Social media has made the leap from geek to mainstream. It wasn’t too long ago that if a major story first broke on Twitter or Reddit and then was reported by mainstream news, it was seen as novelty and a bit of a surprise. These days, we expect news to break in social media networks long before the major news networks get a hold of it. It’s all about the numbers; the ears and eyes on the street.
“Should I have a digital marketing strategy, or stick with the traditional tried and tested method?”. This is a question that many business owners are asking themselves.
For many, the concept of digital marketing is something that is still fairly new to them and it certainly doesn’t help that it is evolving at such a pace that what is ‘in’ one day seems to be obsolete months later.
Electronic forms of marketing, such as email campaigns, can be a very cost effective and personal way to communicate with potential customers, whether the objective is to reinforce or change the perception of a brand; create awareness of new products or services; and even a call-to-action. Electronic marketing is a powerful tool in the marketer’s arsenal and with the amount of tracking data available, it’s one of the more measurable and accountable activities.
Email marketing has changed remarkably in the past decade. Most of you will have noticed the obvious switch from text-based content to the visually loaded HTML based email we receive today. Marketing emails today can have as much visual impact as a double page spread in a glossy magazine, but in my opinion the biggest and most important developments for us marketers have all been happening behind the scenes.
Yesterday Apple announced, for the first time in 10 years, the availability of the Beatles’ music catalogue on their iTunes Store. This is great news for the fans of the band who do not already have digital versions of the music. So why has the announcement attracted criticism from the many fans of the Apple brand? This simple PR announcement has turned into quite an interesting marketing case-study of how hype can be damaging to a brand.