Posted: 03 Aug 2017 Contributor: Matthew J Fritschle
5 Tips for Successful Digital Marketing
“Extra, extra, read all about it! Digital marketing is in, no doubt about it!” Ever heard your local paperboy or girl chant this while selling newspaper extras? Chances are good you haven’t, so what do you do when newspaper subscriptions dwindle and your ROI on print advertising diminishes?
One avenue is to turn digital. Digital marketing has been growing steadily since the public began using the Internet in the late 80s. But while it’s easy to identify digital as the up-and-coming marketing trend, it’s not as easy to dive into this new space. To help, here are 5 tips for success in digital marketing.
1. Do Your Research and Know Your Audience
Knowing your audience can make the difference between a successful campaign and a complete flop. Martin Jones, Sr. Marketing Manager for Cox Communications, writes, “more often than not, the problem is a disconnect between you, the content creator, and your audience.”
Since the digital landscape allows you to target a specific audience, as an advertiser you can now narrow your message to individualized groups. For example, one of Microsoft’s latest Xbox One campaigns, which featured 360° video, may resonate more with an audience of people aged 18-24 rather than 58-64.
2. Stay Current with Your Industry and Its Trends
Keep in mind that trends come and go depending on the industry and marketplace. Some, like fashion and tech Brands, have to maneuver through rapidly changing landscapes, while others remain unchanging year after year. If you’re part of the first, stay mindful of all changes, think twice before using a reference to a movie that was ‘so hot’ a couple of years ago, and double check all current media offerings before launching a campaign solely on static banner ads. Since the digital marketplace is always evolving, you must stay up to date on all its possibilities.
3. Utilize Social Media and Create Two-Way Dialogue
Think of a linear approach as traditional marketing. Traditionally, Company A has product X and runs a commercial on a couple of networks. Company A can’t measure success until the campaign has finished and they have gathered statistics on audience reception.
This is when a nonlinear approach comes in handy. Digital marketing allows you to engage the consumer in conversation. You’re no longer a Brand talking at them; you’re now talking to them and allowing them to respond, effectively creating a conversation.
For example, this is where social media comes into play. By including social media in your digital marketing strategy, you will not only be able to engage in conversation with your audience, but you’ll also be promoting company branding and awareness to the 2.5 billion people who use social networking sites.
It’s all about talking with your audience and getting their response. As Seth Godin, marketing wizard, says, “Why use social media? Marketing is no longer about the stuff that you make, but about the stories you tell.”
4. Diversify and Use Different Marketing Tools
Don’t just stick to one medium — use social media, email marketing, SEO, SEM, even virtual reality and augmented reality. The rate at which people use smart technology, whether it’s an iPhone, tablet or something else, has grown exponentially in recent years. By engaging with multiple platforms, you maximize the potential reach of the information you are trying to disseminate.
5. Create a Memorable Brand Experience
Customers today come into contact with hundreds of Brands per day and retain only a couple of meaningful campaigns. To be part of the latter, you should always try out new avenues of technology.
For example, a while ago HBO hosted a Game of Thrones exhibition called “Ascend the Wall”, that transports users to the fictional Castle Black. The campaign managers used immersive technology complete with temperature change, surround sound, and the Oculus Rift, to create an environment so realistic that it made viewer react as if they were on the side of a tall building. By engaging people in a new way, this campaign not only got the attention of the viewer, but also of other media sources.
To best maximize your digital marketing, remember to stay current on both your client’s needs and current digital offerings. In a marketplace that is over saturated with voices, make sure that yours is clear and memorable, and can be heard over all avenues.
Tip Roundup and TL;DR
Our digitally inclined world demands digital services. Don’t be caught off guard, adapt! In case you missed it, here’s the tl;dr version of what we covered today:
- Do Your Research and Know Your Audience
- Stay Current with Your Industry and Its Trends
- Utilize Social Media and Create Two-Way Dialogue
- Diversify and Use Different Marketing Tools
- Create a Memorable Brand Experience