Silverlight Digital’s CEO Lori Goldberg writes for eConsultancy
Digital advertising remains very much a blend of art and science utilizing the flywheel effect of technology.Within the art comes a lot of human decision-making fueled by data, intuition, or speculation. Quality of data, degree of intuition and amount of speculation can determine a digital marketing campaign’s success. But let’s face it, there are some bad habits that exist despite our best formulas for success.
This post will identify some of the most common bad habits and suggests methods to correct the behavior.
1) Advertising the product, not the solution
Perhaps the most common bad habit – particularly among campaigns designed to launch a new product – is for marketers to assume their audience knows what the product does.
Don’t assume consumers will all recognize your brand. Consider starting with a branding campaign to raise awareness.
Educate your audience on what the product does, how it helps solve a problem and why it’s relevant.
Only after this has been effectively communicated – in a digital campaign or otherwise – can we begin to address sales via digital marketing. People just won’t buy what they don’t understand.