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The marketing and communications landscape has evolved significantly over the past few years. With AI, interactive content, social media, and increased privacy awareness all playing important roles.
As we move forward, brands that embrace these changes and deliver meaningful engagement will be the ones that succeed.
Storytelling is one of the most effective (and fun) ways to communicate and rather than shy away from the opportunity to share our stories across multiple platforms, we should use these to enable us to create tailored marketing campaigns that focus on the need of the individual, rather than taking a one-size-fits-all approach. For example, the current AI technologies available allow us to analyse large amounts of data so we can understand both our own brand and our client needs.
The first step of creating a meaningful and effective communications campaign, is building a targeted strategy and content plan to support the objectives of the campaign.
The average person has access to 2.7 devices, this provides multiple platforms for us to share the brand's message but also keeps us focused on the overall content strategy to ensure it not only remains current, but relevant.
Among the most popular paid advertising platforms are social media and Google ads. While both platforms offer unique advantages, they require a careful understanding of their nuances to maximise their returns.
Among the most popular paid advertising platforms are social media and Google ads. While both platforms offer unique advantages, they require a careful understanding of their nuances to maximise their returns.
Having a strong social media presence can help you connect with your audience, increase engagement, and contribute to the overall growth of your business. The role of managing multiple social media accounts can be daunting, but this is why social media scheduling tools allow you to plan and publish content in advance, at specific times and on different platforms to alleviate ad-hoc posting and manage time more effectively.
Social media advertising, particularly on LinkedIn, is a fantastic enabler for B2B businesses to reach out to connections on a professional platform with the ability to track the success of your campaigns through metrics such as clicks, impressions, conversions, and engagement rates. With these analytics we can continually fine-tune this data and optimise our communications campaigns to build a stronger presence online.
Google Ads enables us to display their ads on the top of the search engine results page. This in itself is so powerful. Conducting a thorough keyword research, businesses can ensure that their ads show up when people search for specific keywords related to their products or services. How do we do this? We utilise an ever-growing list of tools available to us and underpin this with our own market research.
As a marketing and communications professional, I am always looking for opportunities to develop and am excited to continue to embrace the ever-changing landscape and follow my own steps to build successful marketing campaigns:
- Set objectives for each marketing communications campaign - Keep your campaign on target with clear objectives
- Understand the target audience - Identify the correct demographics of your audience when planning
- Ensure consistent messaging - Keep messaging aligned with our overcall brand strategy
- Use a multi-channel approach - Be present on multiple platforms be sure to create mobile friendly options
- Support with engaging visuals - Use appropriate imaging and video graphics to support your message
- Performance measurement - Dedicate resources to performance analysis to gather metrics like engagement rate, conversion rate, and ROI. This will guide future marketing campaign messaging
Finally, leverage your digital marketing to boost your PR. I am excited to be a marketing and communications professional during a time where we are able to engage and be part of our client's journey. Let's embrace the evolution!