The buzz around all the new digital marketing tactics can be so confusing – Web 2.0, social marketing, D-PR, blogs, viral marketing, widgets, WOM and on and on and on. I sometimes get the feeling that all the Web 2.0 companies and agencies want to keep this all very mysterious so we all have to go to the “experts”.
Well — think again.
Believe it or not – despite all the buzz – the principles that drive the good marketing have not changed and it is really quite simple.
1) Know what your target wants and satisfy the need.
2) Know what your competition is doing and why you can satisfy your customer’s need better than the other guy.
3) Get the word out within a structured and disciplined plan approach.
This simple outline does not minimize the complexity there can be in understanding and executing – but the deliverables need to be crisply reduced to these basics.
And when it comes to #3 – don’t let any “new media” agency tell you that it is impossible to do a digital marketing media plan. That’s just plain rubbish. The ability to create a “digital media plan” like any traditional marketing plan absolutely is possible. Digital marketing campaigns are centered around planning content campaigns where strategic themes are developed and seeded across the digital media landscape. These content campaigns can be done within a specified timeframe (e.g. 90 days) and can be measured to see how they drove search volumes.
So indeed you can teach a new “media” dog old tricks – it is called marketing and media planning.
And if your agency does not get it – find yourself a “new” new dog.