Common Sense Marketing Means Not Cutting Corners on Digital
A few years ago, Jerry Daykin posited the next big thing in digital would be common sense. No argument there.
He said, in part, "Yes, it is slightly reductive to think of digital just like any other media channel... But yes we still are reaching the same people with the same eyeballs and they often respond in the same ways. Common sense tells most mass marketers that the way they've been doing digital in the past (focusing on their core fan base, building complicated digital experiences for them) is not really in line with their wider business objectives of penetration and scale... or even the fundamental realities of how people think and marketing works."
However, to truly have a common sense marketing strategy, ground rules should be established. For example, realize your audience’s level of engagement varies based on the marketing channel utilized. Unless it’s your brand’s tagline or a relevant hashtag promoting a limited-time contest, I don’t believe in posting the same content verbatim across marketing channels.
While the staff making up traditional and digital marketing teams may overlap, and they may share core competencies, digital should not be treated like any other media channel. (Note to hiring managers: You’re doing yourselves a disservice by trying to hire one person to do it all.)
In creating a marketing strategy, carving out the approach for digital is key. The response time offers a much shorter window than that of traditional marketing outreach. When your company is hit with an unexpected event or challenge, you cannot spend days on crafting a response or spend a week drafting content for a drip campaign. By then, the general public – including your customers – has already made up its mind and your company’s voice will be drowned by the swell of others who have already commented, tweeted, or shared their thoughts.
With digital marketing, having a different campaign every hour per channel is not only possible and it’s done constantly. This is why a different mindset is used when approaching digital marketing strategy.