And the first step for traditional marketing is to embrace the new wave of digital marketing. At first, I thought that digital was an add on to the standard marketing practices of print and broadcast media. But it soon became apparent that it was a force to be reckoned with. When a local car dealer told one of my radio salespeople that they were putting their entire advertising budget into digital, it was a wake up call. Could this be the future? No more traditional advertising? So I made a decision when I turned 60. I had 2 choices. Learn about digital or retire. So I chose the former. And I spent a year studying and taking courses. The rest of the blog is what I have learned
I learned to embrace digital marketing as it has an important place in the marketing strategy of every business. Without it, you’re dead. If you hear about a business and you google search them and they do not have a website, it’s all over. We had a lawyer advertise on our radio station several years ago. Solid business, plenty of experience but no website and the campaign failed. Not only do you need a website, it must be google searchable. Google ad words is the most important part of digital marketing. 95% of consumers use Google, 3% use Yahoo and 2% use Bing. Google ad words are not some mysterious phenomen, just download a Google ad words dashboard and start to learn through experimentation. It’s not complicated. Pick your geographic region, your age demographic and several other criteria and create your own campaign.
Don’t worry about SEO if your website is already up and rolling. I have spoken with 3 digital marketing experts and they have told me that SEO is highly overrated and not as essential as ad words. SEO services can boost (or destroy) your website traffic. Search Engine Optimisation (SEO) is a concept that’s familiar to most business people. … – The money spent on SEO is a complete waste. The first page rankings for keywords in most businesses are too competitive.
Marketing is all about making consumers feel good about themselves. In the day of digital marketing, the vast majority of content creation is not in the hands of traditional marketers. It’s in the hands of young graphic artists, videographers and writers. Not that there’s anything wrong with that. My graphic artist is 22 years old and brilliant. But marketing should be in the hands of marketing professionals. An individual that can see the product or service and understand the objectives, strategies and tactics to build the brand. And have the consistency and patience to see it through to fruition.
This quote by Atticus is appropriate in terms of the reference to magic. Seth Godin says marketing is no longer about products and services, it’s about relations, stories and magic. First, relations as it relates to your brand’s connectivity to consumers. Second, stories which represent the new world of marketing. Storytelling is the optimal way to build a brand and consumers remember stories 10X more than they remember statistics. And of course magic. The definition is
the power of apparently influencing the course of events by using mysterious or supernatural forces.
So I picked this restaurant on my trip to Florida and it was fantastic. How did I find it? Social media. I googled seafood restaurants on the water in Jensen Beach and this was rated third. I read the reviews and checked out Trip Advisor and Yelp. With no point of reference, this is the way buying decisions are made in 2020. I booked the house I am staying at on AirBnb. I know Walmart and Dunkin Donuts but my goal when traveling is to find unique down home restaurants instead of chains. I booked a massage at Elements Massage based on a 4.7 rating in Google and downloaded a $30 coupon. Kallie was a stellar massage therapist. And I found a breakfast place called Berry Fresh Cafe based on their Google rating and my waitress happened to be from Laval. As a first time guest. I received a $5 gift certificate for my next visit. So will I return? Absolutely.
The future of advertising execution is a combination of digital media and radio. Yes, I said radio and left this until the end of my blog on purpose. Of the three traditional media, radio is faring the best. Almost 90% of North Americans listen to the radio every week. Unfortunately print audiences are in a freefall and there will be no newspapers by 2025. And TV is a viable medium if you have a big budget. But Netflix and PVRs are beginning to have an impact. Radio enables you to target a specific audience based on your demographic target and enables you to tell a 30 or 60 second story. If you educate consumers in your marketing, you will develop a loyal following.