It’s the time of year for reflection and planning, not just for our personal lives but also for our businesses. Let 2019 be the most successful year in marketing yet by reviewing your success in 2018 and making a few commitments for the coming year.
Redesign your marketing mix
According to a 2018 study conducted by eMarketer, 53% of internet users (that’s 88% of the US) conduct initial research for purchases online. If you aren’t prepared to capture intent online as well as in-store and through traditional media, you are missing out on a large number of opportunities.
If you are already heavily invested in digital (70% of your budget or more), stay the course. If you aren’t, make a commitment in 2019 to reallocate at least a small percentage of your marketing budget to digital to capture consumers that conduct research online. Here are some digital alternatives to traditional channels that can make the switch easier:
TV to YouTube:
This is one of the most direct comparisons between traditional and digital channels. If you’ve been following our blog, you already know we are big fans of digital video. By diversifying your overall video advertising mix you will be able to hit a broader audience then you could with TV alone (think cord cutters and cord nevers) as well as increase the frequency with which you touch your ideal audience.
Print to Social:
Targeted newspapers and magazines are often chosen based on the interest profile of those who read them. Social advertising allows you to reach audiences based on interests as well, along with a host of other targeting types that let you get even more specific.
This is the true starting point for any digital marketing effort. If you aren’t investing anything in digital today, make a start with search. Your first goal should be to make sure your business shows for searches including your business name. Once you’ve got the top spot locked up for those high-intent searches, expand your campaign to cover relevant product or service searches in your geography.
Expand your digital horizons
If you’re already investing in digital marketing (or even if you’re not), commit to testing one new thing in 2019. Ideally, you would have a full year testing plan in place but we’d be happy if you try just one! You could test a new channel, targeting type, or ad format. Know your baseline metrics and expectations for your test before taking the plunge.
Run your test for one or two months, then analyze the results and decide whether this is a fit for your marketing strategy going forward. Our recommendation? Start incorporating video into your ads. Digital video can be used on Facebook, YouTube, and even in display campaigns to provide a more engaging experience for potential consumers.
Let us know your digital marketing resolutions in the comments below! We can’t wait to see what happens in the world of digital marketing in the coming year.