Mastering the Art of Digital Marketing: Choosing the Right Method for Your Business
Digital marketing offers a wide range of effective marketing methods, and managers need to decide where to invest their marketing budgets and where not to. They need to determine which actions will yield results and how to leverage various marketing channels. The decision is not simple, and in the industry, many “truths” are confusing and misleading. For example, the notion that “every company needs to invest in SEO” is far from accurate.
In this article, I will try to help you answer some of these questions:
What is my digital marketing strategy?
Is my digital marketing manager doing a good job?
How can I get the most out of my digital advertising agency?
Table of Contents
Alongside my consulting and branding activities in my company, I served for several years as the marketing manager in a digital marketing agency for a social organization that provides loans under special conditions to families, small businesses, and individuals facing economic challenges. In one of the meetings, a proposal came up suggesting that the organization start a podcast to establish an ongoing relationship with potential borrowers. I was surprised and replied, “Our borrowers are interested in us when they need a loan, not before or after that.” I continued, “Perhaps, if and when we decide to engage people in social activities, it would make sense to build an audience that follows us through relevant content and maybe even a community. But at this moment, what’s the point? There are marketing methods that are much more suitable for us, given our target audience and industry.” The response I received was one I had heard before from many content creators: “If the content is interesting enough, they will follow the podcast.” However, my experience showed that in marketing situations like the one the organization operates in, they don’t. While the organization can transform itself into a communication entity and create engaging content to attract an interested audience, it seems that it won’t be the audience in need of a loan, and the marketing benefit won’t justify the cost.
Effective Marketing Strategy for the Travel Industry
Let’s look at another example: For several years, I provided guidance to a leading company in the organized travel industry. One day, I learned that the social media agency they worked with recommended starting Instagram activities. I was curious and asked, “What do you plan to do on Instagram?” They replied, “We will share travel photos and engage with the guides. We have great visual materials.” I then asked, “Are you aware that the majority of travelers on organized tours, except for specific remote destinations, are aged 75 and older, and less than 2% of them are active on Instagram?” They didn’t consider this factor relevant. I suggested an idea, saying, “Perhaps we can use Instagram in a more strategic and creative way to appeal to the grandchildren of our travelers and create an interest in family trips funded by grandparents.” It didn’t help; they remained convinced of their approach.
Effectiveness begins with choosing the right marketing model.
Strategic Media Planning
My experience teaches me that in order to make informed decisions, allocate budgets effectively, and achieve the best results in digital marketing, managers need to select a suitable marketing strategy model that aligns with their business and the marketing environment they operate in. Businesses may choose the platforms where their target audience is present, learn about the customer journey, target or let algorithms from Facebook Ads, TikTok Ads, or Google Ads find the right audience for them, and, of course, craft messages and create tailored content for the target audience. All of these are important. However, at a more strategic level, it is possible to choose a marketing action pattern that precisely aligns all these decisions under an organized framework of the business’s relationship with its customers.
The Decision-Making Model for Marketing Managers
Over a decade ago, I developed a decision-making tool for marketers that I have refined and tested with dozens of clients from various industries in different countries. The result is the “Glove Model.” It consists of five different marketing models, each of which is highly distinct from the others and suitable for the needs of different businesses. Each model helps understand the customers’ expectations, their customer journey, how to reach and sell to them, provide the desired experience, and, if possible, retain them as loyal customers. Each model includes relevant guidelines and tools.
The Community Model
The Community Model is suitable for organizations that maintain an ongoing and intensive relationship with their customer base (or with another influential audience) that, includes professionals, serious hobbyists, fans, supporters, social or political activists, residents, and more. The experience sought by customers in the “Community Model” is a sense of belonging, being recognized, valued, and appreciated. The model shows how to transform these audiences into an effective community aligned with the organization’s goals, how to use in-depth content for advanced members, “insider information,” and more.
...at a more strategic level, it is possible to choose a marketing action pattern that precisely aligns all these decisions under an organized framework of the business's relationship with its customers
The Friendship Model
The Friendship Model is suitable for organizations that maintain a good and enduring customer-supplier relationship, whether personal or impersonal, such as service-based businesses, accounting businesses, consumer goods manufacturers, entertainment venues, etc. The experience sought by customers in the “Friendship Model” is a comfortable experience. They expect their expectations to be (almost) always met, allowing for a smooth purchase process. The model guides how to build a buying habit in customers and maintain it over time through various means, including loyalty programs, early access, and personalized content with an emphasis on personal attention.
The Invention Model
The Invention Model is used by businesses whose customers infrequently need their products or services, perhaps only once in a lifetime. They maintain an intense relationship for a specific period during which there is a temporary need but an important one for the customer. Think of businesses related to pregnancy and childbirth, real estate and renovations, car agencies, travel agencies specializing in unique trips, vision correction clinics, plastic surgeons, divorce attorneys, mortgage banks, and many others. The primary task is to make it easy for customers to find you when they need your service and convince them that you are the right choice. The experience sought by customers in the “Invention Model” is a sense of “I found what I was looking for” and “I’m in the right place/good hands.” Here, the use of critical search engines, as well as deep and serious content for beginners, is important. Occasionally, there may be an opportunity to build a long-term community, but one that constantly changes its members.
The Temptation Model
The Temptation Model is designed for marketers who need to generate temptation, excitement, and responsiveness within a short window of opportunity. It applies to businesses based on tourism, transient businesses like circuses, exhibitions, or pop-up shops, investment opportunity marketers, specific real estate projects, fast-fashion marketers, hit products, gadgets, video games, concert tours, shows, movies, and even protests or edgy action campaigns and election campaigns. The task is to quickly raise awareness among an audience that is not actively seeking the product or service and ignite their interest. The experience sought by customers in the “Temptation Model” is an experience of excitement and engagement with something new. Viral marketing, short-term branding, partnership programs, and more are just a part of the recommended methods.
The Persuasion Model
The Persuasion Model helps convert customers’ reservations (due to hesitation or doubt) into openness and readiness to make a one-time or short-process purchase. Insurance companies, dentists, clinics conducting tests for severe diseases, financial management advisors, emergency equipment marketers, and others can benefit from this model. The experience sought by customers in the “Persuasion Model” is a sense of relief, “Finally, I did it; it’s behind me.” The model includes tools for overcoming barriers and changing perceptions and behaviors.
Different companies need to market in different ways. Sometimes the same business needs to market differently to different target audiences and within different areas of activity. The “Glove Model” exposes the dynamics of the relationship system between a brand and its customers in different marketing situations. Based on this foundation, it aligns each brand with the appropriate marketing model, directs it to the most effective marketing channels, and demonstrates how to use them to achieve optimal results. It brings clarity and is a simple tool for making more systematic and accurate marketing decisions in the digital realm.
A well-defined marketing strategy, supported by effective marketing management, and implemented with the assistance of a digital marketing agency, can help businesses navigate the complexities of the digital landscape and achieve their marketing goals.
Refine Your Marketing Strategy with Our Expertise 🧭!
Get a Free* Consultation, Account Audit, and Tailored Strategy from Our Elite Team 🥇.
Contact Us Now for a Digital Marketing Revolution 🚀
* Exclusive offer for eligible accounts only
The article was authored by Dr. Dan Herman, a renowned strategist and expert in creating high brand value. Dr. Herman is the CEO of Competitive Advantages, a leading agency providing comprehensive strategy, innovation, marketing, and branding consultation services. For more information or to get in touch with Dr. Dan Herman, please visit his website at www.danherman.co.il.