When we talk about Digital Marketing. Some people might care about the “Digital”, such as the advertising setting, data, and digital knowledge. However, “Marketing” is the key which we often overlooked.
Don’t Overemphasize Digital Marketing Metrics & Advertising Settings
Someone might overemphasize digital marketing metrics or only concern with advertising settings, just thinking about how to accurately target the right audience on the ads. Whenever the return on advertising is low, it might constantly modify various A/B testing or “lookalike”. Drill through the algorithm, posting time and different post formats to maximize the better reach and conversion.
Actually, there is nothing wrong with looking at the digital data, but don’t forget that customers are behaving behind the figures. A skin treatment company wants to target their ads accurately to people with skin problems. But the people might have an intrinsic factor (too much pressure) or external factor (using wrong facial products). Of course, each people have different personalities. Someone is rational but the others are sensible, logic or intuition. Customer behaviors often are affected by their friends, colleagues, family around, timing and specific micro-moments. Each element is different and complicated. It is not easy to classify “Lookalike”.
When we focus on the advertising settings, would you think about whether the content of the advertisement is what you want to talk about? or what your target customer wants to see? Is it easy to differentiate with your competitor’s ad.? How is your unique selling point? Is it identify your audiences’ true needs and solve their problems? Have you connected any emotions to create hope? OR do you only have a promotional package focusing on leaving “Message”, “Likes” and the “Reach” numbers?
Creating Value & Using Content Marketing to Build Brand Trust
A good Marketer does not necessary to be a great digital technician focusing on numbers like scientists, but he/she must be as insightful as a psychologist. Empathy is the key to make a great marketing campaign. We need to empathize with your customer’s feeling and their problems by going into their world to understand. We should think like your clients when they set out to solve a problem and discover each step which they may take to solve that problem.
Creating value and enhancing trust content are the ultimate goals of marketing. If there is no trust and value created, it is only the price.
In the 21st century, people are over-retargeted and overloaded with data, links, posts and advertisements and above all. Your target customers don’t care what you do, they only care about what problems you can solve. Beyond the digital marketing metric, data and advertising setting, there are more and more that need to be concerned.