Digital marketing has become the most popular form of marketing in the past decade. So why is it so hard to master? Everyone struggles with creating digital marketing strategies. The main reason this is so hard? Digital marketing is always changing. It reflects the customer, not the company which can keep a company chasing their tail. To keep up with an evolving market, I’d like to share a few recommendations.
First is research. More often than not research is given less credence than it deserves. When companies rush the research stage of a project, they are unable to see the full picture and in turn set objectives that don’t make sense or are unachievable. Companies must understand their customers wants, needs, and digital behavior before they start any new marketing approach. Only after research and developing a deep understanding of their customers, can a company create realistic objectives.
Second, is repetition. As digital marketing is always evolving, so is the market. Additionally, people spend entire days online, and 80 percent of their decision to buy your product is made before they ever reach out to, as a result of seeing your brand several times in a bunch of places.
Third, use the data you collect through completed campaigns and evolve your approach. Many companies gather lots of data through digital marketing campaigns, but once the campaign is over, the data isn’t used. Don’t throw away all that good data! Put it to work.
Lastly, do something new! Digital marketing today doesn’t demand high production costs and award-winning creative teams. It just has to be interesting. Customers get bored with the same thing over and over lose interest. Mix it up! Come up with new ways to represent your brand and try out a new medium.
We must change as digital marketing does. Use these tips to keep your customers and prospects engaged. And never stop evolving.