In this technology age, marketing teams have had trouble adapting a digital marketing strategy, but a new report from Garter shows these companies how to utilize this technique.
It has been frequently reported that many marketing teams are having trouble reaching their digital audiences. Recently, Forrester determined that many marketing departments simply didn't have the resources for digital marketing, while at the recent Marketing Nation Virtual Conference a keynote acknowledged the overwhelming amount of tools at a marketers disposal may also be causing problems.
According to the report, "Using Digital Marketing to Differentiate Yourself From Competitors", which was compiled by Gartner for Bridgeline Digital, marketing departments also fail to properly embrace the digital side of their profession; they simply can’t just create an ad hoping that it will reach customers, as newspaper and magazine ads have done in the past. Now, marketers, advertising executives and their teams must be interactive in order to be successful.
The report says that many marketers use a “one way messaging” or a “frequency and reach” strategy where they aim to reach as many people through messaging, but fail to engage in an interactive relationship. This formula may have once been successful, but isn't any more. For example, Gartner found that one percent of open marketing emails aren't opened, but a finding from McKinsey and Company found that 63 per cent of companies surveyed said that social media increases public awareness about them and their product.
Therefore, to not only promote their company’s products and services, but also sell their brand, marketers have to engage in an interactive relationship through social media and other digital platforms through a "two-way message system.”
To do this, Gartner's report says that companies must adapt two key components: a vision and a strategy for that vision.
The Vision Behind Success
One of the most common problems that arises with marketers is that they don’t really have a solid digital platform and even if they do use social media they aren't doing it properly. As part of the first step to correcting this companies have to have a good vision statement that says exactly what they want to do in terms of digital marketing. There are some common problems that companies can run into when trying to craft this statement, which include:
- A vague and too generalized statement, such as “becoming a world-class digital marketer.”
- A too ambitious or unrealistic statement.
- An internally focused or too narrowly focused statement.
Drafting a good vision statement takes time and often multiple tries, but according to the report, there are two things that good statements have:
- A realistic strategy or something that people can see themselves doing.
- A group of easily accessible strategies.
An example of good statement that is provided in the report is: “Engage our constituents in personalized, authentic digital interactions where they participate in their own buying journey. Use a paradigm that is more contextual and more natural where we "listen and respond" versus "interrupt, push and pull." "
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Source : cmswire[dot]com
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