I would like to welcome Kate Cross to NAG today. She is here to share some thoughts about getting a better Return on Investment (ROI) on digital marketing–and this can apply to authors as well. Enjoy!
Since the growth and evolution of the internet world, marketing and branding experts have treated it as a platform to magnify and experiment different approaches to get their brand loyalty and get close to their consumers. They are also busy in trying to establish a direct connection between the digital marketing and sales, something which has been traditionally done with other mediums of communication like Television or Out of Home. It is not a surprise, which most of them have failed in their experiments of connecting sales to the internet. Digital and social media marketing is not something that will generate direct sales for you, it is and should be used for a completely different purpose. Companies, who realize this soon enough, do not fluff their lines and grow as a brand on the internet, while others who stay persistent with this philosophy often face certain failures.
Digital marketing is not about growing your sales revenue, throughout the research and case studies, it is a proven fact that digital and internet marketing is more directly connected to consumers and should be used to leverage the brand to increase its marketing, awareness and loyalty, instead of pushing the audience to buy the product. The more you push your sales to the internet audience, the worst your return on investment will be. If you are aiming to maximize the ROI on your investment and get the best value out of the Digital Marketing, then follow the last four sections of our post.
Create a Care for Your Approach
Consumers online look and seek brands that have a “We care for you” approach. They are more interested in how as a brand you can solve their problems, or add something significant to their lives. This is why more advertisements on the internet are revolving around problem solving approach. For example: Do you wish to lose weight? Or something like: Wear the famous jacket this winter. Consumers want brands to understand them and then tailor their services. This means that letting the consumers feel exclusive and personal, developing a strong connect and an appeal with your consumers.
Be very relevant and specific
What brands do is try to create mass appeal with their products in order to push sales and maximize reach. This way their message becomes highly irrelevant and too public to develop a personal connect. On the internet, you should be very specific as well as highly personal. Filter your target audience and only aim for the spots and websites where a large chunk of consumers is expected.
Create a Holistic Approach
Never use different communication messages on different platforms. Your way of communication and method might be different, but never make your communication speak different things on different platforms. This way not only your audience will get confused, but your brand essence will also get lost in the clutter and difference of the message.
Look to Better the Experience of Your Consumers
Work to improve the experience of your users by having a really good and seamless website or applications that you have.
Kate Cross is a Digital Media expert in the MENA region. She works with various clients, specifically with the technological and B2B ones. Her advice on the digital media front at Online Essay Tigers Services is largely valued and appreciated. Peoples can follow here at Facebook–Twitter.