With over ten years of marketing experience, the most important thing I’ve learned the most successful marketers do is to speak “to people,” not “at” them. One of the most notable examples and my favorite is Apple Computers. Apple doesn’t worry about telling you, the consumer, how fast their computers, iPads, and phones are. They show you how your life is better with their products. This is a fundamental difference that can be applied to many industries and strategies.
Digital Marketing is one of those industries. Whether you are a marketer yourself or looking for a digital marketing solution. You most likely will be looking for SEO, Media, Web Design Services, PPC campaigns, and a little bit of Print Services. That will lead you to a list of Advertising Agencies. Those agencies then try to break those roles down into granular segments, which is the typical marketing approach. It’s effective, albeit pricey. Recently, I’ve asked myself is there a better way? If yes, what would that way look like?
First, we have to ask what is Digital Marketing? It would be wrong to say that Digital Marketing isn’t the umbrella for all of the services listed above. Moreover, what does Digital Marketing do? Using the experience model from Apple, your product or service would be a simple extension of yourself. I know that seems a bit strange at first, but allow me to explain.
Scenario – The customer, or user, let’s say is a “friend”.
Where Digital Marketing fits in is the Conversation you two have.
For some products, marketers, and products themselves simply miscommunicate their value to their customers. From this approach, the conversation is the key to your product’s success. Imagine a restaurant with stellar food, yet dismal service – it is destined to fail.
What is changing in Digital Marketing? The Conversation. Productivity is a double-edged sword, just make sure you don’t cut yourself. Over the last eight years, I have seen a rapid growth of WordPress sites. What started as a blogging platform quickly turned into a free CMS (Content Management System).
Today, developers, through third-party plugins, are creating many automation processes. Most of which affect ongoing marketing efforts. Ultimately, they make the act of having the conversation easier. Great, right? Not exactly. These improvements without having someone to maintain them semi-regularly turns the conversation more like you are on a cell phone with bad reception. It’s inconsistent, likely to make you frustrated and hang up. The other side of these efficiencies is that it does take an experienced person to maintain those systems. So what does the future of Digital Marketing conversations look like?
Looking back at traditional marketing efforts, you would have a small team hired full-time to produce and manage the preferred communication portals. For traditional companies that solution makes sense. With medium to small companies, an On-Demand Digital Marketing approach can solve many issues with overhead problems and growth.
Most companies focus on creating a one-of-a-kind website that communicates their products and services in an esthetic way. The benefits of a properly designed site are engaging with customers on a regular basis. How you stay relevant to your customers over time is another equally important aspect of your Digital Marketing Strategy. Luckily your website can help. Your new website will be built on the latest web-based tools benefiting the conversations, making it easier to reach your customers. The only issue is all the plugins in the world won’t help your site maintain its position over time. The Client will have the best intentions of maintaining those relationships. But the truth is, that the vast majority can’t maintain what’s best. With Google changing its search parameters regularly, an ongoing strategy is critical. This is where On-Demand Digital Marketing was born. It can be flexible for the project type and budget, which is a monumental benefit that clients love.
What that looks like is a retainer-based Digital Marketer that works month-to-month to set 3-6 month goals. Build new strategies, update technical backend process, and finally, measure the goal progress. Many of the goals can be set and monitored with less input on a regular basis. It’s kind of like cooking with a crock pot. Get all the right ingredients. Set and forget for a little time period. Come back once and awhile and make sure you are on task to reach your goals. With many new apps optimizing the on-demand experience such as Uber and Airbnb, why not have an On-Demand Digital Marketing option for your business.