Joining more than 30 others including ad agency staff, online publication editors, UX specialists, NFPs, retirement providers, and SME owners, we experienced a whirlwind two days of deep diving into Australia’s digital media landscape and explored different ways to optimise performance across platforms and media types.
While we took what feels like hundreds of pages of notes, here are three little things we took away that you might find valuable, too.
1. Consider what campaign objectives actually are
As marketers (especially in the hospitality space), we often get stuck in objectives cycles of sales, lead generation, and general awareness. At face value, it’s easy to say client objectives are vague things like “grow social”, “more site visitors”, and “new contacts”, but unless those results are actually valuable (in terms of $), do they hold real value?
While we’re often focused on “growth” especially for owned platforms like socials and databases, it’s not worth gaining followers, site visitors, and contacts if they’re never going to authentically engage with the brand in the real or virtual worlds!
While we touched on this in our recent blog on vanity metrics, it was a great reminder to evaluate the importance of identifying objectives, reporting in ways that actually address those objectives, and choosing to measure performance and growth based on figures that actually relate to real-world results!
2. Don’t sleep on earned media
Unless it’s part of a public relations program, we often overlook the value that earned media offers in terms of credibility for client brands and, maybe more importantly, SEO.
Encouraging positive reviews online on social platforms and review sites is something we’ll look at incorporating into retainer activities, as the elements of trust and authenticity offered by earned media in the form of reviews, user-generated content, and shared content is hugely valuable to brand credibility on- and off-line!
3. Digital media is a consumer-led landscape (AKA the four Cs)
While any old marketing course will probably be structured around the four Ps (product, placement, price, and promotion), it’s an old-school model that simply doesn’t stick for digital marketing!
Instead, in a world where marketing is so customised, targeted, and responsive to the audience’s needs, Russell from Digital Brief introduced us to a consumer-led approach to consider, swapping out the four Ps for the four Cs: consumer, convenience, cost, and communication.
This approach asks what value your brand/product brings to the consumer, and places the importance back on the relationship we have with them, not how hard we can hit them with generic content, advertising, and messaging. This consumer-led approach is a valuable mindset that we’ll be applying to our social, web, EDM, and digital advertising content moving forwards.
While it wasn’t an element of the course, per se, another valuable concept that we took from Mumbrella x Digital Brief’s Digital Sales Essentials was that we’re all practising digital marketing—the best thing about the industry is that it changes SO quickly!
From both the perspective of Liquidity, and our publication The Gourmand & Gourmet, Digital Sales Essentials was an insightful look into the broader Australian digital media landscape, and what’s to come.