A Balanced Marketing Diet
I’ve been trying to catch up with what the other marketers are doing — I’m feeling really challenged considering my marketing sidekick is still MIA. The other day, I stumbled on this article by McKinsey, “Four ways to get more value from digital marketing” — it’s a great read and again, I’m reminded of the importance of content, engagement, and of course, measurement. My question is — do my colleagues understand the importance of them too?
I’m thinking they do and maybe it’s just the “how-to” part that’s missing in the puzzle. Perfect timing that I stumbled on Steve Sponder’s post: Formulate Your Content Strategy in 10 Simple Steps.
Then again, that’s for content. Marketing requires a healthy, balanced diet, too.
Content Carbs to Fuel Conversations. McKinsey relates that “active digital marketers tend to devote 50% to content”. By empowering customers and getting them to do the heavy-lifting, “marketers can spend significantly less on marketing as a percentage of sales, with little to no deterioration in performance”. I’ve followed through by scaling up the content team internally, securing volunteers from the Exist engineering team to help with content creation. Just like carbs, content is inexpensive and readily available; our existing content just needs to be sorted, integrated, re-purposed, and then published. My other challenge is getting our customers to talk even when they’re requiring NDAs to be signed left and right.
Engage to Grow and Nurture Relationships. Just as proteins are our main body builders, engagement and to a large extent, listening, are those which drive the development of our relationships with our customers, partners, and communities. Participating in events, such as the talk I had at the University of Santo Tomas about Digital Marketing (slides available at Exist Global Slideshare) and attending IMMAP, are some of the initiatives that can augment relationship building. Your digital connections will be strengthened through such personal face-to-face gatherings.
Paid Media to Create Recall. A balanced diet requires intake of fat, no matter if you think you don’t need it. Paid media is actually a booming industry and many marketers are taking advantage of new platforms to connect to customers.
Is your marketing diet balanced?
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