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Digital Branding is Great ... But Don't Forget The Strategy!

Written by: Rahna Barthelmess

Article Overview: It has come to my attention recently that many clients are getting frustrated with all the "Social Media experts" because they forget about the strategy. You cannot be enamored with "doing something just to do it." Please remember that e-mail campaigns, Twitter updates, Facebook pages, blogs, and any other digital marketing tool is just that ... a tool ... a vehicle to further your engagement with your consumer. One thing everyone needs to remember: you can't forget the strategy.

Digital Branding is Great ... But Don't Forget The Strategy!

Everyone's talking about the latest business Facebook page, the new company blog, or the Social Media expert they are talking with. The highly attractive cost efficiencies, the measurability, the immediacy of response are all compelling reasons to look at the digital branding options available today. Have you jumped in with both feet, shifting all of your spending to digital marketing efforts? Are you sick of it yet ... have you chosen the always-compelling strategy of ignoring all that is being said and just sticking with those traditional TV commercials that have worked for you for years

The fact of the matter is that neither of those strategies will work because:

1. The way consumers seek out, receive and consume information has shifted...seismically
2. The way consumers make purchasing decisions-thinking about retailers, brands, pricing, packaging, quality and the millions of other influencing factors hasn't really changed all that much since time began

One thing everyone needs to remember: you can't forget the strategy. It has come to my attention recently that many clients are getting frustrated with all the "Social Media experts" because they forget about the strategy. You cannot be enamored with "doing something just to do it." Please remember that e-mail campaigns, Twitter updates, Facebook pages, blogs, and any other digital marketing tool is just that ... a tool ... a vehicle to further your engagement with your consumer.

Where are you on the digital learning curve? This past election was so telling, with different candidates using digital marketing tools in so many different ways ... John McCain admitted candidly that he is becoming more comfortable with the internet, while Obama announced his Vice Presidential candidate via Twitter. While these seem to show two extremes, they are indicative of the broad range of use and acceptance of the newer vehicles available to marketers.

Whether you are already cruisin' the blogosphere or just trying to figure out what's "out there," Beacon Marketing is ready to help you with your digital branding strategy. If you'd like help understanding the digital marketing landscape, you need to check out the resources we have posted on our website! There was a newspaper article written up about a talk I recently gave in Hartford, CT about Top Ten Secrets of Digital Branding. In addition, we have a FREE downloadable e-book that summarizes those top ten secrets of digital branding.

Let us know if this is helpful and what else you would like to learn about.

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Article Tags: consumers, digital marketing, e mail, efficiencies, extremes, fact of the matter, immediacy, john mccain, learning curve, li li, mail campaigns, many different ways, marketing efforts, marketing tool, marketing tools, media expert, media experts, presidential candidate, traditional tv, tv commercials



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