digital marketing strategies

When planning a winning digital marketing strategy, there are a few elements that are often taken for granted, or not given their just due. This is unfortunate, since these elements can make or break a campaign. Here’s how and why:

Mobile Proliferation

Nearly five billion people have and use mobile devices. Think about the incredible market saturation and potential connection for brand managers wanting to make a quick and continuous connection with their customers.

Are those numbers not big enough? What about the fact that four out of five shoppers check their smartphones as part of their regular shopping habits? Eighty percent of consumers are now trusting their smartphones to connect them with what they want and need. Despite these incredible statistics, many digital campaigns treat mobile as an afterthought, rather than a primary communication channel for their messaging.

One essential element of this process is optimizing the website for mobile use and interaction. Mobile sites should be fast-loading, simple-to-navigate, and easily clickable. Direction should be simple, and calls to action should be clear and concise.

Authoritative Content

There are messages coming from so many directions today, marketers need to give consumers a good, clear reason to pay attention to what they have to say and to act on it immediately. One of the best and most time-tested ways to accomplish this is through authoritative content. The goal is not just to engage or entertain the audience, though these are important goals. The ultimate ideal is to redefine the brand as the message in the mind of the consumer.

That means, when a customer thinks of a concept or a product, they immediately think of that brand. Mobile marketing allows brand managers to create multimedia content that reaches potential customers in many different ways, capturing their attention and imprinting on their minds and hearts.

Through education, engagement, enlightenment, and empathy, brands can show consumers they’re an authority on a topic or the market leader in a niche. This increases the trust factor and makes a buying decision more likely.

Clear KPI

While most marketers go into a digital marketing campaign with an idea of what would define success, key performance indicators (KPI) should mean more than that. Marketers should have clearly defined metrics that tell them how the campaign is going and where they need to improve.

The focus should be on the statistics that are the greatest indicators towards objectives being met, but also pay attention to nuance, the numbers within and behind the big metrics that reveal greater depth and new opportunity. 

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.