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The 4 Most Undervalued Digital Marketing Tactics

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1. E-Mail Often viewed as social media’s dowdy sibling, properly produced email campaigns are the strategically tried & true workhorse of digital marketing. It’s hard to beat its targeted reach and low cost investment. But keep in mind, earning the right to stay in their inboxes requires delivering consistent value, both in the content and offers delivered. “It’s relatively cheap; consumers opt-in so they are very receptive to the marketing message, and it’s fairly easy to measure success.”

Bob Arnold
Associate Director of Global Digital Strategy
Kellogg

2. Social Media It’s not a stretch to see that social media is the new “it” girl on the digital marketing block. But, it’s not enough to throw your brand into the social media arena. To be effective, your brand needs to interact through social media efforts in a way that conforms to the medium itself. That means your brand needs to behave, sound and act like human beings. “Figure out what’s most relevant and essential about your brand on a human to human level, and then relentlessly express it in a tone that is natural and consistent.”

Linda Boff
Executive Director of Global Digital Marketing
General Electric

3. Brand Positioning Digital is a whole different animal than print or broadcast. And, consumers relate to it on a wholly different level; they tend to engage with brands in the same way they engage digitally with other human beings. This takes rethinking your brand’s “voice”. Approach digital marketing with a “corporate” voice and it falls flat. Even worse, it can often feel a bit like a violation to consumers. Being successful part of digital revolution requires companies to tailor their “voice” for digital consumption. “People are intimate with the social media world – they sleep with their iphones, they take them to the bathroom, they plan family dinner, and dates, and shop for their infants online. These are precious, private moments for folks, and any banner ad, Facebook post, or sponsored blog that enters the space should treat it as hallowed ground and approach it in a human way or be prepared to be kicked out by the consumer.”

Orion Brown
Senior Associate Brand Manager
Capri Sun, Kraft Foods

4. SEO Marketing Keeping a web presence relevant to search engines constantly changing and evolving algorithms has often been likened to wrangling cats. SEO strategy is less underrated as miscalculated by most agencies. “It’s not that it’s ignored, but it’s not fully understood by many webmasters as to how to optimize.”

Erich Marx
Director of Social Media Marketing
Nissan   

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