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Knowing how to stay ahead in digital marketing has become more crucial than ever. Recently, Meg Coffey – an internationally recognised social media and digital marketing strategist – sat down with Ben Amos’ podcast Engage Video Marketing, to share her insights on the changing face of social media and digital marketing in 2024 and beyond.
You can watch the full podcast below and we’ve summarised the key points in this article.
The Changing Landscape of Social Media
Coffey highlighted how social media has transformed since its early days. While platforms like MySpace and Friendster paved the way, today’s digital marketers face a vastly different environment. One of the most significant shifts Coffey noted was the rise of “manufactured outrage” and keyboard warriors, which has made many businesses hesitant to fully engage on social media platforms.
Despite these challenges, Coffey emphasised the importance of maintaining a digital presence. She stated, “If I can’t find you on the internet, I can’t find you.” This underscores the critical role that digital marketing plays in today’s business landscape.
Tailoring Content to Your Audience
Staying ahead in digital marketing means understanding your audience intimately. Coffey stressed the importance of knowing where your audience is and tailoring your content accordingly. She gave an example of how different social media platforms cater to distinct demographics, even for the same business.
For instance, one of her resort clients uses Facebook to target parents with school holiday specials, while their Instagram content focuses on younger audiences interested in bottomless brunches.
The Importance of Owning Your Digital Presence
While social media platforms offer easy ways to establish an online presence, Coffey warned against relying solely on these “rented” spaces where you don’t have full control. She strongly advocated for businesses to have their own websites, even if it’s just a simple landing page with contact information.
This approach to staying ahead in digital marketing provides businesses with a stable online presence that isn’t subject to the whims of social media platforms. As Coffey pointed out, “When you own a website, you own that. You control that. That can’t be taken away from you.”
Adapting to Platform Changes
Coffey discussed how social media platforms have evolved from primarily content marketing tools to spaces for community building and direct commerce. This shift presents both challenges and opportunities for businesses staying ahead in digital marketing.
To navigate these changes, Coffey advised businesses to focus on creating niche content for specific communities rather than trying to appeal to everyone. She emphasised the importance of consistency and authenticity in social media presence.
Avoiding Shiny Object Syndrome
In the quest for staying ahead in digital marketing, Coffey cautioned against getting distracted by every new trend or feature. She shared her experience of discussing “shiny things syndrome” at her State of Social Conference, highlighting how marketers can easily lose focus on their core objectives.
Instead of chasing every new trend, Coffey recommended focusing on understanding human behaviour and psychology. This knowledge forms the foundation for effective marketing strategies, regardless of the platform or technology used.
The Importance of Strategy in Digital Marketing
One of the key points Coffey emphasised for staying ahead in digital marketing was the critical importance of strategy. She noted that many marketers, especially newer ones, often confuse tactics with strategy.
Coffey stressed that before jumping into any new marketing tactic, businesses should have a clear strategy in place. This involves understanding the ‘who, what, where, when, and why’ of their marketing efforts. Only after establishing a solid strategy should businesses layer in the “fun” or “shiny” tactical elements.
Continuous Learning and Adaptation
Staying ahead in digital marketing requires continuous learning and adaptation. Coffey’s journey from a “backpacker” to a leading digital strategist illustrates the importance of staying curious and open to new developments in the field.
She encouraged marketers to study human behaviour, psychology, and other humanities subjects to gain a deeper understanding of their audience. This knowledge, combined with technical skills, can help marketers stay relevant in an ever-changing digital landscape.
What next?
As the digital marketing landscape continues to evolve, staying ahead requires a combination of strategic thinking, audience understanding, and adaptability. Meg Coffey’s insights provide valuable guidance for marketing managers and business owners navigating this complex field.
By focusing on creating a strong digital presence, understanding your audience, avoiding distractions, and maintaining a clear strategy, businesses can position themselves for success in the digital realm. Remember, staying ahead in digital marketing is not about chasing every trend, but about consistently delivering value to your audience in the spaces where they spend their time.
CAN WE HELP YOU WITH YOUR VIDEO STRATEGY?
Innovate Media provides a raft of video marketing services and packages. Check them out here: https://innovatemedia.com.au/video-marketing-services/
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