The Dirty Dozen – Common Tripping Points in Digital Marketing
There is a lot of talk these days about social media, email marketing, emarketing, pay-per-click and search engine optimization… They all have their strengths and weaknesses, but to get the most out of any digital marketing effort there are certain areas you must watch out for. This is a great article on exactly that. Once you take a look, we’d be happy to sit down with you and see how you might improve your own digital marketing efforts with this article in mind. Enjoy
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By Robin Neifield @ www.Clickz.com
We spend a lot of time on best practices in digital marketing, but it’s most often the simple or obvious things that we stumble over that delay launch or prevent fully-realized success in our efforts. There are so many ways to screw up the powerful potential of your online programs that it would be impossible to list them all, but the same avoidable mistakes seem to continue to plague companies.
Common Tripping Points in Digital Marketing
- Not integrating with offline marketing. Internal silos, departmental silos, agency silos – they all need to go. The business has (or should have) an overarching set of business objectives that all parties are working towards. They can’t do that effectively if they are not collaborating. If you are working on digital marketing, you need to request and require insights and information about all the marketing elements and share in return with your offline counterparts.
- No branding guidelines for digital. Organizations often create a separate “bastard brand” online because they haven’t invested in style guides for any and all digital media. Remember that the online brand experience may be the first and is always an important customer touchpoint, and that continuity and consistency in brand is critical.
- Underestimating the need for creative refreshes. Testing and rotating new online ad creative for new seasons, catalog drops, promotions, inventory changes, etc. is an important lever in optimization efforts. Success will be handicapped without that ability to approve and deliver new creative to break through the clutter and connect to relevant program elements.