Last month I had the opportunity to attend Digital Summit Atlanta. A two-day conference bringing together renowned experts and opinion leaders from the digital marketing industry to speak on topics such as; best practices, strategies, and the trends shaping the way we connect people to the brands they love.
With speakers from some of the biggest technology companies in the world like Google, Facebook, and Ebay, there was a lot of great information to take in and certainly no shortage of valuable insights to be heard.
Here are a few of the quotable moments that really stuck out;
“Nobody wants to get e-mail, they want to get me mail” - Seth Godin, Bestselling Author
We all know that an effective email is one that is personalized to the recipient but I’ve never heard it put in such perfect words. It’s a simple concept that is somehow easily forgotten.
Personalization is very effective for online retailers. Using transactional data, email can be tailored based on a customer’s purchasing habits. For example, if I buy a shirt online I might receive a follow up email from that store with suggested items to go with it. Loyalty programs take it a step further by offering incentives such as free shipping during the month of your birthday or celebrating your membership anniversary with an exclusive discount code.
Even if you’re not selling directly online, email marketing can still be a great way to reach your customers. And thanks to platforms such as MailChimp and Constant Contact, its has never been easier. These email management solutions allow you to create templated messages (that appear to be personalized) in just a few clicks.
Before diving into email marketing, it’s important to develop and establish brand guidelines for your company, these guidelines will help to ensure that you are always sending out a unified and on brand message regardless of the content.
“Stop targeting and start understanding” - Edwin Wong, BuzzFeed
During his closing keynote, Edwin talked about how marketers need to go beyond demographics such as race and gender and start to understand the multi-dimensions of individual people. Doing so will allow content creators to develop material relevant to wide spectrum of people and not simply one of the stereotypical groups we’ve historically lumped people into.
Some businesses will spend their marketing budget exactly the same way, year after year, because “it’s the way they’ve always done it.” This is problematic as what might be a homerun one year, may miss the mark the next. There is no one size fits all solution when it comes to marketing; it’s important to set specific and measurable goals to track against throughout each campaign so that your efforts can be optimized over time. Most importantly, don’t underestimate the value in creativity, to truly cut through the noise, brands need to find unique ways to connect with their target audience.
“We’ve gone from brands creating content to content-creating brands” - Steve Laing, Sapient Razorfish
This statement speaks to how important it is to have great content because it is the content that will connect your brand to the customer. Musicians are a great example of this. They start out with a hit song or album and then suddenly they’re everywhere, using their personal brand to create a business.
When it comes to the content your company releases out into the world make sure it’s Grammy Award Winning and not a one-hit wonder. Your content may never go viral but each piece should be crafted with your target audience in mind. If the content doesn’t provide value (i.e. educate or inspire) then it’s probably not worth creating. A defined content strategy will help guide your marketing team, ensuring each piece of content is relevant to your target audience and overall business goals.
There’s always value in getting a different perspective on how to solve today’s marketing challenges. Staying ahead of the curve is how Bits Creative is able to find innovative solutions for our clients. I’ll be joining marketing professionals from around the world at Etail East in Boston from August 15-17. Please reach out if you’d like to connect.