If you can identify with the statistics above and know that digital marketing is important to your organization, but go into a cold sweat when someone mentions social media or big data, then the following simple ideas are for you:
The consumer moves quickly through the digital space and only engages with what they deem to be valuable. So stop looking at audience numbers first. Relentlessly focus on what your customer wants. Design a reason for them to engage with your brand. Do more than just try to entertain them, provide real value.
If you start by saying, “I need to get a Facebook strategy because that’s where everybody is” then you have failed already. If you instead say, “I have a great value proposition for my market and now I need to work out how to make it work on Facebook,” then you are on the path to success.
Completely ignore technology
For the technologically terrified out there, this will come as a great relief. The best thing you can do to make sure your digital marketing efforts work for you is to ignore technology altogether and focus on what you do best and think about the customer.
There are hundreds of products on the market for you to spend your budget on, and some very talented sales people willing to help you spend on their product. The best advice I can give is to ignore them. There is no magic bullet, no piece of software that will fix your problems. The only thing that works is spending as much time as possible getting in sync with your customers.
Digital marketing isn’t about social media, big data or marketing automation. By themselves, they’re just smarter spam. It’s about how your customers interact with every digital touchpoint. So focus on your market. Understand what they want. And design experiences that will delight.
Categories: Digital Advertising