Many marketers are familiar with the benefits of digital media - low cost, measurable, targeted, etc. But eMarketer is reporting that many marketers are dissatisfied with the rate of adoption of digital media at their companies. Reasons for the slow rate of adoption include:
- lack of proper metrics to determine how much to spend on traditional media vs. digital media;
- key people at company don't understand digital media;
- reluctance to move funds from "tried and true" practices of the past (i.e., resistance to change)
- internal organizational silos impede a focused enterprisewide approach
- difficulty to get multiple external agencies to collaborate
Does this sound like your firm? How can you overcome organizational inertia and expedite increased incorporation of digital media into your marketing mix?
One approach we've seen work is to stop thinking about services and instead talk about goals. What is it that you want to accomplish?
- Increase business from existing clients?
- Raise media visibility?
- Build buzz?
- Increase registrations at firm events?
Once you know what you want to accomplish, you can match your goals to a digital media solution most likely to deliver the results you want. For example, email marketing is a proven method of reaching out proactively to existing clients, while "niche" blogs published using "best practices" help raise media visibility.
After implementing a solution matched to the desired objective, take advantage of the measurability of digital media to monitor results. Then use the results to demonstrate the ROI achieved. No one can argue with results.
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