Having been established since 2009, 3 Screens has seen many clients from different backgrounds. With over seven years of dealing with brands of various industries and sizes, our team has started noticing a pattern in the clients we most enjoy working with.
It doesn’t matter who you are, where you’re from or what you did (excuse the Backstreet Boys reference), we’ve found that the best clients are the ones who can confidently say “YES!” to the following questions.
1. Do I understand the importance of digital?
Digital is not just a fad. This past decade has only proven that digital is here to stay and those who refuse to acknowledge that are going to get quickly left behind. In the world we live in today, there’s a little bit of digital in everything you do.
Because of that, any form of “traditional” marketing campaign must come with some sort of digital strategy to drive it. Companies also need to have a strategically sound online presence to stay connected and relevant to their market.
Clients who don’t understand the importance of digital are unlikely to provide the necessary resources to implement an effective campaign that brings long-term results for their marketing efforts.
2. Do I have any idea of how sophisticated the digital realm can get?
Digital is constantly evolving. Digital platforms have their own systems, algorithms, communities and cultures that are changing every day. Things that work today may not work tomorrow, so fluctuations are inevitable.
And these evolutions aren’t just limited to digital; brick-and-mortar businesses are starting to integrate digital into their businesses as well. “Offline-to-Online”, “Online-to-Offline” and “Omnichannel” are strategies we hear about frequently now.
Taking all this into account, it’s important to understand the necessity of being both mindful and agile. Strategies and frameworks are, of course, important but the willingness to try new things is what helps brands stay relevant.
Those who don’t bother to learn are unlikely to appreciate the sophistication brought on by an experienced consultant that are highly relevant to their goals. They could also set unrealistic expectations on what digital can and can’t do for them.
3. Is our brand ready to be open and transparent in the online world?
Becoming a “digital” brand requires a large degree of openness in letting people know who you are, what you do and how those things bring benefits to others. Among the vast amounts of content available, users online want personality and compelling storytelling. One can only build that when one is willing to openly share.
Tell people your company’s story, culture, values and activities as well as showcase the people who work there, so you can engage audiences. It’s also important that you’re willing to do this with your consultants so they can properly plan and craft your stories.
Of course, you don’t have to open up about every single thing. But you need to open up enough to create great content for your digital pursuits. Otherwise, there may be no point in going digital.
4. Am I aware of how much digital can cost?
The barrier of entry for digital can be quite low financially but that doesn’t mean that the amount you spend on digital marketing should always be as well. While it’s true that a small amount can lead you a long way, investments shouldn’t just stop there if you really want to keep growing.
In digital you can start low but once you’ve started, you can begin to identify the most cost-effective channels for the message you want to send. THEN you can decide to make your budget as BIG as you want it to be. It’s all about finding that sweet spot.
Take this fact into consideration: The Hong Kong Tourism Board has proposed spending HK$70.8 million to “Intensify digital marketing” for the year 2016-2017 (source), up from the proposed HK$52.7 million last year. This came after they won multiple awards for their various social media efforts in 2015. They’ve certainly found their sweet spots.
Digital may give you better bang for your buck, but that certainly doesn’t mean your digital budget should always be small. You pay for what you get.
If you can give us a big “YES” to all these questions, then you are ready to work with a digital marketing consultant. If not, we advise that more research on digital marketing should be done.
Happy Digital Marketing!
Sincerely,
Patrick