Article

Are You A Marketing Strategist Or A Tactician?

Shift online consumers' buying criteria in your favour by using new technologies.

As marketers we all share the same ultimate goal which is to gain top of mind awareness for our brand. When asking people to give a name of a very successful sportswear company it won’t be very difficult to guess what will be the first name that will come to mind for most people… Nike right? How about computers? Apple (wasn’t the same story a few years back).

However, in trying to reach the goal of top mind awareness most marketers carry out the same mistakes by using old product data marketing tactics to sell their products and fail, as opposed to innovative market data marketing strategies the top 1% of marketers use to sell their products and succeed. Below are 6 of the most successful strategies I’ve found along my endeavors to gain top of mind awareness for convertiFIRE.

Utilizing ROI-Driven Metrics
Bottom line, what gets measured, gets monitored. Nonetheless, its worth having in mind that measuring too many metrics can be very counterproductive thus meaning, focusing on a few key metrics is key to marketing success. Many marketers sin by measuring every metric they have access to, rather than focusing on a few core metrics.

Similar to the “Pareto Principle” less than 20% of your metrics account for more than 80% of your results, thereby establishing a clear focus on a handful of metrics is the most important factor in marketing analytics & insights.

The first step in making the shift towards becoming a marketing strategist is to analyze your current marketing funnel thoroughly by asking yourself the following questions:

  • What are the steps my customers go through in order to convert? 
  • Where am I currently struggling the most? 
  • How can I improve each step? 

Next, make a list of all the metrics you want to measure and ask yourself: “What decision would I make differently after I’d get this number?” If you find it hard to come up with a clear cut answer, remove it from your list. The most important thing to discern from the new age of marketing is, that if in the past marketing was a lot similar to what you’d see in “Mad Men” by making stylish creative ads for newspaper and magazines with no real data to back it up and thereby when the marketers excuse was that they can’t be held accountable for their marketing spends, in 2014, every dollar needs to deliver significant ROI in order to be justifiable.

Behavior-Based Marketing
The common misconception of most marketers is to assume they understand everything about their customers. The truth of the matter is, many probably do – to a certain degree. However, the best rule of thumb for us marketers is to acknowledge the fact that you’ll never know your customers better than they know themselves.

In our times, where big data analytics is increasingly playing a bigger role in our lives, there’s no reason whatsoever to try and guess how your customers will behave. At your disposal are tools like Google Trends and Social Mention to assist you in making intelligent, data driven decisions pertaining how your customers are behaving as opposed to how you think they’ll behave.

In addition, a data driven approach to marketing will often uncover new opportunities. By analyzing this data, you’d be able to establish actionable plans that impact pricing, features, sales, customer service.

Create an Optimized Customer Experience for Every Type of Offering
Increasing online lead conventions can’t be achieved by using a “one size fits all” approach to customer experience. Thus meaning, your offerings should be fully optimized to match your client’s buying criteria in order for you to maximize your marketing ROI, which is virtually impossible to achieve by referring all of your traffic to the same homepage that will not, no matter what, match the desired customer experience of every single one of your offerings.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
14 Facebook post ideas for each and every brand

14 Facebook post ideas for each and every brand

A lack of creativity – like many things in the world – just happens sometimes. There’s nothing wrong with it, it’s not an irregular event. But nowadays, you need far more than a your average post to attract your audience’s attention instead of losing them to your competitors. And if you don’t enhance your strategy with creative ideas that work towards your business goals, your performance is going to weaken.

Jan Zajac
Jan Zajac 19 June 2017
Read more
5 Marketing Automation Hacks

5 Marketing Automation Hacks

In 2015, it was predicted that marketing automation will be amongst the most piloted marketing technologies, and since then, the term has become a buzz-word for marketers. Now, marketing automation is almost seen as something both necessary for business growth and essential for generating new leads.

Natasha Orme
Natasha Orme 26 June 2017
Read more
 10 Social Media Advertising Tools That’ll Make Your Life SO Much Easier

10 Social Media Advertising Tools That’ll Make Your Life SO Much Easier

1. Nearly 80% of the population is on social media (!) 2. Social media advertising is MASSIVE for online retailers, and is only going to grow. Now that I have your attention, let me explain who this post is for... If you’re looking to gain a competitive edge in social media advertising, this post is for you.

Luisana Cartay
Luisana Cartay 23 June 2017
Read more