Bright shiny object syndrome is a known condition to afflict many marketers. Digital media is great at producing the Next Big Thing, hyped to no end by blogs and social media gurus. It’s why you see suggestions that Snapchat might be a huge area of opportunity for marketing.
Yet for many marketers, the most important thing is staying focused on the tried and true while keeping an eye on emerging opportunities. That means doing the blocking and tackling of digital media, whether it’s through email or search engine marketing. Digiday asked top digital marketers for their take on which digital media opportunities are underrated.
Bob Arnold, associate director of global digital strategy at Kellogg
For me, the most underrated digital marketing tactic is email. Email has long been shunned as a “has been” often taking the back seat to newer, sexier tactics like social media. That said, from a pure cost-effectiveness standpoint, it’s hard to beat email. It’s relatively cheap, consumers opt-in, so they are very receptive to the marketing message, and it’s fairly easy to measure success.
Brian Maynard, Jenn-Air director of marketing at Whirlpool
Marketing in general and digital specifically suffers from too many chasing the next “shiny penny,” so the things that get devalued are the tactics that are older and more “worn out.” It also depends on what your strategy is for your campaign. Search-engine marketing is now taken for granted, but it is an important tactic as it is specifically targeted at people who have taken the time to search on a specific topic, and presumably they are a shorter distance to the register than many.
Erich Marx, director of interactive and social media marketing at Nissan
Optimizing one’s website for organic search activity. It’s not that it’s ignored, but it’s not fully understood by many webmasters as to how to optimize.
Linda Boff, executive director of global digital marketing at General Electric
The most underrated tactic is that brands need to behave, sound and act like human beings on social media. Figure out what’s most relevant and essential about your brand, and then relentlessly express it in a tone that is natural and consistent.
Michael Beaulieu, group manager for digital media at Wayfair
Email marketing. While many brands today are enamored by social media and other newer marketing channels, standard email marketing, which has been around for over 20 years, is one of the most effective means of communicating your brand identity and generating sales. Customers who sign up to an email list are specifically granting you permission to communicate with them. Earning the right to stay in their inboxes requires delivering consistent value, both in the content and offers delivered.
Orion Brown, senior associate brand manager of Capri Sun at Kraft Foods
It would have to be nailing the brand “voice.” Digital is such a different medium than print or TV, and consumers want to engage with a brand the same way they engage digitally with other human beings. There is nothing funnier, more interesting, or more engaging than the unique perspectives, insights, and commentary that others post online. When we approach digital with a “corporate” voice, it falls flat and even feels a bit like a violation to consumers. People are intimate with the social media world – they sleep with their iphones, they take them to the bathroom, they plan family dinner, and dates, and shop for their infants online. These are precious, private moments for folks, and any banner ad, Facebook post, or sponsored blog that enters the space should treat it as hallowed ground and approach it in a human way or be prepared to be kicked out by the consumer.
Image via Shutterstock
As influencer marketing grows up, brands, agencies experiment with new content tools like bots
Influencer marketing is maturing as a business for many media firms, as they find ways to leverage creator content and gain new audiences.
No more newspaper ads: Why J.C. Penney is going digital-first this holiday season
As shoppers continue to shift to e-commerce, legacy retailer J.C. Penney is making its strategy digital-first to keep up.
Confessions of a Super Smash Bros. tournament organizer on Nintendo’s lack of support for competitive gaming
Unlike other publishers such as Activision Blizzard and Riot Games, which have pumped millions of dollars into organizing and marketing esports leagues for their titles, Nintendo has never offered serious prize money for competitive Smash events.
SponsoredHow Comscore is simplifying pre- and post-campaign measurement for advertisers
Produced in partnership with Marketecture The following article provides highlights from an interview between Greg Dale, Comscore’s general manager of digital, and Mike Shields, co-founder of Marketecture. Register for free to watch more of the discussion and learn how advanced advertising measurement is providing advertisers access to the deep data they need across all platforms. […]
How the new Web3 loyalty program at Starbucks will be a litmus test for the future of branded NFTs
Starting with a small group of members and employees, Starbucks will invite participants into “journeys” that allow them to collect NFTs and points that unlock new benefits and experiences.
How Yeti is marketing like a DTC brand on social media and in the outdoors
Known for being a brand of indestructible coolers, cups and increasingly lifestyle apparel, Yeti has been evolving from a wholesale company to one that markets more like a direct-to-consumer company as it experiments on platforms like TikTok, Pinterest and its own media properties.