10 Skills a Digital Marketing Manager Needs to Succeed

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Jeff Bullas

Jeff Bullas is a content marketing influencer, blogger, recognized author, strategist and speaker and work with companies and executives to optimize their online personal and company brands with digital, content and social media marketing.
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A marketer is like a conductor. Many plays, a lot of shiny, noisy instruments and a big audience.

It means understanding the nuances of the new web paradigms and how they interact. It’s about knowing about how each of the social and digital channels operate and interact with each other and the synergies that creates.

It raises questions. How different should my Facebook post be to my Twitter or Instagram tactics. What priority should I put on email marketing? How does my content marketing help build my search engine optimization?

The questions are many and complex.

But first, let’s take a closer look at what are some of the challenges facing digital marketing executives and professionals and the skills they need to master and understand.

The high velocity of digital change
One big challenge is keeping up with the high velocity of change.

One fast moving target is Facebook. How much budget should I apply to Facebook advertising since free organic Facebook reach plummeted? The options within Facebook advertising are also in constant flux and just getting your head and mind space around that ecosystem requires a Facebook specialist on the team or an external partner.

Mobile marketing has gone from an afterthought to a must do, as people use their phones to interact with brands and publishers in the aftermath of mass media dominance. Mobile advertising, social, and real time global engagement tactics need to be included.

To put mobile in perspective, here are some facts to ponder in a graphic by infographicportal.com:

10-Skills-a-Digital-Marketing-Needs-to-Succeed

So what are the skills a digital marketing manager needs to succeed on this fast evolving web?

1. Data analysis
The term “big data” is tossed around like confetti and vodka glasses at a Russian wedding.

But it is not about big data, but what you “do” with the data. That is the work of the analyst. The analytical scientist is invading the art of marketing, with access to technology tools and platforms.

It makes many digital marketers’ eyes glaze over, break into a sweat and start shaking and weeping uncontrollably. It requires a new breed of team member, a numbers man (the data analyst). The digital disruption has happened so fast that they are a rare breed and hard to find. But that is what the new marketing paradigm requires.

The days of marketing being left to the “Marketing Madmen” of Wall Street are over. The creative marketer needs a new partner.

One example of the need and the power of good data analysis is with Teradata’s tools that have been applied by the International airline Qantas to it’s Loyalty program.

  • 10 million members
  • $1.3 billion in revenue
  • $800 million in awards every year

By analyzing data well and optimizing through the insights gained they have been able to increase profitability significantly to $300 million a year.

2. Paid social media advertising
What social media promised when it started to be used, as a marketing tool was free global earned reach. Then Facebook changed the game. The Facebook “likes’ gold rush was over. Now it’s time to pay the Piper who has collected your data and now wants to sell it back to you.

To put some perspective on how that looks it is predicted that by 2016 there will be $25 billion spent on social advertising in 2016, with Facebook earning the majority of that pie.

But despite early cynicism, Facebook advertising done well can be very effective. So what are some of the topics and skills you will need to start to get a grip on?

  • How to use Facebook’s tool “Facebook Insights”
  • Use “Power Editor” well
  • What can be done with “Lookalike” audiences
  • The granular targeting of “Custom audiences”
  • What is oCPM bidding and how to do it well
  • How to experiment and test creative images

And that is just the tip of the iceberg

3. Email marketing
Email was simple in the past and now it is about niche targeting, analyzing bounce, open rates and conversions. Its power as a marketing tool is often underestimated.

Even the big end of town hasn’t been doing it well. A recent report released by the New York Times, revealed that despite it having over 6 million emails in their database they didn’t even have a proper email marketing platform. The email list had to be manually pulled from their other systems.

Social is great for brand awareness but your most loyal and committed prospects, customers and advocates will want to keep in close touch via email. Many top performing marketing campaigns and sales results happen from your email list.

4. Search engine marketing
There are two parts to the equation here.

  • Optimizing your content, website and blog for organic earned search.
  • Paying for clicks using Google’s AdWords. Paid search engine marketing sometimes called “SEM”

Building earned authority to rank high on search engines takes time and it is no quick fix. But don’t neglect doing this as it end up driving the majority of your traffic over time. It will take years of content creation and constant tactical activity.

5. Develop skills with technology tools and platforms
The marketer’s job in the past was often about managing the advertising agency.  But now they need to understand technology. What do some of these look like?

Free tools

There are a vast arrange of free tools. Some of these include:

  • Hootsuite
  • Tweetdeck
  • Canva
  • Buffer
  • Facebook Insights
  • Twitter analytics
  • Google analytics
  • Many of these offer premium versions that add other features and functions.

Platforms

These include digital marketing, email marketing and specialist social media marketing platforms that allow you to scale your marketing efforts.

1. Digital marketing platforms

There are many now available.

One is Teradata’s Marketing Operations product, which includes Planning & Spend Manager, Workflow & Collaboration Manager and Marketing Asset Manager

2. Email marketing platforms

There are hundreds of platforms, but here are a few.

  • Mail Chimp
  • Aweber
  • iContact

6. Social media marketing
Social media marketing is many moving parts.

It is complex and you need to understand the various social networks and social media marketing tools that allow you to leverage your efforts, including automation.

Questions need to be asked such as which ones are you going to focus on? Then there is the range of tactics to achieve the right goals. Then you need to design the creative and the content for those.

7. Content marketing
Content is the foundation for all marketing.  You need images, blog posts, infographics, free ebooks and the list goes on.

Content marketing’s benefits when done well are increased engagement, improved SEO and leads and sales.

8. Mobile marketing
The mobile explosion and the rise of smart phones has caught many marketers unprepared. Many brands have a website that is not mobile ready and have no apps that make it easy for customers to engage with you while out and about.

This marketing skill needs to be learnt fast!

9. Viral marketing
Getting content to move fast is something that the likes of Buzzfeeed, Upworthy and ViralNova have taken to a new level. It doesn’t mean that you should focus on it, but getting the occasional Video, blog post or image to go viral is worth it just from a brand awareness perspective.

You should look at how those publishers do it and weave some of those tactics into your marketing campaigns.

10. Visual marketing
Most marketers know that you can get increased engagement and sharing if you use visuals. This is well understood on Facebook and a range of studies shows that up to 100% more engagement is driven by a visual post over text.

But this is not just a tactic that works on Facebook. With Twitter allowing visual in the stream the use of images is very effective. I did a little test on my Twitter stream and these were the results when I used visuals.

Impressions: The percentage increase in “impressions” of a tweet with an image over a tweet without is a substantial 197%.

Engagement: The increased percentage for “engagement” of a tweet with an image over a tweet without one is a staggering 581%

Engagement rate: Increased percentage for “engagement rate” of a tweet with image over a tweet without one is a significant 111%.

The visual marketing skill is worth mastering.

This article was originally published on www.JeffBullas.com and is republished with permission.

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

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Jeff Bullas

Jeff Bullas is a content marketing influencer, blogger, recognized author, strategist and speaker and work with companies and executives to optimize their online personal and company brands with digital, content and social media marketing.
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Headlines were the key tactic to make people buy newspapers, buy books and magazines. Now they make people click and share on the web and your mobile phone.

Bloggers, publishers and marketers are always on the lookout for attracting attention to drive traffic, engage with their readers and customers and make money. No clicks and you have no traffic. It’s that simple.

So where do you start?

Nothing has changed. The headline is still the step and tactic that attracts attention and drives action. The skill of writing headlines is taught in journalism school from day one.

But the art and science of headline writing is being challenged by innovators who have realised that a technology driven web dominated by social networks and smart phones is changing the game.

Twitter with its 140 character limit makes the headline front and center. Facebook with it’s fast evolving multi-media and mobile technology is becoming the engine that drives viral sharing.

So who are these innovators?

Traditional newspaper publishers have been caught napping and the New York Times is scrambling to learn how to pull readers, eyeballs and sharing on a technology driven social web.

Buzzfeed has perfected the “large listicle” and the “Quiz” as its key headline and format tactics. Upworthy is the “Curiosity Gap” exponent and other innovators are piling in with their variations.

These upstarts also include, DigidayNiemanLabViral Nova  and 9gag.

What can we learn?

These publishers and content marketers are what some would call “click bait” specialists. But you can’t argue with their results and there are some lessons worth learning and tactics worth copying. They understand how the social web works and they also understand email and search engine .

The reality is that the headlines are only the start and how they have used technology is also worth noting.

  • Build your website technology for optimal sharing and subscribing to social networks and email ists.
  • Buzzfeed and Upworthy have built in multiple ways to do this with in your face hover buttons and pop-ups
  • Create multiple headlines for the same article: – David Ogilvy was famous for having written over 100 headlines for one advertisement. Upworthy have taken this practice and woven it into their editorial process. Their first step and instruction to all their content creators. “You HAVE to crap out 25 headlines for every piece of content”
  • Large list headlines while seeming to  be redundant and overdone do work!
  • Using headlines that can be defined as having a “curiosity gap”
  • Emotion is a key element for making people click and share
  • Stack images in your articles. 10 images are more shareable than just one!
  • Curation is a great way to scale your content creation. Upworthy, Viral Nova and Buzzfeed are the masters of taking already popular content on the web and taking it viral. They often increase the traffic levels by 1,000% and more

Somehow they seem to have cracked the code.

You may be thinking… “I have a boring B2B business or a business category that can’t explore those tactics“. Maybe you’re discarding these ideas because they are publishers of popular news sites that focus on what seems superficial and these lessons aren’t worth taking away and applying.

On this fast paced web, innovation often comes from outside your industry. One great example is Movoto.com. They are a real estate services company that has taken some these ideas and woven it into their content creation, marketing and link hustling. They have taken their real estate blog from 2,000 to 18 million views per month in just 2 years.

Now I have your attention.

Let’s have a closer look at three of these publishers, content marketers and headline artists, that seem to know how to make content move fast and far. This list of 22 viral headlines has been sourced from the list by ripen.com, who scraped 2,616 headlines that went viral.

Buzzfeed

Buzzfeed is one of these new generation social network driven websites that are making the traditional players sit up and take notice. What started as an online laboratory called “Buzzfeed Labs” in 2006 (which was an initiative to create, test and measure viral content) is now evolving into a more serious long form journalism site.

Today the site publishes 378 posts a day, which is sourced by staff, syndicated content and external contributors. To put some perspective on its popularity that has the traditional players such as the New York Times worried, here are their traffic numbers according to Quantcast.

  • 162 million unique visitors
  • Over 106 million mobile visitors
  • 394 million page views
  • Ranked as the 11th largest site in the USA

Despite its humble and seemingly superficial beginnings, the impact of a website driven by data scientists and social media cannot be ignored. Many of these articles, videos and quizzes have attracted millions of Facebook likes, shares and comments and thousands of retweets on Twitter.

Here are some of the headlines that went viral from Buzzfeed, Viral Nova and Upworthy.

1. This Short Film Shows Just How Terrifying Life Is For LGBT People In Russia

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

 

2. Where In London Should You Actually Live?

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

3. Canada’s Response To Russia’s Anti-LGBT Propaganda Law Is Totally Awesome

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

4. 22 Messages From Creationists To People Who Believe In Evolution

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

5. What’s Your Hidden Talent?

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

6. What Character from “It’s Always Sunny In Philadelphia” Are You?

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

7. 10 Pictures That Prove Bruno Mars Is Actually Powerline From “A Goofy Movie”

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

8. Why Are You Single?

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

Viral Nova

ViralNova.com started in May, 2013 and has quickly reached over 6 million unique views a month according to Compete.com. It was started by the 31 year old, Scott DeLong, who operates from his home in North Canton Ohio. He publishes  and market Viral Nova by himself and using only 3 freelancers.

He may have perfected the skill of creating headlines with “bold claims”. Some of the words that you would call “superlatives” include:

  • Unbelievable
  • Mind blown
  • Absolutely
  • Unforgettable
  • Best

Along with superlatives the other dimension is the modeling of the tactic used by Upworthy. The “curiosity gap”. Also included are a clever use of emotion and broken the traditional mold of how long a headline should be. Many of the headlines are nearly 100 characters in length!

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

Here are some of their headlines that have gone viral.

9. This Might Be The Scariest Trail In The World. But You’ll NEVER Guess Where It Leads. Unbelievable.

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

10. A Man Takes A Single Rake to The Beach. And When You Zoom Out And See It… Mind BLOWN.

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

11. He Was Found Freezing And Dying. Yet Somehow The Last Photo Made My Entire Year

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

12. A Concerned Mother’s Letter to Teenage Girls

22 Headlines That Went Viral. Have These Marketers Cracked the Code?
13. This Young Mother Has Something Serious To Say. You Might Not Like It, But You’ll Probably Love It.

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

14. Here Are 12 Unborn Animals In The Womb. They’re Absolutely BeautifulEspecially The Dolphin.

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

15. At First, I Felt Sorry For The People Who Live In This Tiny House. Then I Looked CloserNow I’m Jealous.

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

Upworthy

Upworthy which only started in March 2012, is a fast starter.  They have been described by Fast Company as the fastest growing media company in history with 28.4 million unique visitors in the US and 43 million globally.

That has been achieved in just over 2 years!

Unworthy have published a Slideshare presentation that reveals that 56% of their posts don’t break 10,000 views and also reveal that only 0.3% of their articles reach the top level. Over 1,000,000 views! We want all our content to succeed every time. But that doesn’t happen and it isn’t realistic.

Here are some of their top headlines which have gone viral.

16. The Growing Trend That Should Terrify Walmarts Everywhere

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

17. He’s Trying To Make Buses Sexy, And It’s Working

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

18. Watch This Incredible Young Woman Render Jon Stewart Speechless

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

19. Watch A Lesbian Attack The Word ‘Gay’

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

20. Everyone Should Know What This Cop Has Done

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

21. What If Everyone Who Reacted Negatively To A Super Bowl Ad Knew The Facts? They’d Learn This.

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

22. This Is How You Kill An Attack Ad

22 Headlines That Went Viral. Have These Marketers Cracked the Code?

What about you?

What are the top lessons and insights you have gleaned from these publishers and content marketers?
Are you using any of these tactics already?
Look forward to your feedback and stories in the comments below.

This article was originally published on www.JeffBullas.com and is republished with permission.

3 Reasons Campaigns Fail

Mark Ware
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Mark Ware

Mark Ware is a thought leader and global senior sales and marketing executive who motivates sales and marketing teams, aggressively collaborates across the matrix and produces new sources of revenue.
LinkedIn:https://www.linkedin.com/in/markstephenware2
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There is no substitute. It can’t be justified. It just happened. The campaign failed.

And there’s plenty of blame to go around. That’s the good news. It’s rarely one thing that causes a campaign to sputter and crash. If is the totality of all your users/customers’ experiences –– , brick/mortar, phone, and the like –– then there are many ways to execute to influence how your brand is perceived, and subsequently more than a few ways to fail. And while there can be a myriad of reasons why a campaign may fall short, the proverbial cookie jar is empty and the crumbs are on the lips of the following suspects:

#1 Just plain bad targeting. The correct audience was cited in the campaign spec, but somehow, the demo was missed and instead of getting the attention of baby boomers, you annoyed countless millennials. And perhaps gave them a free dose of entertainment along the way. 🙂 Just as bad: the target list was 40% of the appropriate size given the goals of the campaign. Tip: significantly increase accuracy by running a series of smaller trial campaigns across a variety of parameters and gauge better where to “go deep” with a full target list (appropriately sized).

#2 The wrong message. The focus group confirmed it; you vetted the positioning with your boss and with your peers; you even brought in a 3rd party to assist with alignment. And still, in spite of all that, the message was wrong. Like that scene in Sweet November, Keanu Reeves’ character desperately tries to convince the client: “You wanted an edge! That’s an edge! They want a HOT DOG!!” Game over. Right target, wrong message. Mini-trial campaigns can help avoid this early on before the big bucks are spent.

#3 It was a rushed job and a shotgun wedding. The idea should be to achieve goals that are 100% within your company’s priorities and business objectives. In other words, don’t let anyone rush you on planning and crafting the campaign. Fast turnaround is one thing; a “lock and load” mentality to marketing rarely works unless you’ve taken plenty of practice shots first. Early on ensures alignment of the marketing activities of the firm’s goals. Plant seeds and invite key leaders to sit in on your team’s campaign discussions and planning. It’s really a win-win-win.

More Good News. If some of this describes you, you’re not alone. In fact, it’s a really crowed room with many of us in it from time to time (some more than others) especially as marketing teams are increasingly charged to do more and more with less. But the onus is on you to embrace “the dragon” –– the ups/downs of campaign management –– and bring other perspectives into your discussions and utilized smaller campaign trails before going full bore. Live, learn and share. That’s the best way to improve, consistently, over time. And that’s the way to avoid campaigns that fall short, too.

How do you approach campaign management?

Women and Creativity

Pavan Soni
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Pavan Soni

Pavan Soni is an Innovation Evangelist by profession and a teacher by passion. He has consulted with leading organizations on innovation and creativity. He regularly blogs at http://www.pavansoni.com
LinkedIn: https://in.linkedin.com/in/pavansoni
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Women are more creative than men. The biggest proof is that women pretty much create men, and quite literally so, for the power of creating a new life is bestowed only to women. Science has given enough evidence that females may not even need males to reproduce, which remains as the greatest creation of all times. So I don’t have to convince you that women have the power of genesis, which males often waste! Why is it then that we don’t hear about creations, and innovations from the females as often as about the male fraternity? Allow me to offer an explanation.

Asymmetric opportunities
One has to admit that females get fewer opportunities to demonstrate their skills than males, in almost every field; and in domains where females get the opportunities, mostly their creations aren’t celebrated, for instance, in child rearing, or in managing a household. Women are ‘supposed’ to manage such things, and hence no marks for doing it flawlessly. But by the same logic, even a male is ‘supposed’ to be a bread-winner, then why fancy startups, technology and fat salaries? A successful marriage, a child that grows up to become a good citizen, and most importantly, the vitality that a large family has, are any day more important than the technology tinkering on the margins that most males draw a sense of pride from! If given equal opportunities, I bet, women will excel in both creating, and managing. The argument begs the discussion that why at the first place women get fewer opportunities. I think there are further fundamental reasons for that.

Women are supposed to…
We have a very clear division of labor in our societies, and much comes from the nature. While a male can pretty much work throughout the working age, and even beyond, and yet become a father, a woman can’t continue working and make ‘him’ a father. She has to take a maternity leave, a recovery period, get back to work, and still take care of the family. Left for a male, I am pretty confident that the family won’t be around for long! So the very responsibility of creating (read giving birth), and managing (read taking care of the family) leaves a woman less exposed to opportunities that yield into measurable outcomes. More measurable are patents, salaries, promotions, and awards; and less measurable are nurturing, empathy, and sacrifice. Little doubt, males are more driven by immediate rewards, for their hunting mentality, whereas females can indeed defer gratification, the classic case being the long gestation period of childbirth. So when we look at success from a more worldly perspective, we haven’t really been drawing a fair comparison.

My scant research on suggests that there are the following attributes to being creative:
Divergent thinking
Empathy
Curiosity
Courage
Perseverance

I reckon, that in almost all the departments, a woman beats a man, hands down. Let’s talk.

One of the core attributes of creativity is the ability to generate unique and useful ideas. Unique ideas come when one is exposed to diverse settings, a variety of people and occasions, and moreover, variance of perspectives. An all-men group is shown to be less fissile with ideas, then a mixed group with men and women.

On empathy, it is well known that women can understand the unstated, and equally true is that most buying decisions, even outside of the household, are influenced heavily by women. Putting the two together, it becomes apparent that women can understand very well what other men and women seek, even before it is clear to the seekers. Novel insights come from seeing what others can’t, and knowing what other don’t.

On curiosity, think of gossips! Research reveals that gossips are not only good for women’s health, but also are sources of new knowledge and imagination. Women want to know even from the most inscrutable, and while doing so can very easily connect the dots, along a convoluted path. Men, on the other hand, are expert troubleshooters, and can’t think complex enough.

Do I need to justify courage in women? I hope not. One needn’t look any further than the process of childbirth, in which a woman risks her own life. Anything men do which comes any close? Perhaps not.

Perseverance, again is required to take an idea to its logical conclusion, and women have an ability to stay with a problem, and a situation for longer than men. Here again women can overwhelm men, especially in maintaining long periods of patience. Think of taking care of a naughty child, and an insensitive husband!

Hence, I think we need to celebrate womanhood in creativity, and offer them more opportunities, and take greater responsibilities.

7 Deadly Sins of Digital Marketing

Alok Ranjan
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Alok Ranjan

Alok Ranjan is a marketing specialist and management consultant based in Mumbai, India. He believes, brands are caught in a maze of technology and economic dynamics, caused by disruptive forces, which are changing the way consumers interact with brands. He blogs at www.alokr.com
LinkedIn: in.linkedin.com/in/ranjanalok
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Be transparent, or perish! Brand loyalty is a passé.

The customer today expects a no-nonsense attitude from brands. Amid a multitude of technology platforms to leverage, customers demand a unique a brand experience at each touch point. While brands are busy adapting their cookie-cutter campaigns to meet consumer expectations, they are prone to practices that can adversely affect their reputation.

We are aware that technology democratization has provided a new dimension to the consumer-brand chemistry. This interaction in the economy is based on the foundation of Content (to inform & entertain), Collaboration (to develop a relationship) and Consistency (to build trust). Brands not abiding by the troika of the above 3Cs of digital marketing are bound to commit deadly sins that could lead to a reputation crisis. It is imperative that we delve into 7 Deadly Sins of Digital Marketing to help brands identify and chart a course correction.

7 Deadly Sins of Digital Marketing

 

LUST – The secret of winning the connected customer does not depend on your marketing budget, but implications of a well thought-out digital strategy. While market leaders have gradually adapted their strategy to engage with their customers, starters and laggards are busy leveraging a dirty marketing tactic of purchasing fake followers and likes. In the era of brand authenticity and transparency, committing this sin can be detrimental to a brand’s success story. Six months ago, Instagram purged over 29% of the fake followers that is equivalent to 18.9 million users in 24 hours, as brands and strive for real engagement.

GLUTTONY – Powered by Digital technologies, brands can now trigger consumer experience at any point along the purchase decision journey. This has allowed brands to customize messaging per the consumer demand. However, many leading brands are in a quandary in enabling real time engagement along the decision journey. Message customization is taking the baton from mass campaigns that irate customers and spam brand touch points. Per Cisco’s Senderbase spam overview, in 2014-15, the number of average daily email spam volume exceeds 240 billion messages. Marketers should understand the importance of customer privacy and always indulge in permission marketing coupled with empathy to establish connect.

GREED – Discounts are carefully engineered illusion crafted to lure customers. Advertising Guru, David Ogilvy quotes in “Confessions of an Advertising Man” “A cut price offer can induce people to try a brand, but they return to their habitual brands as if nothing had happened.” This is very relevant to the current market scenario where discounts are negatively affecting brands’ bottom line. It is no wonder that leading e-tailers such as, Groupon, Flipkart and Snapdeal are experiencing significant hit on their margins.

SLOTH – Nothing can be more detrimental to a brand than adopting a “One size fits all” strategy while engaging with customers in the digital ecosystem. The thriving digital platforms serve a unique experience to customers. The uniqueness of each digital platform are not only restricted to the way consumer-brand interacts but includes, demographic, psychographic, and behavioral uniqueness of their active users as well. It is important for brands to understand each platform and its reach and accordingly, plan execution of a holistic and impactful digital strategy.

WRATH – In the digital ecosystem, it is important to segregate between “Shout and Conversation”. Brands that are being braggarts are often not heard from their customers. Treat customers as human beings, as brands that interact with customers often command greater customer loyalty. Digital platforms provide an equal play to all brands, but a brand that engages well with its consumer will win the loyalty test. The consumer in the connect world is wary of unimaginative and unintelligent automated communication. Be genuine, show compassion, and actively engage with consumers to succeed in the digital era.

ENVY – Aping competition blindfolded is never a good marketing strategy. Hijacking marketing campaigns that are trending often is not a suitable reason for brands to celebrate. Brands must define their objectives and evaluate the need of their consumers before jumping to hijack a trending campaign. We do remember #McDStories and. These two campaigns fell victim to their own PR stint and negative comments from customers went all over the online world. The customer expects empathy from their choicest brands and to establish a connect; brands need a carefully strategized initiative that fits to the demand of their consumers.

PRIDE – Content is the primary driver of your digital marketing initiatives. Getting your content strategy right is the prelude to a successful campaign. Nevertheless, striking the right chord every time is debatable. Brands with a history of success often display arrogance and soon find themselves discordant with their consumers. Many brands have suffered a consumer backlash on digital channels for confusing pride with arrogance. Typical cases of failed digital efforts highlight “lack of consumer-brand engagement” and “we are the best” attitude of brands that significantly affect them in the digital world.

The successful digital marketing strategy perpetuates a better brand positioning and it is necessary for brands to avoid these 7 Deadly Sins of Digital Marketing to succeed in the hyper-competitive market.

Do share your take on the above sins that are affecting brands in the digital economy.