The Good Old Days
What works and what don’t work in digital marketing is probably one of the most debated topics among digital marketers. In the good old days everything about d
igital marketing was pretty straightforward and didn’t require too much analyzing or doing some
in – depth study on what gives the best ROI. However, long gone are those days when it was all about gaining followers, fans, links and keyword density.
Not, that those staff don’t matter; they do, but, not to that extent as back then. Nowadays, it is a completely different ball game that requires much deeper understanding of digital marketing. Digital marketing is constantly evolving, and that’s an undeniable fact that resonates into the mind of every successful marketer. Nowadays, the best way to understand what works and what not is by extracting data from research studies a
nd turn it into effective strategy.
One way to illustrate the significance of what was said on research studies is through presenting a study from someone who is considered a marketing veteran, someone that has worked with some of the greatest brands worldwide.
David Deal is a name that is well-known among marketers. If you haven’t heard about him than you either are
a rookie in this line of work or you are still learning this trade. Recently he published a study that shades some light on some of the best digital marketing strategies in 2014. Here are some of the highlights of his study.
- In 2014, most brands have largely focused on three core aspects in their digital marketing efforts: content marketing, social media marketing and email marketing.
- Around 38% of the surveyed marketers answered positive to the question whether they will spend more on their social campaigns in future or not. Furthermore, 28% of them confirmed that they will invest more in original content crea
tion, and 25% that they will increase their email marketing efforts.
- When asked about their top objectives, 90% of marketers said awareness, 91% acquisition, 72% conversation and 84% retention.
- When marketers were asked to describe how they, as well as their clients, see social media marketing, most of them agreed that “It’s difficult to prove ROI for social media marketing”. At the same time almost all marketers agreed that they plan to increase their social media marketing budget.
- Email marketing is by far the most effective tactic for conversion, retention, raising awareness, acquisition, and basically everything
. As marketers like to call it “the working horse of digital marketing”.
- If email marketing is known as “the w
ork horse” than referral marketing is labeled as “the dark horse”. The best way to illustrate that is through some good old data. Only 39% of all surveyed marketers use it as part of their marketing efforts. But, this is a big but; some 43% of those that implement it acquire well over 35% of their new customers from it. That’s twice as more than the percentage of marketers who disclose such acquisition rates from their email marketing campaigns.
Creating a successful digital marketing campaign is all about diversity. In some way it more like creating a colorful mosaic that requires the perfect blend if you want the best possible outcome. Studies as the one described can serve as a blue print for making that “mosaic” shine as imagined.