Seeking Your Signature
This is a guest post written by Rico Cruz, former operations manager of buqo turned freelance photographer. You can learn more about how he uses photography to reflect his passion and curiosity about people and events on his website.
At this point, I think marketers are more aware of the nature of Digital Marketing. It isn’t just banner ads anymore (whose efficacy is becoming more and more questionable), there’s Facebook, SEM, SEO, YouTube and email marketing too. It can get very confusing, but most of what you need to know is readily available online, and when you get it, it’s easy to get caught up in the whole thing. Before you know it, you’re quantifying everything and eking out efficiencies every chance you get. This can be a great thing, especially if you’re organization is on a tight budget.
However, it’s important not to lose sight of what you’re actually selling. Having a very clear idea of your product or service, and what makes it different or valuable should be top of mind for everyone in the business organization, no matter what role you play in it. I know many may balk, but I personally believe it should take precedent even over business goals. Product is everything. It’s corny and cliched, but only because it’s true.
[editor’s comment: Just take a look at Apple. Build the product right and people will come to you — no matter how high you charge them.]
Digital Marketing is great at amplifying whatever special quality your product or service has, or any of the other 7 P’s of marketing. So you play to your strengths. Judging that can be more difficult than it sounds, and as much as you want to tell the whole world about your product, you have to spend the time to concretize it.