As digital spreads to every facet of our lives, marketers are trying to figure out how to use it to get their message out to the masses. The average marketer is still struggling with how to effectively do marketing online. Rather than finding enthusiastic supporters of their latest digital effort, they watch their programs go unnoticed and ignored by customers. Even the “lucky” ones who manage to be noticed are often quickly abandoned. But for a select few, there is an entirely different outcome. These programs are not only noticed, but become fixtures in consumers’ lives.

Question is…are you creating digital marketing people love or love to hate?

Want to know what “We Hate Your .com” is all about, but aren’t much of a reader? We’ve got you covered. Sit back and enjoy my “Lecture” on the topic. And, relax. It’s only 7 minutes. For an extra degree of difficulty, this presentation was given in Pecha Kucha style (their idea, not mine). This means that I had only 20 slides, with each advancing automatically after 20 seconds. It’s a great way to keep on track those of us who tend to linger too long a single slide.

The fancy intro to this video is from the conference where I first gave this talk, E-Patient Connections. So, this talk has a bit of a healthcare theme, but it effectively explains the concept. Be sure to check out the 3:19 mark for some “healthcare meets Facebook” humor. Special thanks to the folks at Kru Research for putting together a nice video.

You’ll laugh, you’ll cry…well, more laughing, but I digress…just click the image to get started.

If you’re having trouble viewing the video here (probably you iPhone and iPad people), never fear. Click here to watch it on YouTube.

Here’s a news flash…there’s a lot more for people to do online besides your website, app, social media program…whatever. And chances are that your competition isn’t who you think it is. It isn’t your fiercest rival in your product class or even brands in your category or industry. It’s everything. Everything online is competing for your customers’ time. What are they doing online? What is your competition?

After you review your real competition, click on “The Mistakes” over there on the left and see what the big deal is.

Here’s a quick look at what NOT to do when it comes to digital marketing. Avoid these 4 big errors and you’ll dramatically reduce the change of people hating you. After that, click on “The Solutions” over on the left to see what you should be doing instead.

Click each thumbnail to read about each.

So, you’ve seen the problems with a lot of digital marketing including the 4 biggest mistakes. Well, I’ve got the solutions for each. However, one thing to mention first and probably the most important test you can put your program through. It’s one simple question that will tell you whether or not you’ll be successful. Ready?

Will people Like it?

I use “Like” with a capital “L” on purpose because I’m talking about that magic Like button made famous by Facebook. You know, this one (but smaller):

Is anyone going to press this button for your content? If not, then head back to the drawing board.

What do people like? Here’s one…it’s a commercial for Old Spice that’s now been viewed more than 22 million times (not to mention the other Old Spice Guy videos that together have been viewed almost 5 times this amount). Just click the image to watch the magic.

I’m not saying you should go out and try to do this or even that you have to make a hilarious video to be successful. I am saying it has to be something that people actually find useful and, get this, don’t mind using.

So, here come the solutions to each of the 4 big problems:

By now I’m sure you’re looking to download your very own copy of the “We Hate Your .com” official lecture. Good news…here comes a link to download the presentation you saw in the video (click on “The Background” over on the left). This is a pretty big PowerPoint file, so don’t try this on your mobile phone. Also, please don’t be “that guy” and “borrow” some of the assets from the presentation without giving yours truly some credit (find all the credit you’ll need at the end of the presentation).

Enough said…get your copy of We Hate Your com Pecha Kucha Presentation (497 downloads).

If seven minutes and some PowerPoint slides weren’t enough, you can get the full, unabridged, white paper version (all 20+ pages) that explains each concept in detail right here.

Curious who I am? Well, you’ve clicked the right button.

I’m Jonathan Richman, Director of Social Media for Bridge Worldwide. I’m not Jonathan Richman of Jonathan Richman and the Modern Lovers. Sorry.

Besides this little manifesto, you’ll find me regularly blogging at Dose of Digital and, of course, on Twitter and Linkedin. I’ll also do some writing for random online and “old-fashioned” paper publications as well. Feel free to check out some of my other observations/rants that I’ve published on iMedia Connection.

Feel free to use the contact form to get in touch with me.

[For those looking for more information on Digital Savviness just go ahead and click.]

Interested in talking a bit more on this topic, want to tell me how right/wrong I am, want me to speak at your event or work with my company on your next project? Well, this form is for you.