The Digital Shift
In today’s world, a snazzy website is not enough.
Web 2.0 changes everything. To conquer today’s digital space you need an integrated web strategy. What does that mean?
You need to be everywhere your customers & prospects are. And you need to engage them across multiple channels to build relationships online.
A Web of Tactics
A highly-complex network of marketing opportunities beckons:
- Social Media
- Email Marketing
- Paid Ads
How do you navigate through them toward success?
Launch into the Deep
We’ve been talking about Blue Ocean strategy for a few weeks now. The core idea behind Blue Ocean Strategy is that organizations need to discover a wide open space in the market and dominate it. What does this mean in the digital world?
Finding your Blue Ocean online means figuring out what your competition does poorly & dominating it.
For example, if your competition’s social media is mediocre, you could place your focus there in order to keep your customers engaged & loyal. Or if your competition’s email marketing is lousy, you could gain ground via strong emails that engage the folks on your lists.
To position yourself well, it’s crucial you have a brand identity across all channels. Do your core messaging, calls to action, & graphics all match? If not, you’ve got a brand identity crisis.
For example, if you watch a GEICO commercial, see their billboard, check out their Twitter feed, or visit their website, there’s one common theme-the gecko. Plus, you’re likely to hear that “A 15 minute call could save you 15% or more on car insurance.”
What’s the point? No matter how you interact with GEICO, a common message remains: GEICO is the fun, cost-effective auto insurance company. They are positioned well because they are consistent across many channels.
What Do You Think?
You’ve got your own stories. Let us know how you promote yourself in Web 2.0.
If you’d like some help in jump-starting your digital presence, let us know. Feel free to reach out at [email protected] or 465-0659.