Marketing is now digital
The near future
In previous blogs, I’ve discussed how Big Data-based analytics and pervasive global access to smartphones and other portable digital devices is transforming business. Marketers need to stay abreast of these and related changes to survive in the multi-faceted, interactive marketing environment that is now rapidly emerging.
We at OWDT are very aware of this transforming environment. We see a future in which brands will require the integrated talents of skilled marketers, artists and digital technicians. Marketing IS now digital. This is why we offer marketing, design, along with digital tech and a wide array of other complementary services.
Survival strategies in the new marketing environment–
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Invest in your mobile platforms
Invest so they look beautiful and navigate seamlessly. Because most folks now interact with friends and brands primarily via mobile devices, businesses can’t afford glitches in their increasingly two-way, personalized consumer conversations with consumers. Be prepared to ‘dance’ with consumers in defining and re-defining your brand identity. Consumers already have gained unprecedented power in co-creating an organization’s brand identity. Forward-looking businesses are increasingly integrating consumer-created videos and other content even into their biggest ads. That said, it’s imperative that you give consumers a resonant, resilient, easily relatable brand to anchor that dialogue. A seamless mobile experience is the future of marketing and mobile app development.
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Utilize the power of video and visuals
In previous blogs, I’ve described the importance of integrating video content into your website. This applies to all media platforms. The underlying principle is simple: human beings love visual storytelling, from catchy repeating GIFs to full-length videos.
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Continually monitor and anticipate product development
In the context of emerging cultural/market changes, marketers will need to release content ever more quickly and efficiently to keep pace with accelerating product cycles and cultural trends.
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Leverage analytic tools
Use analytic tools to zero in on individual consumer behavior to tailor your messaging to that person’s needs and aspirations.
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Be authentic and transparent
In my recent “Can the Private Sector Save the World” series of blogs, I alluded to consumers wanting to know what you stand for. What social causes do you espouse? Is your organization a force for good or bad in the world? If they perceive you to be a force for good (in terms of their values and political orientation, of course), they will reward you. Next, I’ll focus on organizations that are leading the new marketing revolution and how they use analytics to tailor their marketing to individual needs and aspirations.
Quickly gaining competitive advantage
Challenge and opportunity
The rapidly unfolding marketing revolution is being driven by growing bandwidth, continual online customer feedback (now shaping and molding brands), and a host of new strategies for mining “big data.” The breadth and depth of new digital marketing strategies can be confusing, even overwhelming. Few businesses are tracking the opportunities and challenges that are quickly emerging. Those that do are quickly gaining competitive advantage.
Before assessing the value of the newest marketing strategies and tools, determine the following–
- Do your marketing materials respect the needs of the consumer? For example, to develop a loyal customer base in, it’s best to avoid direct sales pitches. Instead, focus on providing potential customers with valuable information to help them navigate decisions and challenges that go beyond, but perhaps indirectly support, the advantages of your products/services.
- Do you really understand your buyers? More specifically, what demographic indicators characterize them? –What kinds of professions do they hold? What is their median/modal age? What goals and aspirations do they hold dear? What kind(s) of digital devices do they use to get online information? Finally, what are their ‘pain points,’ i.e., what concerns/worries do they present?
- Is your website producing leads? Is your current reporting software up to the challenge of accurately assessing it is, in fact, generating leads?
- Does your blog contribute to a higher conversion rate? If you have an effective blog, that should result in noticeably improved search engine rankings.
- How do your SEO results compare with those your competitors’ websites? What accounts for the difference?
- Examine social media activity to ensure your marketing focuses on those platforms that are–or potentially could–work best for your brand.
- Do you have effective automation software to integrate feedback from your different marketing platforms?
- Finally, by all means, use Google Analytics, if you aren’t already doing so, to monitor your website traffic to determine which pages are most popular. In the third portion of this article, I’ll provide an overview specific digital marketing tools recommended by leaders at the forefront of the marketing revolution.
Customers now expect easy access to practical online information
Marketing and digital tech have merged. However, without a dedicated in-house marketing department, successfully tracking the rapid proliferation of digital advertising venues and tracking tools is far too time consuming for most of us. This growing challenge/opportunity accounts for the rapid shift away from standard marketing agencies towards Tech savvy companies like OWDT that integrate online publishers and platforms.
Certain basics will never change, e.g., ensuring that your product/service does what it promises. To that end, customers now expect easy access to practical online information about your offerings, guidance that goes well beyond simple troubleshooting.
Measuring success
Rapidly emerging tools for mining and assessing metadata hold great promise for improving future marketing dollar ROI. However, be aware that there is as yet no unfailing formula for precisely determining what marketing messages and tactics will result in the product/service purchase. In other words, the perfect metric, one that is easily repeated and accurately predicts success, remains elusive and is likely to remain so into the foreseeable future.
Google analytic tools
are the most popular, having gained a solid reputation consistent with Google’s unparalleled investment in all of its products. These free tools are designed for such a broad array of uses that we highly recommend you do an initial search to survey those options that may best apply to your specific needs.
Among top contenders are Google Analytics (tracking where your website visitors originate and what they look at); Google AdWords (the Internet’s largest pay-per-click network); Google AdSense (tailoring appropriate ads for your website for extra revenue); Blogger (popular and easy to apply); and, Google +1 Button (providing your customers with an easy way to recommend your business). Other valuable options include Google Correlate, Google Trends, Google Tag Manager, Tech, Google Public Data Explorer, full Value of Mobile, Webmaster Tools and Auto Event Tracking.
CRM
(Customer Relationships Management Systems), Adobe and other players have their have competitive sets of analytics. In a future post, I’ll explore these options, as well as content service platforms like Hootsuite, Sendible and Oktopost.
