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Conference and Forum,

October 18, 2012

Willbrook Platinum Convention Center,
Bucharest, Romania

P is for Pirates….

By Kate Hamilton

“Take what you can, give nothing back!” Captain Jack Sparrow – Pirates of the Caribbean

“P” is for phones!… that would be the obvious choice for a marketing blog as there’s so much to say about mobile, but today I want to focus on pirates…
Why Pirates? Well, I think about pirates in digital marketing for two reasons, both of which I cover in this blog. One is quite specific and the other is a bigger idea all together…

So first, the specific reason: Pirate Metrics.

The term Pirate Metrics was coined by Dave McClure a couple of years ago, as key metrics for start-up tech businesses, but I have found them to be applicable to objective setting for small/mid size B2B marketing campaigns. In essence, they are commercial as well as marketing metrics that track the customer journey at key stages in the buying cycle: namely, Acquisition, Activation, Retention, Referral and Revenue, or AARRR as an acronym… now you can see why I like pirate metrics!

One of the wonderful things about digital marketing is that, like direct marketing, it is measurable. Metrics are vital. It is both a joy and a dread that you will know within 24 hours (or less) of issuing your digital marketing campaign whether you have a winner or a fail on your hands. It may be something in between… but here’s the best bit, because you’re measuring it in real-time, you can be as nimble as any pirate in tweaking the odds in your favour while the campaign is still live.

This assumes that you have, in fact, done all the hard work in planning, setting up objectives and how to measure them, before you’ve even crafted your message, media and creative…. You have, haven’t you? ☺

On to the second and more important reason I chose P is for Pirates…

Please don’t be a Pirate!!

Of course, you can win the sale, and move on without investing in the customer relationship, this kind of behavior happens every day … but read those Pirate metrics again – they don’t stop at Acquisition….that is only the first A of AARRR!

If you follow Captain Jack Sparrow’s advice to “take what you can and give nothing back”, you may hit your sales targets for the quarter, but you are also likely to find yourself on a social desert island pretty quickly. I write more on this subject in “S is for Sharing”.

But to emphasize the point here – if the rise of digital and social media has taught us anything, it is that sharing is good. Everyone is a broadcaster, journalist, or promoter and can be an ambassador for your brand, company, product or service. So share, and treat all your audiences with respect and intelligence… then, even if you stay a pirate at heart, you’ll be the best pirate in the business 😉

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A technology marketing expert, Kate will share her experience of getting results from Digital Marketing. Kate is amulti-faceted marketer that has delivered several award winning campaigns which had direct impact on the bottom line of the blue chip businesses she has worked for. We are are proud to have Kate as a keynote speaker on October 18th conference.

2 thoughts on “P is for Pirates….

  1. […] “Cele 5 metode”, de Paul Garrison sau să citeşti articolele de pe blogul nostru, scrise de Kate Hamilton, Bogdana Butnar şi Dragos […]

  2. […] 5 metode”, de Paul Garrison sau sa citesŸti articolele de pe blogul nostru, scrise de Kate Hamilton, Bogdana Butnar sŸi Dragos […]

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