Given that things are tight for some companies, the focus was really on how the basics. How can we generate more leads etc with dollars.
I saw a few great examples at several clients of marketing campaigns that they were running. Considering that the campaigns were so diverse the 1 thing in common was the use of digital marketing methods over more traditional ways.
The decreased cost of digital campaigns seemed to function as the main reason, however also there was a perception that they were more effective. Few actually measured the performance. The argument was a lead could possibly be generated with a you tube promotion, which led to their web site which generated a telephone or email inquiry.
Reasonable point - it highlights the need to measure the success of a campaign, instead of the success of individual components of the mix.
Issues in Managing an Electronic Digital Campaign
The second area we explored was how digital campaigns were created and the issues. This was interesting.
Many used a number of programs, eg Twitter, You Tube, 3rd party promotion web sites Facebook as well as a variety of other sites. These were in addition to the normal tools of email campaigns, SMS etc..
It was interesting to see how different companies used these programs and websites for their promotions. It was even more interesting in how they tried to maintain consistency of information across these multiple advertising avenues. Perhaps not easy was the one response.
And it is not, for example in one company, a mistake had forced a change in the wording of this written text. Nevertheless, they forgot to upgrade one of those next party sites they had included in the combination. A very simple oversight but one that had revenue ramifications.
It is an easy oversight when you yourself have many means by which to promote these days. Especially as soon as the management of such campaigns is conducted separately from the marketing and business system.
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