Waseem Saddique Marketing Services offers expert guidance to clients around the world when it comes to online marketing strategies. This article provides a three step guide on simplifying online marketing campaigns in order to stand out in a competitive market.
1. Make the consumer the centre of your attention
In order to improve your brand it’s a good idea to move away from metrics and strategies that have no real impact on developing your online brand. Too many brands make attempts to justify the money they spend on online marketing by trying to apply some kind of statistical data. Things like click through rate (CTR), view through or Facebook likes, whilst they look good, they are not wholly relevant to building an online brand or reputation.
Waseem Saddique, CEO of Waseem Saddique Marketing Services, comments: “Before the days of online marketing, brands didn’t worry about measuring the impact of full page advertising spreads via the printed media by attributing the success to statistics.”
It’s all too common nowadays for a business to focus on advertising that delivers results in terms of numbers whilst losing sight of generating advertising that stimulates the interests of consumers. In order for consumers to be attracted to a brand by a unique online marketing campaign, they need choice, control and relevance applied to their experience.
Give the audience what it wants by making online campaigns mysterious and intriguing make the experience relevant to the website page encouraging visitors to click, view and interact. Allow interaction with your website to be instigated by your audience, give them the control in terms of how much they want to engage with your site. As some marketing experts put it ‘instead of real-time bidding (RTB), how about applying real-time relevance’?
2. Remember, ‘content is king’
Whilst flashy images, fancy videos and eye-catching colours may ‘WOW’ the consumer, ultimately it’s the words on your website that sell. Indeed, writing styles have had to adapt in order to meet the demands of an online audience, however, content still has a major impact on the ‘decision-making process.’
However, it’s important to remember that content needs to remain focused on where consumer attention is focused. Don’t dive into a full blown sales pitch about how great your company is or make your copy too pushy. Instead create copy that is suitable for current media platforms such as mobile phones, tablets and other forms of mobile media because current consumer attention is focused on information that they consume whilst on the move.
Waseem Saddique states: “Bring your content to life through advertising technology that gets your words and images alongside an established brand, as this will enhance the content experience and will make a lasting impression upon consumers.”
3. Above all, simplify the strategy
Rather than developing an online marketing strategy for the mobile phone, a separate strategy for tablets and another for the standard desktop, focus on one specific platform, then revise that strategy to correspond with other strategies. This will create brand consistency and help to eliminate overreaching by trying to do everything at once.
Brands are now able to respond directly to how consumers interact with a whole host of devices. In an age where consumers swipe, expand and share adverts or interesting brand content, it’s no longer viable to revert back to traditional approaches to online marketing.
Brands need to flaunt their assets through fresh, fun and invigorating new concepts that capture the imagination and leave lasting impressions that are unique to devices, contexts and formats.