Sep 20, 2012
How Much Are You Investing in Digital Marketing?
Most people are still trying to understand how digital marketing initiatives can truly affect their bottom line. With ROI being the typical way to gauge effectiveness, some people say investing only 5% of their media budget in digital is all they can commit until clear revenue drivers are established. The Connecticut tourism board recently took a leap of faith and allocated 20% of their two-year, $27-million marketing to social media channels including e-newsletters, Twitter and Facebook profiles, as well as a travel blog. Bravo to them for taking this risk – it gives us hope that more and more people will learn to realize the true value of how digital marketing grows your brand awareness, increases your global online presence and drives new visitors to your website. Sounds easy enough, but then what?
Connecticut’s digital strategies are excellent beginnings, but how do you keep the content going after you invest in creating the programs? The first step (in all marketing campaigns) is defining your target audience – the appropriate types of content and channels will reveal themselves from there. For instance, today’s youth are more mobile with discretionary income to spend. Engaging them through the digital channels like YouTube, Pinterest or Instagram (that they are already surfing from their phones) is key to starting a two-way conversation. Static broadcast messages are a thing of the past, replaced by interactive comments, sharing, retweeting, liking, etc. – basically if you are not getting people to engage or talk back to you, you’re not doing it right. Our team can help not only develop the content strategies for your own team to execute (or we can manage this for you, too), but we can also show you how to measure and analyze the data to better create new content going forward and ultimately make better business decisions. This collective knowledge has been built over the years by our team constantly being on the forefront of digital communications as they have continued to emerge. To say we “have our finger on the pulse” is an understatement. We know how to help you stay AHEAD of the trending new channels and how to best utilize them to target your specific audience. Our partnerships within each channels’ leading team of experts have been built over the years, as well. We are part of Facebook’s pilot ad program beta testing where we rapidly grow our client’s fan bases then convert them to email subscribers for continued marketing that converts better into revenue. We work directly with Google’s YouTube teams to optimize each of our client’s channels for maximum exposure to online webisodes, product training, newscasts, traditional commercials and more. Lastly, we have the relationships with leading industry publishers and are constantly placing media buys for interactive display ads (banners, interstitials, you name it), so we can negotiate better prices and placement than an individual trying to achieve the same kinds of digital media buys.
Whether you are scratching your head in frustration with content development and traffic driving strategies, daily execution/response times/customer service, or identifying/reviewing/analyzing the key performance indicators and the multitude of data that all digital channels are measuring, we are the experts and are here to help. You define how much assistance your staff requires, what part of your marketing budget you want to allocate to digital and we can fit your needs – it’s that simple! From consulting to actual hands-on management, you can trust us with the newest and most effective ways to market your business in the digital age.