Time to Rethink Your Digital Marketing Strategy

Digital marketing needs a fresh approach. Tried and tested methods are failing and CMOs are left nonplussed. Simply increasing budgets and throwing out more of the same will not work. Not anymore. Customers are already bombarded with an overdose of marketing content. People turn on their televisions to see ad banners taking up half the screen. Commercial breaks on the radio are longer than the songs that play between them. Even social media websites are filled with poorly crafted marketing campaigns that users are forced to navigate before they can say hello to their friends. Is it really surprising when people start looking for ways to avoid all forms of advertising?

 

CMOs have been forced to deal with browser-based ad blockers for some time now. Unfortunately, the response has not exactly been mature. Many sites now simply redirect to a page that asks them to remove or disable the ad blocker. Others use full-screen pop-ups that hide the real content the users want to get to. You can argue that ads generate revenue for sites and bypassing them is counterproductive to the interests of the reader in the long run, but guess what – your customers don’t care. They will invariably simply turn to another source and the real loser is your website traffic.

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Modern Marketing in the Age of a Maturing Internet

The term digital marketing has become ubiquitous for any organisation that wants to be perceived as modern. Even a cursory glance at evolving marketing trends shows how an entire economy has transformed their strategies for marketing with the emergence of digital media.

 

Looking back at the beginning of online marketing, few people today remember the garish ad banners that made their debut in the early 90’s. Soon, obtrusive ads were all you would see whenever you opened any webpage. Early attempts at social networks were flooded with awkward promotional campaigns. With the new millennium, mobile marketing joined the family and the situation seemed to get even more complicated.

 

Thankfully, digital marketing evolved. The first half of the last decade saw a steady decline of the messy ads and digital marketing itself came of age. The focus shifted to content that actually mattered to the consumer. Search engines, particularly Google, got smarter. SEO companies evolved. Many questionable practices like keyword stuffing and link spamming are now history. More importantly, social media that kept us connected emerged as a platform for promotions that could work alongside online networks. Digital marketing is now less aggressive and engages customers instead of forcing them.

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