Transcript – ALL Digital Marketing Channels Can Work!
This video is a bit of a rant, and now the reason for the rant is because people get so hung up and precious over the different types of marketing available for businesses. Now, marketers will be precious about their own disciplines that they work in, and business owners will be precious about different marketing methods based on potential results they’ve had without thinking whether or not the results were delivered correctly.
In this video, I’m going to rant about why it’s important not to be precious about different types of digital marketing out there and to accept that all digital marketing channels have their place coming up.
Hello, marketers. My name is Darren Taylor of thebigmarketer.co.uk and my job is to teach you all about search engine marketing. If that’s up your street, you should consider subscribing to my channel. In this video, it’s a bit of a rant. I’m a bit annoyed by some of the things I’ve seen around people becoming precious about their marketing channels and saying, “This works, this doesn’t, this works, this doesn’t,” and comparing the different channels they’ve worked with and saying one doesn’t work and it’s all about their channel.
Now, this could be any number of channels. It could be social media, it could be PPC, SEO, email marketing, any number of different ways of marketing online, there are always ways for it to fit within different strategies. That doesn’t just go for online marketing, I also mean offline marketing as well. Now, people might think that I’m a digital marketing purist and a lot of the time I am, but ultimately there is still room for offline marketing in an overall strategy and I’ll go into that within this rant.
To start off, let’s start with two methods of marketing that we know work and that we know is successful and that drive revenue directly. Let’s start off with the thing I know about most of all, PPC and SEO. Those two channels are very powerful. People are literally looking for the product. They search for it. They land on a page and they convert. It’s a perfect marketing channel and it works really, really well, but do you know what the advantage and the disadvantages for PPC and SEO?
The advantage is that you’re in the right place, at the right time, at the point somebody is looking for your product. The disadvantage is that you’re in the right place, at the right time, at the very point someone is looking for your product. Now, what do I mean by saying the advantage and the disadvantage are exactly the same?
What I mean is, it’s all well and good showing up when somebody’s looking to buy your products, but what if you’ve got a new product and you want to bring that to the fore and you want to show people what your new product is, that don’t necessarily know they have a problem or maybe it’s a brand new concept. Maybe it’s an app, maybe it’s a new way of doing things completely. All of these different things aren’t going to work with PPC and SEO because those two methods of marketing can’t generate demand.
When you hear SEO purists and PPC purists say that PPC and SEO and search marketing are the only things you need to do, take that into consideration because you’re not going to generate demand which for a lot of businesses is really, really important. With new ideas, new concepts, new products, you need to generate interest, and PPC and SEO isn’t going to do that for you, but you know what can? Social media marketing.
With social media marketing, you could put a product or service contextually targeted based on the fact that you know everything about somebody, or should I say Facebook knows everything about somebody, and put it in front of them within their news feed and then see what the uptake is. You can bring that new idea to them and then that will find a bigger reach of people than PPC or SEO ever could.
Again, this shows two different types of marketing. You’ve got search marketing and social media marketing and they’re both very, very different propositions, but they could work really well together. If you have an overall marketing campaign, then you don’t need to look at silos and look at just isolation different forms of traffic, everything should work together.
At the beginning of this video I mentioned offline advertising. People might think I’m crazy for being an advocate for offline advertising being that everything’s moving in a digital direction and that my channel is all about digital marketing. What is the benefit of offline advertising? Well, it all comes down to reach.
People often say TV is dead and billboards are dead, but the reality of the matter is, reach on TV is incredibly powerful. You can reach a massive audience in TV and the problem is it might not be as targeted as Facebook, or as targeted as other advertising methods, and it’s kind of a widespread way of marketing but if your product’s fast-moving consumer goods with wide appeal, then that doesn’t matter. You’re still getting your brand out there a lot further, so ultimately, TV still has its place.
You could still use TV advertising to further your reach, and I’ll tell you a real personal example of that. For those that don’t know, I was recently on the game show The Chase, and by being on The Chase, I didn’t realize my show was going to go out there and be shown maybe two weeks ago. I didn’t get a notification from ITV that it was going to be shown. When I finished work that day when it went on-air, I came out of the office and I had missed calls, I had Facebook notifications, people shouting and saying, “Darren are you on The Chase? Is it you? Is it you?”
Yes, it was me. Even people on LinkedIn, people on my Twitter, people on Facebook, people on YouTube everybody was asking and saying that they saw me on TV, so TV still has massive reach. Now, could you imagine if I sunk, I don’t know, maybe £500,000 on banner ads targeting people that are in my demographic. Maybe marketers, maybe people that watch shows like this on YouTube or things like that, I doubt many people would have tagged me or mentioned to me that they saw me on TV, so TV is still a very powerful medium.