Is your digital marketing strategy on the right track?
Have you reviewed your digital marketing strategy lately? Have a check whether it is based on realism or optimism.
Realism is what makes humans act sensibly and cultivate practical and real life ideas of what can be achieved. In brief, represent things as they really are!
Optimism is what makes humans look on the most favorable side of events. In brief, makes you feel awesome, happier, having fulfilled lives! Who doesn’t want this? Everyone wants to lead an awesome life.
Unfortunately, with regards to the success of a digital marketing strategy, a lot of digital marketers tend to project goals on the basis of sheer optimism. Digital Marketers should embrace Realism instead of Optimism. Let’s understand why realism is the secret ingredient for a digital marketing strategy.
There is no harm in being optimistic about performances and delivery, as this gives us the zeal to achieve goals, but on the contrary, being optimistic makes you emotionally blind, rather than allowing you to play well with your mind. Marketing strategies based on optimism might lead to under delivery and eventually unhappy clients as one might prematurely simplify digital marketing plans, efforts and outcomes and deviate from real facts and figures. In the process, a lot of important warnings might get neglected which can be dangerous in the long run. Forecasts and deliverables should invariably be based on realistic figures.
Let’s take an example:
You just bagged a branding campaign, with objectives to increase the brand awareness by 50% and traffic on their website by 70%. The timeframe to deliver the campaign is 3 months. Your visual designing team has created some very attractive display banners with compelling messages, which you think people will go nuts over. I mean, how could users not recall and click on your digital ads? (Yeah, here you go! Overly optimistic)
Based on your optimism, you communicate the deliverables to the client. The campaign is set and the ball is rolling, but soon you discover that only half of the targeted numbers for the month show up in the reports. Your forecast and the reports are misleading. So, what went wrong? Let’s figure out.
• Relevant audience actual count was not considered when numbers were derived.
• Assured of attractive creative (display banner) deliverability.
• Small advertising budget was not feasible enough to deliver the campaign.
• Be realistic and close to actual numbers when forecasting campaign goals.
• Take insights from previous campaigns and customer experiences.
• Always consider A/B testing before being over confident about one particular digital marketing strategy.
How to be realistic:
Over-commitment and an unrealistic figure can lead to client dissatisfaction. You need to be very careful when drafting your campaign goals. But, how do we attain the realistic goal? Here we go, (In reference to above example)
a. List down the focused channels to run the campaign. Considering display marketing, let’s decide on the high impact innovative ad formats that should be appropriate for your branding campaign. Brand Recall as high as 50% by using high impact ad units. Say for example you can choose from these options;
iii. GDN Ad Formats – Google Display Network
b. Find out the precise count of relevant audiences that you have from your audience repository; this defines part of your reach. And rest can be pulled from GDN noting the advertising budget.
c. State CTR based on past trends for each Ad Format. Now, you have the reach and CTRs in place. Hence, we know the traffic that we can deliver. That was easy! Isn’t it?
d. Next step is measuring brand awareness, which is more of a qualitative parameter than quantitative. The best way to determine brand awareness is by asking the viewers/ clickers if they remember seeing the specific brand’s ad. If numbers in the first month don’t look that promising, the campaign settings can always be tweaked in terms of budget, ad channel and creative used, for the coming months. You shouldn’t be disheartened and pull the plug off soon.
Grab your clients’ attention by promising delivery, backed by real numbers and not just your optimism. To execute a realistic and performance driven digital marketing campaign you need to find the right digital technology partner with the expertise to run digital campaigns via multiple delivery channels.
• Less chances of a catastrophe if you are close to reality.
• High chances of achieving the final deliverables.
• Happy clients, in return unshakeable client loyalty.
Now you know how to keep your clients satisfied and loyal, by being realistic. We have won million hearts by using this secret recipe
To create some realistic digital marketing campaigns contact us.