Digital marketing is a unique blend of communication and technology. Both aspects need to work in tandem for effective campaigns. While communication platforms change, the basics for communication, video, text, interaction, and design remain fairly static. Technology on the other hand . . . changes rapidly. Don’t allow your digital marketing to be undermined by falling behind on technology.
This post is a self-criticism. Our site, especially the blog, is in dire need of a technology update. Obviously client projects come first but we’ve allowed this to fall so far behind that it’s impacting our SEO (because we aren’t meeting some of the responsive layout requirements that Google looks for). It’s a good example of how falling behind in one channel can cascade down to others.
It often takes a concerted effort to get your digital marketing technology up to date. Our blog for instance has the latest plugins and updates; unfortunately the layout itself has fallen behind the times which limits the entire site’s performance.
Don’t repeat the error we have made here. Review the technology that your digital marketing is based on at least every other year. That ensures that you won’t fall far behind current technology and allows you to identify elements that are out of date and map a strategy to update them.
Image courtesy of Joel Penner on Flickr.