Is your business exceptional in the realm of digital marketing for the year 2022, according to thought leadership?
In this fast-paced digital era, it's easy to lump digital marketing as just a few practices like SEO, email blasts, or creating a sleek website. But the reality is far from simple. A powerful digital marketing strategy isn't just about attracting traffic, it's about creating exceptional experiences and delivering the goods.
For medium- to large-scale businesses, effective digital marketing goes far beyond the basics. It's about knowing if you're on track for digital triumph or if there are areas that need improvement. Here's a three-step process to help you assess your readiness for digital marketing glory:
Assessing Your Digital Existence
- Do you have both a "leased" and an "owned" digital presence?
Having a presence on search engines or social media platforms may attract followers, but it's a rental, provided by the platform owner. They control what you can do, when they innovate, and who will see your posts (EdgeRank).
On the other hand, "owned" presence is a website on your domain where you control the content, engagement rules, and the level of creativity. For advanced brands, this could be a conversation-centric mobile site or application. Having an owned presence gives you control over your destiny and the type of relationship you create with your audience. Ideally, you should have both a leased and an owned presence.
- Are you adding Value?
On your leased presence, are you shouting or providing real value to your audience? Instead of constant promotions, consider creating solutions that address your audience's pain points. Examples like Sephora's ColorIQ scanning for foundation and concealer matches or Domino's Pizza's real-time pizza updates showcase the power of adding value.
By sharing relevant, problem-solving content, you build a loyal following that stays connected to your brand. If your leased presence doesn't add value, reevaluate your strategy.
- Is your digital outcomes strategy robust?
On your owned presence, can you deliver a range of macro and micro-outcomes to your visitors and targets from digital campaigns? A website is more than an e-commerce portal or a lead generation tool. It's an opportunity to fulfill multiple customer expectations at a low cost.
By delivering a cluster of outcomes, you enhance your digital presence and cater to a wider audience's needs.
Question for Reflection
Do your digital strategies align with your core purpose and address real customer needs? Are you staying updated with digital trends and technologies? If not, it's time to reassess and optimize.
Here's to a comprehensive and successful digital strategy in 2022!
This writer is the Group Head of Digital Media and Innovation at Global Media Alliance. He's also the team lead of Ghana's first Influencer Marketing Platform - Whoopro. His expertise includes developing effective digital media strategies for diverse industries, digital transformation leadership, content strategy, and driving business growth through digital channels.
Eli holds certifications from the Chartered Institute of Marketing, UK; Graduate Master in Digital Leadership, Nobel International Business School; Post Graduate Diploma in Marketing, Chartered Institute of Marketing Ghana (CIMG Ghana); and a Bachelor's Degree in Computer Science and Statistics from University of Ghana.
With close to 8 years of experience in the industry, he's led teams to manage and execute campaigns for top local and international brands like UNDP, USAID, Huawei, Herbalife, Kasapreko, Samsung, Tullow, Ecobank, Japan Motors, Consolidated Bank, Pizza Inn, Miniso Ghana, Accra Mall, etc. In January 2020, he was awarded a BBC Media Leader training Award for work with YFM Ghana. Whoopro also earned an honorary award for Industry Innovation in Influencer Marketing at the Pulse Influencer Awards in 2021.
- A robust digital strategy for businesses involves not just basic practices, but also knowing the status of digital growth and identifying areas for improvement, as stated in the digital report.
- A digital presence that encompasses both a leased and an owned platform can help businesses control their digital destiny and create exceptional relationships with their audience, following the advice from the expert in digital media and innovation.
- To sustain a following and attract a wider audience, businesses should focus on adding value by addressing pain points rather than just promoting their products on leased digital platforms, as shown in the examples of Sephora and Domino's Pizza.
- The growth and success of a business can be significantly influenced by staying updated with the latest digital trends, technologies, and innovation in finance and business, as advocated by the leader in digital transformation.
