Today’s marketing world is more of a battle to grab people’s attention. Modern Digital Marketing efforts take the form of posts on social media sites, ads, videos, blogs, emails, and search engines efforts made to capture even just a few seconds of the customers’ attention.
However, there is a much deeper question that needs to be asked in all of this:
What will happen once the customers have scrolled past the effort?
If the message remains fresh in their mind, but not the name of the company, then the effort has succeeded in creating attention, but no connection.
Attention Is Only the Beginning For Modern Digital Marketing
Not only that:
“We provide high quality digital marketing services.”
But instead, the brand gives this message:
It is not enough just to grab the attention of customers, but it must be turned into recognition, trust, and eventually, an action.
This process is pretty simple:
Attention → Recognition → Trust → Consideration → Conversion
If one is concentrating only on the first part of the process, one would be missing plenty of opportunities.
Give Your Brand Something to Be RemGembered For
One of the hardest tasks for a company when it moves online is to say everything at once.
Companies should concentrate on their offer, price, features, advantages, discounts, successes, etc.
As a result of this strategy, one gets a message which says a lot, but actually says nothing.
Instead of this, it is better for the brand to create a connection in the consumers’ minds such as:
“We provide high quality modern digital marketing services.”
The brand can convey this message:
“We help local businesses to convert visibility into qualified leads.”
Consistency Creates Recognition
Consistency is more than simply posting something every day.
Consistency involves being consistent at all contact points for the customers.
The look of your social media presence, website, advertisements, e-mail campaigns, promotional materials should be consistent with each other.
This means:
Visual design
Tone of communication
Main message
Content themes
Brand persona
Customer promise
When people constantly see consistent signals from one company, they recognize that brand.
And recognizing brands makes the consumers sure.
Stop Turning Every Single Post Into a Commercial
Another mistake marketers make online is the over-selling.
When every single post contains messages such as “Buy now”, “Limited offer” or “Get in touch today”, your audience starts resisting the messages.
Not everything should lead to sales.
Sometimes it’s good to provide valuable information, sometimes – to answer the question.
Sometimes it’s good to demonstrate your competence and sometimes – to share a story.
Sometimes you should challenge the consumer and sometimes – just let him/her remember your brand.
Data Should Guide Creativity
Creativity is fascinating, but the data will give marketers a clue about how effective such attraction may be.
Forget likes and followers. Marketers should measure what actually matters for their business.
Questions:
What kind of content generates lead?
What campaigns attract visitors to our website?
Who converts?
What messages prompt inquiries/purchases?
Sometimes a post which attracts thousands of views brings in less revenue than a post viewed by less people but the right people.
This is why digital marketing is not only about attracting visibility.
In digital marketing, visibility of the right people with the right message is what it is all about.
The Future Lies With the Brands That Will Be Remembered
They will change their platform, change their algorithm, change the format. Digital marketing art will become even more sophisticated.
But one thing that will never change is:
They remember the brand that makes sense to them.
In addition to “How can we increase our visibility?” marketers must also ask themselves:
“What would you like your clients to remember about you?”
It is a question that will take your regular content strategy to a brand strategy.
And here’s why. Because in this overcrowded world of the digital medium, visibility matters.
However, being remembered when the customer is making his choice is what really counts.
Digital marketing is no longer about capturing attention; it is all about memory now.