THERE’S A FUNDAMENTAL SHIFT IN THE ROLE MARKETING IS PLAYING IN BUSINESS STRATEGIES. BUSINESSES NEED TO EMBRACE DIGITAL MARKETING TO SUCCEED.
The technology landscape has changed dramatically in the last 10 years, and the pace of change is fierce. Only a few years ago, one in five Australians had a smartphone - now everyone has one, not to mention a tablet. We are swimming in devices and automation!
The challenge and opportunity for businesses is how to deliver the right digital experience to the right person at the right time. Multi-channel marketing is now considered the norm, and so is the high expectation of a personalised experience by customers.
YOUR PRODUCT NEEDS 24/7 MARKETING
Data and technology allow us to create a rich and interactive customer experience, meaning your product and services need a 24/7 marketing strategy. It is no longer how you sell or what you sell that makes you stand out from the competition; it’s about how you bring the whole experience together.
MARKETING IS A CONSTANT
How you market your brand, services and products is part of a continuous relationship you have with your customers. Consumers now have more opportunities than ever to interact with your brand. Meeting consumers’ expectations or exceeding them is the holy grail. The last thing you want is a dissatisfied customer, preaching from the social media mountains!
360° DIGITAL MARKETING APPROACH
I am a big believer in creating digital marketing strategies that are easy to implement and easy to manage. There is so much noise out there, so start out with a plan that you can build from. My recommendations to companies are as follows:
Start by making sure your website is current, ensure the content covers your products, services, who you are and has a regularly updated blog for events, announcements, company news and industry insights.
Make sure you have a database, and you use it. Communicate with your audience on new products, services, industry knowledge and informative insights.
Harness the power of LinkedIn Marketing – this is the ideal platform to grow your network, generate leads, engage with your community and be the industry thought-leader.
If you can maintain these three marketing channels, they are a great way to start building brand awareness, grow your audience and stand apart from your competition. Overlay these channels with a good content marketing plan, and you will have a cost and time-effective digital marketing strategy. Once these channels are up and running, invest time in other digital marketing channels and targeted advertising campaigns.
REMEMBER THOUGH... IT IS VITAL TO BE CONSISTENT – WHATEVER YOU IMPLEMENT, COMMIT TO IT AND DELIVER!