Communications mix and creative strategy
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In With the New: Digital Marketing Must-Haves

In With the New: Digital Marketing Must-Haves | Communications mix and creative strategy |

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.


Charlotte Johnson's insight:

"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" this statement carries a lot of truth. There are so many ways that companies can target their consumers these days and finding the right one is vital. This article discusses the use of web analytic tools, email marketing, digital advertising and social media to integrate into a company’s existing marketing strategy.

"Digital is where the customers are and where the future of marketing is evolving and as marketers it’s important to own that space" 

Emma Nightingale's comment, September 24, 2013 10:09 PM
the one thing i found interesting about this article was that it highlighted that marketers often feel they need to use most channels of marketing in the digital realm to ensure they arent missing out. It further highlights that this isn't relevant as marketers need to choose one channel and use it well, its about finding the right strategy. I can completely understand why choosing a specific tool in the digital realm would be challenging as there are so many in todays advancing technological world.
gillkelley's comment, September 25, 2013 3:30 AM
Emma - you are so right - have a look at the latest article on here - Digital and the Magpie Syndrome - it shows the need for a strategic approach
kendall irvine's comment, September 25, 2013 8:52 PM
Over the past 5 years with the introduction of facebook and twitter to create the social media family there has been a huge development in digital media. Digital advertising is a way for companies to reach more consumers and get measurable results. People are also spending more time online and on social media networks, either on their computers or their mobile devices allowing access to digital marketing media anytime and anywhere. Any marketing stratergy through Kamals chosen article states that marketing is about finding the right type of communication strategy and the right approach to reaching brand objectives.
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3 ways to get people to use your app

3 ways to get people to use your app | Communications mix and creative strategy |

With so many apps to choose from, how do you get consumers to include yours in their daily lives? Here are some out-of-the-box tips.


For brands, developing a mobile strategy can often lead to one conclusion: You need an app. However, the promise that your customer will download, let alone interact with your app, is shaky at best. Consumers are mobile multitaskers, and your brand is not often the first thing on their minds when they interact with their smartphones. How can we rethink the app experience to provide something consumers gravitate toward in their everyday lives? MillerCoors' digital media manager, Brian Lipman, speaks with iMedia's Bethany Simpson about the creative mobile strategy the company implemented to reach consumers, including the "Cold Hard Facts" partnership with ESPN. He also gives some insightful strategy tips.




Conversation highlights

0:00 — To app or not to app
0:48 — MillerCoors/ESPN "Cold Hard Facts"
1:30 — You can't just put an app out and hope people download it.
2:16 — Design for the thumb/ease of use
2:49 — Be fun and practical.
3:45 — How to get consumers to use your app
4:18 — Top tip: Focus on the consumer.

Run time is 5:01.


Charlotte Johnson's insight:

i found this video interesting and liked how the beer company had chosen to partnership with ESPN's app instead of creating a useless and unsuccesful app. in this digital world the creation of apps has been really important as mobile use is so high but it is so hard to create a succesful app that people will chose to downoald. app partnerships are a great way to creativly communicate to your customers without being too in their face or taking up too much of their time. 

Jess Tracey's comment, May 7, 2013 11:55 PM
As there are so many apps out there, it is hard for businesses to ensure that creating an app is worthwhile for their brand and their overall objectives. If a brand chooses to create an app, there is no guarantee that consumers will find the app worth using. These issues are asserted by this video, which give some tips on whether or not it is worthwhile for a brand to develop and app in the first place, as well as tips on how to get consumers to use your app.
PHAM THU NGA's comment, May 8, 2013 2:29 AM
Interesting article! In this fast-pace changing industry, it's crucial for any business to be creative in strategies and in need to use their USP effectively. Using their competitive advantage to win against the competitors and to grab the attention of the consumers. Then designing a simple to use but fun and innovative app to engage and communicate with their consumers.