Your future in digital marketing and other questions answered

Graham Davis's picture
Instructor
11/10/2015

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Howdy, all. Wanted to answer a few of your questions from last week below. Keep 'em coming!

- Graham 

How does a company decide how much money it is going to allocate for online marketing and digital content?

It comes down to each company's specific financial situation and budget, really. There's no process that every business follows for this. Most companies look at their overall profit/loss for the year and what potential revenue/customers they might be able to bring in through marketing efforts to come up with this number. At the company where I work, we look at how a particular marketing effort has performed for us in the past to then figure out what the ROI will be in launching it again. 

Is there any sort of community where new bloggers can post to gain more visibility from popular bloggers? Have you found other bloggers endorsing you to be a large part of generating a following? 

You bet! Networking with other bloggers can be a great way to build a following. Each niche or interest has its own places where bloggers and other influencers congregate. In some instances, that's Twitter or Facebook. In other cases, bloggers and influencers meet at conferences or events. For example, the BlogHer network is a very powerful network of women in social media who also often meet for in-person events. 

How do you convert a simple blog into a powerful brand ambassador and sales magnet for the business?

Make it interesting and useful for your customers/audience! David Meerman Scott has some powerful examples on this in his book. A blog won't be a powerful sales tool unless it really hooks your audience with creative, interesting posts that folks might want to share – building your brand's credibility and influence in the process. 

In regards to creating a blog, are there "hot topics" that would be best to write about? In creating my own blog what would spark the most interest? What would be the next step after WordPress?

Writing about anything particularly current or in the news is a great way to find "hot topics." After all, so many news sources today just look for hot takes from blogs and social media to then excerpt (helping to spread your influence). Think also about topics that people care about and talk about, even if they're not in the news – or a topic you have a lot of expertise in that others don't. After setting up your blog with Wordpress, I'd advise to write, write, and write some more to develop your voice and concepts for future posts. Once you think you've gotten the hang of it, I'd start to publicize your blog more by talking it up on social media, engaging with other bloggers, and commenting on other sites. 

Companies who are looking to really win the digital marketing game typically with hire someone who is a "digital strategist" to help them. In today's age, it seems like a majority of people who are tech-savvy and have an eye for business can become a pretty adept digital strategist. For someone who would like to really start looking into the field, what would you reccommend for them to learn first, and what processes must they know if they really want to win the "digital world"? 

I know this class can sometimes be frustrating in not having an instructor in-person to ask questions to – but in a way, this is really useful for digital marketing. Tactics change so quickly week to week, with new tools always emerging. It's impossible to ever truly be "done" with learning this field. I think having a strong grasp of communications – whether offline or online – is the best first step to a successful career in this field. If you can't communicate well (whether through writing, graphic design/photography/videography, etc), it's going to be hard to make a go of it online. Second, really go deep on digital tools. Play around with them as much as you can. Experiment. Read what other people are doing online, and stay up on digital marketing news and information. Just like hard work drives success for MSU's basketball and football teams, so it does with digital marketing. Finally, don't be afraid to ask others for help or advice (including your instructors!)

Is owning/writing for a blog beneficial for future employers to see? 

Absolutely! In fact, I got my first communications job with Gov. Granholm in large part due to a Michigan government and politics blog I kept up when I was at MSU (yeah, I was a nerd – but a nerd with a job before most of my friends!) ;-) Owning and writing for your own blog is a great way to show dedication, and to show off your digital media chops. Also, the longer you keep your blog up – and the more links you can drive to it – the better you can optimize your own name for search. Start your own website/blog today! 

Comments & Feedback

Student

Where can we find more sources on budgeting a digital strategy? 

Student

For my assignment this week I decided that my big idea would be to create a BuzzFeed-esque blog for the CBS brand. CBS does not yet have a blog. Since they would need to create this blog from the ground up, would the salaries of those creating the content and coding/designing the website be taken into account when determining a budget for a digital marketing strategy?

Student

What is the most important aspect of a social media digital strategy and why does it drive business?

Student

There is not much information about my company and their advertising budget. What is the best way to get a good estimate for my digital campaign?

Student

Should I be an expert when I start my blog? Or does the blog turn you into an expert?

Student

With key performace indicators, is it possible or even common to have too many KPIs? If so, is it better to have less or more?

Student

In your opinions what is the heart of any digital marketing campaign?

Student

Is there a good way to find out what a companies budget is? I am having a hard time finding any information on it as well as what some of their KPI's are. 

Student

I find it difficult to find statistics on many other companies KPIs or things related to budget. Is there a particular reason for this or am I just not looking hard enough?

Student

Since we search about online marketing's budget this time, my question is: How do we calculate the most accurate budget to start a branding bussiness? 

Student

I recently saw a guest speaker on campus who talk a lot about the future of big data and analytics. Are there any online resources or books that I could use to learn more before joining the industry?

Student

Can a brand achieve success in digital media only by investing in talent and not the strategy itself? Can you give an example if some brand has attempted this successfully.

Student

With online advertising becoming more and more prominent, how will the budgets be affected given the growth?

Student

How much of a budget should be spent trying to keep frequent (not quite loyal) customers from switching to another brand?

Student

My company is NBCuniversal. I am going to assume they are doing qutie well with the Digital Marketing Strategy they currently have, seeing how they are the top media outlet in the world. Is there times when Digital MEdia Strategies are good and there is no really need for imporovement?

Student

When launching a socila media campaign, what are the most valuable analytics to focus on to prove it was worth the investment?

Student

What is the most effective metrics to measure if a campaign was successive or not?

Student

With pay per click advertising how do companies properly estimate cost in their budget? Is it done with historical data or just kind of a guess?

Student

How do we make a good budget?

Do you need to a Budget with expenditure record?

Student

How can we build long-term relationships with customers using digital media? How do we keep sales front of mind and measure commercial success?

 

Student

What is the most benefitial type of advertisment, in your opinion, to place on facebook: digital messgae, adwords, sponsorship, etc?

Student

Do you think it's important for companies to advertise to loyal customers? Why or why not?

Student

Do you see companies continuing to focus on online advertising rather than traditional advertising in the future?

Student

Do you think allocating big amount of budget to digital marketing is important even for a new small company? If so, what should be their specific focus if they want to get their brand name out there?

Student

When a company/brand tries to reach a new target segment, what digital tactic should be the most effective?

 

Student

How does a start-up company budget for online marketing? Should they put more money into social media or more into another marketing aspect?

Student

Will the final presentations we submit next week be presented in front of class at our last meeting? 

Student
Do you think that Google AdWords is an effective use of a brand's media and advertising budget? If not, what would be a more effective use of advertising in order to draw in new customer's to your website?
Student

Should companies spend more on advertising on consumers who barely shop at their store? Why or Why not?

Student

We have spent a lot of time talking about how to advertise on popular social media sites like Facebook, Twitter, Instagram and Pinterest. Is advertising on music streaming services like Pandora or Spotify beneficial?  

Student

Do companies often change their target audience? And if so, is it because they are failing with the previous audience or is it typically to increase the amount of traffic they generate?

Student

If your blog is interested in commenting on other bloggers’ comments, what needs to be done to appropriately give credit to that other blogger? If you include the url to that blog will that suffice?

 

 

 

 

 

Student

How can we update a non tech-savy customer on emerging social media trends? Is there a prefered method of emphasis? 

 

Student

For a well established brand/company who has had the same target market for almost its entire existance, is it possible to reach/create a new market segment? 

Student

Can our digital strategy involve concepts mentioned outside specific topics mentioned in our lectures?

Student

Is there a specific style of language that is used in the art of blogging? Is there a specific author or public figure that you try to emulate? 

Student

How can I tailor my blog to show my strengths and to express my personality? How can I keep my blog professional and unique? 

Student

Do you think integrating a company vision into a promotion leads to higher sales? How can one do this effectively?

Student

how to create  an attractive blog

Student

Do you think allocating big amount of budget to digital marketing is important even for a new small company? If so, what should they focus on to be successful?

Student

Should a blog be treated like a brand? What I mean by this is, should a blog have a target audience, goals, etc. in order to be successful and cater to the readers? 

Student

I have owned and written my own blog for some time now and it has been a huge part of my writing experience. I used to get constructive criticism all the time on it, but now as time has gone on I feel as if I much more well-spoken over a keyboard and in real life. It shaped the way I write and even landed a pretty cool job out in Arizona this past summer because of it! Certainly blogging has some strong networking aspects as well as some other real world aspects to it, but I have yet to see the all powerful dollar come directly from blogging. 

Student

What's the most common metrics to measure the overall performance of my digital campaign? Do we always need to pay for the data collection if the campaign was running on paid online media?

Student

Should large companies with a wide variety target market spend a lot of time with social media platforms such as Vine that caters to the younger audience?

Student

How would a company determine what they want to spend the most advertising on? 

Student

What are some of the biggest objections we will face when trying to present a social media campaign to potential customers?

Student

Would you say blogging is still a popular aspect of reaching out to people and delivers more of a reach then our social media applications? Is it still a valuable aspect at all anymore?

Student

On average what would the price of one digital display advertisement be for lets say 1 month on a popular web page, is it a few thousand or is it tens of thousands of dollars, im having a hard time grasping the pricing over time.

Student

With so much new technology coming out all the time, it's only a matter of time before companies are able to track every single step we take and thing we do, thanks to augmented reality and wearable tech. This can be great for sales, but do you think it will actually happen? Or are there some boundaries when it comes to gathering information about target audiences and their habits and preferences?

Student

What is the best metric to measure the success of your company's digital strategy? 

Graham Davis's picture
Instructor
11/10/2015