Do We Need to Rethink the Role of Digital Marketing?

Let’s get to the punchline early……we do! Pretty much any organisation needs to look at all of its digital channels and think about the effectiveness of them in reaching target audiences and which channel should be used, in which way, for which objective.

We cannot just look at digital marketing as a unified whole. Different channels have different functionality but also are increasingly developing a sense of brand values that can be at odds with the organisation using the channel.

There are also some very rapid technology changes going on. AI is an obvious catch all heading but there are other trends at play. The list below is not exhaustive but worth considering.

• Email marketing rates have been falling. Reaching a cold audience is tricky and subscriber open rates have been on the decline for many. Some spam filters are getting ever tighter on this type of content.
• General social media is incredibly ‘noisy’ with content that can appear mechanical. Before posting we need to ask who in our target audience will actually view the content and what is the message?
• Social media advertising is now well-established and users are becoming more sensitive to the volume of it. More sophisticated users will act to remove their exposure. As such campaign targeting and creativity are major success factors.
• Direct selling through LinkedIn has seemingly exploded. Will this take some users off the platform, especially more senior personnel?
• The algorithms that drive user experience on social media platforms with the aim of giving users more of what they want, can lead the vulnerable or easily influenced down unwanted self-perpetuating rabbit holes.
• Some of the major social media brands are now attracting some strong negative comment from national bodies as well as users, which is stimulating a vibrant debate between freedom of expression and safety and security.
• AI generated content is also being looked at carefully by Google and will also form the basis for some legal activity. Keeping abreast of this debate will be essential.

This is an environment where we will continue to see rapid innovation and possibly some high profile failures.

Marketing strategy should not be a channel tick box exercise, more a case of a strategic evaluation of effectiveness and alignment with organisational brand values.

Digital marketing has much to offer but activity should represent the reality of the channel. Seeking guidance from people who provide a comparative perspective based on a solid understanding of a sector, can improve effectiveness, possibly reduce spend and improve outcomes.