Macclesfield Express - - BUSINESS -

WHETHER you’re man­ag­ing cam­paigns in-house or out­sourc­ing to an agency, dig­i­tal mar­ket­ing presents chal­lenges to busi­nesses, not least the need to keep pace with what can be a very fast-mov­ing dis­ci­pline.

For those of you em­bark­ing on or run­ning con­tent-driven dig­i­tal mar­ket­ing cam­paigns, Dan Nolan, man­ag­ing di­rec­tor of the Eword, has put to­gether some top tips:

Find the re­source – or out­source

Be re­al­is­tic about what your in-house re­sources will stretch to – if the work re­quired ex­ceeds what is pos­si­ble, start to en­gage with agen­cies.

Do it or diarise it

Whether you’re out­sourc­ing or do­ing it in-house, you will need to set time aside to in­vest in mar­ket­ing.

Switch off your email and phone and do what needs do­ing – stick­ing to a rou­tine like this will keep the work­flow mov­ing along smoothly.

Know your au­di­ence

Con­tent-based dig­i­tal mar­ket­ing is more ef­fec­tive when it is di­rected at a par­tic­u­lar group of peo­ple.

Take the time (or ask your agency) to en­gage in data min­ing, fo­cus groups and cus­tomer in­ter­views to help form your con­tent mar­ket­ing plan.

If some­thing doesn’t work, move on

It can be easy to grow at­tached to mar­ket­ing ideas, es­pe­cially when they’re your own.

How­ever, you need to be bru­tal – if a cam­paign isn’t work­ing, change it.

If it still doesn’t work, kill it.

●● Dan Nolan

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