By Jiyan Wei
The need for multi-channel marketing continues to be the next opportunity for many marketers. Having a presence, voice and communicating to your target audience in one channel alone became ‘old school’ as many companies began connecting marketing efforts across mobile, social media, websites and email initiatives.
As marketers move toward creating and promoting messages across channels, which consumers are demanding, each should be aware of the following 5 Mandates for Survival in the Digital World.
Article source: http://www.b2bbloggers.com/blog/5-mandates-for-digital-marketing-survival
The need for multi-channel marketing continues to be the next opportunity for many marketers. Having a presence, voice and communicating to your target audience in one channel alone became ‘old school’ as many companies began connecting marketing efforts across mobile, social media, websites and email initiatives.
As marketers move toward creating and promoting messages across channels, which consumers are demanding, each should be aware of the following 5 Mandates for Survival in the Digital World.
- Digital marketing will continue to evolve. According to Forrester Research, digital marketing budgets are expected to surpass $20 billion for the first time. What this means to marketers, other than perhaps an increased presence at the revenue table, is identifying where marketing needs to expand. What channels are effective and should continue? Which weren’t?And maybe more importantly, where do you think competitors might break through in upcoming months? Scoping out competitors websites’, networks and advertising placement is a great way to stay up-to-speed with what they are investing in more frequently.
- Mobile marketing. As more people stay plugged in everywhere they go, the more marketers will try to reach them via mobile devices. An important sub-category is location-based marketing. Most mobile devices are equipped with GPS, so if your business serves a local market, make sure it’s listed in all the local directories and peer review sites like Yelp.If you are already exploring location-based marketing via FourSquare or a similar service, try taking it to the next level by offering discounts/coupons to someone who is currently at a nearby retail store/restaurant.
- Social Media Conversations. The move from talking at your customer to engaging them in conversation is fast becoming the norm. If your company hasn’t had a chance to invest time and resources into the channels that make it easy to build relationships, such as Twitter, Facebook or blogging, it’s likely time.
- Cohesive content strategy. “Content is king” is still the reigning slogan out there, but “unify your content” is becoming an equally important rally cry. The ability to stay “on message” across a website, Facebook, Twitter, blog, email, press releases, and live chat can be difficult.Help your team stay on message by creating a content matrix which aligns messages and indicates the timeframe for particular messages, discounts or promotions. This allows all team members to be aware of current content marketing campaigns and if hosted in a shareable space, can alert teams of updates in real-time. Expect to see more “content czars” as companies strive to consistently brand themselves across the multi-faceted digital world.
- Video. Increased processing power and bandwidth make downloading and watching videos easy, so people are coming to expect (for example) a 3-minute product demo accompanying a web page, white paper or press release.Written content will always be important, and adding video to your content strategy will most certainly give your company the competitive advantage it needs in today’s digital marketing landscape
- Development of tools to analyze communications across digital channels.
- Increased pay-per-order advertising.
- More personalized advertising (following on the heels of increased consumer tracking).
Article source: http://www.b2bbloggers.com/blog/5-mandates-for-digital-marketing-survival
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