"Hyper-personalization." "Hyper-connectivity." As a marketer, it is a little disconcerting to watch the continued growth of communication in so many different digital locations. Touches from Facebook, LinkedIn, Google, websites, mobile phones, apps and more are no longer something of the future, they are becoming the reality of our days. While digital marketing through an ever-increasing number of channels may seem daunting, previous successes and experience in developing multi-channel marketing strategies is a key strength that is valid over time.
In this blog, I will describe three historical marketing concepts that are vital even in the context of the current digital environment. It may be surprising to see that, regardless of your technical skills, these fundamental principles still apply to modern digital marketing. When planning campaigns, be sure to refer to these ideas within your project to provide reliable and measurable results.
Define your audience
The Who, The What, The When and The Where: essentially what is reduced by a lot of marketing. While recognizing that there is certainly a science in art, digital marketing often appears to be intimidating simply because it is new. A return to what we already know might be the best start to embrace the digital age.
Much of the campaign strategy and even the value of marketers is identifying "who" we want to communicate, "what" they are interested in discussing and "why" they are motivated to connect with our brand to meet a particular need. This is something we excel at as a marketer and digital strategies need to define the public as much today as in the past.
Without a clear understanding of your audience, it is impossible to develop personalized communication, which is a fundamental driver of modern marketing results. The more appropriately an audience is defined, including its interests and preferences, the messages can be more accurately aligned. In the "hyper-personalization" era, where the audience wants messages to be closely aligned with personal interests, it is more important than ever to know who is targeted so that communication has the highest potential to generate answers.
Do you feel a bit overwhelmed by the launch of your new digital strategy? Start with your audience. Focus on defining "who" during your strategic sessions, which can significantly improve your ability to influence campaign direction as well as your contributions to digital strategy meetings.
Identify your channels
Fundamental marketing practices focus on aligning the public with the appropriate means of communication. Also known as "reach", channel management is a crucial part of defining a winning marketing strategy. The demonstrated skills that identify preferred channels for the consumption of targeted messages still apply to a digital strategy.
Closely related to the definition of the channel is the concept of "impressions". When planning your marketing strategy, it is essential to consider how often an audience may need to see their messages before they can intervene. This concept has long been a central part in the planning of go-to-market strategies. The means of communication may have moved. However, process and analysis capabilities for the development of a channel strategy remain very valuable.
In the "hyper-connectivity" era, where consumers communicate through channels and expect brands to be able to reflect personal communication preferences, it is essential to plan a channel strategy that can adapt and reflect favorite styles for involvement. With the right engagement marketing platform, communications and impressions can be coordinated across a wider variety of channels over a shorter period of time.
Do you feel overwhelmed by the idea of digital communication? Take advantage of planning approaches that include previous successes in channel management to help focus marketing strategy and optimize spending while maximizing impact.
Keep track of your conversions
The concept of conversion tracking is related to the public and to channel management. Marketing initiatives must move the public towards a result. Constant targeting of a specific campaign call (CTA) continues to be vital to impact marketing: the big news is that modern digital marketing facilitates performance monitoring.
When managing modern marketing approaches, it is easy to lose sight of the goal as you develop your experience. Senior marketers know that the absence of a clear CTA within a campaign can lead the public to abandon the campaign and to disengage.
Do you feel overwhelmed by the number of places to communicate with the public? Focus on helping the team identify the right call for action, then re-use this CTA at critical points in the customer journey. Standard conversion and impression tracking approaches can indicate if the programs have the desired impact or if customers choose a different path to evaluate what your company has to offer.
A commitment to adaptation of imports
While we have highlighted the coherent values that go from traditional marketing to digital marketing, it is important to note that the digital public wants to be communicated as individuals. Audiences interact with brands through an ever-expanding number of digital touchpoints. Being able to reflect and match the communication style and channel preferences is important.
To meet your expectations and ensure that your CTAs are your target customers everywhere, marketers must transform the typical "interaction" into a "continuous experience". This includes listening, learning and interacting with the public using relevant messages that correspond to their personal interests. The strengths in multi-channel marketing can elevate these approaches to drive a connected experience and make the historical marketing backgrounds much more valuable for the definition of a connected digital strategy.
Closing thoughts: use what is known, become what is new
"Hyper-personalization" and "hyper-connectivity" make our marketing work much more valuable, even if we need the right platforms to carry out large-scale campaigns. Given all that has been highlighted, this is why it is essential to have a marketing engagement platform that reduces the dependency on learning new technologies and free the marketing team to continue exploiting their skills demonstrated in the market. identify the public, align communication channels, track conversions, and develop convincing messages. The right platform can help turn individual messages into time-based experiences that create relationships, learn from interactions, and engage people as individuals.
As a marketer who has experienced digital transformation, the main approaches and principles of multi-channel marketing continue to drive most of the planning conversations I have daily. I'm sure there are many others that we could indicate as having the same value of the three described in this post. Do not hesitate to add your comments and the principles you use to guide your marketing strategies below.
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