Digital Marketing is a very small part of the overall marketing strategy in most businesses, yet there is much effort invested in the development of assets, branding, messaging, pricing and the visual appearance overall. The ad may be handsomely fashioned but when it fails to deliver the predicted results expected by management there is usually a gradual reduction made on the daily spend. This will decrease the ads visibility and increase the discrepancy between the Ad’s story and the brand identity. And because the Ad is now doing more harm because it is not being ideally funded, it eventually will be retired.
This is the sequence of events in many businesses where there is a lack of awareness of these potential hurdles and where there is no Omnichannel strategy. Digital marketing is not all about lead capture and immediate ROI, but rather long term nurturing. It’s not all about traffic to your website but rather goal conversions. Trying to convert a lead in the absence of a conscientious communication and lead management plan means the overall goal is just a wish. Without a content marketing lead funnel and a communication plan, it’s virtually impossible to succeed.
Therefore all digital marketing strategy must be developed around a plan that will capture and build awareness. This will develop interest and desire which will lead to action. When the time arrives for the customer to take action, ensure the customer’s journey is free of roadblocks. This will make it more likely for the customer to continually transact with you because the platforms they originally commenced their journey on continue until the destination is reached and the sale is achieved. This may or may not include the customer attending your dealership, so it’s absolutely critical that there is an option to transact remotely.
In the words of J.R.R Tolkien, “It does not do to leave a live dragon out of your calculations if you live near one” Thank you for reading and please do not hesitate to DM me if you have any other contributions on this topic.
