Digital Marketing… the gateway to never ending sales and opportunities to grow. While this is true, it is also criminally over-simplified. The notion of leveraging “digital marketing” in a world where seemingly everything (and someday soon everyone…robots!) is or has some type of computer processing embedded within it makes the term “digital” far too indefinite for any limited practical use cases. Couple all of this against the rate at which consumer habits evolve, technology advances, and buying behaviors change, a healthy portion of the market isn’t hyper focused on these exact items and is misinformed about the specifics of successfully executing “digital marketing”
How do we change this? I’ve been in many many many many many sales meetings where the challenge was/is:
- Breaking down product so that the reps can sell it (digital marketing products)
- Getting the market to understand the value of the product and its utility relative to competitive options
It’s no easy task. How do you get a furniture store owner to understand what a pixel is (assuming this owner is not digitally savvy) or get a dispensary owner to understand how to reach a single consumer across all of their devices? These challenges need to be solved before you even get into what you’re looking to accomplish in the first place.
The reality is, some folks will want to look at the engine under the hood. Perhaps they understand how deterministic linkage works or perhaps they just want to posture to look more informed as a buyer – great service groups will be able to handle this with the detail required. Unfortunately not everyone is a great seller or service provider…at least not at first.
How then do we make a playbook to help relay value to the end user while setting positive expectations?
1. Defining Specific Goals – Putting pressure on your advertiser to clearly state business objectives. YES everyone wants to sell more widgets BUT how do you sell widgets today? How will our digital amplify that? In my opinion, campaigns without defined goals leave entirely too much rope for the advertiser to hang the media buyer over at the conclusion of the campaign.
a. A campaign that is set to promote retail store visits should be executing fairly different in channel and creative than a campaign that requires online conversions. Both “digital marketing” campaigns… two wildly different goals, campaigns, and execution strategies.
2. Defining Audiences – Who the heck do you want to sell to? Where do they live? Who buys from you today? Who would you like to buy from you more often? Do you store customer data? — All of these questions should be answered well before the launch of any media. Different demographic groups can respond differently as consumers – audience and clearly defined goals must be married at the HIP!
3. What is your online presence like today? Have you ever heard of the expression “you can take a horse to water but you can’t make it drink.” This is especially true when there is NO WATER IN WHATEVER BODY OF WATER YOU WERE USHERING THE HORSE TOO!
a. Is your branding consistent across your website?
b. Is the creative message from the ad that drove the visit similarly placed on the web page?
c. Are your call to actions prominent and above the fold?
d. Are your form fills easy to execute?
e. Are your socials active with regular updates?
f. Are you listed in Google as a business… are your reviews positive?
These are just a host of the questions you need to dissect when addressing a landing page. If you’re fishing and your net has holes in it, it won’t matter how many fish are in the water.
A Lot to process? I suppose….. Some agencies will want to push through regardless of the client’s answers to the questions above to close a one-off deal. The reality is that digital is a constantly-running service that should be learning and evolving each month with response and channel insights.
The value in investing a little extra time in having a specified audience, goal set and online presence from the onset of a campaign will have all stakeholders from any media buying experience much better suited for campaign success.
Have a wonderful Thanksgiving