Time to Change Digital Marketing Specialists to Generalists
It’s time to turn your digital marketing specialists into generalists! According to Adage last week, there are some key areas to focus on in order to ensure that your message is well positioned across all your mediums. For this, a specific view combined with a general outlook and understanding is needed. In particular, how do you come up with various strategies that complement each other for maximum effectiveness and ROI? Let’s take a brief look at how this can achieved via influencers, social networks, search engines and mobile apps.
1. Developing a Social Storyline – although the interest and buying journey starts with a search, social media is now a dominant factor and a means to discovery. A social storytelling strategy and execution will help elevate a consumer’s identity with a brand thereby making it more engaging and creating better value.
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2. Focus on Distribution – understanding how digital content is distributed is key to a company’s success as publishing on one or two platforms does not work any longer. Brands today will have to partner with various distribution channels such as publishers, influencers and other channels to scale successfully. Digital marketing specialists need to understand this for better results.
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3. Earned Media – the idea here is that original content that is informative, valuable and shareable starts the conversation, no matter what channel. Having a unique story telling always wins. Original, engaging content is hard to find.
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4. Have a Single Narrative – having a single narrative or message that fits into various mediums (search, social, influencer) that is well crafted for each channel is critical as it leads to discovery, brand awareness and trust. Are you digital marketing specialists producing a clear and concise story?
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If you can move from a specialist role to a more general view of the digital landscape, you’ll be ahead of the game. Specifically, how do you partner with known influencers and produce content that is suitable for search, social, news and your own brand. If you need help with the above, we’ll be happy to have a chat on how we could contribute to your digital marketing needs.
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