Digital Marketing Expert Dario Markovic: Every Metaverse Campaign Will Fail Without These 4 Fundamentals
No one can deny that how a product is marketed to the world has dramatically changed. Fifteen years ago, the concept of “influencer” was in its infancy, and Instagram was just being launched. Since then, technology has taken off, with marketers utilizing AI, algorithms, and the Metaverse to reach consumers around the world. With such an emphasis on tech, you can be forgiven for thinking that yesterday’s marketing methods are all in the trash can. “Not so fast,” cautions Dario Markovic, who is the CEO of Eric Javits and a digital marketing maven. “It’s true that technology is helping us do some amazing things for our products, but we can’t abandon the past entirely. There are still four fundamentals that we must incorporate into every digital marketing campaign, or it will crash no matter how impressive it looks on the surface.”
- Understand the audience
Knowing exactly who will buy a product and why will always be at the heart of any successful digital marketing strategies. All else will flow from that information.
“At Eric Javits, I have access to the most cutting-edge digital marketing tools in the industry, yet before I use them, I have to analyze who will be buying the products,” says Dario. “I take the time to know who they are: their demographics, their preferences, and their aspirations. What pain points are they experiencing, and how can Eric Javits solve them? I even delve into how they make decisions. In effect, I enter their lives as much as I can so that I know how they will look at our products.”
That kind of information is valuable and is the backbone of any digital marketing campaign. Without it, you may still reach customers here and there but nowhere on the level that would otherwise be possible.
2. Have clear and compelling messaging
Understanding your target customers is only the beginning. There still exists a vast canyon between them and your products, a gap that can be overcome with a message that speaks to them: i.e. why they should care about or buy your products.
Dario explains that without that compelling value proposition, your digital campaign may still have flair. However, it will basically be akin to a fireworks display: it will be beautiful to look at but leave no lasting impact once the customer turns away from the computer.
3. Build trust
Assuming you know and connect with your customers, you still have the thorny issue of trust, which is difficult to attain and easy to lose. A flashy digital ad or ecommerce website might gain the interest of consumers and even get them to return, but they will be gone in a heartbeat if they lose their confidence in your brand.
“It’s the same today as it’s always been: consumers may buy once from a brand, but they consistently buy only from brands they trust,” Dario says. “How do you cultivate their confidence? Some of it inevitably comes down to projecting the right image, but be careful. Consumers are very good at seeing through an image that looks good on the surface but is very different underneath.”
At Eric Javits, Dario has emphasized authenticity, consistent quality, and word-of-mouth recommendations as he has worked to build strong relationships with customers. That dedication has helped the brand to expand across Asia and Europe in 2023.
4. Be consistent
One of the toughest goals to accomplish is consistent messaging, especially because of the proliferation of social media channels. Dario believes successfully maintaining the same branding across the Internet requires a visionary approach to marketing.
“You have to keep a 360° view of your digital marketing plan, making sure that each platform is backed by the same branding, messaging, and customer experience,” he advises. “Done well, it creates one voice for the brand and maximizes the impact on your customers.”
Some last thoughts for digital marketers
“By all means, have fun exploring what artificial intelligence can do for your marketing efforts, and don’t be afraid to experiment and take risks,” says Dario. “As you do, just remember that the so-called old-school strategies still apply. When you combine them with 21st-century technology, that’s when you’ll see some incredible results.”
Learn more about Dario Markovic on LinkedIn: https://www.linkedin.com/in/dario-markovic-2a326aa9/
