Digital Marketing – An Era of Constant Changes
So many times, when I meet with my client, they asked me what actually your Digital marketing do while Google advertise their products on Television, I really try to laugh loudly, but meeting ethics not allowed me to do so, but question i.e I took very seriously and want to explain that Digital marketing has changed the way in which marketers brand and market their organisations or products. More importantly, it is constantly changing every time. The techniques that used to work no longer do, so new techniques are always evolving and welcoming by us. Yes, its good part is that it is not expensive to try out many of these methods. If they don’t work, fail fast and moves on.
Digital campaigns are a necessity of market.
Digital marketing no longer means running a simple AdWords campaign or Facebook paid campaign. Successful digital campaigns must use consistent messaging across multiple channels and touchpoints. Other than the obvious branding benefits, this approach allows you to integrate your message and value proposition to the same audience through multiple channels to accelerate pipeline velocity, I am sure this way will help your sales team close the deals.
Strategies that match with buyer journey.
So many times you see the message from a business like “free demo!” etc actually they’re doing it wrong. Digital campaigns must parallel the buyer’s journey. First-touch messaging and assets must be high level and educational like “Looking for Java Classes?”. The next message or asset the user sees should be determined by the actions taken (or not taken) at the previous touchpoint until the user is convinced to demo a product or speak with a salesperson.
Some time intent beats interest.
Yes, it is true, Digital ad messaging should tell the same story but use different words. Persona-based targeting is the key to success in the digital space and in marketing in general. While the message, be it a headline or a call to action, must convey value and story, the language used in the digital space should reflect the intent of your individual prospect. A CFO might be triggered by the word “profit,” while a CEO might prefer the word “growth” and CTO will try to find “technology”. Don’t know which one will work? but if the intent is about the growth of organization than CTO and CFO will prefer the word “growth” instead of “Technology and Profit”
A/B testing is the base of efficient digital marketing.
I know some of you will think that it is part of AdWords, but this is effective everywhere, A/B testing in the digital space is one of marketing’s most powerful tools. Testing hypotheses, messages, CTAs (Call To Action) and creative allows you to adjust your strategy to squeeze the most out of your marketing budget. The same ad can no longer live indefinitely in one channel. Though it may remain there, it will become invisible to your audience unless you are constantly testing and updating it.
Email marketing is dying.
Exactly, I too noticed after clicked on so many unwanted emails, those force to click us just of their heading/subject line, but the end of email marketing is near, and smart inboxes, busy executives and templated emails are to blame. Marketers (and salespeople) have to rethink the tools they use to reach their prospects directly. How many promotional emails do you get a day? 10? 20? 50? Your marketing email isn’t special — it’s clutter.
Digital marketing requires a tool stack.
As per my long-term experience in this industry, I am sure that It’s hard to build anything with only one tool — especially your pipeline. Front-end platforms, backend systems, and intelligent tools in the middle are a must. Tools like Marketo and Eloqua help marketers organize, score and nurture their leads, while platforms like AdWords, LinkedIn, Facebook etc help attain them. Sure, we can capture leads using only one platform, but our audience most likely lives on all of them. More importantly, our audience behaves differently on each platform. That’s why we must keep our message consistent and spread it wide as we adapt to the changing digital marketing landscape.