digital marketing 101 webinar with chris dickerson
Building a digital media strategy for 2021 with sia & the multi-channel marketing academy
During the month of September, Kristin Carpenter is hosting a webinar series sharing insight from the Multi-Channel Marketing Academy and tips for up-leveling your marketing strategy for the holiday season and 2021.
Chris Dickerson, Director of Digital Integration at Verde Brand Communications, hosted a webinar with the Snowsports Industries America (SIA). Your online channels are now the front door to your business. It's how consumers discover, engage with, join up with and buy from your brand. Chris will share his approach to building out a multi-channel, digital marketing strategy for 2021 - taking into consideration the NEW consumer decision journey and growth in e-commerce.
Key takeaways:
The most important thing you can do before diving into any marketing strategy is to get to know your target consumer. Get up close and personal. A few options: A customer survey or actually getting on the phone and calling them.
Use data to its fullest potential. Always be looking at the numbers to assess what’s working, not working and where you should be focusing your energy. And with that, make sure you’re reporting to your leadership team on a regular basis to make sure they understand the importance of what you are doing. You are the consumer advocate for your brand!
Up-level your video content strategy and invest in YouTube. Photos and video are the best performing content on social media - by far!
Conduct regular audits
Trends consumers want to see more, that you should incorporate in your strategy:
43% want to see more stories while 40% want to see live video
In addition to investing in YouTube, invest in new technology to personalize the shopper experience, invest in your e-commerce platforms and your online channels to optimize site search, the shopping experience, checkout experience and more.
As customers navigate a series of “new normals,” personalized, empathetic engagement has never been more important. Delivering messages and offers that resonate with an individual’s unique needs and expectations will go a long way.
Your consumers are human. Use your online channels to truly connect, to share, to grow relationships. Be empathetic. Be appreciative. Be real.
This webinar is brought to you by the Multi-Channel Marketing Academy, an eight week online marketing course for specialty brands intent on up-leveling their marketing skills and strategies for 2021. Course enrollment takes place September 15-25, 2020. For more information about the course, visit the Multi-Channel Marketing Academy.