The Ripple influence is more than marketing theory

At idig, we believe in the ripple. It’s not a new theory to marketing, but one that we’ve dug out of our traditional marketing trunk and applied to the digitally social world of business. Today, word-of-mouth marketing exists at a more sophisticated level, and the ripple effect is faster, overlapping and almost has a conscience of its own.

The history of the ripple (or butterfly) effect has seen influence in all aspects of life and pre-dates technology in business. The theory is that one small motion creates a subsequent motion, and that each of those ripples creates another motion, which, in turn, creates another, and then another and each of these motions gains speed and becomes larger as it moves away. It’s basic cause and effect. In the conversational world of marketing, the outcome of this theory can unlock a treasure trove of success. However, without proper control of the primary ripple inertia (a solid strategy of planning and execution) it is also the road to serious reputation harm.

As primary ripple creators, we, at idig, understand the need for this type of subtle organic reach in digital marketing. What happens in one place has an effect in other places and at other times. We’ve also noticed that original ripples don’t have to be huge in order to have the most successful impact of energy and momentum. A large rock thrown into a pond will have a sizeable initial blast and will grab the immediate attention of those in the blast radius. But it can also be obtrusive. A small pebble can slip in to the pond quiet and unassuming, and provide the same long-lasting ripple effect.

Successful ripples are created through diverse, digestible and engaging content and conversation. Views (ripples) lead to likes (ripples) that lead to sharing (ripples) which leads to more views (ripples) and more likes (ripples) and, you know what comes next—that’s right, more sharing (ripples). All of those ripples lead to bottom-line profit.

To apply the ripple effect to your marketing, consider the following key points:

  • Leverage tools & pathways. Use the right tools on the right platforms. Group and categorize your efforts with specific purpose.
  • Layer your marketing. Ripple momentum can be unstoppable when you schedule your (pebble tossing) frequency through your complement of marketing channels. Whether it’s TV, radio, transit, social media, direct mail, outdoor, websites (or any other on or offline channel you use), layered ripples create a subtle and complementary repetition that reinforces your strategic goals.
  • Stick to the plan. Follow each strategy through to conclusion. Often times, later ideas or program suggestions are tacked on along the way, while other original ideas are abandoned completely. These on-the-fly changes to your campaign strategy can seriously impact the original investment and targeted outcome. See it through and watch the ripples go. Post-mortems will show you where (if at all) you need to tweak future campaigns.

At idig, we embrace the ripple concept and witness daily how our diverse portfolio of clients continues to evolve and grow their business one ripple at a time. We watch the momentum grow, and we see the new waves of brand awareness, product sales, and service leads. We know it works.

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