Avoid Shiny Object Syndrome in Digital Marketing
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The digital marketplace is constantly changing and remaining relevant means staying ahead of the curve. But, in a cross-channel world with millions of options, how do pick the right ones? First, take a deep breath. Then, let’s talk goals. Set goals with clear metrics for marketing success. Couple that with a keen understanding of your audience and you will create relevant content that goes beyond platforms or channels to reach your core customer. Avoid being blinded by the bling of the coolest new platform and focus on reaching your ideal audience- where they are and with the information they want.
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Avoid Shiny Object Syndrome in Digital Marketing
- 1. Cure for Shiny Objects Syndrome CURE FOR SHINY OBJECT SYNDROME
- 2. HI. I’M TIFFANY • PR professional turned digital strategist • Tours on both coasts, proud to call NOLA home • Founder Starnes Solutions • @TiffanyStarnes
- 3. LET’S TALK SHINY OBJECTS…
- 6. yellow pages
- 7. doctor
- 8. flu symptoms
- 10. CHANGES…
- 11. CHANGES…
- 12. AND JUST WHEN YOU HAVE THE CHANGES DOWN…
- 14. GOALS Growth Reach Engagement Web Traffic Lead Generation sales Is your customer there? Does it align with your goals? Do you have the content & resources? Can you measure success? SHINY OBJECT CHECKLIST
- 16. Geography SHINY OBJECT HACK: TARGET PRACTICE + demographics + Behavior
- 18. SHINY OBJECT HACK: HIJACK HASHTAGS
- 19. SHINY OBJECT HACK: HIJACK HASHTAGS
- 20. SHINY OBJECT HACK: START SMALL Story- $50K Lens- $500K
- 21. GEO-Filter: less than $100 SHINY OBJECT HACK: START SMALL
- 22. SNAPCHAT
- 24. SHINY OBJECT HACK: DIVE INTO YOUR DATA
- 31. Is your customer there? Does it align with your goals? Do you have the content & resources? Can you measure success? LET’S REVIEW… SHINY OBJECT CHECKLIST
Editor's Notes
- Drink, drink drink!
- Check out this sexy beast. Show of hand who has used a yellow pages? In the last 3 months? The yellow pages was actually revolutionary because it
- Evolution of shiny object…there is always going to be change. The question is how to adapt.
- Expect answer to our questions and the shiny objects on the internet like Google are adapting and learning and optimizing the content it provides based on those changing needs.
- Behavior aren’t the only factor that changes. The channel and platforms themselves are always changing. 1% see your posts and this is the group of loyal fans that have opted in. So even more important you make it great because you are one scroll between a Ryan Gosling meme and an epic fail montage of YouTube
- Engagemnt and like matter most of all because that’s how Facebook chooses what you see. On Instagram too! Unless of course, it serves Facebook and then sometimes you can get lucky. Facebook Live. FB competeting with YouTube for video so they are prioritizg. Keep up with the changes to take advantage of
- So you finally have it down. Your facebook complements your Google Adwords which complements your Instagram which complements your Twitter. Your messaging is on point and you’ve created a cross chanell marketing mix of epic proportions. Mic dropped…
- Stay focused. Don’t chase the changes.
- Customer- Snap chat for youngsters, facebook skewing olders Goals - do people like you, awareness Dollar dollar bills Middle of the funnel, pull them in and keep the conversation going Content- Caress Love Cat video and baby picture…why shouls I stop scrolling. Your brochure isn’t going to do it Measure- Can you track success to efforts Attribution nodel from click to purchese
- This is you and on the other side of this wall is Instagram. Who thinks they are talking about dogs? Somewhere someone is talking about you or your industry.
- 26 million dogs 7 million pugs 17k resuce pugs
- Collection of photos and also a way to track trends and engage in conversations. Remember about someone talking about you? Give them a place to talk with you. If you don’t your competition might.
- Universities not always the highest budgets, but always innovating because their target is always changing. Keep an eye on higher ed. If they aredong it odds are they don’t have Starbucks budgets.
- Free Google analytics
- Let’s take a minute to talk about content
- No more spray and pray…its not enough to create content, throw it onto the newest channel and hope it sticks. What do you want the content to DO, then create around that goal. OPTIMIZE FOR YOUR AUDIENCE. I know I need to be on Snapchat, so I guess I’ll just start posting…wrong. Do you have a CTA? Do you want people to share, comment, what’s the goal?
- That means customizing. No more mainstream…Radio ad wasted on TV. Lost opportunity for visuals
- But HOW do you get inspiration to create ALL that content????Add google to your editorial team
- Take a screen shot. Print it out. Keep it close. So when your boss or client or intern implores you to jump on the new bandwagon you are prepared. Blame me, it’s cool. Tiffany says we have to use this.
- Questions I’ll be at the bar