The digital marketing landscape is rapidly changing. Consumers are less loyal to brands and more trusting of one another as a result of disruptive traditional marketing methods. Consumers are no longer a captive audience. They are increasingly becoming digital consumers who freely choose the content they experience and use technology tools to avoid those messages that they deem irrelevant. When it comes to the web, digital consumers are “snackers” and choose to be reached on their terms with quick and satisfying content. This modern consumer lives a fast-paced, multi-tasking existence with only enough time for content that serves a useful and/or entertaining purpose.
As traditional agencies scramble to catch up, the digital divide continues to widen, and born-digital firms move forward with digital expertise and high-tech staff in place. With years of digital experience, EVB San Francisco has established a set of fundamental guidelines for the best and worst practices of digital marketing:
Best Practices: 1) Simplicity: make it quick & easy; 2) Participation: get people involved; 3) Personalization: let people make it their own; 4) Unexpected: surprise people; 5) Humor/Entertainment: evoke an emotion; 6) Distribution: use ALL media to tell a story; 7) Communities: make the consumer your marketer; and 8) Portability: weave your content into their digital life.
Worst Practices: 1) Lengthy introductions: get to the point or users moves on; 2) Overcomplicating: more technology isn’t always better; know your audience; 3) Replication of traditional ads: consumers are savvy and avoid disruptive ads; 4) Expecting people care about your brand: if you don’t bring a bottle of wine to the party, you won’t be invited back; and 5) Forcing your brand: consumers are in control, so let them come to you.
Taking into account the above guidelines, digital marketing is no longer constrained to the web. Big ideas should be fluid and move seamlessly from one platform to the next. In July 2007, EVB created the “Football Resurrected” campaign for the launch of 2K Sports’ new football game, All-Pro Football, which opened with a strong digital component and sinuously expanded to TV, print, street teams and national concert tour.
Big ideas are also no longer reserved for TV and can be launched in a digital format with rewarding results. EVB most recently produced the web-centric campaign, “Elf Yourself” for OfficeMax along with Toy NY, which attracted a booming number of consumers–one in 10 Americans and 193 million visits in six weeks–and hit the bull’s eye of viral success, seeping into pop culture.
With the digital marketing industry predicted to grow to $61 billion by 2012, more and more marketers will undoubtedly try to secure a share of this business. Many will fall back into their traditional habits, but marketers that strive to understand the needs and actions of today’s digital consumer and produce content that weaves into their daily lives will succeed.
Daniel Stern is CEO/founding partner of digital content marketing firm EVB San Francisco.
