As brand/agency marketers we sometimes focus too much on what the business needs are and what we need to market, sometimes we forget, or let slide the fact that the customer/consumer/client and what they need/want is a key part of what is being marketed.
What it’s not about:
- using the cheapest paid marketing: this is just inefficient spend
- trying to get content out fast: this is not thinking strategically but instead tactically
- creating a bunch of content to serve up: it’s not about quantity, it’s quality (we know this)
- being everywhere at once with the same message: tailoring content to audience and platform is important. The same content format and message will not resonate everywhere.
- just doing what has worked in the past: yes it may have worked in the past, but trends, behaviors, and platforms change.
What matters more in today’s digital marketing world:
- Where the consumer is, and why they’re there: this allows you to tailor the content and message appropriately and/or be there or not be there based on the consumers reason for being there (i.e. does it work for your brand)
- Understand who your consumer is and what their behaviors are: understand your audience before creating your content. They may prefer a type of format over another.
- Think from their perspective: would you want to be marketed this why?
- Understanding where you are marketing: The platforms and channels change constantly, you need to understand the changes and what that means for how your content is displayed, engaged with, consumed, etc.
- Measure, Measure, and oh, yeah, Measure: You need to understand what is working for your client/audience today, not just yesterday. Things change, and so does your audience. Be ready to pivot, optimize, and rejigger your content and digital strategy based on your learnings.
Until next time, keep a pulse on your consumer.