2013-resolutions

Focus: 5 Resolutions for Digital Marketers

  |  January 10, 2013   |  Comments

The five key things that are going to help marketers achieve greater success.

sundeepkapur

Every year I have shared digital marketing resolutions with my marketing peers. These resolutions are driven by three things - consumer research, input from other marketers, and all the yoga I do :).

In 2011, I came up with 17 resolutions, and while these resolutions were very popular, they became far too many to achieve in one calendar year. So in 2012, I came up with five resolutions. The five trends included a sharp focus on transactional messaging, a cross-channel preference center, and a keen focus on deliverability. You can read the entire article on my "Email Yogi" digital book.

For 2013, I want to focus again on five key things that are going to help marketers achieve greater success.

  1. A clean and engaged list of followers. Email, mobile, or social - the list needs to be correct (no bounces or blanks), the list needs to be "awake" (dead weight looks really bad), and the list needs to be interactive. This will help with deliverability for email and mobile. It will also help you find more friends on social media.
  2. A bird in the hand is worth two in the bush. You can cause your file significant harm by seeking new customers at the expense of existing customers. Think about re-engaging your existing customers to drive interaction. Bring them back, and do this across channels. Digital channels make it very easy for existing customers to see that prospects get treated better. If you focus on the existing group, you can turn them into brand ambassadors.
  3. Do not offer everyone the same thing. Segment your list to come up with a better way to personalize. Move your segments to micro-segments - ultimately leading to a back-and-forth interactive dialogue with your consumers. Carry this conversation across multiple channels and do this with relevance so the consumer understands that you are listening across all your channels.
  4. Build up your preferences. Start by asking them questions during the sign-up process and now track what they are doing. You have to know what your consumers are doing to both validate preferences and to also make sure that you learn more information about them. The goal of your preference center is to have concierge-type services that allow you to serve your consumers better. Consumers do not mind sharing their digital preferences as long as you use the information to serve them better.
  5. Create mobile-friendly content. Bite the urge to include everything in your campaigns. Focus in on less for mobile devices. Design for "fat fingering" and do not forget to create mobile zones (optimized landing pages for your mobile offers). Mobile is going to be a key driver for 2013, as brands and consumers will use mobile for payments, authentication, and real-time interactions.

Good luck with your digital campaigns in 2013. I wish you the very best personally, and I do hope to see you at an SES event later this year.

2013 Resolutions image on home page via Shutterstock.

Tags:

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Sundeep Kapur

Sundeep Kapur has been assisting organizations with their converged channel marketing strategies since 1990. From direct marketing to digital to converged, he is a passionate teacher who works with businesses across multiple industries, helping them to enable technology and services to brand, and personalize and speak to consumers more effectively.

He is an industry-recognized expert who has delivered keynotes, run panels, and delivered "relevant, inspirational, and outstanding" education for organizations around the world.

Sundeep is also an avid user of social media, having leveraged words, pictures, and video into a conversational digital book. His daily dose of best practices can be found at www.EmailYogi.com, where he has more than 1,200 articles on best practices.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...