Digital Marketing resources

Who is this for?

• Digital Marketers who are looking at improving their skills and take on harder challenges
• Product Teams that are constantly on a quest to market their product and increase brand awareness
• Marketing Agencies who work with customer campaigns and consult on a digital marketing strategy

Walk a mile in your customer's shoes

The closer you are to the customer journey, the better you can make future suggestions and innovations.

You want to deliver a product or service that will set you apart, that not only delivers value to your customers but incorporates an eye for the whole experience chain.

Experience is the new currency, and it starts with understanding your customer’s journey.

How does your customer feel when they can’t get in touch with customer service on an issue they’re experiencing? Or, if their package doesn’t arrive on time?

You may be imagining a situation where those instances happened to you outside of the workplace and can remember feelings of frustration. You assume this customer may feel the same and can relate to their sentiment.

The ability to establish empathy for your customers and identify how they’re feeling at every turn is what makes customer journey mapping a powerful exercise.

A customer journey map expands that empathy on a broader level so you have a true understanding of their experience and can be meaningful in your organization’s customer experience improvement strategies.

Delighted: –> Customer journey map: The key to understanding your customer

When ads are useful, people like to get them. But don't get creepy.

In publishing there is a constant struggle between an advertiser-based business model and a subscription model. It's almost like the arguments are all or nothing.

Truth is almost every publisher needs both. There is content that's better supported by an advertisement business model, other funnel-building content types that work well when leveraging the deeper connection with the audience.

Advertisers can take a hint and deploy both models too. There are brand building activities such as running display ads that put the product in front of the audience and repetition strengthens the brand awareness. In David Ogilvy's definition:

The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.

Other activities create a funnel, leverage trust and relations, and convert visitors into buyers or even fans. These activities are better suited to a content strategy where the goal is to be seen as the expert in a particular field, or a community-building strategy where much is given for free and ultimately participation turns members into economic supporters.

Arguments in favor of network advertisement Vs. all in favor of content marketing. It helps noticing that where the competition is higher, the long tail of content can help more and cheaper in the long term than bidding the bid war on Google Ads.

Ultimately, a good balance of brand awareness, content strategy and a well-designed funnel is likely to bring all the goods. Dropping the creepy user-following techniques that make your ad pop up every time as if you were stalking your prospects will certainly help trust that converts in the long term.

The best converting landing pages had fewer than 200 words!

According to Unbounce, a popular visual landing page building platform, the best converting landing pages have very few words in them. They are straight to the point, use visuals over text, provide evidence of problem-solving qualities and make it easy to motivate action.

Monday.com has very few words on their front page. See for yourself a full page screenshot from today!

Short bits

• Why you need to care about the marketing funnel. Monday.com
• The benefits of personalization. bloomreach