interactive marketing

Three Mistakes Every Marketer Makes and How to Avoid Them

It used to be that succeeding as a marketer simply meant ensuring print and TV ads were clean, informative and memorable. Today, marketers have to deal with a lot more. In fact, no longer are we merely called marketers, but digital marketers. Twitter, Instagram, Facebook, LinkedIn, Google Ad Words, Analytics, Email campaigns; these are just a few of the things we have to deal with that the CMOs who came before us never did. Furthermore, marketing is more competitive and diverse than ever, so we always have to be on the lookout for “the next big thing” to ensure we’re continually capturing our audience. But today, we wanted to talk about some common mistakes every digital marketer makes and how to avoid them.

 

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Not Prioritizing Customer Care

Marketing is all about people. Establishing emotional connections, relating to them, figuring out how to speak to them. Yet far too often, companies forget the power of customer service as a marketing tool. On average, happy customers tell nine people about their experiences with a company. That’s potentially nine new customers just by word-of-mouth, and all it costs you is ensuring that each consumer has a positive experience. On the flip side, unhappy customers, on average, tell sixteen people about their negative experiences. Overall, prioritizing customer care is a cheap, easy way to make all of your customers walking advertisements.

Marketing Without a Clear Strategy

Coming up with guerilla marketing techniques and implementing a robust social media regimen is great when putting together a marketing plan, but in the long run, it will ultimately fail if you don’t have clear, defined goals of what you’re trying to accomplish. Are you trying to turn a profit? Increase brand awareness? Establish an audience? Asking yourself and your team these things is crucial when outlining strategies because the answers dictate entirely how you market your company. You want to make sure that your marketing tactics aren’t just entertaining people, they also should be generating conversions.

Furthermore, once you have found your target audience, cater to them. If you’re marketing to millennials, make sure you have a steady online presence that evokes trust and legitimacy. If you’re selling to baby boomers, maybe try an email campaign as not all baby boomers are on social media. You never want to neglect one area of marketing, but you can put more time and money into the tactics that will be most effective for your audience.

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Ignoring Changes in the Industry

Adapt, change or fail. It’s the way of life. Recently, we published an article about the rising popularity of interactive marketing. These are the things you should be keeping an eye out for, there will always be a new digital strategy or social media outlet around the corner and the earlier you familiarize yourself with it, the more you can capitalize on it. Pay attention to your competitors, learn from them. 10 years ago, blogging was just something people did to share their personal opinions on things. Now, there’s not a successful business out there that doesn’t implement blogging into their strategy in some way. Stay alert and cash in on these emerging tactics early.

Of course, there’s plenty of other mistakes we make, but identifying them and understanding your weaknesses is the first step in avoiding making the same mistakes time and again. Explore our site, enrichmybrand.com, to learn how we can help you outline your strengths and weaknesses and together create a successful marketing plan.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The Future of Digital Marketing: Interactive Content

As we’ve discussed in several of our previous blog posts, creating and promoting original content is the future of marketing. Whether you’re blogging, creating video content or just maintaining your social media platforms, putting out consistent, engaging content is critical. Today, we wanted to discuss an emerging type of marketing that’s beginning to catch the eye of CMOs and consumers alike: interactive content. This can mean anything from a quiz to a live webinar to a calculator—anything that directly involves the consumer interacting with your brand.

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Digital content marketing has only been widespread in the last few years or so, but already people are looking for new ways to innovate, which really puts into perspective how quickly the competition moves within the marketing arena. According to a study by Demand Metrics, interactive content such as apps, quizzes, assessments, and calculators generate conversions moderately or very well 70 percent of the time, compared to only 36 percent for passive material. Furthermore, this study revealed that 58 percent of participants felt that the content didn’t provide enough opportunity for interaction and engagement.

Think about it; it’s fun to feel like a brand is catering specifically to you. Let’s say you’re looking to buy a new car and one site offers you a simple, free quiz on their landing page asking what size you’re looking for, efficiency, price, luxury, primary purpose, etc. and from that quiz, they generate five cars they think might match your needs. Then you visit a competing site, and it offers you no sense of personalization or customer care; which of the companies do you think you’re more likely to return to and remember? Not only does the former user experience increase brand loyalty and awareness, but it also helps you educate the buyer at the onset of their shopping process.

Now, this is all not to say that static content is not valuable. Of course it is, and always will be. However, in the ever-evolving tech world we live in, we have to be constantly ready to find new ways to attract consumers. Take The New York Times, for example, arguably one of the most trusted news outlets in the world, but in 2013, their most popular story was a dialect quiz released in December. The Times is a world-renowned news publication, yet because people had fun taking that quiz, they shared it and it went viral.

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Before diving in headfirst to the interactive marketing space, think about what will be most beneficial to your audience and in turn, generate more conversions. Send out an email campaign that includes a survey and see how many responses you get. Encourage followers to use a creative hashtag when posting about your product or service, and respond to them. Invite your audience to be a part of the conversation by encouraging them to share their comments and thoughts with you. It’s little steps like this that will help give you insight into what your audience wants as you develop your strategy for maximizing the advantages of interactive content.

To learn more about creating and developing a marketing plan for your business or brand, explore our website and services to see how we can help; and please, leave a comment letting us know your thoughts on this topic!