The messaging in digital banners and on website pages are what we are teaching users to remember about the product. We must continue to push the same message regardless of the digital platform that is being used.
Failure in digital initiatives arrive because there’s a scattered message. When the message is not consistent the digital consumer can’t understand what’s important.
Each blog post I continue to talk about Sitecore campaign tagging because it’s really important. If you are still trying to convince management about your social media efforts being helpful use a sitecore campaign tag and link it to a page with a brochure or form fill out.
Make sure you have a goal on your brochure download and form fill out. Give them both points so Sitecore can calculate value. When someone fills out the form or downloads the brochure and they came from that social media campaign link you will see it in your analytics.
The system will tell you how much value that social link generated and thathay will give you the information to convince your management that all your efforts are paying off.
Okay, I’ve got some Sitecore tags setup on some digital banners. These are all paid ads on different digital platforms. I’m excited to see the values get calculated so I can figure out which platforms are producing users who are interacting with the websites.
The value calculations is what gives Sitecore a true core reason of why it’s a legitimate system to someone in marketing.
Your digital marketing team may be good but when it doesn’t have a voice things can go bad in a hurry. When executives with no digital marketing experience make decisions you get web ideas from early 2000 finding their way into the web strategy. This is when your strategy starts to become stuck and the advantages you had over competitors in the digital space starts to dwindle.
A lot of digital marketing platforms such as Facebook and LinkedIn do a good job of trying to get the advertiser to think about the audience they are trying to market to. The advertiser in some cases can choose a user’s job title, age, interest and sometimes even their salary range. Even though these platforms allow this type of deep diving most marketers really don’t think this through more in depth.
I can see it in general marketing meetings where it’s like no one knows who the team is trying to target. Someone will say we are targeting “Group A”, but when you ask specifics about “Group A” they can’t tell you anything . I’m always wondering, why can’t you tell me more about this group?
It’s like with all the new technology advances in digital marketing teams have gotten lazy or they haven’t learned how to manually do the process so the strategy can be used across all platforms.
With the introduction of digital marketing I can tell people don’t think they still need to do offline marketing (billboards, magazines, post cards, etc.)
To believe that your entire audience is only paying attention to their cell phone or computer is rather rediculous. How did you market to your audience prior to smart phones? This is like saying, “No one goes to the store anymore to make a purchase, they only buy off the internet”. We know this isn’t true, people do both.
It’s been an entire month now of working with Sitecore 8.2. What thing that I feel Sitecore did a good job on is the experience analytics. In a world where most companies are only concerned with the volume of traffic Sitecore has taken it a step further. The experience analytics with sitecore tries to tell you which users are providing value.
So an example you have 10 visitors and you assign pattern cards to them. Let’s say 6 visitors belong to Group A pattern card and the 4 others belong to Group B pattern. None of the users in Group A download a brochure or fill out any of the websites forms. The users in Group B have all downloaded a brochure and one has filled out the web form. Sitecore experience analytics will use the data to show that the Group B pattern users are giving the most value.
You can use this type of information to your advantage to display specific marketing promotions to people who match the Group B pattern on your website.
I’ve read a lot of books and tried to follow a lot of people’s advice. What I know from 17 years of digital aviation experience is most of the stuff I read on digital marketing didn’t work for me. Every business is different so you need to figure out how to build your own digital marketing strategy or frame work.
If you are going to be a good digital marketer you have to be a seller. If you aren’t a seller there’s not a way for you to truly understand how to write digital ads that know how to persuade your potential customers. It’s your job to make digital ads to make a customer perform a desired action either immediately or in the near future.
In the world of websites you can’t just be a digital marketer, developer, or SEO specialist. If you are going to have true success you need to be all of these things. By having all of these skills you’ll possess a perspective that is different than someone who only holds one of these skills. If you are all of these skills you will be balanced which helps in decision making. A person who only holds knowledge in one of these areas will always slant their view towards that area.