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Anise Smith Marketing

Social Media Professor | Digital Marketing Technologist | Mobile Web | Digital Webinar Developer | Analytics

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Four Reasons Why You Are Failing At Digital Marketing

Four Reasons Why You Are Failing At Digital Marketing
Four Reasons Why You Are Failing At Digital Marketing

 

Digital Marketing is still relatively new in comparison to traditional marketing. Although i’ve seen some boasting that they’ve been in the Digital Marketing industry for 30 years. I’ve seen this so many times that I have no response anymore and it’s really neither, here nor there at this point.

At this stage in the digital marketing game, we have been dabbling in this space long enough as marketers that we should “get it”, yet it seems that it’s not the case.  There was a study by Adobe that pretty much said as marketers there are a high percentage of folks that are failing. Not only do these folks realize they are failing but they do not even have confidence in their skills in the space, enough to attempt to change. This is a problem!

Digital Marketing Study by Adobe
Digital Marketing Study by Adobe

We need competent marketers that are on their A Game, because the demand in this space is increasing. We are not going backward to that  traditional marketing comfort zone that some want to wallow in. If any thing marketing is accelerating quicker toward total technology dominance.  The merge between technology and marketing is almost fully realized. So much so, that markers are now considered marketing technologists, not just marketers. The skill set that is required to be successful in the marketing space is probably 90% technical with very little focus on traditional marketing strategies.

We have reached a point that we should recognize the fundamental differences between adjusting traditional marketing strategies to the digital space and embracing digital marketing strategy. This is a hardcore fail because these channels appeal to different demographic audiences.

Digital channels allow us so many benefits that were not available with traditional marketing channels. A huge and amazing opportunity that digital offers those that take advantage of it, is analytics, which it the backbone behind successful digital marketing strategies. Analytics allows us to utilize data to determine ROI of campaigns. This is huge for us as marketers and for the clients that we work with.

As a person that is not overly fond of numbers, I have a love of analytics because these numbers provide a roadmap to where we’ve been digitally and map a path to our next digital destination. However, we must be willing to pay attention in order to see this path. We must first recognize the importance of digital and the important role of analytics. As a marketer, if you miss this you are lost.

There are so many marketers that are NOT paying attention. They don’t realize that digital marketing is NOT a retrofitted version of their old school marketing. It is much better and much, much more but only if we are willing to embrace the change.  As marketers in this space we must pay attention to the industry, innovations and most importantly our customers. These are areas in which we are failing as an industry. There are some exceptions of course.

Four Reasons Why You Are Failing At Digital Marketing:

1. It’s not about you, really it’s NOT.  I don’t know how many times i’ve heard, “Well, I like this.” or “I like that or I don’t like that.” So what, who cares. It’s not really about you. The content you share is really NOT about you, just as the content that I share is NOT about me. It’s 100% about your audience.

I always share content that I think friends and followers would find useful, thought provoking or will solve a problem for them. It’s never been about my likes or dislikes.  A great example of this is one of my Pinterest boards about bacon. This is by far one of my most popular boards and it’s so funny, because I haven’t had a slice of traditional bacon in over 30 years. I don’t even remember what it tastes like. However, it seems that people that follow me on Pinterest love bacon. So, if that’s what they love, that’s what I supply.  I realize the bacon board was popular because I was paying attention and analyzing the data.

Linus
Linus

A lot of people that do not have a digital background or have not learned enough in this industry to venture away from their outdated traditional marketing background, still don’t pay attention. They are hanging on to antiquated techniques like Linus of Charlie Brown with the dirty blanket. There’s a new set of rules and these rules have to be embraced by learning what digital is all about not taking stabs at failing attempts to retrofit traditional marketing into digital strategy. This is not a criticism at all, more of an observation.

Old school, traditional marketing was more about the company that was pushing the message. It was more of a “Me Me Me” channel. Digital is the antithesis of that, because digital is about the CUSTOMER, CLIENT and their user experience. It’s NOT about YOU, as the marketer, so pay attention.

2. Pay attention to the customers, clients and data because they don’t lie.   There are so many people that are caught up in the frenzy of doing the “digital thing” that they are just posting, pushing content and doing all of the things that they think they are supposed to be doing but in the process they are not paying attention to the customer or client.

In the frenzy to be “on the ball,” and appear to know it all a lot of marketers think they are winning the fight but they are losing the war. A huge part of digital and social is really paying attention to your customers. What kind of content are the customers interacting with, why are they interacting with that content and how should you interpret that. What is your take away? How can you use that interaction to better THEIR customer experience?

Marketers need to pay attention and create a strategy based on the wants and needs of their customers and clients, but first as a marketer you must pay attention. It’s just that simple. Are you paying attention?

3. Analyze the data because it doesn’t lie and will give you a roadmap to creating a great strategy that will be 100% about your customers and clients. After all that’s what this is about, the entire digital marketing thing is about creating an avenue for your customers, so they can engage with you and your brand with the ultimate goal of increasing brand exposure and potentially sales. However, if you as a marketer lack the fundamentals needed to put your wants aside and if you don’t pay attention all of this is rather pointless.

We have to take the ME out of our digital strategy and a part of that is putting our wants aside, focusing on the customer and utilizing insights gained from the customer to continue to provide what they desire.  This is win win for the marketer, client and/or customer.

The data is a roadmap and it will always lead you in the right direction but you must analyze it and plan accordingly.

4. Plan based on data, that is huge because it allows you to utilize analytics and insights to drive your marketing strategy. If you are unfamiliar with insights and analytics, I’d suggest you dive in to that area because it will make your digital marketing strategy so much easier.

Suppose you have a goal to hit a certain target audience for your clients, how are you to know you are successful if you are not analyzing the data around your marketing campaigns?  If you are not looking at the data your digital strategy is sort of like, “let me just throw some crap on the wall and see what sticks.”  In opting not to analyze the insights and analytics of your social media, websites and campaigns, you leave a lot to chance and that’s not a good road to travel down.

In closing:

We are all evolving in this space but we have to make an effort to embrace it and keep learning because the industry is continuing to grow. Most importantly have fun with it. This is a FUN industry.  With that said, if you find that this is NOT fun for you 🙂 and need help with getting your digital marketing strategy back on track or if you need help in a pinch for a project, feel free to reach out. I am always online, with the exception of the few hours that I am forced to walk away from my computer due to that thing we need on occasion called sleep.

As usual, if you have comments, good , bad, ugly or indifferent, you can find me on Facebook, Twitter or G+ 

Due to #Mobile and #Social: Every Business MUST Be An Internet Business

Due to #Mobile and #Social: Every Business MUST Be An Internet Business
Due to #Mobile and #Social: Every Business MUST Be An Internet Business

Due to #Mobile and #Social: Every Business MUST Be An Internet Business

When the Internet initially started to become mainstream in the 90’s there were so many companies that felt as if the, then called World Wide Web, was a fad and that it would go away. Hmmm, “how’d that thought process work for ya?”  Not so well for those that were reluctant in embracing the World Wide Web, now called the Internet.

I cannot fathom why many many years later there are still people in the world that have selected NOT to embrace technology as a part of their lives. I do have a little bit of tolerance for those that are not into it on a personal level but businesses that STILL have not fully embraced technology are doing themselves a disservice.

In 1995 it was perfectly fine to consider getting a website and waffle in the process of getting that done. Fast-forward eighteen years, YES eighteen year, and organizations are STILL waffling and more behind than ever.  We have moved so much beyond just having a website not that it is mind altering.  We have also moved to an era where waffling could allow your competitors to get such a big jump on your organization that you would forever be behind the eight ball.

Due to the super quick growth of the tablet and mobile industry we do not have the luxury of waffling on decisions to go full force into the new and aggressive digital marketing space. In fact, if you have a brick and mortar business, you can really no longer even view your organization as a traditional business. YOU must start to see your business as an Internet business. EVERY BUSINESS IS AN INTERNET BUSINESS now.

There is literally no such thing as traditional business anymore, ANY and ALL businesses must be online; therefore, considered Internet businesses.  With so many people accessing company websites with mobile devices it’s not even enough to have a traditional website. YOU must be mobile.

It amazes me that there are so many organizations that have not grasped the importance of an online presence. It’s been eighteen years or more since the Internet became mainstream, I don’t think it’s going anywhere anytime soon.  Actually the Internet is fast becoming the most effective way to market any business.

Traditional ways of consuming media is a thing of the past, very few people read newspapers, magazine, flyers, brochures and pamphlets as a primary source of information as was once the case. If someone finds your traditional media somewhere, they search for a website or social media channel to find out more about your company using their mobile device.

So companies that are still utilizing these traditional media outlets for the majority of their business are placing themselves behind the eight ball and additionally presenting themselves to their clients as a company that is NOT on their game.

Companies must create a strong Digital Footprint for their brand and use traditional marketing as a means to DRIVE traffic to their online brand, not the other way around. Traditional media as a primary source of gaining information is DEAD, like the steel mills in Allentown. I’m not saying that all companies should stop using traditional media, but I am saying that you must go where your customer base is and that’s online and by way of mobile device.  Simply, people are using mobile devices to access information about YOUR Company and YOUR competitors so that’s where you must go. People are on social media channels accessing information about YOUR Company and YOUR competitors, so that’s where your organization must go.

As we decide to lead our organizations into this digital journey of social media and mobile we must realize that we can not just adapt our old “shove the company pitch in their faces” way of marketing. That does NOT work with social media and no one using a mobile device will want to scroll through an old school organizations long winded pitch about what they do, what they sell, blah blah blah, on their mobile device.

A few keys to reaching your social and mobile audiences are:

  • Mobile Website: YOU must first have a mobile website. This is not even optional anymore.  With the rate of people consuming media on the go if you opt out of having a mobile web presence you are turning your back on a huge amount of customers and YOUR competitors will be right there to grab them from you.
  • Social Media: You must have a strong social media presence AND a strategy that is socially driven. Posting your sales pitch on your channels ONLY displays that you have not fully grasped what our new social oriented world is about. Old school marketing strategy consisted of sharing prepackaged content saying all the right things to push your message without regard for the customer. Social Media is about sharing social oriented content that appeals to YOUR READER. It is NOT about you or your company but about building a relationship with followers, building trust with customers and providing information that THEY will find of value so THEY will then think of your company when it is time to utilize your services. I’ll say that again. It is NOT about you or your company but about building a relationship with followers, building trust with customers and providing information that THEY will find of value so THEY will then think of your company when it is time to utilize your services.

People are on mobile devices AND on social media with their mobile devices so it is imperative that ALL organizations have a presence on both.  Take a look below in the statistic on mobile usage.

As of May 2013:

  • 91% of American Adults have a cell phone
  • 56% of American Adults have a smart phone
  • 67% of cell phone owners check their phone for messages, alerts and calls EVEN if the phone is not ringing or vibrating.
  • 44% of people sleep with their phone next to their bed.

As of April 2012:

  • 55% of adult cell phone users use the Internet on their mobile, which has doubled in three years.
  • 31% of cell phone Internet users mostly use their mobile device for Internet, not desktops or laptops.
  • 17% of ALL adults cell phone owners use their cell ONLY for accessing the Internet.
  • 31% of cell phone uses look for health or medical information online.
  • 68% of Smartphone users use their device to access the Internet.
68% of Smartphone users use their device to access the Internet
68% of Smartphone users use their device to access the Internet

With desktop computer usage on the decline, laptop usage rising and mobile usage growing at a super quick rate of speed businesses,  MUST start to see their businesses as Internet businesses. They can no longer AFFORD to ignore having a strong presence in the SOCIAL and MOBILE space.

Mobile usage is on the rise AND desktop is on the decline
Mobile usage is on the rise AND desktop is on the decline

It’s time to ADAPT your ORGANIZATIONAL strategies to the new the new mobile and social world NOT keep your same old school strategies and add digital as an afterthought. It’s a new world squirrel Adapt or die.

If you have any questions or comments, good, bad, ugly or indifferent, I can be reached socially on a variety of channels. Follow me on Facebook, Google + or Twitter.

ALSO if you’d like your business to go mobile check out WordPressPressMobile.net or the WordPressMobile.net Facebook page, they are doing great things over there.

Sources:

Pew Internet http://pewinternet.org/

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So What The Heck Is Black Hat #SEO [Infographic]

BlackHatSEO

I’ve heard discussions about Black Hat SEO and Red Hat SEO. What’s the difference? Why so confusing?  Does it matter now since SEO has change due to Panda Updates and Google+?

Well, take a look at the infographic below it will shed some light on Black Hat SEO .

Source: seo.com via Anise on Pinterest

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2012: More Spend Toward Online Marketing [Infographic]

OnlineMarketingSpend
As we know online methods of marketing are being used more than ever and as time goes on more and more of the budget will be allocated toward online methods of advertising and marketing. Mobile marketing spend will play a much larger role in marketing budgets moving forward.  Take look at the infographic below to give you an idea of who will be spending what in which areas:



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#Facebook And #Google Plus It’s NOT Either OR, Do BOTH!

FacebookandGooglePlus

I am a proud lover of all thing Google, so Google+ is no exception because they are always on their A Game. It is also very exciting to see that they’ve finally reach the goal of getting a Social Media platform right, finally.  Kudos to Google because they continue to rock.  I believe that Google+ will be no different than the other platforms that they have excelled at over the past few years.

English: Google+ wordmark

 

There has been so much bru-ha-ha about Google + as a platform since its release and even more now with the huge Google move toward Social Search.  The people with negative views of Google+ are mostly users that are recreational social media users that use social media primarily for entertainment. Most of the people that are huge Google+ fans are people that use the platform for business purposes as they see the value beyond just the recreational use.

 

Although most people that use social media for business purposes are Pro Google+ there have been quite a few that are really NOT warm and fuzzy about the platform. This is just something that I do not understand. These users are somehow under the misconception that they should chose between Google+ and Facebook? Again, something I do not understand.  Why chose?

Google+ and Facebook are totally different platforms and the demographics of my follower are so very different on these platforms as they are on my other social media channels. My Twitter followers are different than my Pinterest followers, my Facebook Page followers are different than my Twitter followers and so on and so forth.

 

If nothing else we should all, as business owners be willing to explore Google+ if only to tap another demographic in which to expose our businesses and services. This is of course in efforts to gain more business, increase sales, make more cha-ching.  So why chose, go with both platforms. Whatever happened to the saying there’s no such thing as bad publicity? Therefore, look at venturing into Google+ as an additional area in which to extend brand recognition.

 

Ok, have at it….

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#Facebook: Mix Business With Pleasure And Brand It Accordingly…

Everyone has to admit that Facebook is pretty awesome. Even those that hate Facebook have to acknowledge that Facebook is pretty amazing and has really changed how we communicate, share information and how businesses communicate with customers. The people that hate Facebook would probably never admit this by I know that they are harboring a secret social media crush on the platform.

Although there are business pages for Facebook I find that a lot of people use their personal profile as a way to network, I do this as well.  Facebook started as a place to catch up with family and friends but soon turned into a place that I do a lot of business networking so I would say that 90% of my Facebook personal page interaction is business related.

Due to some of the recent changes with implementing  Facebook Timeline, tweaking of lists and the introduction of personal subscriptions it has made it really easy to use Facebook personal page as a business tool in addition to having personal interactions with friends and family.

If you select to use your personal Facebook page a an avenue of business as well, there are a few things that you should do, if you have opted into Facebook Timeline.

  • Branding Cover Photo: Use the Cover Photo as an amazing branding opportunity for your company.  I had the opportunity to work with Joshua Bevan to create an Amazing Cover photo for my Facebook page.  The blog image was created by Joshua. How much does he ROCK!! Watch his video below.
  • Tweak Your Privacy Settings: Create lists that allow you to post information for a public profile, business contacts and friends.
  • Allow Subscribers: This allows people that are not your friends to follow your public profile.  After you do this make sure you post information of value for the people that have subscribe by using the public option when you post.

 

Have fun and rock some serious business in 2012 start with having a business focus with all online channels, that’s my goal!

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#Technology and #Entrepreneurship: The Answer To The Recession?? [Infographic]

entrepreneurship

 

We are in a recession, no doubt about that and it is tough. However recession and a tough economy can bring out the entrepreneur spirit in many people.  In tough times people are almost forced to step it up.   Some of the greatest companies in the world were created during tough economic times.  There are many, one of those companies is Apple, can you believe that?

 

 

Amazing stuff!  It seems that due to our own economic downturn we could very well be in the middle of our own entrepreneurship boom and I think a lot of that is fueled by the super quick growth of technology.  Take a look at the infographic below to give you an idea of where innovation is happening:

 


social management blog

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#Google+ Just WENT #SocialSearch: You’d Better Reach OUT and Grasp This Platform

GooglePlus

I have been speaking of the newness of Social Media as we know it now, all of the Social Media Channels that we should be using and how we should be rocking our blogs .  These are definitely channels that all business owner should have been using for a while and that we should be comfortable with by now. However we all do know that  its not the case because there are still many companies that have not reached out to grasp this new and exiting age of social media.  You all know the companies that I speak of, the ones that are still heavily depended on their fax machines, the companies that are still using AOL and that have absolutely no social media presence .

Not all companies have been totally lax in their grasp of technologies, some are a bit more up to speed on things. There are plenty of companies that have been utilizing SEO strategies and doing quite well.  Well now here comes the kicker, companies that are using SEO exlusively and companies that are not using social media or SEO at all, are about to have the rug pulled out from under them in the form of Google+

I know there is a huge back and forth about Google+ and its importance, blah, blah, blah..Google just changed the game for Internet Marketing, SEO and Social Media with the integration of Social Media by way of Google+ into search.  This is a game changer for those that are social media savvy, heavily involved with technology and SEO masters.  So those that are not, are beyond being behind the eight ball.  The introduction of Social Search by way of Google+  has turned the Digital Divide into a Grand Canyon sized Chasm. I predicted this last year with the introduction of Google+, in my post Google+ IS Social Search. 

The Game has changed, so I’d advise grabbing your thinking caps and putting them on folks.  There is an even steeper curve to climb now, some will conquer it and some will be collateral damage. Either way, please know that the Game has Changed.

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YOU may be a Social Media Guru but YOU DO NOT Have 10 years of Social Media Experience

SocialMediaGuru

The influx of the self appointed Social Media Guru, I believe is motivated by the need of old school organizations to pigeon hole, define and quantify an industry that they do not understand based on antiquated and old school usage standards.  So people that are in the industry feel compelled to meet qualifications that are unrealistic and quite frankly not true.  Social Media as we know it for business is a relatively new industry so all of the Social Media Gurus claiming to have 10 years experience are lying. Yes, I said it!

The driving force behind social media in the earlier stages, for individuals and businesses was driven primarily by Facebook and Twitter. These social media platforms, although they feel as if they have been around forever, have not. They are both really relatively new forms of media and have only been around for a few years.

Facebook was just created in 2004, that is about 7 years ago.   I guarantee there were absolutely NO businesses using Facebook back then as a business tool.  Business started to jump on the Facebook bandwagon with the introduction of Facebook Pages. It was at this point that businesses were able to create a space for their business NOT just their personal social media presence and that happened with the introduction of pages in 2009.

FacebookPages

I am not saying that online interaction was nonexistent in the earliest stages of the Internet hitting mainstream. I am saying that businesses were not involved with Social Media as it is now and that there were NO Social Media Guru’s around. So in essence it is impossible for anyone to claim to have ten years experience or expect social media marketers to have ten years of experience when there was really no such thing as social media as we know it ten years ago.

I do understand that marketing online has been around since the 1990’s when the Internet started to go mainstream but it was at best in its earliest stages.  As an early adopter I was involved and fascinated by the Internet and the ability to have access to so much information. Most of the marketing by way of what was called the World Wide Web then consisted of very basic online stores and affiliate marketing by some of the companies that were around in the earliest stages of the Internet.

Social Media for business is VERY New in comparison to the more traditional marketing strategies and we are all learning and growing with this industry.  Since it is still so new and, at  best in the earliest stages of growth, there are NO SOCIAL MEDIA GURUS and NO ONE HAS TEN YEARS OF EXPERIENCE in Social Media as we know it now. Furthermore you should really stop saying it because it makes you sound like an idiot. I say that with love in my heart. 🙂

More at : That Was Then This is Now: Facebook and Social Media AS WE KNOW IT NOW…

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