Lately it seems that rarely a week goes by without Budding Culture getting called on by other agencies or clients in relationships with other agencies, all looking for help implementing digital marketing programs. And almost always the greatest resistance to our recommendations comes from a dedication to more dated tactics – awareness building mass-media campaigns, direct response advertising, a blinding dedication to a creative idea – that gets in the way of implementing the kind of programs that will get results.
At the heart of this resistance is denial about how communications ought to work in our digitally connected age. We’ve curated our experiences below leading to the 6 Things Your Agency Doesn’t Want You to Know About Digital Marketing –
(1) Better to be quick than perfect.
We all want the luxury of time to get the job right. A little more tweaking of layouts, massaging body copy, getting the sound and motion right, etc. But in the world of socially-driven digital marketing, windows of opportunity are fleeting. Quickly responding to a potential customer, newsjacking a popular story, or sharing something worthwhile in social media requires timely responses. Lose the gold-plating habits and calibrate your team to be quick as well as good.
(2) Effective campaigns are built from the bottom up.
Traditional marketing typically starts with the ‘big idea’ and the mass-media channels that go hand-in-hand with them. That said, an over-dedication to big ideas can sometimes make it difficult to account for some of the more effective tactics built around more intimate interactions. Things like blog posts that directly address a prospect’s problems, or a compelling topic for an ebook tend to get dismissed in the world of big ideas. Knowing how to build a marketing program around these ‘smaller’ tactics requires a detailed understand of how your prospects share and seek out information, and thus are best built from the bottom up.
(3) Any worthwhile marketing endeavor can be measured.
Our behavior online tends to leave a rich data trail. Determining what metrics are important and creating a dashboard sharable with senior management should be a standard practice for most marketers and agencies. But it’s not.
(4) Big ideas are useless without the right team to implement.
Getting back to our earlier point around big ideas – most agencies are good at a handful of tactics – building websites, creating ads, paid search etc. but lack understanding of other critical tools and channels. Getting the right talent at the table is critical to orchestrate a campaign to be successful. All too often the leaders and decision makers have gaps in their understanding of critical tactics, that result in those tactics being neglected. We’ve seen countless big-ideas fall short of expectations because key tactics are neglected or overlooked.
(5) It’s not about being famous. It’s about being found.
It’s no secret that many agencies want their campaigns to be ‘famous’ above all else. Buzz-worthy, talked about and of course rewarded and acknowledged by peers. But the desire for popularity overlooks a fundamental truth about how people interact with companies. We’ve become conditioned to seek out the information we want on brands, products and services. Social media, the rise of native ads and the importance of search optimization all support this. As such, marketers and agencies should focus their efforts on making brands ‘findable’ above all else, and use this approach to drive strategizing and campaign development.
(6) Don’t underestimate the unsexy bits.
When so much of a prospect’s engagement with brands being driven by intimate, digitally-driven interactions, as opposed to mass-media led advertising, little things can make a big difference. The position of a call-to-action button, the length of a blogpost, the use of certain words and nomenclature are all opportunities for optimization. And getting those and dozens of other ‘unsexy’ factors working to their full potential will make a big difference in the effectiveness of our campaigns.
So there you have it, 6 things any marketer should consider when creating campaigns and communication programs that are often ignored or neglected by agencies. If you found this information useful, you may also like our latest ebook, The Thirty Greatest Lead generation Tips, Tricks and Ideas full of insights to help you optimize your digital marketing.