An update – ‘Just Read It’
I apologize for the radio silence the past three months. Things have moved rapidly at Razorfish to say the least. To be honest, I walked into my new position with an expectation that things would come easy because of the great experiences I’ve had at Lawrence/KC-area ad/social companies. Then I was reminded – nothing good comes easy.
Without boring you with all of the nitty-gritty, here are three eye-openers I’ve learned during my first three months with Razorfish Seattle and Nike:
1) Paid v. Organic Content – Same Platform, Different Strategy
This part was probably the most difficult to wrap my head around. My time with @KUJournalism and @Spiral16 really only focused on content creation/curation. And with keeping up the conversation within my communities.
Paid requires a different mindset, even though the communities are the same. Knowing which content will make an impact with the client’s communities is a prerequisite. With paid, the hard part is anticipating the effect of that content and deciding which of those tweets or stories is best suited for the bulk of the always-limited budget.
2) With Digital, the Sky is the Limit
There are traditional banners, social media and search. And then there’s an entire other world of amazing opportunities (if you have the money). Working on a national client account means being able to strategize around executions that have never been done before.
It can be daunting, but after every campaign there comes a wealth of knowledge and experience for the next time.
3) Reporting Doesn’t Stop at the Click
There’s more to your report than click-through rate. Think in-depth campaign reporting is only for direct-response campaigns? Think again. Any good publisher will be able to give in-depth interaction metrics with each ad unit. We’ll know how long you spent hovering your mouse over the ad, whether you took action and how many times you shared content.
This is one of the truly exquisite aspects of digital marketing. There are few questions as to whether or not an ad execution worked – even if the goal is simple awareness or brand building. Did we own the conversation? How much buzz did we generate? Do people care? These are questions that metrics answer, turning into actionable insights for the future.
Advice for SMBs
Ask your digital marketing providers about the items I’ve discussed here. The technology is there – but often times sales reps are only told the bare-bones, or perhaps that’s all they’ll care about to make the process simple and the sale easier. Digital is vague and ever-evolving because people still do not like ads. So if you’re getting fed the same boring contract with the same tired ‘solutions’, it’s time to mix things up.
If you’re vetting digital marketing providers – have them deliver a portfolio beyond the normal. You might be surprised at the impact you can have and the experience you can create for the right audience – at an affordable price. You just have to know the right questions to ask.