Ahead of her keynote session at Kent 2020 Vision Marketing LIVE on 20th October, speaker Katie King from Zoodikers explains why smart marketers need to avoid getting distracted by short-term ‘vanity’ metrics.
Faced with such a wide choice of shiny new tactics and digital marketing tools – from monitoring solutions like Sendible to video blogging opportunities – today’s marketing professionals could be forgiven for feeling like an indecisive child in their favourite sweetshop.
In an increasingly technology-driven world brimming with opportunities offered by big data and the Internet of Things, senior managers and their marketing teams have a mammoth task of firstly defining their business goals and then researching the optimal marketing tools available to help them achieve these aims.
Another major driver is typically cost and the need to ensure a return on investment. The good news is that, faced with so much competition, the majority of marketing tools entice users via a ‘Freemium’ model, whereby they are free to use, until the point that you require the full product functionality, at which point you pay for a ‘Pro’ subscription – for example with Hootsuite. There are a vast range of measurement options available, from tracking the source of traffic to your website using Google Analytics, through to social media platform based metrics such as Twitter Analytics.
Within this ‘pick-n-mix’ environment, it is easy to be drawn into spending budget on short term tools which fare well under the banner of these so-called vanity metrics. But the wise marketing expert will devote more time to supporting the company’s mid and long term goals, for example increasing sales or profits, or perhaps building PR profile at events like Kent 2020 ahead of a trade sale or a listing on a stock exchange.
The essential ingredients for success are a strategic focus and the integration of all of these marketing tools to ensure that they have an impact on the bottom line. It sounds simple, but in practice it is difficult, as it requires teams/departments to plan and work alongside one another instead of in silos, or even worse, competing with one another.
Even if your business continues to bury its head in the sand, the indisputable fact is that today’s smart-phone enabled consumer is using digital channels to research and buy their desired products and services. These savvy individuals will not be bamboozled with blatant sales messages via websites and social media channels. They use such channels to engage with brands and expect to deploy them for recruitment; to receive and share their experiences of customer service; and to become advocates of brands who promote causes close to their heart, or share content they find funny or important.
Katie King is just one of the many business experts presenting free seminars at Kent 2020 Vision Marketing LIVE on Tuesday 20th October 2015 at the Kent Event Centre. You can also follow her on Twitter @katieeking.
Visitors can register for a FREE place at: www.kent2020marketing.co.uk
About Katie King
Featured regularly on BBC TV and radio, and across Kent media, Katie King is the founder of strategic marketing consultancy Zoodikers, a trainer and conference speaker, including the well known TEDx forum.
Katie has advised numerous small businesses as well as major brands, schools, Universities and the Public Sector.
Katie is the South East and East Anglia chairperson for the Public Relations Consultants Association (PRCA), regularly training other marketing agencies on topics surrounding digital transformation.