What’s Your Digital Media Strategy?
With so many possible digital marketing avenues, spending money on digital media is easy. Making the strategic selection is not so easy. When determining the success of your chosen digital placements, keep two key words in mind: engagement and metrics.
A thoughtfully chosen digital media placement will bring in higher engagement rates, and metrics will help measure the return on your investment. Placement options for digital include local dot coms, Google, YouTube, Geo fencing, Facebook, LinkedIn, Instagram and Twitter. But very few organizations have the time and the resources to use all of these placement options at once – it spreads your advertising campaign too thin to be effective.
That’s why every campaign must begin with clearly defined goals and objectives. Your goals determine which platforms you should invest in.
- Awareness: Are you trying to reach more prospective customers in a specific geographical area? Are you trying to inform and educate them about your products and services?
- Consideration: Are you trying to stand out in a cluttered internet space? Are you trying to show prospective customers the benefits of your products and services?
- Action: Do you want to acquire new clients and increase website visits? Are you trying to generate a stronger return on your investment and grow your bottom line?
The success of your campaign isn’t based on the platforms alone. Messaging that connects and motivates your audience and trending searches in the target area will vary depending on your audience. A successful digital media campaign isn’t about just the tactics, it’s about the strategy behind the tactics.
Mark Mathis
Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle. After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant. He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.” Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.” One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College. Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board. Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.
