Want to win at Online Marketing and PR in 2017? Here are a few tips
Towards the end of the year, we all hustle and analyze our efforts in the current year to strategically plan the coming year. We want quick fixes for the muddles as we desire to build a fool-proof plan. But in the world of digital that is constantly changing, what can we do with this plan?
The following tips will help professionals to navigate through the digital chaos in the New Year to make the most of their digital efforts
- Embrace the 4 Cs of Digital
The traditional Ps of marketing fail the digital space; instead adopt the new 4 C’s – Content, Cost, Conversion & Common sense.
Content: Importance of good content has grown to an extent that it has even become a career opportunity. Content is what generates interest and builds an audience and therefore, should not be ignored.
Cost: Traditional advertising is known for being expensive in contrast to digital, which is considered free. The increasing competition and changing market trends has provoked digital to come at a cost. If invested wisely in the right channel, digital can still be cheaper and more effective.
Conversion: Not contradicting the importance of good content, but focus of marketing has shifted from being content focused to conversation focused. If content cannot convert, marketers should re-consider. Conversation refers to not only sales but to the action you desire to achieve such as an e-book download, email sign up and so on.
Common Sense: The rules of marketing for most mediums like TV, radio, print have been consistent over the years but using the same format, content etc. on digital might not work. One must adapt and re- adapt by understanding the mediums in the continuous changing environment.
2. Content is not King, Distribution is!
Until a few years ago, we saw the rise of celebrities and micro-celebrities by capitalizing on good content but with digital becoming popular and widespread, there is more us marketers will need to do to stand out. We need to ensure that this good content is shared with the right audience, at the right place at the right time i.e. focus on conversions and not only on numbers.
3. End to story selling, and start to Headline selling
The way media is being consumed has changed over the years. From detailed magazines and newspaper articles to short and crisp content via Apps and blog posts. It becomes crucial for us marketers to create skimmable and short content with effective headlines delivering to the point of the message.
4. Mix it up and build your niche
As we advance in our digital marketing careers, we tend to get ambitious and try to conquer every possible tactic out there. Marketers must identify the most relevant tools and mix it up to capture the maximum of their digital investment. My advice would be to choose wisely, experiment and if it doesn’t work try the other alternatives rather than doing it all at once.
5. Buzz Vs. Conversation
We all love the word ‘Buzz’ which could simply mean content getting a lot of likes, mentions or impressions. This generally boosts the spirit of any marketer but in my opinion, unless the Buzz has a CTA it should not give you a high. The buzz should lead to something practical and measurable through which one can capitalize on the interest of the audience.
6. Don’t shy from spending on Digital
PR in the past has been about organic coverage but in the world of digital PR where everyone is wanting to be heard, one needs to stand out and opt for premium content distribution channels. Reaching the right audience through interesting sponsored content by partnering with right channels can accelerate the exposure and bring your brand to light.
7. Build a Mobile first strategy
Research stats from Facebook suggests 90% people in India access internet through their mobile phones which gives marketers the biggest hint to tailor campaigns to Mobile first with bigger buttons, videos, shorter content etc. This also holds true, as the use of tablets and mobile phones has increased significantly due to easy access, mobility and affordability.
8. Short attention requires visual first
The diminishing attention span of clients and prospects should warn marketers to understand the changing behavioral characteristics of the new generation consumer. The shift from Twitter to Instagram and from long form content to short form content should provoke us to lean towards crisp and explanatory graphics, infographics and short videos.
9. Don’t ride on every new trend
The reality is harsh but every platform will not become Facebook or Instagram. One must analyze the consumer and the geographic locations to understand the best possible platform and strategies that should be implemented. For e.g. Snapchat may be big in USA but not so much in India whereas Whatsapp is huge in India than most other countries. This points us to choose the platform wisely to create creative campaigns best suited to the medium.
10. Short term is the New long-term and Instant is the new short term
Most companies plan their activities on a yearly or half yearly basis but with the changing ecosystem and the constant changes in business methodologies, we perhaps need to focus on quarterly or even monthly goals. The same ideology goes for story ideas; this is the time for instant content and same day coverage. We need to become quicker, proactive, agile and alert on a day-to-day basis.
Content is adapted from a Meltwater webinar conducted by Prateek. To view the webinar and content in detail click here.
About the author:
Prateek shah is one of Asia’s leading digital marketing trainers and the founder of Digital Defynd, a community driven digital marketing marketplace. Over the years, he has trained professionals at organisations at Phillips, Citibank, DBS bank, DISH TV, NASSCOM, FICCI and many more.Prateek regular speaks at events ad his thoughts around digital are sought after by media industry at large.