Think back to when you were a child. You see a commercial about a toy that seems fun and exciting. You go to school and talk about that new toy with your friends. In the Sunday paper, you see it on sale in a circular. The following week, your friends show off their new toy. Eventually, you convince your parents to buy you one of your own.
Consumers used to rely on traditional media to find out about the latest and greatest product, but marketing practices have changed considerably. What hasn’t changed is the interaction and participation among individuals and communities that help influence consumers. This time it’s happening online through discussion boards, review sites, blogs, email, mobile and social networks.
With so many different ways to connect with consumers, traditional messages get lost and are no longer as effective as they used to be. Consumers have trained themselves to ignore traditional messages as they are mass-marketed to, and they now choose where and when they receive information. Because of this, marketers have adapted and are using email marketing, social media marketing and search.
Some companies still experience a disconnect, however, using traditional media tactics for digital marketing initiatives. You can’t push a mass-marketed message through a social network with the hope that you influence someone to buy. These messages yield the same low response rate as traditional campaigns. Most mass-marketing campaigns only have a 2% response rate, and that number is declining, according to Adam Sarner from Gartner.
To stay relevant in the digital marketing world, marketers need to shift from their traditional approach. Instead, marketers should use a multichannel campaign management strategy that fosters engagement to execute on their digital marketing initiatives. Messages should be personalized and encourage two-way participation.