Marketing 101

Digital marketing may seem more convoluted than ever before. New software applications (or apps) are being developed all the time. Savvy marketers stay abreast of the trends, and pivot accordingly. However, not all new apps or trends are worth the investment. It will vary based on the product, service, message, location, and brand. Metrics determine the investment, which should be tracked at least monthly (some daily). Today, media mix includes digital marketing which promotes a product or service on the world-wide web through digital platforms, along with traditional media (i.e. print, radio). Digital media is referred to as anything that is created or viewed with electronic devices either online or offline.  The following are some ideas to consider when implementing digital apps into your marketing plan:

Keep It Simple - Select applications that make sense for your brand. Invest in quality photos, video, or brand messaging. Develop or use a hashtag that is short and easy to remember. The consistency of the message is key.

Know Your Audience - Like traditional media, applications will not always relate to every audience. A description of your business on one application may need to be rewritten with new words, phrases, images or even a trending video on another application. Track impressions, engagements, views, and shares to get to know your audience and use language that appeals to them on the given app.

Be Clever - Showcase your products or service in a unique way that will drive the audience back to the company’s website. Remember, the website is created and managed by the business; apps are not. Even though the [company] app may have a page, feed or channel, it is owned by the software application and can be removed if not in compliance with advertising guidelines.

Marketers today have more options than ever before. There are several ways to connect with potential customers, yet it can be stressful to understand which tactics are better than others. Stay focused on the mission, vision, values and goals of your company. Align your marketing plan accordingly, and do not be afraid to try new applications that could potentially generate sales.

 Jennifer Bushong, MA is the owner of JBe Marketing Group, LLC., a full-service marketing and communications firm in Washington State. Bushong earned a Master of Arts in Journalism with a concentration in public relations from Kent State University and graduated cum laude with a communication degree from the University of Washington.  To connect, email jennifer@jbemarketinggroup.com or visit www.jbe-marketing.com