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Preparing for the Next Stage of Evolution
Some of the many business process transformations within an organization given available technology capabilities are in the area of advertising and marketing. The majority of customers have already absorbed digital behavior in many aspects of their daily lives, and organizations are looking to build the same digital inclusions into their processes and operations to reach their target customers.
Specifically, advertising and marketing communications are no exception, and in fact can be seen as one of the key areas where companies focus on digitization. A holistic framework that can be considered at a macro level is integrated digital marketing, a popular and key strategy for organizations to complement and complement traditional marketing activities in the face of changing times.
But what is digital marketing? To understand digital marketing and its impact on your business, it’s imperative to examine the six elements that make it up and which organizations invest the time and resources into developing a holistic digital marketing plan.
1. Goal – Initiatives that require an understanding of the organization and the direction in which it is moving forward. Has a strategy been developed and is it already being implemented? Do you have executive support in executing your strategy to reach your goals? What are the main goals of your campaigns? To acquire more customers, to identify more leads , or to increase brand awareness? Knowing what your goals are will help you focus your efforts on achieving these.
2. Audience – Simply put, who are your target customers and what is their demographic? Are you targeting specific locations or specific age groups when promoting your products or services? You need to do work on the backend, such as conducting research, conducting empathy interviews, mapping customer journey experiences, and even deploying Usage, Attitude, and Image (UAI) research.
3. Message – A key part of any digital marketing campaign, messaging examines the value proposition as the key message and provides a corresponding call to action. What makes your product or service unique to appeal to your target market? How are you different from others? Your message should capture this.
4. Channels – How will you communicate your message and execute your campaign? What channels will you use? Whether you are hosting an event, conducting a public relations (PR) project, leveraging social media, promoting or using your website, etc., reach out to your target audience. There are several ways to reach it.
5. Contents – This is how you approach your message sharing the right information to create content interesting enough for your target audience to stop, watch and listen. Content can be created in many ways, including images, videos, audio, and text. Videos are popular because they are short and can grab the viewer’s attention in a short amount of time.
6. Monitoring – Measurement of key metrics and analysis of what works and what doesn’t, and inputs to iterations. This can be done by tracking the channels you use, such as social media.
Now that you have an understanding of integrated digital marketing, it’s imperative to examine the channels available to deploy your digital marketing campaigns. This is called an integrated marketing communication channel. Here are seven channels your organization can explore and consider:
- advertisement
- private sale
- digital marketing
- direct marketing
- PR/Advertisement
- events and experiences
- sales promotion
Of the seven channels offered, the three key areas covered here are digital marketing, PR, and events and experiences. These are the areas most companies in the country are researching and devoting time and resources to.
digital marketing
Especially when the pandemic hit, the use of digital marketing increased exponentially. While traditional media has always served markets like the Philippines, digital marketing is gaining momentum as customers shift to digital. This is why organizations consider digital marketing in their overall marketing efforts. Because access to information is usually at your fingertips, execution is faster and results are faster.
Digital marketing requires setting goals and identifying the available platforms (websites, social media platforms, search engines, etc.) that can be used. In addition, it is equally important to monitor results and ensure that iterations can be performed in order to be flexible with campaign results. A campaign on one platform may work well, but it may not work the same on another. It is important to observe this so that businesses can be agile and adapt accordingly.
MSMEs and micro and small businesses may find digital marketing intimidating, especially if the business owners are older generations. To make things easier, digital marketing harnesses the power of the internet to promote products and services. So the use of Facebook, Instagram, and websites for that matter is pretty much a digital marketing application. This is a good starting point.
PR/Advertisement
Being “top of mind” is the purpose of any organization that advertises its products and services. One way he achieves this is by staying visible. You can do your publicity here. Public relations activities cover thought leadership, advertising articles, interviews (both digital and print), etc. to achieve and increase brand awareness. It’s also important to consider the various social media tools available, depending on the type of audience you’re targeting. With the rise of short-form video content on TikTok and Facebook reels offering marketing techniques to target younger generations through new channels, it’s also important to consider how different generations prefer different platforms. .
events and experiences
Filipinos are very social people. Activities such as social gatherings are always friendly and welcoming, and digital events are no exception. When running such an event, cover the end-to-end lifecycle of (a) organizing, (b) inviting an audience, (c) execution, (d) monitoring, and (e) staging the event. It is important to be able to report to .
In the era of the pandemic, we have seen companies choose to conduct virtual rather than in-person activities for periods of time.Arrival. This setting made virtual events, or at least non-in-person options, more acceptable. However, this poses a challenge for marketers. Because you need to consider the engagement threshold, the point at which your audience stays engaged and falls below which you lose. Clearly, the engagement threshold is high in in-person environments and low in virtual environments. This means that marketers need to employ more engagement tools such as polls, frequent slide his motions, and videos when hosting virtual events. This will keep your audience interested and focused and your activity successful.
final thoughts
A frequently asked question is, “Which area should I focus on? Traditional or digital?” Our response has always been to consider a hybrid approach. Also, it was to observe the balance of both offline and online marketing efforts in order to evaluate the effectiveness of each approach based on the target audience. He has only one way for marketers to find this out. This is to try both options and react appropriately based on monitoring the results. At this point, businesses and organizations should leverage available technology capabilities to flexibly reach their intended audience.
This allows organizations to consider these as part of their 2023 marketing efforts.
Kay Calpo Lugtu is Chief Operating Officer at Hungry Workhorse, a digital and cultural transformation company. Her advocacy includes food innovation, nation building and sustainability. Contact information for the authors is as follows: [email protected]
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