Selecting The Right Digital Marketing Tool

Smart digital marketing professionals know that attractive headlines always get the attention of searchers. Today, the popularity of social media has led to articles on such topics attracting the attention of interested businesses, worldwide. In fact, many digital marketing experts have noticed that articles with words like 'Facebook', 'Twitter', 'Social Media' or 'Groupon', in the title capture a lot of attention. It has been reported that such articles usually get liked, tweeted about or shared, five times more often than other digital marketing articles. In some cases, such articles may be forwarded without them even being read!

Are digital marketing professionals focussed on their goals?

Such headlines could be good or bad. The main point to keep in mind is that digital marketing advertisers, who decide to use social media tactics, should be able to reach a pre-defined goal through them. In cases where advertisers get distracted, and begin developing unrealistic perceptions, such tactics will not help them much. For instance, a leading digital marketing speaker who once spoke at a conference noted that while the room was half full when the topic of discussion was 'display advertising', it was packed while 'Twitter' was being discussed. This was even though display advertising is known to bring in direct revenue, while profitability from Twitter is pretty rare.

Additionally, it has been reported that more than half of companies conducting digital marketing campaigns have used nothing other than the Google AdWords platform. In fact, they have never even ventured into the Google Display Network (Google Places, Boost, Video and Mobile advertising), leave alone trying to buy other types of online media. It has also been reported that very few people are even aware about other ways of displaying digital marketing advertisements, such as traditional buttons and banners. Yet, these very same people spend huge amounts of time setting up Facebook pages and Twitter accounts, to attract and interact with potential customers.

Well, we all know that social networking platforms like Facebook, Twitter, Groupon and Foursquare have their merits, but it is also important to note that these channels are only one of the tools in the toolkit. A digital marketing professional should choose this tool, only if it can help them to build or repair something. If you need a spanner to tighten a screw, there is absolutely no point in picking a hammer.

If you wish to conduct a profitable social media campaign, don't go in with blinkers on. First, define your goals, and then select suitable advertising or marketing options, which can help you reach your goals, be it pay-per-click search, display advertising, or social media marketing. Each option has different purposes, and could make your digital marketing campaign better, faster, or cheaper, depending on what you require.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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