Digital Marketing is Redundant, So Why Create a Separate Budget for It?

Having separate budgets for ‘digital’ and ‘non-digital’ is outdated and pointless. Plan your 2016 marketing strategy by ditching the D word.

Even by my stupid standards my schedule over the past two weeks has been ridiculous. I’ve managed to participate in a global strategy session in Sydney, a training programme in Miami, a marketing roadshow in Canada, a two-day brand strategy meeting in Chicago, work on a 2016 marketing plan in Zurich, and then speak at the Festival of Marketing in London.

Different gigs with different clients, but one recurring message seemed to jump out from each session: the digital divide and how it will obfuscate marketing’s mission in 2016.

I met clients who told me they were very impressed with TV as a medium, but most of their budget was allocated to digital for 2016. I spent the morning with an Irish marketing director who wanted to know how much of his resources he should “shift across to handle digital”. I read a very good new survey by Nielsen (below) that examined the degree of trust that consumers associate with the different marketing channels and which, bizarrely split those channels into “online/mobile” and “traditional”. I even winced when I read an article in Marketing Week that asked “Youtube v Facebook: Where Should Your Video Spend Go?”. I took my pen and inserted “…v TV” after Facebook and before the colon and let out a very long, ancient sigh.

If you have a prescribed budget for digital in your 2016 marketing budget you are making a massive error and you do not get it. Before you accuse me of being a luddite or tech-hater let me make it very clear that I am entirely comfortable with a brand spending every penny of its marketing budget on digital. Indeed, I work for several big brands that did just that in 2015 and are succeeding as a result.

My argument is not one of tactical spend but, rather, strategic approach. Why pre-allocate a proportion of your 2016 marketing budget and create a silo for digital spend? And then create a second silo for traditional or non-digital or whatever bullshit term you use to describe the other tools at your disposal? It’s bullshit because, of course, there are no non-digital tools left to consider. The best TV, radio, print, even outdoor – if you read last week’s superb column in Marketing Week about its “digital transformation” – now embrace all the operational advantages of digital technology. It’s also bullshit because your marketing budget is a single amount with, ultimately, the singular overall objective of helping your business succeed in 2016. Any false dichotomy that you create for digital and non-digital spend merely serves to undermine optimum investment levels and stymie strategic thinking.

I am rarely sure of anything in marketing, but on this one I am absolutely convinced. The only way to prosper in the decade ahead and negotiate the massive changes that the digital era has ushered into our fair discipline is, paradoxically, to approach your 2016 marketing strategy with absolutely no reference to the D word at all. Specifically, if you want to get it right in 2016 I recommend a five-step plan to remove the digital divide from your marketing planning.

First, remove any and all stupid bifurcations between digital and non-digital tools from your analyses and if anyone presents one to you ask why TV or outdoor is not included within it. Second, ensure your 2016 marketing budget is not pre-assigned to digital and non-digital silos. Third, if your business card says “digital marketing strategist” work very hard to remove the D word before it becomes an anachronism. Again, I do not want to suggest that marketers with digital skills are irrelevant – you are essential – but if you walk around my business with a hammer you are only going to be looking for nails. Pick up the other tools and have all of them at your disposal depending on the job. Fourth, brief all agencies in the same room, at the same time with the same brief.

The answer to my Irish colleague’s question about digital investment is simply to allow all the different channels to compete with each other for your dollar on the same playing field. If Twitter really is a better fit than TV for your brand, budget and objectives in 2016 it will emerge from the account review. This more integrated approach has the added advantage of encouraging the all-important synergies between channels that can so often be at the heart of good communications planning.

As I say, I am certain this is the way and unsettled by the fact that 90% of organisations appears to be going in the opposite direction.

Here's how digital marketing has made a significant impact in Africa:

1. Reach and Targeting: Digital marketing has enabled businesses in Africa to reach a wider audience both locally and globally. With the increasing penetration of mobile phones and internet connectivity, businesses can target specific demographics and segments more effectively through channels such as social media, search engines, email marketing, and display advertising.
2. Cost-Effectiveness: Compared to traditional marketing channels, digital marketing offers a more cost-effective way for businesses to promote their products and services. Platforms like social media and email allow businesses to engage with their audience at a fraction of the cost of traditional advertising methods such as TV, radio, or print media.
3. Data-driven Insights: Digital marketing provides businesses with valuable data and analytics insights that can inform marketing strategies and decision-making processes. Through tools like Google Analytics, businesses can track website traffic, user engagement, conversion rates, and other key metrics, allowing them to optimize their marketing campaigns for better results.
4. Personalization and Engagement: Digital marketing allows for personalized and interactive communication with customers. Businesses can tailor their marketing messages and offers based on customer preferences, behavior, and purchase history, fostering stronger relationships and increasing customer engagement and loyalty.
5. E-commerce Growth: Digital marketing has played a crucial role in driving the growth of e-commerce in Africa. With the rise of online marketplaces and payment platforms, businesses can leverage digital marketing strategies to promote their products and services, attract customers, and drive sales online.
6. Access to Global Markets: Digital marketing has made it easier for African businesses to access global markets and reach international customers. Through platforms like social media, online marketplaces, and international advertising networks, businesses can expand their reach beyond local borders and tap into new markets worldwide.
7. Job Creation and Skills Development: The growth of digital marketing has created new job opportunities and increased demand for digital marketing skills in Africa. As businesses invest more in digital marketing initiatives, there is a growing need for professionals with expertise in areas such as social media marketing, search engine optimization (SEO), content marketing, and data analytics.
8. Challenges and Opportunities: While digital marketing offers numerous opportunities for businesses in Africa, there are also challenges such as limited internet access in some regions, digital literacy gaps, and competition from global brands. However, with the right strategies and investments, businesses can overcome these challenges and harness the full potential of digital marketing to drive growth and success in the African market.

Is Digital Marketing Field Saturated in 2024

Digital marketing means the process of using online channels or platforms to promote products, services, to a specific audience or targeted audience. Digital marketing has various strategies such as meta ads, social media marketing, search engine optimization, email marketing, etc. Digital marketing enables businesses to reach and engage with customers effectively, drive website traffic and generate leads.

However digital marketing in 2024 has become increasingly crowded with businesses competing for consumers' attention, saturation emerges as a pain point. People facing challenges like struggling with competition, advertising cost, saturated market. If you are facing the same challenges then it is obvious to have a question “ Is the digital marketing field saturated”?

Is digital marketing saturated? Let's Discuss:

In the era of constant innovation, the question often raises debate between professionals and newcomers: “Is digital marketing saturated”. As we are in 2024 with new technologies and innovations, it is normal to have a question like this.

The answer of this question can be yes or no, and it is undeniable that the digital marketing field has become crowded as compared to previous years. But saturation is not the right word to describe this industry in 2024.

New technologies and platforms are coming on a regular basis nowadays, it may contribute to the part of saturation but it also opens up the gate for marketers to innovate and find new revenue sources.

Digital marketing tools now have lowered the barrier to entry for businesses of all sizes. With user friendly platforms, applications and automated software is readily available, now small businesses can engage in digital marketing efforts.

It may create competition for marketers, it also fosters innovation and creativity as marketers find it difficult to differentiate themselves from the crowd.

Saturated or Expansion?

In the digital marketing ecosystem there is a wide range of specialties and niches present, from search engine optimization to content marketing, there are many strategies which marketers can employ. Within each niche there are still opportunities waiting to be captured

And it is important to consider the global shift towards digitalization, accelerated by Covid 19 pandemic. Consumers suddenly rely on online platforms for information, entertainment and commerce, the demand for digital marketing strategies continues to grow. This indicates that this field is far from being saturated, and the digital marketing industry is going to boom in more upcoming years and this field is evolving to meet customers and businesses demand.

Conclusion:

In today's time digital marketing field looks saturated at first, but deep down with all the research, this field is an ocean of opportunities for those who are innovative and willing to adapt everything.

Don't see saturation as a barrier, marketers should see this as a challenge to push their boundaries of skills and creativity, and find new sources of growth. By using technologies and new innovations marketers can build themselves at the top of the world of digital marketing.

Zero Cost Small Business Marketing Ideas That Deliver Results

Small business owners know that marketing is the key to generating leads and clients but in a fast-paced changing world, where do you spend your marketing budget that is very small?

The current business environment is highly competitive especially as more and more businesses leverage the digital world to reach their clients.

Fortunately, there are many no-cost marketing ideas you can use to bring in new clients as well as get current clients to return. This is where social media plays a big part in your marketing strategies.

Some of these methods may be new to you but what worked in the past does not necessarily work as well or at all today. You need to adapt to and leverage the digital world and social media for your marketing efforts.

Be open to new marketing tactics and to developing a strong digital footprint. Here are some no-cost marketing ideas for your business:

1.      Review your marketing plan – If you don’t have a marketing plan then that is almost like shooting in the dark. If you are not setting specific goals for your business, then determining what marketing strategy to use will be a guessing game.

2.      Look at your business from your client’s point of view – How does your customer see your business? What is the conversation going on in your client’s mind when they make a purchasing decision? What is the single most important question they need to have answered?

3.      What is your USP (Unique Selling Proposition) – What makes you stand out from your competition? What do you do differently from your competition? Why should your customer choose you above your competitors? Do you have a 10-second and 30-second elevator pitch?

4.      Network on social media – What social media platforms are you networking on and is this where your ideal clients can be found? Where do your ideal clients spend their time on social media?

5.      Adapt your content – If your content is not talking to your clients and addressing their needs, then it is not being effective and potential clients will just scroll past. Make sure you are answering the questions your potential clients have and you will get their attention.

6.      Put your business on the Internet – If you do not have an online presence, then you are missing out on an unlimited supply of leads. Using a website and LinkedIn profile is one of the most powerful and most trusted lead-generating strategies.

7.      Be creative with your content – Use photos, videos, documents, and images in your posts. We are visual beings therefore photos, images, and video are more attractive and get your client’s attention.

8.      Get involved in social media – The most trusted network of professionals is without a doubt LinkedIn so if you are not leveraging this platform for your lead-generating strategies, then you are missing out on unlimited leads at no cost.

9.      Optimize your LinkedIn profile – Your profile needs to be optimized to meet your client’s needs and not about who you are. The most important question your ideal client has is ‘

What can you do for me?’ If you are not answering that in your profile set-up, then you will be missing out.

10.  Embrace content marketing – Sharing valuable content on social media is the best way to not only spread your brand but, will also show your prospective clients that you are an authority in your field. This will start building a trust relationship that can ultimately lead to your followers converting to clients.

11.  Let your clients schedule appointments online – The digital world allows you the flexibility of automating many of your tasks and appointments are one of them. Your clients can view your calendar online and select a date and time that suits them. This is possible with free online calendar services.

12.  Share value – Share valuable content with your followers/connections to build the trust relationship as well as your brand. You can share reports, eBooks, videos short courses, templates, etc. when you use this with lead capturing capabilities on your website, you can set-up a drip campaign that further develops the relationship on autopilot. These services are also available for free online.

13.  Be persistent – Building a brand is not done by being out there once or twice a month. Be proactive and persistent in getting your brand, products, services, and message out there regularly to attract the attention of prospective clients.

14.  Start Now – Don’t wait for the perfect conditions to get started. Start with what you have from where you are but…Just Get Started!

Exploring the Power of Hashtags: A Guide to Effective Social Media Marketing

In today's digital age, social media has become an indispensable tool for businesses and individuals alike. Among the myriad of strategies employed to enhance online visibility and engagement, hashtags stand out as a powerful and versatile tool. In this article, we delve into the world of hashtags, exploring their significance, and offering insights into how they can be effectively utilized to maximize social media marketing efforts.

Understanding Hashtags

At its core, a hashtag is a word or phrase preceded by the "#" symbol, used to categorize content and facilitate discoverability on social media platforms. By incorporating relevant hashtags into their posts, users can increase the visibility of their content and reach a broader audience. Hashtags also serve as a means of organizing and curating content around specific topics or themes, enabling users to easily find and engage with content that interests them.

The Power of Discovery

One of the primary functions of hashtags is to enhance the discoverability of content on social media platforms. When users search for or click on a particular hashtag, they are presented with a feed of posts that have been tagged with that hashtag. This presents an opportunity for businesses and individuals to expand their reach and attract new followers by leveraging popular and relevant hashtags in their posts.

Enhancing Engagement

In addition to increasing discoverability, hashtags also play a crucial role in fostering engagement on social media. By using trending or niche-specific hashtags, users can connect with like-minded individuals and participate in broader conversations surrounding specific topics or events. This not only enhances engagement with existing followers but also attracts new followers who share similar interests or values.

Best Practices for Using Hashtags

While hashtags can be a valuable asset in social media marketing, it's essential to use them strategically and thoughtfully. Here are some best practices to consider:

1. Research Relevant Hashtags: Take the time to research and identify hashtags that are relevant to your industry, niche, or target audience.
2. Mix Popular and Niche Hashtags: Incorporate a mix of popular, widely-used hashtags and niche-specific hashtags to maximize reach and engagement.
3. Keep it Concise: Avoid using overly long or complicated hashtags that may be difficult for users to remember or type.
4. Monitor Performance: Regularly monitor the performance of your hashtags to gauge their effectiveness and adjust your strategy accordingly.
5. Be Authentic: Use hashtags that are relevant to the content of your post and align with your brand identity and values.

Conclusion

In conclusion, hashtags are a powerful tool that can significantly enhance social media marketing efforts by increasing discoverability and fostering engagement. By understanding the significance of hashtags and implementing best practices for their use, businesses and individuals can effectively leverage this tool to expand their reach, attract new followers, and build meaningful connections with their audience.

When Will the Pain for Marketing End?

And those same three days ago Medium published this nonsense (sorry but nonsense) from Zoe Cayetano. It is literally the perfect exemplification of what I was warning against.

The article goes on to propose Lead Generation, Nurturing Leads, Conversion, Delivery and Upsell as the new replacements for the 4 P's. Nothing on pricing. Nothing on distribution (assuming "delivery" is how you deliver the message). And nothing on product. Because, you know, that stuff is so 20th Century.

This garbage must stop. There is nothing wrong with the Four Ps. Yes it is sixty years old but it offers a complete and always changing checklist for the total tactical mix that good marketers manage. Ms Cayetano's replacement suggestions are a hodge-podge of digital communications related buzzwords. A small part of the promotional P at best and still only applicable to the 50% of that P dedicated to digital fare.

Medium should be ashamed of publishing this kind of stuff. Ms Cayetano should get a proper marketing training before she suggests improvements to a pursuit she clearly does not understand at even the most basic level. And marketing has to do a better job of defending a century old discipline against digitally induced nonsense masquerading as insight that obscures the value of proper marketing to businesses very much in need of it.

If you fail to plan you plan to fail: why you need a digital strategy

The internet is a powerful tool that connects your brand directly to your customers and helps you market yourself to new ones. It allows you to create visibility to virtually anyone anywhere, with proof that it’s working! Why wouldn’t you make it a key component of your brand’s marketing strategy?

Haven’t we marketers been droning on about this for 15 years? Hasn’t the pandemic made it obvious? Your online presence is not a nice-to-have, it’s expected.

Creating an online presence for your organisation can be hit and miss, and sometimes a knee-jerk reaction to ensuring you have a digital footprint on whatever platform seems to be the most popular.

Just because your competitors are on a platform, it doesn’t mean you ought to be as well. The channels you choose should form part of a thought-out digital marketing plan, not pressure to be there. If you’re pumping good money and effort into different channels, campaigns and tactics with no clear understanding of how they contribute to your overall business strategy and objectives, not to mention how they relate to each other, you’re doomed.

Think of it like the construction of a building. Blueprints serve as a guide for everyone involved in completing the project, from the architects, engineers and contractors down to the builders, electricians and plumbers. Without a strategy, your efforts will have no foundation to build upon and your online presence will be as precarious as a building constructed without plans.

The New Marketing Landscape

A brand should be trying to achieve two things at any given time: sell more of their product or service and keep existing customers happy and coming back. You’ll need to take care of the latter yourself, but digital channels can play an integral part in the sales and customer journey.

Understandably, many brands are overwhelmed by the thought of adding digital marketing to the mix. There are a lot of digital tactics a business can use, with new channels popping up every year and exciting trends emerging every week. Not all of these will be of value to you or your customers. It is crucial to understand what approach you need to take in your particular industry or niche.

That is why relevancy is such an important word in marketing today. Consumers are bombarded with messaging all day, every day. It feels intrusive when a brand shows up on your social feed when you’re the wrong target market entirely.

This blueprint will guide how you build your digital marketing initiatives into the future, while tying in every major component of your overall marketing plan. Through carefully selected online channels you can drive specific digital goals on paid, earned, and owned media, while reaching a specific target audience, or audiences!

Alright, I’m Listening. How do I Create a Digital Marketing Strategy?

In order to maximise your digital marketing efforts and ultimately drive revenue, start with a thorough research and assessment phase before the strategy is developed:

Audit Everything

Any good audit starts at home; a comprehensive deep-dive into online assets such as your website, content, SEO, social media, digital branding, pay-per-click (PPC) advertising and communication channels. Historical efforts and data on prior success and fails may be worth revisiting as well.

This is especially important in order to see how you match up with your competitors and best-practice standards in the next stage of the process. Low hanging fruits includes assessing what they’re doing right, what customer-facing mistakes we can learn from and aiming higher. Look at which digital assets and platforms they utilise, the content they produce, the frequency they produce, even the way they engage with their audience and technology they’re using. Any one of these could reveal key information for your strategy.

Connecting your Overarching Marketing Strategy

Your digital marketing plan should align with your business’s marketing and sales goals, strategies and objectives. You cannot have a disjointed strategy that doesn’t include your Above the Line (ATL) efforts. Make sure you do a thorough review of all your marketing touchpoints to ensure synergy with the business’s needs and goals in mind. This includes understanding how to tie in sales, marketing, channel and HR strategies and objectives as well.

Know your Customer

One of the most important components of your digital strategy is determining who your customer is today and how to engage in a way that makes sense to them. This is the secret sauce. Keep in mind that every person uses the internet differently. Create that persona and be very clear about who they are and what’s important to them and how your brand aligns with their values. This should help identify what platforms your customer frequents and why they use them, ultimately shining a light on how you can connect and engage with them.

Modern audiences are also too discerning for blatant product selling. Consumers want to feel important, seen and heard. They want an experience, and they want to be inspired without obligation to buy. This is achieved through consistent, relevant content which establishes stronger brand advocacy in the long run. Gone are the days when brands and media told people what to buy, the modern consumer holds all the power.

Include Relevant Stakeholders

In the same way you audit your digital touchpoints, so should you take advantage of aligning with key stakeholders in the business to get their input. Your sales team, for instance, could reveal an approach you would not otherwise have considered. Having constructive discussions with all facets of the business, such as HR, Operations, Customer Service and upper-level management will provide insight worth considering for your strategy.

Define and Set Measurable Goals

Marketing often involves a good deal of money to get big results, especially where media spend is concerned. Facebook for example uses algorithms that determines who sees your content, often minimising the reach propensity unless you spend a bit of money on boosting. Luckily, so much of the digital landscape is measurable, so it’s important for businesses to establish specific KPIs across all their digital marketing efforts.

A media specialist can provide estimates against the budget you’ve provided, taking into account things like your target audience, how broad or niche your offering is and psychographics, while also looking at industry standards as a benchmark. This way you can track the campaign’s performance in a realistic and objective way. This process helps manage the expectation of the client but holds the agency or internal department accountable to the success of the campaign.

While these KPI estimates allow you to make a certain level of calculated risk, getting big results in this digital age often means being open to try new things. Sometimes risky moves can pay off in a big way for brand perception. Since it’s ever evolving, you might discover an opportunity to do something that has never been done online. Bold companies know to act quickly in order to capitalise on the moment, or their competitor will.

Because it’s all measurable, you always know where your money is going. Unlike a print publication or a billboard, you know precisely who you’re reaching. If a campaign is underperforming or you’re not reaching enough of a certain age group or location, simple optimisations can be made in real time to course-correct. That has never been possible before.

Don’t be Afraid to get Help

If you’re serious about moving your brand forward, it’s going to take you out of your comfort zone. For some, it may be difficult to remain objective or trusting of the process. Certain departments may be invested in specific platforms or content and deciding that these may no longer suit your long-term goals may mean that your plans are met with resistance.

Bringing in a digital marketing specialist is worth the investment as they can look at your marketing with an objective and fresh lens to assess the best course of action. The right partner will not be held back by historical thinking, in fact they’re helping you take bolder risks that are crucial to helping your business move forward.

You need to do your due diligence here. Assess your cards carefully before you play your next hand. Once you have a digital marketing strategy in place, you can confidently plan and measure your marketing campaigns and tactics in an achievable and focused way. Just remember to enjoy the process, it is meant to be exciting.

Ready to take things to the next level?