Making It Click: The Next Generation Of Digital Marketing
VP of Digital Business and Innovation at Stefanini , leading new product offerings and digital transformation.
More and more marketing is becoming digital marketing, and all businesses must closely monitor the ever-changing landscape and respond effectively to it. At a time when digital marketing is an integral part of the overall marketing puzzle, understanding the principles and practices that underpin an effective digital marketing strategy is essential when digital differentiation is essential.
Common mistakes in digital marketing
What are the most common digital marketing mistakes?
Poor change management
A common problem with ineffective digital marketing programs is the lack of a flexible and collaborative change management strategy. A team structure and internal flexibility that encourages collaboration between IT and marketing on digital projects is critical.
Indicator boxes
Too many brands focus on choosing between different digital platforms instead of focusing on what works best for their product, industry, audience or brand personality. Everyone wants to be "careless" and be on every new or popular platform, but inconvenient settings and lack of focus only lead to wasted time and resources.
Lack of balance
Another challenge is not understanding the evolving balance between creativity and a strong tactical digital marketing strategy. Where it used to be mainly about content or creative ideas, it is now mainly about how to use the available channels: finding a shortcut for consumers (with attractive content) to keep them coming back.
Creativity is still important, but if you don't combine creative and content with automation, channel strategy, digital media, etc., you can't have a strong strategy if you don't combine tactical insights with an integrated digital approach.
New lessons and priorities
In the year 2022 is shaping up to be an important year for digital marketers. They learned valuable lessons and were reminded of the key factors that go beyond strategic and tactical execution of an effective digital marketing program.
2022 has shown how important it is to invest properly in loyalty. In the struggle for new customers, brands cannot forget about the existing ones. Today's customers are more willing to let go. The pandemic has created a world where people are more open to big changes and new behaviors and choices. The bond between consumers and strong brands is weaker than ever, and companies must pay special attention to protecting brand value and strengthening and maintaining consumer-brand relationships.
But most important in 2022 will be the continued focus on consumer privacy and fundamental changes in brands' ability to track consumer preferences and behavior on websites. Google has announced that it will stop tracking third-party cookies in Chrome starting in 2024, while Apple and Mozilla have also taken steps to give users more privacy control in Safari and Firefox.
This major shift is consistent with consumers showing a new understanding of privacy and demanding greater respect for their privacy in the way brands communicate and use their information to personalize their data. Companies need to be aware of these changes and adjust their digital marketing strategy accordingly.
Digital Marketing Strategy 101
With cookie changes in 2024, effective digital marketing strategies that connect and resonate with consumers will be more important than ever. Against this backdrop, here are some things decision makers should consider as they design and manage their digital marketing programs in the new cookie-free world.
Find out what is meaningful to you.
First, realize that every business is unique and every set of circumstances is unique. Some find success after their first adoption, while others feel more comfortable diving into the digital marketing pool after the landscape is established. It's important that your strategy aligns with your brand, business model, and audience.
Prioritize quality data.
Knowing what works for your brand depends on how you define success, and that success is driven by data. Setting the right KPIs is very important and can be especially helpful when managing channel identification. Channel identification can be incredibly complex: connecting with the lead buyer who closes the sale can be driven by multiple previous interactions and recognition that the ecosystem is critical. It's not just about the nature and quality of your data, but how (and how quickly) you can interpret that data and turn it into actionable information. With this in mind, try to reduce the time it takes to find information.
Use responsive web design.
Responsive web design is also important. Try to consider different preferences and make users feel at home on your site. Customer experience should be prioritized on both web and mobile platforms. Additional features can be added to improve this experience. example, A chatbot can handle more than 80% of customer inquiries and questions.
Well-designed online platforms allow customers to navigate the virtual space as intuitively as their mobile devices. If you are, email marketing can be an effective part of your strategy. Don't be a spammer and keep creating content that really helps your customers. The same goes for social channels. Treat social media like content marketing, focusing on content that consumers may find useful or interesting. Another great way to get feedback in real time is through social listening.
Tactically, don't be afraid to use pay-per-click programs to better run campaigns and increase conversion rates. A/B testing can be an effective tool for improving your approach, and all brands should track metrics with a clear and accessible real-time dashboard.
Admit and correct mistakes.
Finally, we noticed a lack of transparency from some brands, which were quickly criticized by consumers who made it clear that honesty and transparency should come first in 2022. Mistakes must be recognized quickly and honestly, because consumers will flee or punish dishonesty. This becomes even more important with the deletion of third-party cookies.
Because browsers do not support these online tracking features, the value of third-party data (collected expressly as part of mutually beneficial interactions with users) increases. Brands that practice loyalty, put consumers first and reward brand loyalty will succeed even in a cookie-cutter world.
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