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:
Insights gleaned should be validated by analysis of data sources including:
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:
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.3 people recommend this