As the first half of 2011 comes to an end, three things have become crystal clear: 2011 will see the death of digital marketing, content is still king, and making marketing fun is what all marketers should be trying to do.
Digital Marketing is Dead
Before a Twitter storm erupts, let me explain. Today, digital marketing is “marketing.” Digital is so ubiquitous to every aspect of marketing that qualifying digital as its own form of marketing makes no sense. In 2011, marketing is digital. Period.
If you don’t believe me, then believe the facts: According to comScore, a leader in measuring the digital world, in August 2010, 75.6 million mobile U.S. subscribers ages 13 and older used downloaded applications. For the same period, 80.8 million mobile subscribers used their browser. With our continual immersion into 4G phones, iPads, iTV, social media, location apps, etc., a digital strategy should serve as the basis of your marketing in 2011. If this isn’t the case with your current marketing strategy, you can rectify the situation by planning your marketing content for multiple digital experiences and platforms.
Content Remains King
Sometimes in the excitement of discovering new technologies we forget that it’s the art of storytelling that helps marketers connect with their audience. In 2011 we’ve re-emerged from a long tech hangover to realize that, irrespective of the latest and greatest technology trends, content remains king.
Today, content is back in a big way. To be effective, the focus needs to be on handcrafting content for each marketing channel. In a digital world people’s attention is increasingly short. As marketers we must get back to thinking of our customers first. Find out what matters to them. Consider how we can make their lives easier. Getting people’s attention by delivering great content and functionality is critical to delivering real engagement and results.
Let’s Play
Understanding the value of “attention” in driving conversion can’t be understated. The truth is this: Attention is elevated through fun experiences; this drives engagement, which in turn delivers ROI.
In the first half of 2011, we’ve learned that people just want to have fun. This has propelled the explosion of “gamification.” Adding a gaming layer to your marketing can bring the rewards of gaming into everyday offerings. Game mechanics can be used to engage users, to make the boring fun, and necessities novel. Ask yourself how to challenge and reward visitors. Don’t underestimate the power of badges, earning points, achieving new status levels.
Make your experiences fun and rewarding and you’ll have an amazing 2011.
Andrew Martin is VP of Seattle-based Metia, Inc., a global digital marketing agency with offices in London, New York and Singapore. www.metia.com.