We marketers are humans, too. When unusual things happen, we find security in what we know and do well. There’s at least one problem with that, and it’s a big one. Unprecedented problems require creative solutions in digital marketing. And creative solutions in digital marketing don’t come from doing the same things over and over again. We have to be evolving all the time.
The prerequisites are a bit dizzying, and they’re constantly changing. We know each social media platform well and meet wide-ranging business goals within them. We move brand websites up in search engine algorithms and signal opportunities to improve metadata for greater messaging pull. Rather than wade, we swim in the complex world of PPC.
Yet, the hard skills don’t hold value. Now, especially given the growing automation of process-driven digital marketing functions, brands are increasingly calling on digital marketers for insights on content. So, in addition to our role as data gatherers and reporters, we digital marketers have also become interpreters, communicators and planners.
There’s no switch to flip. I’ve checked. What’s more, consumer habits have shifted, and they’re continuing to shift at a dizzying pace. Tourism businesses are trying to connect with travelers when no travel is allowed. E-commerce brands are handling online shopping at a new pace. Government bodies are managing expectations and reworking budgets.
Digital marketers are standing in the gap. There’s no better time for us to rise to the occasion in the ways we learn, the reports we deliver, and the strategies we inform, recommend and/or execute. In sum, among creative solutions in digital marketing, one of the most effective is mindset.
Here are four actions you can take today.
1. Set a budget and budget your time. If you have an internet connection (and I know you do, otherwise you wouldn’t be doing this job), you have access to so many resources, and many of them are completely free. My favorites are Search Engine Land and The Moz Blog. I’ve also had my eye on a few paid training programs like #SMWONE. The specifics aside, set aside time to learn. On our digital and data team, we set aside at least one hour a week for education.
2. Be friendly. Each team member has an assigned focus area, then we share our findings in weekly meetings. These conversations often set off new areas of research specific to clients’ particular needs. A team that stays up to date with emerging trends has the broad view necessary to make good decisions.
3. Dig deeper and keep an open mind. When reviewing a data set, beyond noting what’s working, I tag areas for re-evaluation, research, and group review. Sometimes seeking help means talking with another person on my team. In other instances, the data point to further study is consumer motivations or audience adjustments.
4. Try something new. Creative ideas need testing. Maybe you decide to use an automated budget monitor or try out dynamic product ads. How will you test your changes against your norm? Which metrics matter most? Here’s a hint. It may be more your call than you think.
Stay sharp out there.
Now in our 50th year of business, Vladimir Jones is Colorado’s original independent, integrated advertising agency, with offices in Denver and Colorado Springs. We believe in brilliant brands and love making the world love them as much as we do.