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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.
