Digital Marketing Basics #18
Your newsletter focused on simplicity, important news and recent trends
📰 Industry News
How to design a thought leadership strategy
A couple of days ago, LinkedIn has published a new, 50-page guide on exactly that.
A guide that can help you map an effective, responsive thought leadership growth strategy to highlight your internal champions and executives. You’ve got yourself a range of insights, including pointers on how to approach your strategy, and how to develop your leadership voice, with real-life examples of leaders, and how they approach their content.
👉🏼 More here.
Everything changes, including how we look at April’s Fool day
In 2020 we were definitely not in the mood for pranks, I mean we’re living in a dark and scary like the end of the world scenario. I’m still not convinced about a non-zombie era, but hey - I’ve got a rich imagination. 2021 was a bit better, through vaccines and a new online world, some of the brands thought it is time to get the fun back. Good news for pranksters!
👉🏼 More here.
Retail media is back into media buyers’ attention.
One certainty driven by Covid is that people spend more time online and more money online. With the soon-coming end of third-party cookie, media buyers are moving their attention to retail media. This seems to be invaluable, as they hunt for ad platforms that can offer scaled audiences.
Retail media is marketing to consumers at or near their point of purchase, or point of choice between competing brands or products. Common techniques include in-store advertising, online advertising, sampling, loyalty cards and coupons or vouchers.
👉🏼 More here about the latest retail media platforms and weighing in who will win big this year to come out on top in 2022.
🤌🏼 Interesting social facts
Instagram restrict feature.
My money are on community too. No further comments.
And guess what, a new groups-like feature is on its way, Twitter Community.
🚀 Trends highlights
Clubhouse - a Habit or a Has-Been?
Absolutely everyone speaks about Clubhouse nowadays. It is the news thing. Also, it is the latest example of a habit-forming product taking the world by storm. Nir Eyal, the author of Hooked book, had more than two cents on this topic.
Why should you care about Nir’s opinion? I care because he is blending behavioural psychology with product design in a unique way that helps industries to build the kinds of products that promote good habits in their users’ lives.
Also, here a list of Top 30 Clubhouse rooms for marketing, sales and business growth.
The rise of Ambassadors and Creators
You don’t need a PhD to figure this out. I mean if one would only keep their eye open and observe what changes the big social platforms bring into their monetising mix, focusing largely on supporting their creators. The recent one comes from Instagram which changed its IGTV ads business model with a revenue share one. They say that they want creators to be able to make money off the IGTV content they create for their fans. If creators make money, they make money.
Are you listening?
I thought that in 2021 there should be no need to point towards the importance of listening to your clients, to your audiences. I was wrong. There are still plenty of brands and business out there not seeing it, yet. I’ll say this one, in the simplest possible way:
When you listen, you care.
Relationships are a two-way street; brands who care for their customers will reap the benefits of a relationship built to last.
🌱 Harness your skills
When starting a career in digital marketing
The first thing is to figure out is the differences between marketing and sales.
Suppose you think that your clients will know that you’ll totally wrong. Many business owners are going after revenue - which is a totally valid point because they need to survive. Confusion arises when sales goals are projected on the marketing goals, and you as a marketer need to know when to step in and clarify it.
Marketing practices are designed to support sales but not make them. That’s the sales department job. Of course, nowadays and in this digital environment, sales and marketing are coming together, and they need to be aligned. Otherwise, revenue is decreasing. Although the overlap is normal, it is also confusing — not just for professionals in the field but also for clients. Which is more important, marketing or sales? Where should I invest my budget? Who is responsible for generating sales? Is it the marketing team, sales team, or both?
So I've got here a couple of articles to make it easier for you, the freelancer marketer or wanna be marketer, to tackle a situation in which marketing goals are confused with sales goals.
Sales vs Marketing
Educating your clients will always be a challenge. When it comes to freelancing in an industry like digital marketing, the internet is full of stories and memes with clients asking to rank on the 1st position on Google or delivering them that 1 VIRAL video.
💡 Ask yourself
Questions to make you think, instead of useless advice
🎡 Let’s have some fun!
Marketing is about audiences, and gen talks are always present in the persona’s design process. If you’re on the look of some boomers’ characteristics, check this out: