Marketing Lessons For The New Web: Four Success Tips

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For today’s marketers, online channels present a vast array of new opportunity – as well as the potential for costly distraction. New and emerging platforms — such as social and mobile channels — continue to evolve the online landscape of consumer engagement. As a result, success metrics and economics can change quarterly depending upon customer adoption curves. Marketers can, and should, choose from a broad menu of customer connection points. But there are endless permutations of online brand building, customer sourcing and repeat driving levers. Which should companies pursue?

There’s also a caveat: Investing early in new applications and platforms can be risky – drawing both time and funds. For example, you may take the plunge and allocate significant resources toward building up a social coupon campaign. While this may have worked for brand X, you might find that your high-cost new customers are more interested in finding the next deal than repeating a purchase.

It can be challenging to find what sticks. Here are my top four tips on building a successful, sustainable campaign online.

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Godwin Okafor is a Financial Journalist, Internet Social Entrepreneur and Founder of Naija247news Media Limited. He has over 16 years experience in financial journalism. His experience cuts across traditional and digital media. He started his journalism career at Business Day, Nigeria and founded Naija247news Media in 2010. Godwin holds a Bachelors degree in Industrial Relations and Personnel Management from the Lagos State University, Ojo, Lagos. He is an alumni of Lagos Business School and a Fellow of the University of Pennsylvania (Wharton Seminar for Business Journalists). Over the years, he has won a number of journalism awards. Godwin is the chairman of Emmerich Resources Limited, the publisher of Naija247news.

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