Developing a strong social media marketing campaign has become table stakes for most companies. However, the challenge is how is it possible to balance that with other digital marketing priorities. And although it may seem fairly easy to assign a twentysomething in the office to the task, it has become more complicated than sending out pictures of your tellers or a group of employees picking up rubbish by the side of a local highway.
The shifting sands of social media are more complex than they appear. And simply posting across the major platforms – Facebook, Instagram, LinkedIn, Twitter – isn’t a strategy. The fact is, the mile wide, inch deep strategy to social media marketing isn’t effective any longer – if it ever was.
What Is Digital Marketing, Really?
Digital marketing has turned into a catch-all term that combines a variety of methods to get your product in front of consumers. These channels include:
- Customer resource management (CRM),
- First party engagement,
- Influencer engagement, as well as
- Paid media.
Deciding where to spend your time – and money – in order to drive awareness about your next offering can be a tricky endeavour, particularly given that each channel requires its own level of expertise and knowledge of industry best practices to maximise your return on investment (ROI).