There is one often debated topic about using digital marketing for businesses which is the visibility of the effectiveness of the campaign.
As much as there are increasingly available tools that can provide various metrics to measure the performance of a campaign, business owners can still feel lost as to what those numbers translate into.
Do high pageviews mean higher chances of leads? Do high engagement on social media postings equal to a high demand of your products or services?
We have Premnath, head of digital marketing in Havas Media – a Global media strategy agency that helps brands create a media experience to connect to their target audience to achieve business objectives; to share his tips and insights on how to optimise digital marketing to bring the best value to your business.
How to tailor digital campaigns for both B2B and B2C Businesses:
When catering to both B2B and B2C businesses, the channels or mediums you reach out to your audience might be different, but those are not significant. The main difference would be the content and communication towards the target audience.
But ultimately, it doesn’t really matter, because you are still talking to customers. Even when its targeted towards business, you are still marketing it to business owners. What matters is how you seek them out and translate your message across effectively.
If my products and services are targeted towards both B2B and B2C clients, what should I do?
This would depend on the importance of each business segment. If your core business is skewed towards B2B, then that would be your primary focus. For example, if you have a website, your content should be geared towards business owners. Then for your individual consumers, you can always have a specific page to redirect them towards.
I would suggest you segregate your websites for both segments, because it does not really make sense to have both communications on one page. It would be confusing and you may not be able to translate your message across well.
However, it’s also important to note that both communications need to be in line so it does not clash with each other. So a uniform messaging needs to be the basis of your communication, the only difference is the associated content for both would be tweaked to suit the target audience.
Common Mistake of Brands in their Digital Marketing Campaigns:
When brands are working on their advertising efforts, they often get too caught up in the details of a specific campaign, zooming in too closely on the numbers and metrics of the specific medium. They spend a lot of time and effort looking at performance metrics like impressions, clicks etc.
But what really matters is how the campaign outcomes directly contribute to their business objectives. Even if the performance metrics show an impressive, above average outcome, if it does not actually bring value to your business, it does not mean anything.
Even as a company, we often educate our clients to change their perspective in looking at a campaign, where the ultimate goal is always to bring an impact to the business. With that mindset, you will be able to make better decisions when planning and tweaking your campaigns, as compared to just blindly run campaigns for the sake of it.
Catch Premnath’s presentation in D/M Summit: Intelligence Analytics: Better Understand Your Customers
How Can Brands Optimise Their Websites To Serve Their Business Outcomes:
The most important step is to gain full visibility of your user behaviours. You can do so by using tools like Google Analytics or other additional website plugins to help you track your user’s activities on your website.
From time to time, it would be helpful to do it the manual way, where you put yourself in your audience’s shoes and navigate through your website from a third person’s point of view. Find a way to view it as if it’s your first time on the website and go through it and find what works and what doesn’t. Clear your cache, skim through the content, open it through your mobile devices, use your own contact forms etc. You will be surprised, random checks like that can help you gain new perspective to further optimise your platform and improve the user experience.
Common Mistake of Business Websites:
Based on my experience, the most common mistake poor performing websites have in common is that it is not built to be mobile responsive. When a website is not mobile responsive, it will drive traffic away.
Most users browse the web using their mobile phones nowadays, so if your website is not optimised for mobiles, it will cause high bounce rates and high exit rates. The importance of a mobile-friendly website is so crucial that I would go as far to say that your website should be built mobile first. Even if it can only be opened on mobile browsers, it would be sufficient enough. You can always build a desktop version only after that. This way, you would still be creating a better user experience for your audience.
How to Fully Optimise Digital Campaigns:
One very useful way of optimising digital campaigns is tailoring it with dayparting efforts – scheduling it to be shown to your audience only on specific days or selected timing of a day.
Based on my own experience, we did this for one of our FMCG food brand clients. They were looking to target mothers with young kids, and we noticed that they are most active on their digital platforms during the evening. So throughout the entire campaign period, our ads were only boosted from 6pm – 8.30pm.
Because of this specific targeting, the campaign performed really well, reaching the specific audience and creating a significant brand impact.
Optimising different forms of media channels
In order to further optimise a digital campaign, often it would need the collaboration and support of other forms of media channels as well.
In that same campaign mentioned above, we also had our traditional media team run similar ads on TV at that specific timing as well. That way, for mothers who are not on their mobiles, but rather choose to spend their rest time in front of the TV, they would still be exposed to the ads.
By combining different media channels to propagate the ads, it would ensure it reaches the target audience, and at the same time, help create a stronger brand impact and ad recall among them.
Again, it is also very important to keep the ad messaging and visuals consistent, only tweaking it to suit the channel it is amplified on so that it would create an integrated brand impact towards the audience.
If you had RM 1 Million of ad budget to spend, where would you spend it on?
I would love to give you a direct answer, but there is never a one size fits all solution for marketing.
This would depend heavily on the client’s objective in running a campaign. By truly understanding their objectives and what they are looking to achieve at the end of it, we are able to tailor and plan a marketing solution tailored for them. Sometimes, it even takes a lot of trial and error, tweaking the campaign along the way just to bring significant progress towards the client’s business goals.
Where do you see the future of digital marketing going?
It has definitely become increasingly competitive. With all the tools, technology, and even AI assistance is becoming more and more available, it will be incredibly helpful for digital marketers to fully optimise their campaigns and bring out the maximum value for clients.
Hence, it would only make sense for business owners to be open to explore these tools and properly utilise it to achieve their business goals effectively.
It’s also important to note, that as much as technology is ever changing, human behaviours are often consistent. So these tools are there to assist you, but your content and communication is what truly determine if your campaign is a success or not.
Premnath drills down into the details as to how you can further optimise your analytics to bring desirable outcomes to your business in his session on the D/M Summit. If you would also like to hear more from other industry leaders like Premnath share their experience and insights, be sure to sign up now for the Early Lifetime Pass where you can have lifetime access to all the video sessions and refer back to it as and when you need.