The single biggest problem in communication is the illusion that it has taken place. - George Bernard Shaw Communication should be clear and it should deliver a result. This is particularly true in marketing where clarity of message and of benefits can make the difference between leads and… tumbleweeds. Many marketers turn to so-called consumer grade apps in order to meet their needs in, what appears at the time to be, the most efficient manner possible. Marketers are not alone in doing so; a recent survey found that, while 87% believe advanced technology will have a positive impact on profitability, 29% want access to internal collaboration problems now – something which hints at the level of dissatisfaction with the tools that are currently available. However, the proliferation of apps that form some marketing teams’ internal and external communications policies (WhatsApp, Facebook Messenger, personal Dropbox accounts etc) can often be doing more harm than good. Here are 3 types of apps that marketers really shouldn’t be using, the issues they cause, a few tools that they should probably be thinking about, and the issues they solve...

1. 3 Types Of Apps
Marketers Really
Shouldn’t Be Using

2. You really
shouldn’t be
using...
separate document
storage and sharing apps

3. Why?

4. It is a nightmare that most marketers
realise; the call is set up with the client
or your geographically dispersed team
- you’ve prepared, but no-one else has.
You’re on the call, you can see the
document but no one else can. You
sent it previously via Drive, but the
client downloaded it on to Word, but
then you made some last minute edits,
that typo is still in the client’s version.

5. BUT…

6. What if you made your phone
call a web conference?

7. Everyone on the call can communicate in
a variety of ways, chat, video, voice and,
all those that have joined through an
internet link, can (should you allow them)
see your screen.
Enabling you to share the document
you wanted to discuss, there, on the
call - no worrying about version control,
documents getting mislaid.

8. The lesson for
marketers?
You really shouldn’t be using separate
document storage tools.
Use a solution that enables you and others to collaborate
together on the same document removes headaches
regarding version control, compatibility issues, and
wondering where on earth you last saved that pitch.

9. You really
shouldn’t be
using...
separate messaging apps

10. WhatsApp is now estimated
to have over one billion active
monthly users,
Facebook over 800 million…
their rise has been well
documented.
While they are obviously fantastic for
communication they are not suited to
doing business.

11. If your WhatsApp conversations with a team
member that gave sign-off aren’t communicated
to the rest of the team, or are communicated
but using another application, such as Facebook
Messenger, what do you end up with?

12. A mess.
A trail that is nigh on impossible to follow, key messages
that have not been communicated to the wider team -
let alone the business, basically, you get confusion.

13. BUT…

14. What if you were using one
single messaging system?

15. Communications tools that worked from
desktop as easily as they did mobile?
Your people would still have the ability to touch base
from anywhere, on any device and they wouldn’t lose the
convenience of a simply, quick, informal message BUT…
it would all be on the same platform, easily followed and
easily transmitted.

16. What’s more you get all the business benefits and you keep your
younger workforce onside - after all
of millennials prefer to
talk than text.
75%

17. The lesson for
marketers?
Communication in work might seem more
fluid if it can be done across the apps that
are used outside of work, but in a position
where clarity of message is everything it
can spell disaster for your marketing.
Instead, provide your
employees and your team
with the instant messaging
abilities they desire, but on
a platform that is unified,
secure and used by all.

18. You really
shouldn’t be
using...
apps that don’t let
you measure the
effectiveness of
your communication
and the engagement
of your audience.

19. You need to communicate with your
audience, key internal and external
stakeholders, a geographically diverse
team - any number of people who are not
in the immediate vicinity and to whom
you need to communicate a key message;
be it a product launch, financial results,
campaign results, internal policy changes
or anything else you can think of.
How do you do it?

20. One of the easiest is a virtual event, such as a small scale webinar
or large scale webcast. These are, after all, the
second most popular communication tactic for B2B
marketers outside of email and the most effective
outside of a face-to-face.

21. But, in terms of metrics, the majority of marketers are looking at
While sometimes, metrics such as ‘satisfaction’ and
‘engagement’ are not being considered.
customer acquisition
(89%)
revenue generated
(70%).

22. BUT…

23. What if you were using a
managed virtual events service?

24. The use of a managed virtual events
service could enable you to not only
create a webinar (of course, you still have
to do the key bit - picking killer content)
but help you create one that really
delivers.
Providing you with the
Best technology
available
Specially designed
registration pages,
Advice
And of course, help running
the session.

25. What’s more, after it is all over you can
look at the details, dig deep into the
analytics and use this to refine your
approach the next time around.
But most importantly, using this sort of service
enables you to bring in custom polls, surveys
and other tools for measuring audience
engagement and stage in the buyer’s journey.

26. The lesson for
marketers?
Aside from using a platform rated as
one of the top five most effective for
lead generation, marketers using virtual
events have immediate access to
their audience, a means of measuring
engagement - and accelerating the
most engaged audience members
through the funnel - in a cost-effective
manner.
In short, communicating with your audience
in a manner that enables you to drive, and
measure, immediate engagement.

27. Takeaways
Control the
situation by
ensuring that you
can share what
you want to share.
Bring messaging
apps together in
order to reduce
fragmentation of
information.
Use platforms
that give you
immediate access
to the audience
and enable you
to measure their
engagement.
Above all,
make sure all
these means of
communicating
can talk to one
and other.

28. Make sure your communications are getting
leads, download,
Webinars and Lead Gen
in 2016- An In-depth
Guide For Marketers
Download now
Webinars & lead gen
in 2016 - an in-depth
guide for marketers
Explore
Develop
Transform
Webinars & lead gen
in 2016 - an in-depth
guide for marketers
Explore
Develop
Transform
Webinars & lead gen
in 2016 - an in-depth
guide for marketers
Explore
Develop
Transform

29. Collaboration is leadership.
Start leading with Arkadin
Collaboration Services.