Sunny Day Answers to Digital Marketing Questions
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Q. Regarding the Big Idea in the full Digital Strategy, should everything ultimately relate back to that Big Idea and incorporate the Big Idea? Or are some concepts allowed to not relate completely to the Big Idea?
A. The big idea is key to your whole campaign. A strong big idea makes execution easier because the next step is clear based on the concept and strategy to reach your goal. So having a true “big creative idea” for your campaign will make building out your digital strategy much more enjoyable and rewarding. A strong idea can easily tie into your website, social, paid, email, etc. Make it great!
Q. How does a brand go about deciding their digital strategy budget?
A. Deciding a budget is important to having a successful digital marketing campaign. They say your marketing budget should be 20% of annual sales. And then your digital budget should be 20% of that. So if you do some research on the company and their sales, you can do the math. Good luck!
Q. Is it more important for a company to focus on effectively using all of the most popular social media platforms for marketing or is it smarter to focus efforts on the specific platforms that they have found the most success with?
A. There a few factors that go into choosing social platforms for your brand. Let me list them out:
- Time, budget, and manpower. How much ability do you have to keep up on social posting? If you have a small team or a small budget you can only choose the platforms you have the time/money to manage.
- Where does your audience spend their time? The social platforms you choose are directly depenedent on what your audience likes and the networks of their choosing. Some more trendy social networks like Snapchat or Instagram may be where your younger, hipper, audience prefers to spend their time. If that’s the case, then your brand should be there.
- Some social platforms everyone expects you to be there. It’s true, when people search for a brand online they expect to find their Twitter and Facebook page. It’s important to consider this and put on a good showing no matter what. Even if your strategy is to simply squat on your Twitter account and wait till you have the budget and time to regularly publish and interact.
Q. In your opinion is it more important for a brand to focus in on a mobile friendly website or a free downloadable mobile application?
A. A mobile friendly website that has “responsive design” is key to your business success. A responsive website can be easily browsed on all mobile devices. You could say it’s device agnostic. This is priority #1.
A mobile app is good, and depending on what you do or sell, could overtake your mobile site. For example, your brand may need a mobile site to provide info about your company. But your brand may need a mobile app to easily sell your companies product online. Depends on the situation.
Q. With the fact that more and more audiences start to ignore the ads displayed on Facebook, is Facebook still an effective tool for brand promotion and advertising?
A. Yes I think Facebook is still effective. Regardless if people ignore ads, Facebook is one of the most powerful ad platforms on the planet. People have always ignored ads, but brands still run them. Facebook advertising gives you different ways to get in front of a very specific audience. For example, promoted posts can really resonate with your audience. And even seeing the brand again in a Facebook ad is reinforcement and its laser targeted. So I think much better than gambling that I will be watching your super bowl commercial.
Q. What is the best way to create meaningful content on Pinterest without distracting users from my brand?
A. That’s a good question. For things like this I suggest Googling to see what comes up. I’m not a Pinterest expert. Let me see what I can find for you! Try this.