While traditional communication platforms like print, television and radio are still relevant and effective, the media landscape is constantly evolving. These days, evolving often means going digital. Of all the marketing opportunities within the digital landscape, there are three subtypes that are here to stay. If you’re feeling the need to re-prioritize your marketing investment with a stronger emphasis on digital, here are three areas to focus on:
The best part about consumer-generated content is that once the framework is in place, the consumer will show you if your idea has legs. Some marketers may be reluctant to put their brand in the hands of consumers, but crowdsourcing can yield some truly incredible creativity. The employment of consumer-generated content also has great potential to convert a customer into a brand advocate, since the brand and consumer are mutually investing in each other.
Much like consumer-generated content, social media interactions are often consumer-initiated. The difference with social media is that brands can pose questions and help consumers to feel heard and valued when they are able to offer up their opinions. For a brand to make a true investment in social media, it’s important to show genuine interest and leave plenty of room for consumer commentary. This involves leaving a brand’s Twitter page open to all tweets and not removing replies – consumers may see the filtering out of replies as a filtering out of important opinions. While it’s important for brands to be actively involved in social media, they should be selective in the social media channels where they invest time and attention. If your target spends more time on LinkedIn and Twitter, don’t feel the need to jump on the Instagram train.
Rising to the forefront of the marketing landscape in the last five years, mobile has become an increasingly integral part of the consumer purchase process. A recent IAB study found that 56 percent of mobile device owners used a smartphone while out shopping and 35 percent used the Internet to check prices and availability. Mobile has proven itself in consumers’ eyes and it’s vital that marketers follow suit. Without a mobile-friendly site, some brands will be cast aside for those with an easily-understood mobile experience. The IAB also recommends making your mobile site thumb-friendly for easy navigation and making the copy easy to read and remember.
Are you rethinking your marketing priorities this year? What has proven to be the most valuable investment in your marketing budget?
Photo via: Johan Larsson
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