MANAGING in the

NEW WORLD

Social media marketing can often go wrong if certain basic tenets are not follows properly. As social media is among the most important channels to conduct digital marketing it is crucial to keep in mind certain points. First of all, connect must be established with the right people rather than en masse. The approach must be tailored for the industry specific and influencers in the sector must be targeted. Also specific need related platform needs to be chosen as the same social media channel may not work for every requirement. Due market research needs to be conducted before plunging headlong into that industry. For this blogs on relevant issues need to be published, curated content shared and use of infographics made to arouse the interest. Each social media platform has a specific time when it gets best response. This needs to be taken care of for example Facebook does best between noon to 3 pm and LinkedIn between 7 and 9 am plus 5 and 6 pm in the evening. Finally, the marketers need to focus on the main objective of the organization. It is creative and attractive to develop a healthy social media presence, but ultimately it must lead to business benefits.

Source:http://www.forbes.com/sites/forbescommunicationscouncil/2016/12/09/five-social-media-tips-to-create-a-focused-marketing-strategy/#532132476fd0

 

Brands need to take great care of their social media handles and presence due to the major role such platforms play in digital marketing. Thus some mistakes have been identified which must be avoided at all costs. Firstly, marketers must avoid posting incessantly. Similarly, followers must not be spammed regularly. There must be consistency across channels and in the message communicated. Posts must have some educational or broader appeal rather than selling constantly. Brands have a pre-conceived notion of themselves and their marketing campaigns. Such formulaic responses cannot be expected all the time as the market is dynamic, all the more so on social media which is largely used by younger people. Inappropriate jokes must be avoided as humour shows personality and that cannot be wrecked. Similarly, no part of corporate communication must display insensitivity towards others or social issues. Just to get the additional attention, brands often resort to leveraging the latest trends irrespective of being relevant. Unless the marketers fully grasp the concept, no trend must be blindly spoken of. The loyal followers must never be ignored, but constantly engaged with. Finally, integrity must remain strong so that no misinformation is broadcast to dupe customers. The modern customer can gauge the integrity better due to social connect.

Source:http://www.huffingtonpost.com/anna-johansson/the-10-social-media-mista_b_13295772.html

 

Marketing forecasts have been made for the upcoming year with five particularly prominent ones being listed. First of all, it is understood that Marketing on the Cloud will hit off in 2017 by integrating social media, content, automation and advertising all aligned together. Marketers who can conduct data driven business analytics will rise further as it has been understood to be the best method for predictive marketing. The alignment between marketing and sales will continue as marketers will adopt greater role in the actual selling process. The B2B method of Account Based Marketing or ABM will rise further in importance. An interesting development will be the rise of CMOs to become CEOs as marketing is getting that all-important position.

Source:http://www.huffingtonpost.com/chirag-kulkarni/top-5-marketing-predictio_b_13133852.html

 

A report compiled has listed certain digital marketing tactics that are still not being used by most organizations. Within the sub-category of Seacrh Engine Optimization (SEO), certain strategies are being missed such as Link Reclamation. This refers to reclaiming the original URL after switching domains. Firms aren’t optimizing pages enough for navigation purposes meaning Google cannot locate the page easily during keyword searches. At least if the title, description and heading tags can be optimized, then search algorithms find it easier to locate the page. In the content area, few marketers are reviewing the content during messaging. Also buyer personas must be created as it allows the marketing team to segregate the audience based on relevant trends, patterns, behaviours and demographics. Within the field of social media marketing, self profile optimization must be done so that the particular handle can be located easily on the web. Email is still an effective means of reaching the audience for marketing purposes. The social media pages must also be tagged for optimization purposes. The last broad category is conversion optimization. Within this companies must constantly track business analytics to measure the effectiveness of each marketing campaign. The practices to have yielded the best of results must be reviewed again to learn from them. Sometimes a sample group of visitors must be engaged so that real time feedback on systems can be assessed.

Source:http://marketingland.com/11-proven-digital-marketing-strategies-youre-still-not-using-195964

 

Project ECHO has been a landmark business innovation within the healthcare industry but now its principles are even being applied to other sectors. It arose when Dr. Sanjeev Arora who is considered as the top authority on Hepatitis C in the state of New Mexico, was unable to deal with the increasing number of cases. So he created this online video based portal to communicate and consult with other specialists worldwide dealing with patients having similar problems. Presently ECHO has ninety four academic or expert hubs across the US and sixteen other countries. Boston is the latest city to enlist the services of ECHO. Like Apple, ECHO now has its share of brand advocates who champion its work done.

Source:https://hbr.org/2016/11/tele-mentoring-is-creating-global-communities-of-practice-in-health-care?referral=00563&cm_mmc=email-_-newsletter-_-daily_alert-_-alert_date&utm_source=newsletter_daily_alert&utm_medium=email&utm_campaign=alert_date&spMailingID=15958551&spUserID=OTY0OTMwNTk5NwS2&spJobID=904074975&spReportId=OTA0MDc0OTc1S0

 

The year 2017 will bring major technological challenges for marketers. The marketing technology landscape is changing faster than ever before, with number of companies, apps and offerings doubling every eighteen months. It is for CMOs to decide which suite to opt for. Vendor management will be another major challenge as not exist that can serve the entire suit, so organizations typically need to go for a few of them for different functions. With the quick fire changes and innovations, CMOs are feeling redundant so many will have to go back towards continuous education with something like an Executive MBA or rely excessively on vendors to sort out their lack of grasp. Traditionally organizations have paid heed to those earning the highest, but now data will be broken down to conduct business analytics which will primarily aid in decision making for CMOs. Such analytics will even break down the customer journey to be tracked at various stages in the decision making process. This mapping will be supported by email campaigns to attract customers at the right stage.

Source:http://www.forbes.com/sites/kimberlywhitler/2016/11/13/5-tech-challenges-marketers-face-in-2017/#7c268ed764d1

 

Global conglomerate Unilever has come up with a unique method of engaging with customers while at the same time spreading a social message. Through a series of short animations, Unilever is educating its customers on the benefits of brushing teeth and even encouraging families to engage in the function on collective basis. Viewers can register for the same using the Facebook Messenger service. This serves the dual purpose of conducting digital marketing for the organization as well good health values being informed to customers.

Source:http://creativity-online.com/work/signal-little-brush-big-brush/49569

 

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