With the proliferation of digital platforms and channels, it’s getting harder and harder for many brands to determine where to invest their digital marketing efforts and dollars. We recently blogged about guidelines for social media platform selection. Examining and evaluating the broader digital eco-system is a similar type of exercise. It begins with a clear understanding of your target audience and business goals. Then, you should ask questions like:

  • Where can you achieve the greatest strategic value?
  • What does the competitive landscape look like?
  • How are things trending?
  • How can you achieve the greatest ROI for your spend?

Insights gleaned should be validated by analysis of data sources including:

  • Website analytics
  • Search engine research
  • Social media conversations

At Flightpath, we find that a multi-channel approach delivers a multiplying effect that maximizes campaign effectiveness (1+1+1=6).

In order to ensure that tactics are working in harmony on an on-going basis, we recommend undertaking a quarterly eco-system review. This checkpoint will help to keep you on track to meet your goals. You can take a look at things like:

  • Recent Work
  • Highlights of results
  • New and pending initiatives
  • Areas of opportunity
  • Budget/burn rate

Taking this moment to review, measure and re-align on a quarterly basis can help ensure that your digital marketing efforts remain on track in an environment where things are always changing and evolving.

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