there.” New media
marketing is increasingly having a bigger
impact on lead generation, nurturing, and sales
conversions.

6. Common Misconceptions
Senior Executive Management
“I’m older; I’ve been in the trenches; I have
more experience.”
Age and experience don’t always equate
to wisdom. In a new media world,
sometimes the traditional rules of wisdom
are flipped upside down.

7. Common Misconceptions
Senior Executive Management
“Facebook is for kids. I don’t see how these
social media platforms apply to business.”
The world constantly changes, as also does
communications platforms.

8. Common Misconceptions
Senior Executive Management
“We have people to provide that expertise
for us.”
Your expertise may have more value as a
“marketing asset” than the play it might be
getting on the worldwide stage.

9. Common Misconceptions
Senior Executive Management
“Our agency does that for us; we just pay
them, and they take care of it… although
I’m not sure how effective they are.”
By now (because of the changes in marketing
communications), your agency partner should
have brought to your attention a “significant
makeover plan.” If they haven’t, it might pay to
look around…

10. Common Misconceptions
1. Senior Executive Management
2. Marketing Departments
3. Organizational Culture

11. Common Misconceptions
Marketing Departments
“I have a fear of change.”
Always be learning; adapt to change; grow; apply new
thinking. Remember, it wasn’t too long ago that
newspapers and books were only offered in hard copy.
Yet for many, there’s an entirely new “normal” that
didn’t exist five years back.

12. Common Misconceptions
Marketing Departments
“I can’t take risks - even if what I’m
currently doing is getting nominal results.”
With today’s marketing technologies, there are easier ways to
measure and justify the increased performance that new media
is capable of producing. Could you develop a plan that acquires
the agreement from senior management to test and prove your
new media theories???

13. Common Misconceptions
Marketing Departments
“We’ll ‘fix it’ with apps. Let’s get a new
customer relationship management
system, etc.”
Platforms and customer behaviors are opening up
many new doors of promotions opportunities. New
media and marketing technologies hold many keys
(or answers), but the “fix” starts with new questions
and the deployment of new strategies.

14. Common Misconceptions
Marketing Departments
“My web master set us up with all this new
stuff.”
To what extent did the webmaster bring classic
marketing and new media marketing tactics to
the game prior to making adaptations?

15. Common Misconceptions
Marketing Departments
“I’m not sure where or how to begin.”
There are many examples of new media
marketing plans that can help get you started in
the right direction or pick up from where you
already are.

16. Common Misconceptions
Marketing Departments
“I saw that somewhere else – It didn’t
work.”
In the rush to be “first to market” (unfortunately) in 9
out of 10 instances the supplier community handed out
“free candy” vs. taking the time to understand the
implications and build out new strategy plans… This
doesn’t mean you shouldn’t try again!

17. Common Misconceptions
Marketing Departments
“I like, I’m confident, I’m familiar with my
‘cause and effect’ marketing; why look at
cross-media marketing ecosystems?”
In a new media age, it’s probable for most
business models that new questions be
asked of the marketing plan.

18. Common Misconceptions
Marketing Departments
“I’m not sure I understand all of this. I
might subconsciously be feeling defensive”
Platforms and customer behaviors are opening up
many new doors of promotions opportunities. While
it’s lots to track, there are ways to engineer or
“create processes” to bring “marketing innovation”
into your traditional media mix.

19. Common Misconceptions
Marketing Departments
“We already do that.”
True for many organizations, HOWEVER in many
cases the vendor/partner may have led with the
app. If your supplier partner invested 90% of their
energy with you on strategy, chances are they got it
right AND it’s working incredibly well…

20. Common Misconceptions
Marketing Departments
“We don’t have the resources to do
anything new and different.”
Change of this type can be preplanned and
rolled out in stages. Plus, it can be tested,
proven, and justified.

21. Common Misconceptions
1. Senior Executive Management
2. Marketing Departments
3. Organizational Culture

22. Common Misconceptions
Organizational Culture
“I need to justify this to senior
management.” [or] “I need marketing
management to better explain this to me,
so I can understand it.”
“Keyword search” some new media terms. And Add the
word “success” to your search, and invariably you’ll find
hundreds if not thousands of companies who have
paved the highway before you.

23. Common Misconceptions
Organizational Culture
“What’s all the noise about new media
marketing?” “It’s really not proven” or “it
applies to others; just not us.”
There’s many ways you can test and prove new
media and online marketing practices and compare
them against the status quo - testing side-by-side
with traditional media practices.

24. Common Misconceptions
Organizational Culture
“Diminished marketing returns is
something we’ve come to accept.”
If your supplier partner has brought new
thinking to the table, chances are you have
noticed increased performance.

25. Common Misconceptions
Organizational Culture
“’Habitual marketing’ – it’s that time of
year again; time to do the “annual
catalogue.”
Company cultures and habits can shift when the power
of new media marketing is understood. New “types of
resources” can be applied when the proper plan and
sequencing takes place.

26. Over the last 15 years, we’ve traveled the
country and have been broadcasted around the
globe. Now it’s time to point a finger at
us, the supplier partner community, as well.
Without a doubt, the single biggest
shortcoming from the marketing services
community has been the lack of adoption of a
new marketing strategy plan as the key
element in the deliverables our community
should have been bringing to the game.
The good news is that an increasing
percentage of the supplier partner community
has adopted the new philosophies, and it is
gaining acceptance in the marketplace.

27. At the risk of repetition, we recognize this
content is susceptible to being
misconstrued.
And, apologies all around if this is the
case.
After serious consideration, we thought many
of these common inhibitors would shed light
on organizations that are seeking to
innovate their “go to market” strategies.
We hope in some way, elements of this
content were beneficial to you.

28. To follow the
Marketing 3.0 Blueprint,
visit
www.BigDogInnovations.com/MissionM3B
where you can access and/or
subscribe to all of the past and
future content files in the
MISSION M3B series, published
within the ongoing
Marketing 3.0 Weekly blog.

29. The Big Dog Innovations Approach to the New World of Marketing – Marketing 3.0
Marketing Marketing
Strategy Infrastructure
Marketing
Implementation
Marketing Marketing
Communications Measurement
Logistics & Refinement
Achievements: Increased Conversion Rates. Lowered Costs of Acquisition.
Higher Levels of Customer Intimacy. Better Overall Insight Into Marketing Performance.

30. Contact us today for a discussion on what an
updated marketing plan – optimized for the
new world of “Marketing 3.0” – might look like
for your organization specifically.
Peter Winters
President
pwinters@bigdoginnovations.com
Jackie Crino
Chief Marketing 3.0 Officer
jcrino@bigdoginnovations.com
www.BigDogInnovations.com