Savvy marketers understand the secret to success in the digital age: consumers are in control -- of the messages they receive, how they receive them and when they receive them. Companies that "get" this new paradigm are engaging consumers across the channels they use almost simultaneously every day -- from email and mobile to social and the web.
Then there are the others: marketers who have only recently come to accept that the days of 30-second televisions spots and shotgun-style email blasts are over. They're waking up to a world where a digital campaign that was booming a year ago may be on the verge of going bust today. So how do you know where you fit on the spectrum of New School Marketers, as we like to call them?
Here are four factors to consider when assessing your marketing strategy's ROI:
New subscriber opt-ins
Interactive channels like e-mail are crucial drivers of revenue. Companies should be aggressive and consistent about growing their e-mail subscriber lists, both to attract new customers and to replace natural churn. In order to do that, marketers need constantly to ask themselves key questions, such as:
You want to engage customers on their own terms, with relevant content delivered over the right channels at the right time. To do this, you must keep customers engaged with creative and personalized messages that are communicated across devices, channels or any other instance where they interact with your brand. Here are some questions to ask yourself:
Automation & efficiency
The only way you can market effectively in the digital age is to collect real-time updates on your customers' profiles, behaviors, and preferences. This will allow you to respond almost instantly to their changing needs and wants. Consider these questions:
Successful marketing in the digital age isn't just about getting the right message to the right person. You need to deliver that message in the right channel, whether it's email, Facebook, SMS text or an online display ad. The right message delivered to the wrong channel will backfire. Ask yourself:
Following these four rules of New School Marketing will help you craft the right messaging for your company and your customers. Above all, remember that the key to successful campaigns is flexibility. Be able to determine what's not working early -- and to change gears fast.