The Digital debut

Hunter Simmons, Head of Digital, had a chat with some of his team to discuss some hot topics in the world of Digital marketing!

Meet Tom Baker, a digital & data specialist; Minsha Mueen, one of our SEO/SEM digital consultants; Ali Douvartzidis, a digital marketing associate; and Alex Langridge, one of our marketing automation & digital marketing specialists!

 1. What does “digital marketing” mean to you in 2019?

Minsha: To me, digital marketing means having quality content that could help you bring the right audience closer whilst embracing new technologies to marry the two.

Ali: Digital marketing in 2019 is all about creating personalised experiences for everyone that comes into contact with your brand.

Hunter: For the last few years, there has been a large debate around the siloed use of ‘digital’ within marketing departments, and if the term or job role is even still relevant. In my personal opinion, almost everything a marketer does touches on “digital” in some form; reaching our target audiences, and using technology and data platforms – therefore, every marketer needs to be a ‘digital’ marketer and is just how marketing has evolved. Let’s remove the siloed job function and title.

Tom: For me, digital marketing is the combined effort between email, content, search and social. These key digital marketing elements make up a business’ online presence that engages audiences across a number of digital channels. Each sector requires a specific skill set and mastery to effectively operate, which is what makes Green Hat such a unique and dynamic team!

Digital marketing in 2019 is all about creating personalised experiences for everyone that comes into contact with your brand. Click To Tweet

Alex: Reaching your audience where they work, relax and learn. Looking at how we can cross between platforms and devices to provide a true omnichannel experience.

2. How can we effectively engage B2B audiences online?

Hunter: First and foremost, it is about genuinely understanding what makes your customers or target audience tick. Developing personas and having an understanding of the value exchange they seek, we can start to develop customer journey maps and really flesh out the ideal user flow and communications across all parts of our paid and owned channels, based on their particular needs and stage in the decision process/marketing funnel.

It is about genuinely understanding what makes your customers or target audience tick. Click To Tweet

Tom: Over the past year, I have been quite focussed on this topic and how we can use personalisation as the key to unlocking the attention spans of audiences. Personalisation is all about learning more about our audience and using that information to create rich, meaningful experiences that will ultimately drive more engagement with our brand. I believe that in the current cluttered marketing climate, personalisation is the only way to really break through the noise.

Ali: Once we have an understanding of who the decision makers are in a business and what their goals and pain points are, we can deliver meaningful messages – and, most importantly, provide them with value so that they can begin to like and trust us.

Alex: Focus on providing value in your content. Always look at if any given piece of content is providing education or entertainment, while still tying back into your business objectives and brand identity.

Minsha: Searchers are screaming for quality and so do the ads. The importance of quality score is very high. This is why the ‘single keyword ad group’ (SKAG) method assists so much in bringing the right keyword to the right audience as it relates to the right ad. It is equally important to have a relevant landing page for the ads to perform.

 3. What is a key trend for digital marketing in 2019 and beyond?

Ali: The key to digital marketing now and beyond is cutting through the white noise by delivering high-value content tailored to your audience. The different ways you can reach your audience increases every day – the challenge is engaging them.

Alex: Personalisation. A “one size fits all” approach to marketing just isn’t effective in such an over-saturated market, so ensure that your message and content are tailored to suit your given audiences and stages of the sales funnel.

Personalisation. A “one size fits all” approach to marketing just isn’t effective in such an over-saturated market. Click To Tweet

Minsha: Growing media cost is what I have been seeing in 2019 and will continue beyond. Cost per Click (CPC) is not the same as it used to be five years ago. Gone are the days where we were able to have a monthly budget of $2,000, be happy with two hours of optimization and still get a satisfactory number of clicks.

Tom: I think a key trend in 2019 is moving closer toward artificial intelligence. We’re still only at the surface of artificial intelligence’s capabilities and as more and more technologies advance, artificial intelligence will become more accessible to marketing teams.

Hunter: From a B2B marketing perspective, taking marketing automation to the next level. According to our latest 2019 B2B Marketing Research Report, 60% of B2B marketers have invested in a marketing automation platform. However, the majority do not have the required/ right talent, alignment with sales or a strategic approach to truly leverage the tech. With time freed up to now focus strategically on the customer, I’m excited to see B2B brands actually delivering valuable and highly engaging lead nurture programs.

4. What is a key challenge you see for your clients when measuring success?

Minsha: A poor quality landing page has been a constant struggle to almost 90% of our clients. This includes lengthy form fills, no clear call-to-action, a lack of keyword-rich unique content, and unavailability of healthy linking structure.

Ali: The most important thing about measuring success is setting clear, specific objectives from the beginning and choosing the right KPIs to measure success. If specific targets aren’t decided in the beginning, it’s hard to determine whether a campaign has been successful or not.

Hunter: Not having clear, realistic or measurable objectives and metrics set up in the first place. Also, an inability to accurately report on cross-channel attribution given the level of data leakage and disparate data sources.

Alex: Effectively attributing ROI in a marketing effort that can have multiple-touch points across different channels. Even if the overall ROI of a campaign can be proven, conclusively saying what aspects and efforts were truly effective in influencing and engaging the audience is a challenge.

Tom: The key challenge that I always see is revenue attribution. It can be really difficult to track attribution across so many different channels, many of which measure success in their own ways. A fully-fledged attribution model is something that is super difficult to create but carries a lot of positive impact when executed correctly.

5. What’s your go-to afternoon snack?

Tom: Cheds that are stored in a tin of Roses chocolates.

Minsha: Hot chai with Arnott’s biscuits.

Ali: Popcorn!

Alex: To say I’m weak to baked goods would be an understatement – if I can have a nice croissant, egg tart or something similar, I’m set!

Hunter: Coffee (haha).


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