Archive for February, 2015

What CEOs Must Know About Success In Digital Marketing

Monday, February 16th, 2015

Facebook has more than 1.3 billion active users. The number of monthly Google searches is somewhere close to 11.9 billion. All businessmen can estimate that even the smallest slice of this huge pie is worth every effort.

In today’s cutting-edge and highly competitive digital market, you need to set your company, product, or brand apart from the next one. Every CEO wants to know how they can get more traffic and more sales. What is the “key” factor that can make the difference?

The answer is pretty simple. There are 5 basic yet crucial thought processes that can pave the path to digital media success.

1. Each channel has needs.

Brands need to understand digital media. It is not just about a CEO who understands the direction of the industry or a CMO who understands buyer personas. It is about filtering down this understanding to a system of success.

For example, Social Media is a one of the digital media channels. But, it is very different from SEO or SEM. On social media, you need to be keyed in to relevant topics and post and respond in real-time, to be a hit with your audience. Like Oreo did with its Super Bowl Slam Dunk:

oreo super bowl slam

@Image credit: http://blog.mindshare.ie/

Remember, digital media success is strongly correlated to online brand positioning. So, first understand what each channel needs. Then, create systems that adapt to the different needs of these communication channels.

2. Do more and get more.

CEOs have a great opportunity to create thought leadership positioning. Thought leadership is a great way to personalise the brand and attract more customers by getting involved in issues that matter in your industry. You can establish thought leadership by:

  • Identifying new opportunities or solutions for growth
  • Overcoming the most pertinent problems within your industry
  • Offering subject matter expertise by sharing consumable content
  • Building trust within a business community
  • Creating a substantial impact
  • Take a look at the responsibilities of a thought leader. Every CEO, in some capacity or other, needs to identify new opportunities, solve problems and build trust within a community. In other words, a robust online presence is the perfect way to build your current profile and add value to your organization.

    what is a thought leader

    @ Image credit: www.prweek.com

    Any company can have a website and a social media account. However, thought leadership can be the key differentiator for your organization’s online presence.

    3. Know thy king.

    Digital marketing has brought a unique emphasis on customers. Every digital media activity is geared towards a better customer experience. Be it simpler navigation, a responsive website, or sharable content, “buyer persona” is at the forefront of key business decisions. But, there is something a CEO is in a unique position to do.

    know thy customer

    With example after example, digital media demonstrates the value of a customer-centric approach. But, a digital marketing company or marketing executive cannot implement a customer-centric business culture. A business leader can do it. Here is how:

    customer

  • Integrate web analytics, sales and customer care to identify customer insights. They can be used in every marketing communication.
  • Utilise key customer insights to create a better product: Year-on-year, every CEO has access to huge amounts of data. Unorganised and disintegrated, it occupies space. The right integration will give you key insights to drive your business forward.
  • The best example is the case of Jan Koum, the CEO of Whatsapp Messenger app. His keen insights into the customer psyche helped him create a user experience. It has allowed him to build more than an app. It has become an integral part of our social fabric because he used those insights to build a successful customer-driven business model.

    4. Get big without big bucks.

    Digital media is not about having big marketing budgets. Though, they do help. Digital media is all about striking the right cord with your audience. Be it a call to action on a landing page, social media post or your personal profile on LinkedIn, everything is an affordable tool. But, the real question is how much will you be willing to pay to get 250% growth in your website traffic?

    Food for thought: These insights are already proven to lead to digital media success. How will you implement them? Contact Us and we will help you to implement these for your business.

    The Art Of Fixing Your Digital Media Blind Spots

    Thursday, February 5th, 2015

    It’s a little presumptuous to suggest that decision makers have digital media blind spots. But, it’s only human. We work with decision makers day and night. So, we understand that they work really hard to stay ahead of the curve. But, every now and then, these blind spots can rear their ugly heads.

    The Art Of Fixing Your Digital Media Blind Spots

    @ Image credit: http://www.doitmarketing.com/

    Digital marketing has several facets and is ever-evolving. Under pressure to perform, monitor and deliver results constantly, decision makers may overlook a few relevant factors. That’s why it is important to trust your digital marketing partners or in-house experts. Take their counsel seriously.

    Take their counsel seriously

    Are you a CEO, Entrepreneur, Digital Marketer or Social Media Manager? Then, read on and keep an eye out for these common digital media blind spots.

    competition

    Today, every organization wants more attention. They employ SEO (Search Engine Optimization) and SMO (Social Media Optimization). If possible, they use display ads too. But, several decision makers think of competitive brands as competitors. They forget to take into account the growing number of blogs, third party websites, international competitors, etc. Search engines and social media change your conventional “competition”. Is your digital media strategy ready for it? Here is a Google Worldwide Trend of interest over time in “travel insurance”.

    interest over time

    @Image credit: http://www.google.co.uk/trends

    Here is a Google trend of interest over time in “travel insurance” in the UK market.

    interest over time
    It may seem like there is a gradually decreasing interest in the market. But the picture is completely different when you include third party travel websites.

    Third party travel websites - Interest over Time

    So, don’t turn a blind eye to the current and potential key influencers in your market. Watch out for white papers and industry benchmark studies. Identify social and offline influencers in your industry too. Then, you can create a more holistic digital media strategy.

  • Collaborate with online bloggers.
  • Create content your customers are looking for rather than promotional content. This type of content is worthy news content for most third party websites and blogs.
  • Write guest posts for third party websites.
  • customer needs

    Whether you are a CEO, CMO or a digital marketing manager, key decision makers are not spending sufficient time talking to real customers. Frankly, it is not entirely possible. But, your organization has customers and employees in its sales and customer care departments. There is enough data in the sales and web analytics departments to create actionable insights. Powerful business leaders focus on “customers” and so should you.

    Customer is boss - Quote by Sam Walton
    Unhappy Customers Greatest Source of Learning - Quote by Bill Gates
    Customer Experience - Quote by Steve Jobs

    So, integrate the insights from web analytics, sales and customer service into your buyer persona. These data-driven buyer personas have a potential to minimize the risk in your decision-making process. It is not just about using web analytics but making profitable decisions.

    results vs budget

    Decision makers have to consider a number of aspects. There is just too much to be done to look at the next big thing on the digital media front. But, this digital media revolution is spinning at an unbelievable rate. Some organizations are offering just the solution you need for your current problem. But, most decision makers are too involved in traditional problem-solving methods to bother. The true sign of a digital marketing success is “Experimentation”. Drive your digital marketing campaign from your vision of results rather than budget and other constraints. You will be surprised to discover how affordable digital media tools can be.

    An impartial third party advisor can always help you see these blind spots, though. That has been our experience, anyway. Contact Us today to help you.