Marketing’s Unicorn: An Affordable
Digital Media Expert
An appropriate in-house expert or external partner will help you to reach your audience, deliver a targeted and personalized message, and measure the results from your digital campaigns in a way that is unparalleled by any other medium. With the right in-house expert or partner, you can validate the work of your department by providing relevant, useful and substantiated metrics and insights that correspond to, and directly impact, the bottom line. With the right in-house expert or partner, you can be a marketing rockstar.
Digital Marketing Program Checklist
Connect Digital Metrics to Business Results
At the end of the day, the success of digital marketing campaigns are not down to the number of people who “liked” a particular piece of content but rather the campaign's ability to meet business goals. You need to connect digital efforts to the metrics your leadership uses to hold you accountable.
An experienced digital marketer will help you to identify and measure KPIs, demonstrating that Digital evolution happens so fast that it is hard for the average marketer to keep up. Today’s digital marketers are a unique combination of experience, passion and creativity; they are constantly self-educating to stayou understand how to help the company meet its objectives digitally. When shared throughout the organization, these metrics reinforce the fact that marketing has a clear understanding of and power over what drives the business.
Targeting the Right People At The Right Time In The Right Place
Thanks to digital marketing technologies, marketers can now use personas to identify the right audience and deliver highly personalized messages targeted to where personas are (emotionally and physically) in their buying journey. This ability to hyper-segment our personas allows marketers to allocate budgets and resources to ensure highly efficient and effective marketing programs that show measurable returns on investment.
Reaching the right person at the right time at the right place is the holy grail of marketing. Combine the prevalence of mobile devices, and the data available through those devices, with a digital marketing expert, and reaching these “ultimate” customers can become a reality.
This is a very different approach from broadcast. It is important to find and engage resources who can explain and implement a narrow-cast approach focused on personalization over scale.
Testing, Experimenting and Iterating
To deliver the right message at the right time, we must first understand what the right message is. This is why testing and experimentation is a staple in any experienced digital marketer’s toolbox.
Unlike traditional channels, digital media provides us with an affordable and efficient way to quickly test creative assumptions with your target audience. From headlines to calls to action, background images to creative layout, digital media provides marketers with the ability to run a small-scale test to determine the effectiveness of an ad or landing page with an audience before its launch. What you discover, and later change as a result, enable you to continuously improve your performance.
Providing ‘After The Click’ Reporting
Many marketers are so focused on getting people to their website that they often forget what truly matters: how those digital efforts impact their physical returns. To understand this, and connect your digital marketing program to ROI, you have to understand what happens after the click, that is, after a customer has expressed interest. And this first requires a deep understanding of your objectives.
An experienced digital media expert will work with you not only to report on what happens after the click, but also to tie it to the relevant objectives that position marketing as a business generator.
Nurturing First-Party Audiences
If you are running a digital marketing campaign, then you can collect first-party data through cookies or customer information voluntarily provided through your online form submissions, transactions, and other online activities on your website. Building and then nurturing first-party audiences is key to developing a successful digital media strategy. Not only will you gain a deeper understanding of the customer and your ability to tap into what motivates them, but the growth of this audience will also become a long-term marketing asset for the organization.
An experienced digital marketer will be able to collect and maximize first-party data to deliver relevant and personalized messaging based on data that you own and control.