World of online marketing is complex. It’s jazzy, full of various techniques and often confuses us (marketers) with plenty of choices. Social media marketing is even more intricate because of constantly evolving features and changing trends.
And hence, job of an online marketer is a daunting task. Marketers are always under pressure to perform well & drive better Returns on Investments (ROIs). I’m sure all of you have faced these questions sometime in your life (or asked these questions to your marketing agency):
“Will this lead to increased engagement on social media?”
“Can you commit any increase in site traffic from these activities?”
“How will you drive sales for us?”
“Does influencer marketing lead to product sales?”
Honestly, sometimes we as an agency also fumble in answering these questions. Afterall, we are an agency – not salesmen! After careful thinking and deep brainstorming, I have derived a very simple method for answering such questions. Even before we propose any marketing idea to our clients, we carefully filter the idea through this process.
Here’s how I see it:
The fundamental difference ‘online marketing’ offers is in uniqueness of medium. It’s the ‘two way communication’!
Digital media allows its users to communicate. It allows feasibility to enable real time DIALOGUE with its audience. And hence, digital platforms are much more influential than print, television or any other one way communication tool.
With digital – your ‘target audience’ is not merely your TG. They become equal stakeholder in shaping your brand. They are your partners and their voice (& word of mouth) is as important as your own advertisement.
It’s like a relationship. To make it work, each stakeholder has to trust another. And this TRUST is what makes digital marketing thrive. And when there is trust, relationship can never fail.
In simpler words,
‘Dialogue’ with your audience will build ‘trust’
Trust will lead to increased ‘brand value’ and eventually ‘sales!’
Now ask yourself – what is it that I’m doing on my brand’s social media platforms that could build trust?
Few more questions to ponder over:
"Are my followers organically engaging with my brand?"
"Do my buyers share their experiences through reviews, ratings & testimonials?"
"Are my influencers endorsing my brand positively?"
"Why will people believe in your brand promise when they land on your website?"
If you have positive answers to above questions, your digital marketing is rocking! If not, you are probably need a complete re-look at your marketing strategy.
Do let me know your thoughts about role of ‘digital marketing’ for your brand in comments below.
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