Digital Marketing Strategy Approach
Posted by Robert in Digital.
September 9, 2011
Tags: digital marketing strategy, digital strategy, digital strategy approach, interactive strategy, marketing 101
Hi everyone. I’m Robert Mews, Digital Marketing Strategist here at Geile/Leon. I recently moved from Minneapolis where there are two seasons: winter and construction season. I’m excited to be here and to help clients create stellar business results through the use of digital media.
There are a lot of exciting things to try with digital marketing, but remember to keep it simple and not just gravitate towards the shinny things. Marketing rules still apply with digital marketing. Remember the purchase funnel (see diagram)? Yes, it still applies to digital marketing, believe it or not. You have customers who haven’t heard of you, and you have customers who have heard of you, but still need a little more push.
There is a plethora of digital tactics that move people through the funnel, but I still see people who put all their eggs in one basket—thinking it’s going to be a game switcher. I see people invest all their digital dollars in Facebook fan pages. It can be really hard to see results when every business has one, and the difference maker is how you engage an audience with quality content. Ninety percent of businesses will fail at Facebook.
On the other hand, I see a ton of businesses invest all of their digital dollars in paid search. Yet, paid search only accounts for 10% of all clicks registered on search queries. And when you think of the purchase funnel, paid search is a tactic that helps move people from consideration to engaging. Remember the behavior of a search query—the consumer is already likely aware (hence the need to search for something). That’s not to say paid search won’t help build awareness. But, it works best when you have the mindset that people are already somewhat aware.
The best approach with digital marketing is to understand the purchase funnel and how to spread your digital dollars effectively to move people across the funnel. Putting all the dollars in one area will result in some imminent results, but you’ll quickly realize that it’s short term.
I welcome your comments.