Digital Marketing is the newest and a more cutting-edge form of online advertising. As such, it has many of its own complexities. Marketers need to dig deep to find ways to create an impact using new cross-channel methods, like social media. In order to reach the next level of digital marketing, successful marketers need to dig even deeper to find new techniques that produce an effect through interactive marketing. Here are some times when it’s time to take your marketing campaign to the next level:
The audience. Just as every marketing campaign needs to be geared towards a specific audience, digital marketers need to pay close attention to what type of audience they’re trying to reach. Are they a niche market, or do they represent the entire population? By understanding who their target audience is, digital marketers can design their campaigns and ads so that they reach their audiences successfully.
The competition. It’s a digital age after all, and the competition in this realm is just as intense as it is in the traditional world. When digital marketing is done right, it can be able to shake the hand of traditional marketing and reach directly into the target audience for maximum results. On the other hand, when things go wrong or there simply aren’t enough leads to support the type of digital marketing a digital marketer has concocted, traditional marketing can still have an effect – but not nearly as extreme.
The time of day. Nowadays, many people are so busy with their schedules that traditional marketing might as well be out of the question. However, when you’re digital marketing is done right, it can still have an impact on an audience by scheduling time for them to read up on a product or view a video. Even the timing of a tweet can have an impact on whether people are going to respond to it, since some people won’t even log onto a social network site to read what you’ve Tweeted unless they have time to spare.
The content. This is a more complex issue than it first seems. Most digital marketers, myself included, think that YouTube is the king of social media. In fact, I’ll go as far as saying it’s THE king of social media. As such, digital marketers often post videos on YouTube and the digital equivalent of the article can be posted on article directories. The problem with YouTube is its universal format; articles will generally read better to a target audience if they’re written to the same guidelines as television shows or other content.
The tone. This one goes hand-in-hand with content. Many traditional marketing tactics tend to lean towards bluntness and sarcasm in the tone, which to some degree makes sense. But with digital marketing, tone can matter – especially when the marketing effort is coming from an SEO standpoint. Because a lot of search engines still give a lot of weight to how authoritative (or formal) the source of an article or video is, there’s still a bit of a delicate balance to be maintained.
Digital marketing success comes down to having a variety of delivery channels to reach an audience. In order for your digital marketing efforts to be successful, you need a variety of platforms that will deliver your content to the right audience at the right time, in the right way that makes the most sense to you and the audience. While the delivery channels for traditional marketing strategies tend to include TV, radio, print, etc., the delivery channels for online marketing are much more diverse. Here are a few examples:
Of course, everything I’ve mentioned so far applies equally to traditional marketing methods and doesn’t always apply specifically to digital marketing. However, for the purposes of this discussion, we’re looking at the fundamental differences between traditional and online marketing and what it means to each medium. In the next posts, we’ll discuss topics such as brand authority and social media influence.