Do you feel having an online presence is enough? You might want to rethink.
The internet as it is today is nowhere near what it used to be in the early 2000s. Dominated by social media, ruled by its own cultural norms, fierce competition for consumer attention, and dynamic developments that radically change everything in days – these are some of the defining features of the internet today.
Merely setting up a website or social media account is not enough for success. Businesses today constantly need to upgrade digital marketing strategies to keep ahead of the competition.
But How Much Is Too Much?
Yet, just because the internet enables it, doesn’t mean that you should be constantly reinventing and experimenting. Companies often take years to develop a brand that people recognise and trust.
To mistake inconsistency for dynamism and innovation is something that can be very easy to do, and can be very fatal for brands. Thus, it is essential to time things right, plan ahead, and know what needs to change and when. It helps ensure that the time and effort put into the realignment does not go to waste.
After all, radical changes in digital marketing strategies require more than just a software update. It requires money and a budget, training employees, rethinking goals and missions, and a strong leadership direction. Poor timing can hence lead to catastrophic results for the company.
On the other hand, a timely update can serve as a welcome change for employees and consumers, can make business processes easier, and can lead to better revenue.
When to Change Digital Marketing Strategies?
Change depends a lot on the internal and the external factors that impact a company, and are unlikely to be the same for any two businesses. However, there are some situations that most companies are likely to face at one time or the other and that may be a good time to go for something new.
It’s All Flat Lines
As the old saying goes, if it ain’t broke, don’t fix it. Once a company reaches a certain level of stability and success, leaders may be reluctant to do anything that shakes up the status quo. However, what is stability one day can quickly become stagnancy the other.
A time of stability can be a great time to venture into new digital marketing strategies.
Think about it. You are likely to have enough resources and market support to experiment with something new, especially on a small level. If these work out, then you have an exciting new plan in hand. If not, you can always recoup your losses slowly, build back to stability, and try again.
Constant innovation and experimentation, and even limited risk-taking, is what separates the iconic brands from the good ones. So don’t hesitate to plunge in.
You Have Something New to Offer
New products and services tend to catch the eyes much more than the old familiars. New age digital marketing strategies and new products can thus spring-board off each other and can take your brand to new highs.
In the digital realm, the possibilities are virtually endless – videos, stories, polls, interactive games, influencer collaborations, memes, and shooting off the latest viral trends are just some of the opportunities on offer.
But, it is important to make sure that the chosen strategy is relevant to what’s being marketed. Jumping on the latest digital marketing trend simply to gain traction might help in drawing attention, but it will certainly not invite potential customers to actually buy the product.
Your Customers Say So
It is unlikely that they will send you a long, polite letter, but there are ways to gauge that your customers are losing interest in your digital marketing strategies – and by extension, your products and services. Lesser interaction with your marketing strategies is one such red flag.
Fewer likes, comments, mentions, etc. can signal that the brand’s advertising efforts are not working. This point also brings in the importance of preparatory research. In an environment dominated by short-term trends, tastes and preferences change very quickly.
Keeping an open channel on consumer research and feedback is a very important way of ensuring both client satisfaction, and developing important leads for digital marketing strategies.
You Aren’t Mobile
A growing number of individuals now access the online resources through their phones rather than their laptops and computers. The smaller screen has a completely different way of presenting information to users, ranging from differences in format and aesthetics to loading time.
It is thus important to ensure that your digital marketing strategies are attuned to the mobile experiences as well. It has happened so many times that specific links, videos, or whole websites have been incompatible with smartphone access.
It is very unlikely that a person will open up a computer to see what you are offering – they will simply move on. Thus, it is essential that all your marketing strategies offer just as good an experience on phone.
You’re Not Where Potential Customers Are
Restricting yourself to the specific niches to where your customers belong can be a great budgetary strategy. However, through online, you can afford to have a presence everywhere.
Something as simple and cost-free as maintaining a profile, updating it regularly, and interacting with customers across social media can be all it takes to drive in new consumers.
However, just because it is low cost does not mean you can just dive in. Interacting and building a reputation on, say, Facebook, takes a very different approach than a platform such as Tumblr or LinkedIn.
It is essential to know what kind of content tracks on what platforms, and how to make the best use of the networking options that the site provides. The upshot of having a presence everywhere is that you develop new leads all the time, including those that your competition may not have tapped into yet.
One of the most challenging but exciting parts of digital marketing is that there is always something new going on. It can be foolhardy to try and engage with every new trend that comes in; but, updating digital marketing strategies regularly can pay off very well in the long run.
Do you agree with these points above? What are the other indicators for businesses to change their digital marketing strategies? Do you think that a business can keep the same strategy going and still be successful? Any examples that you can think of? Let us know in the comments below!