Geoff Forman, Content Marketing Manager at Edmund Optics, stopped by the Conductor offices recently, giving us the chance to sit down together, and get his take on recent trends in integrated digital marketing.
As a company that traditionally operates in direct mail, the challenge of bringing digital media to the forefront of the marketing mix has been an exciting one.
“We look at digital marketing as an easy-to-step-into international method of marketing. With digital marketing, you hit a button and it’s pretty much on. It’s a great way to get to the customer very quickly, and the other benefit — especially as compared to print — is it creates very measurable data. The data is there. If you send something out through an email, you know who opened it.”
With digital marketing, you hit a button and it’s pretty much on. It’s a great way to get to the customer very quickly, and the other benefit — especially as compared to print — is it creates very measurable data.
To Geoff, the thrill of digital marketing isn’t just in the immediate connections it creates, but the insights it provides into customer behavior. Of course, Big Data, and the influx of information that’s increasingly becoming visible to marketers is a lot to handle — especially for someone new to the industry.
“One of the challenges that’s being faced, is how to handle the amount of data being produced now. Whether you want to call it ‘Big Data’ or ‘A Crapload of Data’— people don’t really know what to do with it. The tough part is identifying what’s actually useful. Because the downside of having so much data is, if 95% of that data has no real business case use, then what’s the benefit of having so much? It’s trying to find that needle in a haystack.”
With all this data, it’s easy for the gold to get lost among the silt, even to industry experts. So what’s the best way to get started?
Why You Need Integrated Digital Marketing
The best way to make sense of the white noise is to set as much context for yourself as possible. The data available to digital marketers is profoundly valuable, but only if you can make informed connections between the dots. And this is where Web Presence Management comes into play.
“Don’t specialize. You have to understand how everything works together. And the only way you’re going to understand how SEO stands beside PPC, or stands beside Social or Display, is to have some experience doing it.”
Don’t specialize. You have to understand how everything works together.
By taking a holistic approach to digital marketing, you give yourself both the resources to interpret data as it comes to you, and the tools to put it to use most effectively.
Now that’s gold.