The great thing about digital marketing is that you can track and analyze everything, even with a small budget. You can watch your impressions and clicks grow- you can even watch customers navigate your website in real time. However, effective analysis requires you to concentrate on original goals (based on KPIs), without getting distracted by extraneous metrics.
Once you've developed a plan for your digital efforts it's all about creating relevant content focused on your audience. Experimenting with different campaigns and tools will help you get the most out of your digital budget, but stay focused on achieving your goals.
Some of the largest global brands struggle with their digital strategy, so it’s okay if you don’t have one in place. Digital strategy is different for every company, because it is based on varying goals and conversions which can be reached using a wide range of tactics. If you haven’t created a digital strategy for your business, you are probably not achieving the results you want out of your online marketing and advertising. Without a digital strategy you are blindly wasting energy and money on campaigns hoping to catch a break. Stop doing this. It doesn’t feel good, I know. Instead, let’s step back and think about why you are choosing the campaigns, placements and platforms you are. Let’s base it on something tangible and set goals to improve your business. You’ll feel invigorated. You may want to start by Asking The Right Questions About Your Digital Strategy. This should give you a better sense of what digital strategy is and what it means to your organization.
Digital strategy is an ongoing process that has four major phases: planning, execution, analysis and optimization. The first step is coming up with a plan for your digital efforts. Keep in mind, however, that... Read more
We all know that without good content, it’s hard to engage audiences beyond an initial interaction. This is why a solid content strategy is crucial. According to Joe Pulizzi at the Content Marketing Institute, nine out of ten companies have content marketing programs. These companies spend about a quarter of their budget on content marketing efforts.
This being said, producing consistently engaging content has its challenges. Every once in a while we hit a wall in our content marketing efforts. It's not necessarily that our tried and true methods aren't working, but sometimes our audiences are simply looking for a new way to consume the type of content we share. Take infographics for example.
Unless you’ve been living in a cave for the last three years, you know that infographics are a popular way of providing and consuming content. Because they became popular so quickly, many are already lamenting the death of the infographic, but more than likely, infographics are going to transition from being a trendy content item to a consistent part of content strategies.
As with any new tactic or approach, make sure that the benefits directly align with your overall content strategy, and that you set clear metrics for success.... Read more
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Posted in Creative Best Practices, Email, Opinions, Social Media, Targeting, Websites | 1 Comment »
When is the last time your boss or client asked you to add a “social” component to your upcoming campaign or create something that will go “viral”? While it is easy to create content that can be shared, it still remains a challenge to make something that catches the attention and imagination of the public enough to create a viral sensation.
It is sometimes easy to forget how memorable stories, advertisements and other details of our lives used to have to wait to be shared. The water cooler used to be more popular in those days. But because of the limited reach of those conversations, and a troubling lack of Internet connectivity of most water coolers, advertisers and marketers didn’t approach campaigns in quite the same way back then. With instantaneous communication, brand followers now have the ability to share whatever they desire, from wherever they are, thus giving rise to the “viral campaign.” This is, in my opinion, an often-uninspired manner in which the concept of word-of-mouth is approached.
Don’t get me wrong – there has never been an advertiser who didn’t think that getting people to talk about their campaign or product in a good way was a bad thing.... Read more