While programmatic and other really sexy new advertising technologies exist, experts agree that there are still things that are not as sexy, but very important for marketers. In this article excerpt from Digiday.com , you can read what some global experts have to say.
1. Email Marketing: Bob Arnold, associate director of global digital strategy at Kellogg
For me, the most underrated digital marketing tactic is email. Email has long been shunned as a “has been” often taking the back seat to newer, sexier tactics like social media. That said, from a pure cost-effectiveness standpoint, it’s hard to beat email. It’s relatively cheap, consumers opt-in, so they are very receptive to the marketing message, and it’s fairly easy to measure success.
2. Search Engine Marketing: Brian Maynard, Jenn-Air director of marketing at Whirlpool
Marketing in general and digital specifically suffers from too many chasing the next “shiny penny,” so the things that get devalued are the tactics that are older and more “worn out.” It also depends on what your strategy is for your campaign. Search-engine marketing is now taken for granted, but it is an important tactic as it is specifically targeted at people who have taken the time to search on a specific topic, and presumably they are a shorter distance to the register than many.
3. Sound Like A Human Being: Linda Boff, executive director of global digital marketing at General Electric
The most underrated tactic is that brands need to behave, sound and act like human beings on social media. Figure out what’s most relevant and essential about your brand, and then relentlessly express it in a tone that is natural and consistent.
4. Website Optimization: Erich Marx, director of interactive and social media marketing at Nissan
Optimizing one’s website for organic search activity. It’s not that it’s ignored, but it’s not fully understood by many webmasters as to how to optimize.
5. Did we say, “Email Marketing” yet?: Michael Beaulieu, group manager for digital media at Wayfair
While many brands today are enamored by social media and other newer marketing channels, standard email marketing, which has been around for over 20 years, is one of the most effective means of communicating your brand identity and generating sales. Customers who sign up to an email list are specifically granting you permission to communicate with them. Earning the right to stay in their inboxes requires delivering consistent value, both in the content and offers delivered.
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