HootSuite today announced the launch of its Social Media Command Center: a new system for gathering and organizing data from social media sites. But we're not talking about a simple dashboard -- this command center comes with multiple screens.
Although traditional marketing and advertising campaigns are still effective, many programs and companies are now relying on digital marketing tools and approaches to implement their marketing strategies. In the vast digital realm, it can sometimes be difficult to identify which program, tool, network or approach to leverage to meet your objective. Marketers sometimes feel that they have to do it all or risk losing out on an opportunity, but marketing is about finding the right strategy and the right approach to reaching brand objectives and this concept has even more weight when it comes to digital marketing.
So in the digital space, which must-have marketing tools do organizations need for a successful digital marketing strategy?
Web Analytic Tools Analytic tools, like Google Analytics can provide valuable insight into the success of your digital marketing campaigns. From tracking the click-through rate (CTR) of a digital ad campaign to monitoring website traffic, using web analytic tools to keep track of your numbers helps you identify what works and what doesn’t. Compared to more traditional, non-measurable types of marketing, campaigns that have tracking ability can deliver better reporting structures that help marketers hone in on where to focus their efforts. In the world of web analytics, more integrated solutions are now being offered, such as Optify, Hubspot, Acton to name a few, allowing for an integrated approach to measuring the effectiveness of your digital initiatives. A word of caution here: Tracking and analytic tools doesn’t necessarily achieve more effective results! Strategy and creative still play the most significant role in achieving objectives.
Email Marketing Email is still one of the most efficient and effective ways to engage your customers and prospects – if you use the tool in a creative or informative way. When it comes to attracting new clients and maintaining great relationships with exiting ones, email marketing campaigns can be very effective. Companies can take advantage of email campaign managers like Mailchimp and Campaign Monitor for their easy-to-use editing features and subscriber management tools to help them stay connected with customers and deliver campaigns like newsletters and promotional blasts. More recently, inbound marketing is more utilized as a term and a tactic. Rather than just pushing information out, the more effective strategies that push information out with an intent of initiating engagement onto your website, with the ability not only to track open and click through rates, but also to evaluate where potential customers go… and to capture their information.
Digital Advertising Now more than ever people are spending more time online and on social media networks, either on their computers or their mobile devices. Digital advertising is a way for companies to reach more consumers and get measurable results. However, with the onslaught of so many digital ads, all with the new trinkets, bells and whistles, internet browsers are getting wary. Impressions still matter when assessing digital properties. The beauty of digital advertising still remains its targeting flexibility. With many digital spaces, as with Facebook ads, companies can target specific locations, interests(psychographics) and consumers with more precision than traditional advertising could ever offer. You can slice and dice niche markets to the minutia. Again, I have to say, the ability to achieve the performance you set is based on your strategy, creative and execution.
Social Media This one is obvious – you can’t ignore the giant marketing prowess of social media. With a vast variety of tools and promotional possibilities, social media has emerged as arguably the most powerful marketing tool in today’s digital universe. From Facebook, to Twitter, LinkedIn and Pinterest, the social media giants offer companies a valuable and effective way to reach consumers on a more relatable, engaging and exclusive level – with the ability to track and measure all efforts. Many companies are just starting to explore the digital marketing possibilities available to them and shifting from traditional to digital campaigns. I would add a word of caution here, to approach marketing as it always has been approached, integrating parts of all channels to make a better whole. It goes without saying that Digital Marketing is one area that cannot be ignored – digital is where the customers are and where the future of marketing is evolving and as marketers it’s important to own that space.
From: Holistic Social Relationships, Breaking Down Social Media Silos and Enabling a Coordinated Brand Voice, Astute Solutions...
A holistic approach to social listening and engagement can transform your business into a social business, help you quickly find relevance in the massive social world and allow you to use the information for the betterment of your entire organization.
At first blush it might seem like marketing should take the lead and “own” social media and there are plenty of benefits available that can be leveraged to enhance the brand. But once you identify the numerous stakeholders who have or will find tremendous value in social information, it quickly becomes clear: social media is not all about marketing, sales, PR, HR or even support.
It’s about the complete business and the impact it has is enormous.
Each part of your business can benefit from social conversations. These conversations reveal incredibly valuable information, sometimes information that would be costly and difficult to achieve through surveys and focus groups. A conversation that starts with a support question can quickly turn into an opportunity to up-sell, cross-sell or to provide a valuable customer testimonial. A question to your legal department can shift to investor relations or product development. A shipping inquiry might end up being a PR discussion. And so on…
But many organizations who have jumped into social, seriously misuse their data and in the process minimize the true impact the information has. Why? Silos.
The true benefit of social becomes significantly diminished when valuable information fails to make its way to those who need it most. But you’ll never know any of those things if they’re hidden away in departmental silos.
But it’s not easy to break down these silos. Why? It’s the same problem most companies have had for decades: departments want to control their own systems and tools and have very different needs.
In its latest best practice guide, Astute Solutions identifies six lessons to help organizations break down social media silos and enable a coordinated brand voice:
Lesson #1: the majority of social media conversations aren’t relevant to the business, but those that are can be incredibly valuable. Finding those relevant conversations is critical. Lesson # 2: Social isn’t to be owned, it’s to be leveraged as an integral, vital and strategic business channel. Getting access to relevant information is important. Delivering it to key stakeholders is critical. Lesson #3: It’s not enough to simply monitor the social universe. You must be able to find and act on critical issues in real time and do so in a way that doesn’t dampen the bottom line. Lesson #4: Consumers want to tell you more about what they like and don’t like. They’ll tell you in great detail about how they use your products and services. You have to make their feedback a strategic part of your organization. Lesson #5: Integration is important and the connecting of all parts of the organization to social systems is absolutely critical. Build a common platform based upon the needs of your service origination and you’ll find more flexibility and access to the most important information. Lesson #6: Collecting data is terrific, but look closely for actionable feedback from consumers AND act on it!