Aside from the broadest aspects, traditional marketing and digital marketing are two unique disciplines. Brands that intend to shift their focus from conventional brand marketing into the digital space need to adapt their methods. The same type of techniques that would work in an offline area are sometimes ill-suited to a digital environment.
As a result, businesses that want to use their tried-and-true offline marketing techniques need to work out how to make them fit into an online platform. In keeping with this goal, 13 members of Forbes Communications Council delve into how a brand can optimize their traditional marketing techniques for use within a digital space.
1. Listen To Customers Through Data
Utilize your online data to answer the questions your target audience is asking online. For example, are users utilizing your site’s internal site search to find information that you aren’t providing? Another great resource is paid search. PPC is a great way to see how your target audience is truly searching online, and you can use that information to build or optimize your digital strategy. - Beth Shockley, TopSpot Internet Marketing
2. Don't Copy And Paste Offline To Online
Don't take your offline strategy and apply it online. Know the places where you're ahead and where you're behind the competition and adjust accordingly. Digital is all about optimizing and finding the best UX and clearest/easiest path to conversions for prospects. You have different prospects online and even your traditional ones who move over expect a much different experience and approach. - Corey Morris, Voltage
3. Be Consistent And Not Confusing
I believe that brands need to focus on omnichannel strategies as buyers have different preferences. No cookie-cutter approach, yet consistency matters! For example, don't promote a 20% discount in a magazine with a URL to the brand's web home page and then show visitors a different offer. If the shopping experience is confusing, customers are unlikely to buy from you. - Stacy Sherman, Customer Experience Expert
4. Focus On Being Relevant
The best way that marketers can optimize their brands for the digital space is to be relevant. It starts with the message you are putting out to your audiences. Does it help them? Is it related to what they are going through and adding value to their current situation? Regardless of strategy, if you don't have a relevant message, there's nothing to optimize for. - Daniel Frohnen, Sendoso
5. Implement Personalization Strategies
We've reached a point where everyone expects extremely personalized marketing. This kind of audience is very easily put off by brands that haven't made investments in data and insights to understand each unique prospect or customer. - Roohi Saeed, Procore
6. Leverage New Technology Platforms
Many consumer technology companies rely on video/podcasts, social, email, SEM and content marketing. For more personal engagement, however, many are also exploring in-app/in-game communities (e.g. through Discord), VR social platforms and branded forums. By developing a deeper understanding of different channels and communities, marketers can deliver more impactful branding in the digital space. - Gerard Escaler, Lyrium Venture Partners Limited
7. Engage With Your Customers And Environment
To be successful in digital, brands must listen to and engage with both their customers and what's going on in their space. People expect their comments to be addressed, questions to be answered and love to be appreciated. They also assume that digital information is managed in real-time, so being socially aware can make brands relevant whereas being oblivious can cause serious brand damage. - Roshni Wijayasinha, Foxquilt
8. Establish Authority On Search Engines
Building a digital brand starts with quality content creation at scale. The more content you produce, the more likely that Google and other search engines will recognize your domain as an authority in its niche and reward your site with higher domain authority status. If your expertise in your niche shines through in your content, visitors will refer to your website before your competitors. - Amine Rahal, Regal Assets
9. Start From Motivation, Not Product Pushing
Marketers mistakenly go too hard for the sale when translating offline to online. These methods can work offline because trust has already been built, albeit sometimes unknowingly. In the digital space, you are starting from scratch with an audience that isn’t always ready to buy. Optimize by educating and building trust, measuring sentiment, and only when the time is right, go for the sale. - Patrick Ward, Rootstrap
10. Translate Experiences To Digital
A north star for offline experiences is how they feel -- how people behave given inputs from different senses and interactions, and with what timing. That lodestar can apply when attempting to translate experiences to digital: think behavior-given sensory inputs and timing. - Caroline Tien-Spalding, Aptology
11. Focus On Creativity And Storytelling
Media buying, tools and channels are new, but many of us are too "new school," being overly performance-focused. Creativity and storytelling are core to any campaign (they always have been). We now live in creative paradise, with the apple of distraction -- data. Go back to the roots and remember your consumer is your biggest advocate, so empower them to speak your brand truths. - Sair Mir, Zorka.Mobi
12. Become Interesting Rather Than Drawing Attention
The digital space is an overpopulated channel. It is easy to get lost in thousands of available content pieces, applications, games, videos, media, etc. It is a space of high leverage where big and small have the opportunity to be heard. One way to optimize your brand is by generating value in those spaces, becoming relevant to your target and sought after. Don't bug people, become the honey. - Pablo Turletti, ROI Marketing Institute
13. Leverage AI-Assisted Technology
Traditional marketing strategies can't scale with the new era of digital spaces, they can't reach all possible targeted audiences and certainly have limitations in tracking effectiveness. Marketing became literally an art -- it's where creative ideas can be leveraged with so many digital tools that amplify our capability to understand what works and keep improving. Giant leaps in AI-assisted technologies already make this easier. - Zeev Draer, Niagara Networks
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May 02, 2020 at 12:26AM
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13 Ways To Optimize Traditional Brand Marketing For The Digital World - Forbes
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