Newsstand

September 26, 2011
From Myth to Revelation – Getting to the Root of Effective Digital Marketing [DMA11]

Our world is riddled with myths – myths that not only distort reality but that have the potential for sending people off on wild goose chases. There are even myths surrounding digital marketing, and anyone going in search of digital marketing information in a quest to uncover the elusive secret to massive online success should be given a proper heads-up. One of the biggest myths in all of digital marketing involves online popularity and the direct correlation between it and increased sales.

Simply put, just because a company has a million followers on its Facebook page or tens of thousands of opt-in email list subscribers doesn’t mean that they’re necessarily raking in the profits hand over fist. There are such things as passive online customers, those who “Like” a Facebook page once and never return. Or those who sign up for an email marketing subscription just to get a free coupon, then never participate again.

Without the necessary marketing tools to be able to measure marketing ROI, most companies in this situation would be at a loss to understand why their enormous numbers aren’t translating to sales or greater visibility on search engines. This is where third party digital media services come into play, by helping to remove the guesswork from digital marketing and offering real solutions to bona fide dilemmas that would otherwise confuse a marketing department into paralysis.

If this scenario is something that you’re familiar with, it’s likely you’ve come up against an invisible ceiling in your digital marketing efforts that you won’t be able to break through without a good bit of keen insight into effective marketing techniques, or the assistance of a service provider who can parse the analytics to come up with a viable solution to the barriers at hand.

You can find either one of these or both by attending the DMA2011 Conference & Exhibition in Boston. The conference, which takes place each year and has become the epicenter of cutting edge digital marketing information, is the one place you can go to kill two huge birds with one stone: learning about the latest digital marketing techniques from thought leaders in the industry, and getting an up close and personal preview of various marketing tools from hundreds of vendors in attendance. To find out more about the workshops on offer, the speakers scheduled to appear, and the hundreds of technology vendors that have already reserved their place in the DMA2011 Exhibit Hall, visit www.dma11.org.

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