Who doesn’t love the sound of “automation”? Often the exhilaration for marketing automation is rooted in marketing professionals that are spread thin, subconsciously hearing an implication of getting something for nothing. Unfortunately there is a cost to everything. The obvious cost of automation is the investment of time, money, and/or energy to establish the automated processes. However, there is also
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It’s becoming increasingly common for people to say that their business is a digital or technology company regardless of the industry, product, or service they offer. To be honest, this statement often rings hollow when reviewing their digital capabilities. There’s many companies, big and small, claiming to be “technology companies” that aren’t particularly adept with technology. Undeniably technology is becoming
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The barriers to entry in digital marketing have steadily been lowered over the years. New tools and platforms can be a blessing to productivity in the hands of a competent professional, or a fast track to disaster for an “aspiring professional”. Fiverr went public today and there was an interesting test conducted by a writer at Quartz. Essentially she tested
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Setting a realistic calendar for digital marketing promotion is always a concern. Most digital marketers have a handle on the necessary time frames for the marketing channels they own directly. However, it’s fairly common that digital marketers need to interface with partners, affiliates, or advertisers for specific campaigns but accounting for these external marketing channels’ own timeframes is often overlooked.
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Scoping out a new digital marketing application can be one of the most fun parts of crafting a marketing campaign. Imagining all the leads and/or sales can lead you to a perfectly optimized call to action. But it’s more likely to lead you to an overbuilt application that gets little use. When launching a new digital marketing application focus on
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Our last post on choosing tools for your digital marketing campaigns raised a simple question from a couple readers: How should a tool be evaluated? Here’s an example of an evaluation process and how one simple difference in focus can alter which tool is most suitable. There are a handful of platforms that have become available that advertise the ability
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Finding the right tool set for running your digital marketing campaigns is essential. The right toolset allows for digital marketers to effectively, efficiently, and responsibly deliver their messages to a targeted group. Reducing that set of platforms and applications to the simplest marketing system that meets all of your needs is an ongoing process of evaluation and refinement. The importance
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The last post was on the importance of keeping your website well maintained. Once a repeatable schedule is set for maintaining the website, it should be expanded to maintaining your company’s digital footprint. A business digital footprint is all the content that you place on the internet about your company. It’s referred to as a footprint because it’s a sign
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A good digital marketing system should be a technology platform or platforms that allows the digital marketer to consistently and reliably communicate to their target audience across chosen marketing channels. It should then compile the data from those campaigns so that insights can be gained by analyzing the metrics. While most trainers, consultants, and professional coaches agree conceptually, seamless execution
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There are only two things that will motivate someone in your marketing audience to take action on your calls to action, pain or pleasure. Most digital marketers focus on pleasure motivators like features, benefits, or improvements. However, overlooking the motivational elements of pain can be a costly mistake. As Theodore Levitt said, “People don’t want to buy a quarter-inch drill,
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