Digital Marketing Strategy 2015: The Three Must-haves. You are welcome to what’s going to be an exciting digital marketing year. I guess you are all geared up and ready to rock and roll.
Fortunately, we have grown to a stage where we no longer have to convince ourselves that digital marketing is an essential part of our marketing arsenal. It is fast becoming the center and we are loving it!
Before you take those golden marketing steps in this new year. Here are the three most important meta-trends for digital marketing in Nigeria in 2015.
Take them to heart. Pin them to your walls. Let them be the light to your marketing feet this year.
Digital Marketing Strategy Must-Haves
The concept of Content Marketing arose from the realization that the old style of interruption marketing has become grossly inadequate in this digital age where the consumer is more empowered than ever.
A result of this is that content marketing has been hailed as the only marketing left. Content marketing is a shift in marketing- a whole new, vital expression of a brand.
In Nigeria, last year was an interesting one for us as a few visionary brands took the challenge into content marketing head-on and began to do relatively interesting stuff.
If you really want to do great marketing this year, put content marketing on your radar. Brands that take a dive into content marketing (the right way) are sure to be rewarded with credibility, influence and eventually a boost in the bottom line
But What Is Content Marketing?
I particularly like Joe Pullizi’s of Content Marketing Institute’s definition. According to him “Content marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
Simply put, Content Marketing is creating useful content that our target audience like so we can gain their trust and loyalty.
- Get understanding: Get a deep understanding of what it really means. It’s a new marketing mindset and not just a trend or fad that will pass away
- Practice it the right way: Three things stand out in Joe’s definition – it’s strategic, it’s a form of marketing, it is about valuable, relevant and consistent content. What do these key terms mean?
- You have to have a clear strategy. Your content marketing goals should be tied to your overall business goals. Otherwise, you will end up creating slapdash content that will amount to ineffectiveness.
- It’s a form of marketing. It’s not pointless philanthropy.
- It’s valuable and relevant: A cardinal rule of content marketing is that the content is useful. Put all your content through the Ultimate WIIFM test- What is in for the consumer? Where is the utility in it?
- It also had to be consistent: it’s not what you produce once in a while or when “the spirit moves you”
- Dive in Deeper: Already doing content marketing? You are on the right part- but you may want to dive in deeper. Content marketing goes beyond having and managing a blog. It is content and interactive tools that are developed to deliver the OVP. Bear in mind that content is about everything else-games, apps, online and online event. Everything that helps delivers a rich experience. Take a step further than the generic blog/ brand-site brands flock to when content marketing comes to mind.
This year, mobile marketing has to be a part of your marketing plan. It’s no longer an option- it’s a necessity. Different statistics from last year showed that the number of people who access the internet via mobile has surpassed those who do through desktops.
This means two things for marketers-
- You now have opportunities to give your marketing more muscle and intelligence.
- Using a model of online marketing that ignores mobile marketing will become grossly inadequate.
The Inadequacies of a Digital Plan Without a Mobile Strategy
- You may be missing out on a larger part of your audience: This is because a large portion of mobile devices is fundamentally different from desktops in screen sizes and capabilities. Some of your messages may not reach your target audience. When they do, they may not be adequately communicated because it’s not optimized for mobile. Have you noticed that the display ads you place are not seen by users accessing those sites using mobile devices? In fact, I’ll just show an example. Let’s use www.lindaikeji.blogspot.com. Here is a screenshot of her site from a desktop
Here is a screenshot of the same webpage with a mobile-
The reason you should have a mobile strategy goes beyond the probability of not reaching your target audience. The mobile brings us ample opportunities for more effective marketing. Why not grab it?
Today’s mobile phones can provide you with personalized information such as time, location sensitive and the availability of information that can help in better targeted and personalized marketing. Today’s mobile phones are enabled to do interesting stuff.
You should get in the action quick.
Never had a mobile strategy? Never mind- you can start here-
- PERFORM AN AUDIT: You can start by simply analyzing your digital assets, plans, and channels through the mobile keyhole. Take a look at your website, your online communication materials, your tactics and utilization of various communication touch points- are they optimized for mobile?
- Do you need to revamp your website and make it mobile friendly?
- Did you suddenly realize that your online creatives have not been optimized to be seen on mobile?
- Are your content and CTAs not putting the mobile audience into consideration?
- Is your site sub-optimal on mobile? Customers are getting less forgiving. They won’t hesitate to leave or ignore you if your experiences do not fit nicely into their mobile experience.
- TAKE ACTION, SET PRINCIPLES: Work with the insights you get from your audit. Always have it at the back of your mind that mobile should be a key consideration in all of your digital marketing activities. DONE THAT ALREADY? Great!
- GET MORE SOPHISTICATED: Go beyond awareness to taking full advantage of the different mobile marketing channels and tools to make your marketing better. Experiment with the most promising strategies. Mobile marketing may have started with text messaging and SMS marketing text messaging but it has gone further to include other more sophisticated, multimedia-rich approaches to reaching people. From app-based marketing to mobile web marketing, find the tactics that best fits your product and achieve your set goals.
The value of data analytics cannot be overemphasized. Data can give you competitive and marketing advantage. Data is also necessary for successful research, Segmentation, Marketing automation, targeting, and personalization.
Everybody seems to know that we need to be doing big things with big data but few people actually understand how.
Well, 2015 is the year to do big data the right way.
But what is Big Data?
Big Data is the amount of data that digital technology has made available to marketers. You can track and analyze every aspect of your campaigns from start to finish at post-finish.
However, one of the challenges of big data for marketers is that we soon found ourselves buried under the deluge of data. The volume, velocity, and variety of big data quickly became overwhelming.
A result of this was that marketers- both on the client side and the agency side inadvertently began to focus on the wrong and most times, useless metrics.
What’s the Way Forward in 2015?
2015 is the year of measuring the right data and letting the wrong data take the back seat
The right data are Actionable metrics. The wrong data are Vanity Metrics.
What are Vanity Metrics?
I like what Tim Ferris says about Vanity Metrics – according to him, Vanity Metrics are “good for feeling awesome, bad for action”.
Vanity metrics are usually useless in determining the success of digital marketing initiatives. The data you should focus on are those ones that give useful insights into the next steps that need to be taken by marketers. Vanity metrics are time-consuming and unproductive.
In fact, in one of his usually brilliant articles Erick Schonfeld, says “Vanity metrics are easily manipulated and do not necessarily correlate to the numbers that really matter: active users, engagement, the cost of getting new customers, and ultimately revenues and profits.”
On the other hand are – well actionable. Actionable metrics tell the story of what actions need to be taken to meet your goals.
How do you determine the right metrics to be tracked?
Determine your goals beforehand.
- Make data your friend but analysis your lover: Do in-depth, strategic analysis. Where needed go beyond the regular “impressions”- go deeper into the hows and whys of data
- Choose to expend energy on only actionable data: Like Neil Patel, founder of CrazyEgg and KISSMetrics, has said is his philosophy “Measure what matters. With metrics, it’s easy to get caught up in vanity metrics. Vanity metrics are may even give you some idea of what’s happening, but they’re not really indicative of what’s happening to your business”
- Turn data to insight and action: Take decision based on insights you gain from analytics. Make every step you take in digital marketing data-drive and hyper-targeted.
- Be flexible: The digital age means that campaigns and plans need to be more fluid. Have data as your right-hand man- and be willing to go through the processes of launch, analysis, and re-invention. Marketing in the digital age is one that embraces on-going analysis and implementation.
- Hone your data analytics skills
Like I said at the beginning – it’s going to be a thrilling year for digital marketers in Nigeria.
Over to you- what do you think? What are your thoughts?