Timeless Principles for Engaging a Fast-Changing Market

Digital marketing has grown (and is growing) in leaps and bounds — it’s its nature to do so. Today, marketers and brands have entered the frontier and are fast digging deep into automation, robotics and artificial intelligence.

It’s exciting, fascinating and perplexing all at the same time — just a few years ago, a search engine running on a machine that’s basically engineered to study human behavior seemed a bit too science fiction. But now, RankBrain is on the radar of anyone whose work is remotely connected to how Google works.

If you’re a business owner or a digital professional who wants to market your brand, being in the know about the latest developments is a must. It’s how you keep up, or more preferably, move ahead of the competition.

But as you go along adjusting to — or leading — these new changes, it’s also important not to throw away the old (note that in digital lingo, old can be just a few years, months or even weeks ago; that’s how fast-moving the industry is). These are the principles, techniques and approaches that have stood the test of time and continue to create an impact on your digital marketing results.

Be personal. Your audience is looking for answers that are specific or even predictive of their needs. So place them in the center of your messages, campaigns and content. Get to know them better — what their problems are, what they are looking for, what makes them tick, what moves them. Use data tools that are available today to get a more accurate understanding of your target market, so you can better customize your marketing for them.

Be present and visible. Know that your customers today use multiple digital devices to access the web. They can work on their laptops and computers while checking their smartphones, switch to their tablet while using their smart TV and wearing their smart watch. So make sure you are reaching out to them and connecting with them, in real time, through these different channels and platforms. You don’t have to be everywhere, but you’ll need to be where they are.

Focus on impact, not action. Busy with so many activities to market your brand? That’s not an indication that you’re doing good work. You need to work smart, not hard. You need to make sure that you’re not just doing things, but that you’re getting results. So always monitor and measure your performance. Approach marketing as an ongoing and constantly improving effort. Every move you make must make a mark, because that’s what counts in a crowded and competitive marketplace.

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