Most companies understand that the bulk of their energy needs to be spent on digital marketing. People are increasingly online thanks to the tablets and smartphones that have web access, and print advertisements are simply not as effective as they once were. Marketers need to go where the people are, and in this case, it’s the digital world.

However, some companies adopt a digital marketing strategy and never bother changing it. Those businesses will soon find that they are not growing and cannot understand why. The Internet is not static. Things change, tastes change, and the ideas that worked last year might not be nearly as effective now.

Consider the evolution of social media as an example. Friendster was popular for a while, and then along came MySpace, which knocked it out of the water. Facebook and Twitter soon supplanted MySpace. Things change, and your company needs to as well. This means that you need to be able to rethink and adapt your digital marketing approach when the need warrants.

Watch the Data

How do you know when you need to reinvent your marketing approach? The numbers do not lie. This is why you need to pay very close attention to your analytics, as well as all of the metrics regarding your site and social networks. These will let you know where you are failing and where you need to step things up and make changes. It becomes very easy to see the weak spots when you have the data in front of you. Do not make the mistake of disregarding it.

Make Sure You Are Mobile Friendly

As mentioned earlier, a large number of people today are visiting websites through their smartphone and tablets when they are on the go. If your site is not mobile friendly, you will find that those visitors will not stay on your site for very long. Instead, they will look for a competitor who does have a mobile friendly site. While this might seem fickle, it’s reality. People do not have time to deal with a poorly developed site and they will take their business elsewhere.

Consider Your Social Approach

Social media is one of the areas where many companies have trouble. They might be on the various social networking sites, and they might be posting. However, they are not actually engaging with the audience. One of the best things about social networking is the ability to connect with customers and clients on a different level. While this might seem like a small thing, it helps to improve the relationship you have with them. When they are happy, they will tell their friends and family members so you can get the added benefit of word of mouth marketing.

To stay relevant, companies need to monitor their digital marketing successes and failures. Find out what works best right now and make the changes that you need. Keep tracking your marketing and continue to make changes. It is a lot of work, but it is the only way your company will continue to grow.

Kind regards

Anna Ingram

Social Manager

Chris Bruno
Chris Bruno

Chris, founder and CEO of Social INK, has devised and consulted on more digital marketing and social media marketing campaigns than you can shake a stick at. He’s also got a bit of a thing for online advertising and social media advertising.