How to Tell If You Need to Restructure Your Digital Marketing Department
Today, we almost take digital marketing for granted. If you think back to the early days of the Internet, you’ll understand what we mean. We’ve come quite a long way from the clickable banners at the top of a webpage that blinked to get our attention.
Digital marketing strategies have changed, which means the teams creating the marketing strategies should be changing, too. Unfortunately, new training can only go so far as to bring teams up to date on current best practices. As new methods evolve, current team members may find themselves floundering in the sea of changing solutions. Pay attention to these changes to see if your digital marketing department needs an overhaul.
Data and Metrics Are More Readily Available
Before, marketing was something of a trial-and-error field. Now though, your teams have access to information that tells them exactly which tactics are successful and which ones aren’t. Access to these analytics gives the team the opportunity to reassess their strategies and change gears if necessary.
Having near-immediate access to the data saves tremendous amounts of time and money. Resources can be allocated to the areas where they have the most success. Analysing the available data allows the digital marketing department team to realise the maximum return on investment (ROI). Maximised ROI means maximised team effectiveness.
Along with data about ROI, the available metrics provide data about customer engagement. It has become easier to determine the target audience and how to effectively reach them.
Virtual Reality and Artificial Intelligence Have Arrived
Thirty years ago, virtual reality and artificial intelligence were the things of science fiction novels. Now, they are tools that can be used to help streamline your digital marketing strategies. AI gathers information that helps marketers understand trends and design campaigns that will appeal to the right demographic at the right moment.
VR lets your customers experience your products and services in the digital world. Companies that use VR tend to have deeper connections to their customers too.
Social Media Has Become Invaluable
Even twenty years ago, the idea of going online to connect with friends or family was a foreign concept. Now, not only do we connect personally via social media, but businesses have also discovered the value of having a social media presence. Think about it. Where else could you reach that many people at one time?
If your company isn’t taking advantage of the offerings of social media, you’re missing out on a powerful marketing platform. Social media accounts allow you to potentially reach billions of people with one post. Many companies have a specific team dedicated to social media marketing now that it has become so prolific.
You might think anyone can manage your social media profiles. However, you want a positive, consistent presence on social media. If your social media person never engages on your page, your conversion rate will be nonexistent.
Reviews Tend to Drive Purchases
Unfortunately, as technology evolves, the customer needs less interaction with your team to make their choices. Often they make up their minds based on reviews from other people. Sometimes, this reviews-driven buying process isn’t beneficial to your company because you may not sell what you want to sell.
You have to somehow guide the customers’ choices from afar. Providing transparent, straightforward purchasing processes is one way to try to guide your customer to choose your product or service.
Digital Marketing Requires a Team
Unless you’re a brand new company, you probably have a marketing department team. However, you should consider how they work together. Are they a cohesive team? Today’s marketing teams have no place for members who only want to follow the one-dimensional model of assigning team roles.
Today’s marketing teams need to be flexible and able to adapt quickly. They need to be able to wear many hats for the team rather than find their one niche and hang out there feeling comfortable. Each team member must be able to address the customer’s needs as though it was the most important thing in the world. Obviously, it is essential for a successful sale.
As the digital world expands and evolves, your digital marketing team must evolve to match it. Your strategies are only as good as the team that is implementing them. It may be time to overhaul your digital marketing team to reflect the current digital marketing landscape. If you would like to learn more about how to revamp your digital marketing team, reach out to our Academy Team and they’ll have a program for you.