By now, if you’re in the digital marketing space, the Digital Marketing Transit Map has made its way into your sphere of consciousness. Perhaps you listened in on our webinar. Maybe you read similar posts from my colleagues Jake Sorofman, or Andrew Frank. If you have, you’ve had a couple good “aha” or “YES!” moments. I personally like that the Emerging Trends line in the one that’s the most “out there” on the map. I also like that the UX line is right at the center, putting the customer right where they should be in digital marketing discussions. In fact, the only change I might make is to add a couple of caution signs or “helpful hints” to travelers on the social marketing line. Here’s why.
If you’re a social marketing manager, your travels through the digital marketing landscape rarely feel uneventful. On the upside, the social marketing line gets a lot of traffic, by a lot of diverse people, many of whom are doing some really fun and compelling things. It’s an intense and exciting ride, available at all hours of the day and night. But this route is also unfortunately often under construction. The rules of the line can change at a moment’s notice. The temperament of the crowds in the terminals can range from loving and effusive to entitled and angry. Mistakes in executing your plans can leave you feeling very exposed. Connections feel overly close, and as a result, are often missed. Even the best marketers can feel like the line moves too quickly – or too chaotically – for them to execute very well.
Our research tells us that this is true. The social marketing line is taking brands to amazing places, but few are riding it with peak efficiency or effectiveness. Our research over the last few months has highlighted some of the difficulties marketers face in making this ride “work” for them. What, then, can you do to buffer against some of the natural volatility in this line, and help you navigate better?
- Look upstream: What upstream resources or opportunities have you ignored by jumping on midway? For example, backtrack and look more seriously at your software tools – are they offering the support you need for a stable ride?
- Explore the neighborhood: The commerce track runs adjacent to the social marketing track for a reason. How closely can you connect the content you create and share, or the technologies you leverage, to the activities that drive revenue into the organization?
- Consider connections: What impact comes from the connections that lie ahead? Consider where emerging technologies intersect with the social marketing line – are there reasons to jump off and explore, or does your strategy dictate that you stay on course?
As with any good map, you benefit most when you use the Transit Map to not only navigate a singular path, but to explore and exploit the opportunities around you. Smart consideration of your options can help you to identify where trouble on the line can slow you down, or which routes will lead you to social marketing gold. Navigate well!