The new marketing value chain relies on rigorous data analysis and the strategic application of insights. Social media, email marketing and content creation are three areas in which marketers can succeed with new value chain tactics, which can in turn lead to widespread growth.
Take a look at the value of these three digital tools in reaching and engaging an audience, and understand how data can be used to better implement each to achieve your marketing goals.
Social media is integral to digital marketing. Communities including Facebook, Twitter and Instagram have the power to connect brands with the public like never before. For both B2B and B2C companies, social outreach can build brand loyalty and encourage customers to spread the word about brands they like. Marketers across industries are turning traditional strategies upside down to take advantage of the new opportunities supplied by social media. For example, The Wall Street Journal recently covered designer Rebecca Taylor’s choice to give up on runway shows in favor of an intensified social campaign in order to cut costs and reach a larger audience.
Data drives social strategy. Social networks make it easy for your business to track followers and their engagement. Facebook and Twitter both offer thorough analytics about your followers, including demographic information, details such as when they are on the site each day, and a record of how many of your followers saw and engaged with each post. Use these insights to refine your social outreach, and follow the results to see what’s working.
Email marketing gives brands the chance to reach their customers with more targeted, slightly longer content than social media. Even many people who are not yet on social sites have email and are willing to sign up to receive deals or information.
Most email marketing tools track data on open rates and click-through rates, so your organization can tailor its approach based on past successes. While the flood of email can sour people on branded content in their inbox, email marketing is also a chance to create something that will cut through the clutter and excite your readers.
Eye-catching, enjoyable content is key to achieving brand reach with social media, email marketing and around the web. Today’s marketers must invest in quality content, ranging from blog posts to graphic design to videos and podcasts. Given the rapid pace of the digital world, brands that don’t keep creating top content will fall out of view behind the ones that do.
Track your own successes and learn from other brands’ experiences when possible. Experiment with different types of content to see what’s working. Data can show you who interacts with your content and whether they share it. Then, adjust your approach accordingly.
The new marketing value chain reminds us that marketing is no longer a game of “rules and tools.” In the digital economy, the rules of the game are always changing. By using data to analyze your brand’s performance, you can stay one step ahead, strategically learning the new rules and adapting your approach.
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