Biznology

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A deep understanding of your target audience will do more to shape your digital media marketing plan than nearly anything else. The more specific you can get, the easier it is to pick the most effective marketing tactics and distribution channels and to develop highly relevant content marketing. I’ve found myself thinking a lot lately about target audiences and buyer profiling. I’m at the start of a couple of new projects and that always gets me thinking about people. That’s because after the strategic objectives, defining your target market is the most critical step in designing a successful digital marketing campaign.

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What’s the future of digital media marketing and social public relations? What trends are we, as seasoned digital media marketers, seeing in the marketplace? What advice can we give the next generation of digital media marketing or PR pros for landing a job in digital marketing or communications? It’s spring, which means it’s mentoring season. Each year at this time, I meet with high school and college students eager to learn the secrets of a successful career and hear sage advice for creating effective digital marketing strategies. The great news for marketing and PR students? There are endless opportunities in digital media marketing. The great news for managers looking to hire? These students are sharp. I’m optimistic about this crop of talent.

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When businesses evaluate social media marketing initiatives, they want to know how many new customers social media will attract to their businesses. But, social media marketing is all about relationships. So perhaps evaluating an investment in social media marketing by looking at new customers is the wrong metric. Lifetime customer value is a financial measure based on the long-term relationship and may offer another way to evaluate social media investments. Read the remainder of this entry »

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Tablets may well change digital advertising and increase conversion by fitting the digital advertising to the consumer’s preferences. Studies show that people engage with their iPads and other tablets at a higher level and have a higher level of trust. Consumers feel safer about storing their preferences on their tablet than with a web site. Digital marketers who make use of big data can target more effectively and improve their digital advertising success rate. Read the remainder of this entry »