What does it mean to get digital marketing “right”?
How do brands get it right, and how do they get it wrong? Not everyone’s perfect at the end of the day, and sometimes, brands DO get it wrong…
As an industry, digital marketing is changing all the time. New social media updates, news around the world, the way we communicate with one another – it’s all changing, and changing rapidly at that.
Today we’re going to be discussing what it means to get digital marketing right, and sharing some tips to avoid. It’s also worth exploring that brands that got it right, and some that haven’t been as successful in their marketing decisions.
What does it mean to get marketing “right”?
Put simply, getting marketing right translates into getting direct results. Whether that is direct ecommerce sales, or increasingly booked services, or a new client, there’s no denying that:
Marketing done right = direct results.
But is this the be all and end all? How else can marketing get it right?
Digital marketing is a process, one that (for most) isn’t going to happen overnight. Getting marketing right is about sticking to a strategy, but adapting where needed. Shaping and sculpting information about your brand so that the consumer acts in your favour, whilst navigating an ever-changing online marketplace and world.
Sometimes it’s about playing the long game, sometimes it’s reactive and instant. It involves strategising and content relevance, optimising, engaging and converting leads. As fun as it is, it’s not all fun and games!
What does getting it wrong look like?
What happens when it doesn’t go right? How can digital marketing become a hindrance rather than help?
Digital marketing is not easy. It might look as simple as posting a picture here and there, or writing up a blog post, but there’s more that goes on behind the scenes than one may realise. It’s understandable that everyone is not going to get it right, every time. But that’s what the job entails.
Let’s take reactive marketing for example. Sometimes it can work in your favour and have great benefits for your business, but sometimes it can be the worst thing to do. A quick response over a slower, thought-out response is not always better.
Let’s look at an example of getting it wrong, in the case of Cinnabon’s reactive marketing:
After Carrie Fisher’s death in 2016, Cinnabon quickly responded with this tweet about her buns… You can see how that was taken in bad taste.
As a result, the tweet was deleted after 45 minutes. After all, someone’s death should never be taken as a promotional tool.
Tips for getting it right:
For the vast majority of brands, majority of the time, they get it right. So to answer the question you came here for, how can you get your digital marketing right? Let’s go over a few tips…
- You need a strategy – Rome wasn’t built in a day, and neither was your business. Why pay any less attention to your marketing than to the rest of your business?
- Find the right platform – what does your business need? Which audience are you trying to reach?
- React appropriately – reactive marketing can act in your favour, as long as it is onbrand and appropriate. Jumping on a trend for the sake of it risks looking superficial…
So there you have it. Sometimes the best way of getting your digital marketing right is to outsource it to the people who know it best!
If you’re in need of help with your marketing, maybe it’s time we had that conversation!
