Marketing is Not A Mystery
Marketing is not a mysterious thing. On the basic level there are three things marketing aims to do:
- Increase Awareness of the product or service
- Make Conversions (an interaction, up to a sale)
- Retain Existing Customers
Organizations who engage in marketing rightly expect some type of measurable effect from their marketing activities. In the “good old days” of marketing, measurement was performed in sometimes accurate, but often vague ways. Today digital marketing is very measurable, and customers can fully expect quantifiable results for the money they spend. These results, called Return On Investment (ROI), are not some mystical voodoo, but rather a mathematical formula:
Revenue Earned from Marketing Effort – Marketing Expenses/ Marketing Expenses = ROI
Marketing efforts, such as branding, don’t involve a direct investment. But if your campaign is tied into financial goals, ROI is an expectation.
Why all of the mystery and flimflam?
There are, in fact, some Internet marketers who count on the fact that business owners don’t understand marketing. And they use this mask of mystery to sell their services. These marketers love to use big words and gain an advantage by use FUD (Fear, Uncertainty, Doubt). I’m here to tell you that there are many factors that you should consider when deciding whether to embark on a marketing campaign, but fear shouldn’t be one of them.
Marketing: What are you paying for?
Here is a very simple outline of what a marketing campaign might look like.Discovery, Strategy, Creative, Implementation and Measurement
In each phase, the client pays for the marketer’s knowledge, time and resources. So if you are an organization with good marketing knowledge, time, and resources, you don’t need to hire a marketer! However, if you want to accomplish a marketing goal, and you don’t have one of the three things listed above, you will likely have to hire a marketer to do the work.
Most organizations can arrange to have time and resources to accomplish a goal, but it’s the knowledge that they can’t readily find and use. Some knowledge can be read in a book, some can be learned by watching videos, but real knowledge of marketing requires hands-on experience, practical know-how, and current information. The world of the internet and digital marketing is moving so fast that it’s nearly impossible to keep up with, even sometimes for people in the industry!
Some of the things a digital marketer needs to keep informed about these days include:
Content marketing, mobile apps (iOs and android), design trends, Social media trends, Twitter hover cards, Facebook advertising, search engine optimization, current web standards, pay-per-click advertising, retargeting, blogging, email marketing, blogger outreach, link-building, user interface design (UI), user experience design (UX), responsive design, conversion optimization, video marketing, big data, web analytics, and the ever-growing and changing marketing tool set.
If you or someone in your organization has time to keep informed on successes, failures and best practices in each of these areas, then you don’t need a digital marketer. If having current, practical, hands-on knowledge of these things is important, you may need a digital marketer. This is the knowledge you are paying a good digital marketer for. He or she stays current on all of this, so you don’t have to.
As a marketer with in-depth experience, current knowledge and a passion for marketing on the web, call me ,or Visit my company website, Magnetic Ideas, when you are ready to consult a digital marketer.