Discussing digital marketing strategy with Gareth Miller

With digital marketing changing the marketing landscape forever, there's barely an industry left untouched by the digital revolution.?

Join our Managing Director, Gareth Miller, as he discusses the latest digital trends and examines how digital marketing has forever changed the world.?

Digital marketing has changed advertising in a variety of ways. The most important is probably through targeting and measurement.?

These days, through digital marketing channels, we can monitor a marketing campaign minute-by-minute, reviewing and tweaking its budget instantly to ensure it's working and optimised to get the best results possible.?

It’s also easier now to compare against what’s gone before, and through detailed metrics see what has worked and what hasn’t, to better inform marketing campaigns going forward.??

When you work with us, this level of monitoring and optimisation ensures that we're delivering what you're expecting.?

Through tools such as Hubspot and Google Analytics, we can determine things like who's viewing your campaign, where they're viewing it and how long they're viewing it for.?

Can this level of data and tracking also be a hindrance??

Yes and no. Indeed, it can make some aspects more complex, and you can't hide behind the nuances of the creative anymore.?

Although, there are things that can now be done without human interaction because algorithms drive so much online success.?

We're also seeing AI and bots creeping into the industry, being utilised to push results artificially.?

And of course, organic viral marketing is still as important as ever. This is when you try to tap into an online trend, something topical, to try and make something fly.?

Most of the time, you've got to be very lucky or highly intuitive to put something together that will capture your audience's imagination and then get people to share it on your behalf.?

People are looking for something witty or very shareable, and often that can be a joke or something with humour. When misused, however, this can do more harm to a brand than good, so tread carefully.?

Brands should have strong values that their customers can understand and rely on, no matter their actions.?

If a brand is doing something that puts how their customers see their values in danger, then it isn't best to try and be funny or witty online – especially if it doesn't align with the brand's values, tone of voice, or messaging.?

As an integrated marketing agency, we are well placed to look across the full range of digital marketing tools to see what we can do to achieve a client's objectives.?

We then put together a mix of different tactics and channels that complement one another and work together to achieve their goals.?

Often, that's a mix of organic content, things people want to engage with but also you will need to invest money behind the advertising in order for it to have an instant reach outside of your brand’s established digital community.?

Love this article so far? Read the rest below...