In simplistic terms, digital marketing is the promotion of a brand that utilizes media channels to deliver an advertising message to target audience. However, do not get confused with traditional marketing. In the digital world, marketers have the ability to use methods that will analyze marketing campaigns to get real time results of what is working and what isn’t. With the use of research it is important to consider which/what is going to be the most effective way to advertise(within budget of course).

Some examples of digital marketing include..

  1. Tv commercials slots
  2. Mobile apps
  3. Wireless Text Messaging
  4. Electronic Billboards
  5. Podcast
  6. Social Media Outlets
  7. Digital Televison
  8. Facebook Flyers

Gone are the days where knowledge of your product came straight from your PR team. Not to mention, the information received was only of what you wanted them to know. With digital marketing at it’s highest peak, consumers are looking towards social media outlets to learn about a product. This includes the good, the bad and the ugly. Consumers are more likely to believe their friends on Twitter about your product, than the company itself.

With that being said, a company must ask themselves, “… at what degree must someone be exposed to brand messages in order to achieve advertising objectives…”  It is crucial to consider how to not only create brand contact, but how to manage it too. I suggest using the RFG method.

REACH

FREQUENCY

GROSS RATING

Formula is… F=G/R

This will help a company calculate results of an advertising campaign for success rates. I believe the keys to digital marketing success are laid out in the bulletin points below…

  • Must manage a variety of channels
  • Respond to and initiate interactions with all of the channels
  • Extract value from data using RFG to make important financial decision for future campaigns

What I have just discussed is the way I use social media in the digital marketing world. Nevertheless, everyone has his or her unique style. I found this funny infograph online that explains the “7 Type of Digital Marketers.” I think it is hilarious. I find myself between the DATA WHIZ and the E-ARTISTE.

What are you??

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Advertisements

Traditional advertising is now shrinking…

With that being said, social media appears to be the most popular and effective method of advertisement. Social engagement allows companies to have a casual presence where they can engage with consumers on a personal level. is so important because advertisers have the opportunity to go straight to the source through this social engagement.

Furthermore, social media is personal and natural. Without this social engagement advertisers would not successfully be able to understand why something did or did not succeed. Of course there are analytics to measure the success rate and report numbers but in today’s society, numbers alone will not cut it. Social engagement allows for consumer response. With this quick response, advertisers have the opportunity to go straight to the problem and not only fix it, but keep the consumers loyal and make it apparent to them that their voices are heard.

http://www.google.com/search?q=tweets+about+business+fixing+problems&client=safari&rls=en&source=lnms&tbm=isch&sa=X&ei=ShV5UsuVMe6GyQH7zYCYAQ&ved=0CAcQ_AUoAQ&biw=1155&bih=548#facrc=_&imgdii=_&imgrc=YIlQVbM9eNz6PM%3A%3BPTEKAb4WR3bPUM%3Bhttp%253A%252F%252Fwww.karenstrunks.com%252Fwp-content%252Fuploads%252F2013%252F04%252FDealing-with-complaints-on-twitter.jpg%3Bhttp%253A%252F%252Fkarenstrunks.com%252F2013%252F04%252F05%252Fq-a-how-can-i-use-twitter-for-my-small-business%252F%3B557%3B388

 

A company’s brand choice should reflect its personality trait. A voice that inspires me on Twitter is one that is refined and chic or flirty and witty. I cannot fathom how many business loose followers simply by sounding like a door-to-door salesman. The people do not want to follow a brand that is constantly trying to sell a product or service. People want to follow a brand that they can have an authentic conversation with.  The sample posts listed below are ones I find to be successful via social media outlets.

            Cuppa Java- Local Coffee Shop (Refined and Chic)

            A. Went to lunch w/ my girlfriends on this rainy day. Splurged on a #large @cuppajava down the street. #Fall #CuppaJava #girlsday (Insert picture of the coffee OR selfie of friends and you drinking it) ß– Twitter or Instagram

            B. Send a picture of your morning coffee to @cuppajava and hashtag #JavaLove to receive a BOGO now through Thursday. Show the tweet when you get inside J #happymonday #JavaLove (Inset picture of employees making coffee) ß– Twitter

            C. We are at the Mankato Marathon today serving free coffee. Goodluck to all our race friends! (Insert picture of the team serving coffee. Make sure product is visible and easy to read) ß– Facebook or Instagram

            Salvage Sisters- Refined Furniture Shop (Flirty and Witty)

            A. Thanksgiving is right around the corner, is your table ready? (Insert picture of a table for sale and an autumn centerpiece that is also for sale) ß– Facebook or Instagram

       B. Antique furniture shopping is addictive, good thing salvagesisters.com has great steals and deals! (Picture of a favorite piece from the store) ß– Pinterest **Include hyperlink for Salvage Sister website**

            C. Looking to impress the in-laws? See how @salvagesisters uses white furniture and accessories to create an #elegant space. #innovativethinking (post picture of the space) ß– Twitter or Instgram

Any business that has not incorporated social media into their advertising campaigns will likely struggle in this generation. Few however have a clear idea of what social media success looks like. The first thing a brand should consider when entering the social media landscape is where its competitors are making their investments and why. As consumers are increasingly looking for a bargain deal, it is vital to know exactly what competitors are offering. When it comes to your opponent, knowledge is power.

Secondly, it is important to identify the ideal platform for your firm (Facebook, Twitter, Pinterest, etc.) based on what each can provide.  Consideration should also be given to areas in which your competitors are making their mark. This will allow companies to focus its efforts on a few beneficial and productive platforms instead of trying to be everywhere on the web. One thing to keep in mind is that it is important to connect with the consumers where they are already comfortable. This allows for an easy transition into relationship building.

Once a company has identified its main competitors and its ideal target platform, it is important to identify the unique significance the product is providing that will make consumers want to “like” it. As companies fight for social engagement, it is important to strategize a campaign to convince the consumer that your product is superior to that of your competition. You should also take into account how you will measure and report the success rate and which tools will profit you the most.

Here are three analytical tools that I find useful…

1. Sprout Social– I really like Sprout Social because it is geared towards business results. It allows you to analyze your followers by various demographics. Not only can it manage multiple accounts, but it picks the most efficient time to post on your companies behalf. Furthermore, Sprout Social is affordable. You can get a free 30 day trial and when you realize how addicting it is…. it’ll be worth the 39 dollar price tag. Sprout Social  is your patsy. It keeps an eye out on the competition by showing you the number of daily mentions, percents of engagements, and to see who is talking to the competition. This analytical tool is so easy to use… and once you have it, you won’t want to live without its convenience.

Sprout-Social-Dashboard-JohnSocial

2. Social Oomph. I enjoy using Social Oomph as a marketing tool for my Twitter accounts. Since Twitter has become an excellent way for businesses to build solid relationships, it is important to make every customer feel like they are the most important client you have. Social Oomph allows this to happen. Within this analytical site there are different tools to manage multiple twitter accounts at once such as…

  • Auto Direct Message
  • Auto Follow

Furthermore, it allows the business to make the direct message a personable one. Here is an example…

“Thanks for connecting with us on Twitter. We are excited to follow you as well, Miranda. Feel free to add us on Facebook to check out some of our promotions.”
 

This auto following/direct message makes the consumer feel important and valued. Especially when the companies goes the extra mile by following them back.

http://www.google.com/search?q=social+oomph&client=safari&rls=en&source=lnms&tbm=isch&sa=X&ei=gZtlUtHSNIPlyQHkvIG4Cg&ved=0CAkQ_AUoAQ&biw=1097&bih=626#facrc=_&imgdii=_&imgrc=7D_dWt1gOXjUfM%3A%3Bc96FY4Rv2i2p_M%3Bhttp%253A%252F%252Fmlmenergycompanies.info%252Fwp-content%252Fuploads%252F2013%252F02%252Fsocialoomph.png%3Bhttp%253A%252F%252Fwww.energycompanies.biz%252F%253Fpage_id%253D11%3B400%3B373 
 

3.Hootsuite is an effective way to organize and execute campaigns across multiple social networks from one secure channel. It manages every social outlet that is accessible to businesses. More so, Hootsuite can help get your business more seen on social media platforms. It does this by using geo-locating and geo-tracking to your benefit. This analytical tool manages campaigns success and provides reasoning as to why it was or was not a successful strategy. It even provides some of its own analytical tools to get more of an insight into a businesses participations on the outlets.

http://www.google.com/search?q=hootsuite&client=safari&rls=en&source=lnms&tbm=isch&sa=X&ei=T59lUseiDMq8yAHDkYGQBg&ved=0CAkQ_AUoAQ&biw=1097&bih=620#facrc=_&imgdii=_&imgrc=3GAFpIazmXPHBM%3A%3BB_P6Nksm9JZDdM%3Bhttp%253A%252F%252Fkikolani.com%252Fwp-content%252Fuploads%252F2010%252F04%252Fhootsuite-blogging-setup.png%3Bhttp%253A%252F%252Fkikolani.com%252Fhootsuite-blogging-twitter-management-guide-bloggers.html%3B1140%3B906

Social media is the eye of the beholder. It has the power to bring a business together as fast as it can break a business down. However, the power is nothing without the solid results. Good thing for analytical tools, right? ha-ha

Analytics have become an essential form of intelligence for businesses to identify and respond to consumer requests. Listening to what your consumers and competitors are saying about you is key to following through with a successful advertising campaign. Although there are countless tools to help measure and analyze data, I feel that these three listed above, are the easiest to navigate and for the best price tag.

Using LinkedIn to Network

The other day I found an interesting article on what college students should post onto their LinkedIn accounts.  Although the article was very insightful, I was disappointed to see that it was only referring to the college person persona. I believe this list is not only important for college students, but for anyone that is trying to master the tips of networking on LinkedIn. Listed below are some of the tips I got from the article with some incorporation of my own opinion on how to network successfully.

1. Include a bio, but make sure to use key words that will give you a better change of being searched on LinkedIn. Example for a career in social media would include this-

” As a recent graduate from Minnesota State University, Mankato my objective is to obtain a challenging leadership position applying creative problem solving and lean management skills to enhance the company’s productivity and reputation. My focus is on four core areas: listening, content marketing, community management and crisis management solutions. I am a hybrid social media PR/communications person who is interested in the digital age of social media/marketing strategies.”

-As you can see from the above example, I incorporated some tag words to go along with the biography. This allows you to have a better chance of standing out, compared to other profiles that may not have those tag words. 

 

2. Do not add people for meaningless reasons. LinkedIn is not a place where the amount of friends you have matters. Authentic relationships are key to networking. Also, make sure you do some research on a person before asking to friend them. It will add a personal connection if they choose to accept your add. 

 

3. Always connect. If you are on LinkedIn it is important to put yourself out in there. Join groups that hold meetings. Respond and add the people you meet in those connecting boards as you never know when it will come in handy. Be available and visible to your followers. It will make them interested in what you have to say.

 

4. And last but not least, make sure that before an interview you try to “investigate” your interviewer. Learning as much as you can about a company shows that you are prepared for the job at hand. It also gives you more to discuss, and to add a personal connection to the interview. One thing I personally enjoy is the fact that the people I am “investigating” can see that I have looked at their page. I do so in hopes that it shows the interviewer that I have gone the extra mile in researching the company. 

 

*Clearly every experience is different, but these four are what I find to benefit me the most as I network myself on LinkeIn.  So now that my tips are out, feel free to utilize them to your own experience and become that super-connector we all know you are 🙂