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This is a tried and true method for promotion and advertising
that hails from decades of knowledge in the real world. The problem is that the
digital realm is quite a bit dissimilar. The problem is that marketers and
advertisers need to find a new way of thoughts about online advertising, simply
because the formula they migrate from the real world doesn't really interpret
so well into digital bytes.
From operation-Driven Blasts to
Experience-Centric Efforts
Consider the development of search engine optimization. SEO was once the wounding edge of
digital marketing -- everyone used Google to find what they wanted. And they still do. But alas, SEO isn't
as thrilling as it once was, and perhaps that's for the best, as it is no
longer as black hat or spam my as it once was either.
Currently, SEO has evolved into a set of
best practices, methodologies, and technologies that ultimately help increase
the visibility and authority of brand websites. What once was a collection of method
like link spamming, keyword stuffing, and cloaking is now a well-defined if
still-changing industry.
Online advertising followed a similar
path of changes. From real-time bidding to more difficult background ad displays,
the online advertising industry has frequently tried to make itself at home in
the digital monarchy. The last step is to understand that the digital customer
journey is a unified experience, not a campaign-driven one.
Unifying the Experience
The very customers that advertisers are
targeting using customary methods aren't typically willing to sit through
blasts of marketing messaging. Indeed, with the growth of social media and mobile, patrons
have all the power nowadays. Ads and marketing material all need to cautiously
tread the path Seth Godwin called consent-based, lest they be ignored, labeled
as spam, or even blocked with ad-blocking programs.
Yet take Godin's permission-based
marketing concept a step further and you'll find that unify the advertising and
marketing experience with the customer journey is a win-win situation.
Consumers are obtainable with contextually applicable, authentically valuable
content and marketing when they want it and brands get to make sales pitches to
people who are most likely previously interested to purchase.
But what does this involve and what does
it mean to a brand's bottom-line?
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The New Normal for Online Advertising
and Marketing
It's as simple as sympathetic that it's
time to stop thoughts in silos. For example: the SEO team shouldn't be dividing
from the content team and they shouldn't be separate from the social media
team, as they all belong under a single customer journey.
This means unshackling the goals of each
team or department and integrating them: SEO's job to bring capable organic
traffic extends to ensuring relevant keyword performance and appointment
metrics. Content should always be developed with SEO and social share ability
in mind. Social should always be optimized for platform-specific posting and
user appointment. Done right, this creates a unified, coherent experience for consumers despite of channel.
For brands, this means increased customer
satisfaction, engagement, and conversion because they aren't simply frequently
segmented and blasted with messaging anymore. What they're seeing is
communication that's more valuable and contextually relevant to their
wants and needs. In this new way of thinking about online marketing, the
issue is already well beyond permission-based message, but fluid consumer
experiences.
Finally, this all entails effective data
assembly. Luckily, we already have lots of platforms for that. What we need now
is the mindset to change our approach.
Make sure you appreciate what you are
looking at when you are creating your advertising campaigns. Download our eBook
now on the promotion metrics that matter when measure the efficacy of your marketing
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