Understandably, companies can feel confused about which tools to employ and how to best use them. While there is no one-size-fits-all approach to deploying digital marketing, we can identify several critical success factors consistently noted by industry experts:
Choose the Right Channels
Not all customers want information or interaction through the same channels. Different channels also have different impacts on customers depending on their stage of the adoption ladder or buying process. Therefore, activate the channels that best address both factors. Understanding customer channel preferences and impact will not only help companies achieve their objectives, but also avoid wasting resources on redundant or ineffective channels.
Don’t Abandon Non-Digital Channels
That being said, digital channels don’t exist in a vacuum. Newer tools haven’t yet been able to fully replace “traditional” face-to-face interactions such as those with meetings with sales reps, congresses, etc. In addition, many customers can still be categorized as “digital immigrants“ who may have difficulty absorbing new trends and applying them to their professional and personal lives. Such customers may still prefer “analog” channels such as direct mail and other print media. Digital channels should be integrated with off-line channels so that they work in a well-orchestrated way and create what feels like seamless communication with one entity throughout the adoption process.
Determine the Right Frequency
Not only do contacts need to be effective, but they need to be performed at the right frequency to yield desired results and achieve them efficiently. Different channels require a minimum amount contacts to be successful and likewise have a maximum frequency before they have a negative impact on customers perceptions or decrease Return on Investment. Consider also whether the channel uses a “push” or “pull” strategy to engage customers.
Communicate the Right Content
With so many channels available and entities fighting for shrinking attention spans, it’s no surprise that customers are suffering from information overload. Cut through the “noise” by delivering content that attracts and holds a customer’s attention and addresses their particular needs and gets across the right message. Note that not only could the wrong content fail to make a positive impact; it could also make the customer ignore future contacts from the same source. At the same time, consider the importance of an easy-to-use and understand user interface (UI) with tools such as websites and applications.
A common quote we hear is “Digital marketing is dead. We are now marketing in a digital world.” Companies that can understand and navigate the changing digital landscape will not only survive and stay ahead of the competition, but thrive in the ever-more complex environment. How far along is your company on this journey and what is your strategy for moving forward?
At StratX, we collaborate with our partners from various industries to create engaging learning journeys and develop workshops that lift digital capabilities for lasting business impact. Contact Yann Cartier (email@example.com) to see how StratX can help your organization succeed in 2018 and beyond.
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