With all the buzz digital marketing gets, you may believe that digital is the only marketing that currently matters. However, take a broader look at the marketing industry. Consumers live in the real world as well as the digital world and you need to be sure you cover all the bases.
In fact, in a recently published case study, Tatcha, a maker of high-end cosmetics and beauty products, discovered that more than 40 percent of its customers turn to beauty magazine, fashion magazines and print ads to gain information about new beauty products, even when they ultimately choose to buy online. Many consumers select items from catalogs and then purchase online so the need for a combined marketing strategy transcends beauty products. Every company should have a solid digital marketing strategy. In addition, every company really needs a strategy that encompasses the full spectrum of channels.
Start with the basics of digital marketing and make sure you have a great web site, engaging content with SEO appeal and strong social media presence. Now look at the other channels that can make or break your plan.
One easily overlooked aspect of your overall marketing strategy is business cards. Many people can now bump their smartphones or download contact information from the web, but that little card goes a long way when you’re willing to meet someone face-to-face. A recent study from Forrester Research shows that 85 to 90 percent of consumers don’t trust posts by companies or brands on social networking sites. You need to ensure that you use every means possible to express that you are a trustworthy and legitimate company. A simple addition to your marketing plan such as a well thought out business card might help make the connection you need to land a sale.
Newspapers, magazines and other print media may be falling on hard times, but as the Tatcha case study shows, print is still the preferred media in some markets and with certain groups of consumers. To make your print media more digitally acceptable, add a QR code that will lead people to your digital content. Keep in mind, you shouldn’t completely abandon the real world in favor of the digital one.
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The real issue is ensuring that you understand your target market. You must understand them and know what they read, where they hang out online and what sources of information they trust the most. You may want to develop personas that represent your typical customer to help you get a better handle on what makes them tick. Find out what social media sites they frequent and what groups they have joined. Don’t forget to find out what magazines and newspapers they read as well.
Once you truly understand your target market, you’ll know how to reach them and how to start building trust. The best strategy is one that covers both real world and digital channels, and one that provides a consistent message across all channels. Don’t overlook what could be an important channel in your haste to go all digital.