Send Pulse defines digital marketing as “A digital marketing strategy is a set of planned actions performed online to reach specific business goals. In simple terms, this means performing consistent actions at the right time via the most suitable online channels to increase revenue and improve relationships with your audience.” When using the RACE planning framework to develop digital marketing strategies, it’s critical to identify the environment you’re going to create to build success. It’s essential to plan out what platforms will be used; as the marketer, you make the background of your strategy for your campaign through the atmosphere. When creating your campaigns, it’s essential to each traditional and online communications and determines which services will make the best choice to use. So how do you figure out which communications to use? Building a customer journey map can allow you to think through each touchpoint. Also, building customer personas can help the marketing team understands different types of people going through the journey and understanding their touchpoints to build your environments and strategies. Learning these settings and conditions for both customer journey maps and customer personas helps create an overall understanding of what’s needed and the demanded. While producing and formulating a comprehension of the digital marketing environments and services, you can build cross-channel strategies to boost and elevate your campaigns based on the journey maps and personas to grow. Overall, defining what you need based on research, plans and strategies will step your marketing up for overall success.
While the shift from the pandemic has caused more changes in our distribution now than ever, it’s something that probably won’t go away for a very long time. Marketers need to make their online channels and distribution methods stronger now more vital than ever. The pandemic affected all distribution channels, either creating limits or stopping them all together. Going through too many intermediaries is an issue and forces marketers to consider the possibility of direct selling to cut your wait time and distribute your product faster.
Companies are trying to figure out the best and fastest ways to eliminate the delays they now face because of COVID19. Omnichannel selling is the next wave and will continue to grow. Buyers now look to different sellers to find the best of the best. It’s important to sell on various channels to get those buyers. According to HBR’s Defining a Post Pandemic Channel Strategy article, they explain “…what is underway is a shift to omnichannel buying, and that has implications as managers allocate resources in order to achieve profitable growth.” Even though it’s been over a year since the pandemic shifted, distribution channels will continue to change and adapt to society. It’s important to remember how to stretch the intersection and continue growing in this area to advance.
Goals, in general, can help a marketer understand what they’ve been able to achieve or whether their efforts have proven to be successful. By setting and documenting your goals, you’re more likely to achieve them. The best way to make goals in marketing is to make them SMART. As a marketer, I’m sure you’ve heard this before, but what does it actually mean?
Specific- Identify what you want to achieve and make your goals straightforward. Narrow down your metrics and specify what you’re trying to achieve.
Measurable- Use metrics that are measurable through your platforms compare what your goals are to other efforts used previously.
Attainable– Be as realistic as possible, use your previously contents metric and shoot for what you believe you will achieve. Based on that, push yourself a bit to achieve higher metrics.
Realistic- Don’t go overboard and aim for results that can reasonably be attained with what your performance looks like so far.
Timely- Whether it’s a paid campaign or an organic post, set a time frame as to when you will stop looking for results and engagement to report your metrics. It’s best to standardize this across all your marketing reporting for objectives to have an accurate timeline and understanding.
SMART goals are a great way to define and measure your objectives and metrics. This is a great way to standardize your reporting and see the results you’re hoping for in the long haul. When will you start implementing SMART goals?
A customer’s life cycle goes through many phases and takes time to engage and retain the client. In a client’s life cycle, digital and traditional communications need to be integrated for it to be impactful. Digital communications include utilizing online technologies like devices, platforms, media, data and technology. These are critical to use in a customer lifecycle because they offer various connections and can be used in each phase to retain the customer. Having a different and online presence allows the company to share various elements build new clients and maintain previous ones through retention.
However, traditional communications are still critical and need to be used in conjunction with digital platforms to create multi-channel promotion strategies and be involved in the customer’s life cycle. Traditional media includes print, TV, direct mail and in-person sales. They differ from digital communication because traditional media occurs through a physical action and has what was used before digital media expanded to what it is today.
Using both digital and traditional in the RACE planning framework is key to successfully attaining customers using digital communication channels. The RACE planning framework consists of five phases plan, reach, act, convert and engage, each phase considers how the customers interact and what needs to be considered. Why use it? Smart Insights shares, “ultimately, it’s about using best practice analytics to get more commercial value from investments in digital marketing.”
Another application to consider would be the 5 S’s of Digital Marketing. They are typical goals the digital marketing should be recognizing to hit their aims. The five goals are selling to grow sales, adding value, speaking to the audience, saving costs, and still getting good results and sizzle extending the brand’s presence online. Considering all of these communications and using them effectively is key to having a successful customer lifecycle journey.
While to some, social media may be as simple as posting a picture to get some likes and followers, marketers know the actual value in being consistent on social media. Social media is a tool that can be leveraged to increase any brand’s return of investment. While we all want to make the sale, that’s not always the only ROI we’re looking for. An article from the MIT Sloan Review that discusses whether or not you can measure ROI in social media marketing reveals what you can measure. Here’s what they had to say “these behaviors then can be considered (and measured) as customer investments in the marketer’s social media efforts. This suggests that returns from social media investments will not always be measured in dollars, but also in customer behaviors (consumer investments) tied to particular social media applications.”
Consider measuring the behaviors and outcomes by defining the goals of your social media platforms. Use the data social media provided to leverage what your brand is looking for. Now, what do you post that’s not necessarily aimed at a purchase? For example, in a blog post, the goal is to get your audience to read the blog post. It’s a behavior for them to click the link and read. The goal would be to have our brand stick in their head and return in the future for a possible transaction; whether it be a purchase or a website view, it all matters. It can help you determine what’s working and what isn’t in your customer’s journey and how to fix it.
While most marketers usually aim to identify their customer’s journey, it is critical to look through it and determine which parts are moments of truths. As defined by My Customer, “moments of truth represent the points in a customer’s journey with a brand when a key event occurs and an opinion about that brand is formed.” In other words, they are the crucial touchpoints in the journey where the customer either is enamored, or they aren’t and they move on. Instead of just knowing the customer’s journey, they need to pinpoint the essential parts that change everything. Every marketer needs to identify their customer journey’s moments of truth and determine what they need to do for the customer to fall in love instead of walking away. They are what change everything and help you improve the journey overall. If you haven’t applied this concept yet, what are you waiting for?
Consumer attitudes are learned ongoing evaluations of people, objects and concepts. Why is this important, you ask? An article from Forbes shares, “Attitudes are widely regarded as one of the most important drivers of purchase behavior, so it’s no surprise that savvy marketers strive to understand and influence their target customers’ attitudes. In the interconnected landscape in which our consumers live, work and play, this includes not only understanding and influencing attitudes toward our products, but also attitudes toward the category, competitors’ products, influencers and any other elements surrounding a purchase decision.”
And after all this, why does it matter to marketers? A customer’s attitude motivates them to either make a purchase or not of a product from a brand. Marketers need to understand where those attitudes come from and how to change and influence them. When marketers are interested in this information, they need to understand the prediction and diagnosis and find them using the multi-attribute attitude model. It gathers evidence for specific components and combines them to predict the consumer’s overall attitude toward a product or brand. It depends on their beliefs and that is focused on several different attributes. These are all elements for marketers to consider when determining customers’ attitudes toward their product and brand.
Facebook has been around for over a decade and is a game-changer and a starter for all of us. It was the foundation for social media and is still one of the sites with the most users today. It was one of the first ones that took us by storm and brought us into this digital social media world. Since its growth, we have seen several other social media platforms rise and Facebook continues to stay at the top. Some people say Facebook is a dying platform and others disagree. Why is that? Let’s take a look at some elements to consider.
Facebook has the most users meaning it’s one of the largest platforms where marketers can target their audience. It’s one of the best platforms out there for this. You can target your audience by every aspect and it carries the most data about users.
The engagement on Facebook has declined because of it’s popularity. As a Gen Z, I can say Facebook has been seen as a platform for older generations now and a way to talk to people far away. The engagement has declined because other platforms like Snapchat and Instagram are currently more attractive.
A blog from lyfe marketing explains, “Facebook advertisement is one of the most popular types of online advertising. You can advertise to people by age, interests, behavior, and location.” They are one of the cheapest places to advertising and you can reach thousands of users. They also control Instagram ads and Facebook Messenger, a great way to spread content through the same ad site.
Facebook groups are one of the reasons people still have and use the platform. There are millions of users on groups and it’s a great space to find your audience. Facebook groups are a great way to find your reach. It’s the only social platform with this feature that has become so successful.
In summary, Facebook has its pros and cons for marketers to make ads on it. Now you can decide if Facebook’s benefits outweigh the cost.
We create emotional connections with brands without even realizing it. Creating that link drives the consumer to want to make the purchase and create a connection between the brand, the product, and how it all makes the consumer feel. This is something consumers do subconsciously and brands need to understand that to reach their audience. Creating that emotional connection will be something they remember and increase recognition and loyalty. Use this tactic to create a long-term customer.
Nowadays, anyone can be an influencer, and once you have a couple of thousand followers, you become the coined term micro-influencer. There are levels to influencing those are the smallest ones and from there, you can continue to grow to become an influencer with millions of followers. Brands love hiring celebrities and major influencers; however that can be difficult, expensive and not get you the results, you’re looking for.
Micro-influencers are more valuable and practical and here’s why:
They are niche- if your brand sells this product, you want an influencer that either already uses your product, reviews similar products and can encourage the development further.
They are closer to hitting your target- When using someone with millions of followers, most might not care about your product and will just keep scrolling. With someone who has followers that match already, this pairing is perfect. It’s a guarantee to get you better engagement and interactions than a big-name influencer.
You can get more than one- Big influencers cost big money. With micro-influencers, you can spread what you’re paying and use several micro-influencers. This is a great way to get many impressions still but use several micro-influencers sharing the wealth for everyone involved.