In today’s fragmented digital marketing world, the marketing manager’s role comes with many challenges and requires a new set of skills to cope with the constantly changing landscape. In this post we’ll focus on three common digital marketing challenges and give some practical tips on how to improve your strategy.

Be relevant, attract new people, engage fans

People are experiencing a content overload and are becoming immune to plain advertising so they decide when or whether to check out your content. In short: to grab their attention your content needs to stand out. By leveraging data you can gain valuable insights on your most engaged fans/customers. In today’s content strategy it is no longer a matter of reaching as much people as possible, it’s about reaching the right people.

With so many platforms to publish your content and even more ways to promote it, it’s hard to know where to focus your efforts. To get the engagement you are looking for, it is important to know which content your audience wants.

Tip 1: Finding your audience. Analyse, segment and target
Most out the (social) media platforms offer many insights such as interests and demographics. Analyse these statistics and compare them to your (ticket) buyers and all other data you have at hand to find out which segments of your audience are more likely to become customers. Use these results to set up segmentation for your content publishing and start targeting your message to the people that matter most. Try different formats on various channels, such as: blogs, interviews, animations, video and photo’s. Measure the results, find out what works and change your strategy accordingly.

Tip 2: Create beautiful content to attract and engage fans
The key to great content is to create authentic, beautiful content. Far too often we see primarily sales related content (advertising) being pushed heavily upon fans. Publishing content as part of a predefined content strategy can help attract new people and boost your fan experience. Sales will follow eventually.

Managing data and technology

The amount of data and technology marketers have at hand can be overwhelming to process and is often locked away in a variety of different software, tools and business units. To unlock true (marketing) power brands you’ll need to develop a digital strategy where data and insights are rooted at the core of the business.

Most entertainment companies are well on their way with data and technology, but the never-ending transformation process can be challenging. Getting people on board on new technology, mastering new skills that come with it, implementing new strategies and aligning goals between departments are commonly heard challenges.

Tip 1: think big, start small
While there is a great amount of data (processing) tools on the market, eagerly promising a multitude of benefits the moment you sign up, you’ll always want to start with analysing currently owned data and technology, such as ticketing data, track downloads, merchandise sales and e-mail lists, to find out where you can combine existing data sets to gain the needed insights. Make small adjustments where necessary to make the data usable for your desired marketing efforts and start mapping your strategy.

Tip 2: gain internal support
Defining, executing or transforming a digital strategy requires internal resources to succeed. Get your management and other stakeholders on board and involve them in the process from the start. Once the effects of your digital strategy are showing, you are more likely to gain more support and funding.

Getting return on investment

Measuring the ROI of your marketing activities is important to understand the effectiveness your marketing campaign, content, sales and other activities. But delivering consistent measurement across a multitude of channels and geographies remains a challenge, particularly in the entertainment industry where short-term results are often demanded.

Tip 1: set KPI objectives
Make sure that your campaigns have objectives, such as increasing ticket sales with 20% or generate 10% more traffic through social media, with associated key performance indicators (KPI). Be realistic about the desired goals, for example by using historic results as a reference point. Keep track on your progress throughout the campaign and be prepared to adjust your strategy when needed.

Tip 2: integrate analytics
Integrate analytics information where it makes sense to keep track of the effectiveness of your campaigns. Most applications have their own analytics but while trying to match results manually works fine for those just starting with analytics, the biggest and most desired results will be achieved by using a smart business intelligence tool such as Microsoft Business Intelligence.


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