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Here are 5 ways to get on the right track for a solid paid social media strategy. As brands are being compelled to turn to paid social, with organic really being forced and downgraded by platforms, it becomes important to remember some basics to getting paid social strategy right as you go. Paid social is becoming the go-to solution for most brands these days as organic posts are really being downgraded as a viable option by the platforms. Besides, paid social does have its benefits – it provides far better targeting, better optimization and much better tracking of performance overall. But to get it right, a social strategist should remember a few basic steps... 1. Get targeting right Yes, paid social does offer a far better targeting opportunity, but with hugely increased paid social traffic and increased competition, the costs can really spiral out of control. Because more and more brands are targeting the same hearts and minds (and eyeballs) of consumers, campaigns can get dera...

In our increasingly connected world, it is imperative for brands to be seen as customer focused – always and continuously. It is a relentless pursuit of happiness – for your consumer, your customer, and not necessarily for your brand and your team. But focusing on the customer does have its payoffs. Here are five simple things you can do to keep your customers, in the loop, informed, interested and happy... 1. Build a sense of trust.  Whether or not, you offer some kind of customer service via your online channels, it is important that you build a sense of trust with your customer. Relationships are built on trust. It depends on the way you 'speak' to your customers on your social channels, your website, your chatbots – and particularly offline. Be clear in delivering a message that is consistent about what you do, what your brand or product promises, how you deliver on that, and what your customers (and your target audience) can expect from you. Keep you...

How many times does your brand's message or ad needs to be exposed to your audience for them to act on it? While there are no definitive numbers out there, and many marketers use tools such as econometric modeling to figure out an "effective frequency" number for exposures, Artificial Intelligence is going to come into play to help you decide. That's what will trend in 2018. Research has shown that the minimum number of exposures for a good recall is around 10. There's a school of thought that states that repetition is essential to generate audience response*. And then there's the audience who gets really turned off seeing a message over and over again. It's called 'copy wear out' in media terms. So where's the middle ground? With consumer attention being the currency that every marketer is trading in today, we need help. And, like in many other areas of marketing technology, AI will probably rise to the occasion and come to ou...

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In order to develop a rock solid digital marketing strategy for your brand or product, you need to have seven fundamental pillars as starting points. If you don't have a specific 'digital' strategy, you'll need to make these seven core points fundamental to your overall marketing strategy. If your brand, product or business has components of marketing via online, mobile and social, start with these essential pillars to build your strategy on. 1. Marketing Objective - What do you want to achieve? What are your basic and extended goals for the year? Do you have a clearly defined objective? Or is it based on "we need to have digital, so we'll do these few things..."? These objectives should not just be financially motivated. They may include driving sales, offering better value for your customers, engaging them, creating a lasting brand imprint, or maintaining a solid relationship via customer service with your audience. Outline your objectives clearly, rem...