Digital Marketing: A New Spin on a Familiar Trade
Even though the world of digital marketing is relatively new, the practice of marketing itself is far from it. Tracing all the way back to ancient times (the Song Dynasty, for you history buffs out there), marketing has been a consistent, crucial, way to convey the value of your product to consumers. While the tools and practices may look a little different in modern times, there’s little doubt that the ability to reach your customers in a meaningful way promises huge returns and sustainable cash flow for businesses. Let’s take a quick look at where we’ve come from, and where the state of communicating your value proposition is today. Check it out below!
Where are we today?
Although the platforms have evolved over the years, modern marketing methodology asks many of the same questions when planning a course of action:
Who are my customers?
What value does my service or product offering bring to them?
Where will my customers see my advertisement?
How is my message tailored to ensure it is relevant to my audience?
These days, the above questions are factored into marketing mixes that reach consumers daily via targeted advertisements on social media, compelling written content for customers engage with, and killer web copy that makes it crystal clear who and what your brand is and does.
What is the difference between then and now?
Go to a coffee shop, sit on public transit, or simply take a moment to look around at your peers. It only takes a few moments to realize just how big of a role technology plays in our daily lives. From countless apps and social media platforms to endless emails and newly uploaded videos, digital content captivates a large percentage of our attention. Not convinced? Check out these recent statistics:
- Youtube users watch 4,333,560 videos
- 12,986,111 text messages are sent
- Amazon ships 1,111 packages
- Netflix users stream 97,222 hours of video
- Google conducts 3,877,140 searches
- Twitter users send 473,400 tweets
- Users share 2.083.333 snaps through Snapchat
Shocked? You’re not alone. Even if you’re an above average consumer of media, it’s hard to fathom just how diverse and prevalent its reach is. It’s no wonder, then, that many businesses struggle to adequately adapt their marketing plan to fit into, let alone thrive in today’s digital environment.
Cutting through the noise
With so many channels operating at full speed, it can be daunting for marketing managers to come up with a plan that stands out from the crowd. Even more important to consider is the fact that the power that the marketing industry once held to command attention with ease now belongs to the consumer.
Customers now have more power than ever to research their purchases, and often use this to their advantage in the buying process. That means it’s now the job of business owners and their marketing teams to produce content that grabs the consumer’s attention and showcases why their product meets a specific need.
Building a foolproof modern marketing mix
To adapt to the new consumer mindset of “research first, buy second”, the marketing industry has come to understand that we must build clear strategies that utilize analytics, customer behavioural patterns, personalized content, and more.
If you’re in the process of setting up or revamping your marketing strategy, a few pointers that you’ll want to keep in mind are:
Digital Marketing is not a “set it and forget it” process.
A successful strategy requires constant attention, dedicated monthly budget, and routine changes for optimization.
Tip: Conduct a quick audit of your SEO practices with our SEO Checklist.
Know your audience
Learn your business’ core customer personas as well the value your product and service provides. Using targeted buyer information will give you a solid foundation to build the rest of your strategy on going forward.
Analytics are a goldmine
If content is king, analytics are your secret weapon when it comes aligning all pieces of your marketing mix. Analytics tools can save you time and money, allowing you to gather an informed picture of what elements of your strategy are working, where you can improve, and what you need to look at in the future.
Listen to your data
Regardless of the program or campaign you may be running, the end goal is some form of conversion: sales, subscriptions, growth, etc. The data collected by your analytics software, as well as tools like HotJar will show you how your customer “thinks” when they reach your content; including what areas they linger on and where they click away. As we said above, this information is crucial to finessing your process and generating the results you need.
Your marketing and sales team need to be in harmony
Your sales and marketing departments should feed and support each other. Ensuring both teams are aligned will ultimately boost your sales funnel and enhance the customer journey. An easy way to do this is to utilize a platform that multiple departments can share seamlessly. For example, HubSpot’s CRM and Marketing tools work in tandem to strengthen the business as a whole and streamline internal and external communications.
If the thought of mastering the types of tools and methodologies above seems overwhelming, don’t feel discouraged. Even the most skilled and progressive marketing leaders in the world rely on a diverse team of experts to help steer the ship. Many organizations opt to move away from expensive to maintain internal teams, and instead choose to partner with vetted agencies that have a vast wealth of experience and ready access to a network of valuable tools. Forging a healthy relationship with an external partner can save time, maximize results, and allow your team to focus on important daily operations.
At Primal Tribe, we offer our clients proven solutions that are customized to your specific needs and objectives. Through our partnership with HubSpot, we also are able to offer access to their award-winning technology and resources. If you’re ready to take your marketing to the next level and reap the rewards, contact our team today!