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 and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.