Digital Marketing

Gartner Research Inc. Has These Tips for Successful Digital Marketing

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Gartner Research Inc. Has These Tips for Successful Digital Marketing

The Gartner Digital Marketing Conference in San Diego last May 2018 has yielded some practical tips for online marketers. Here are four of them.

Manage the Polarizing Digital Milieu

Marketers are at their most persuasive when they do not back out from the challenges of the polarising online environment. In a highly politicised virtual setting, a company’s brand can’t stay apolitical at all times and still enjoy the kind of credibility and trust that come with being part of the collective conversation. People can perceive your silence as indifference. Because of the fast-changing digital milieu, public perception of the values communicated by your brand partly depends on how well (or how poorly) you can respond to the current sociopolitical climate. Examples of events that might demand your attention and well-crafted response include shootings, natural disasters, and significant happenings relevant to your industry.

Cultivate Trust by Navigating the Polarizing Digital Milieu

A Gartner poll shows that consumers place overwhelming trust in local and small businesses compared to corporate America. Trust translates to customer loyalty and engagement. Consumers who find your brand trustworthy and credible are much more likely to react favourably to your promotional messaging. You also can earn their trust by sincerely and thoughtfully navigating the polarised digital environment. Does your brand encourage cultural growth or advance values that positively affect people’s lives? Consider mulling over lines of inquiries such as these when crafting your brand messaging.

Know Technology’s Disruptive Qualities

A Gartner analyst brought up how Amazon, Apple, Facebook, and Google decide on which ads to show to a specific user by continually tracking and identifying users’ responses to the various types of messages. However, it is not enough merely to collect data on user activities. Marketers have to make sense of the analytics, both its quantitative and qualitative aspects, and leverage technology to figure what consumers want and what they value–because those are not the same things.

Understand How Leadership Can Make or Break a Good Digital Marketing Plan

A great marketing initiative is substantially equivalent to an ill-advised one if the implementation is in the hands of an incompetent leader. Business acumen is essential among leaders, but so is having excellent communication skills. The latter is how someone effectively conveys to subordinates the implementation of any business strategy. A Gartner research director also emphasised the value of collaboration between leaders and employees.

The Gartner Digital Marketing Conference was an event that cultivated a thought-provoking exchange of opinions. The above four tips were just a sampling of valuable insights provided in this and other talks about marketing effectively in the chaotic, rapidly evolving digital environment.

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