Keep your eye on the digital landscape

Web technology has brought unprecedented opportunity to reach out to new markets cost-effectively. But in a ‘noisy’ world, how do you ensure you get seen and heard?

Oculus Design & Communications Limited (www.oculus.co.uk), a leading Thames Valley marketing and brand communications agency, recently asked me to research and write a white paper for them, setting out some of the opportunities and pitfalls of web-based communications.

How successful has your organisation been in adopting digital tools originally created for the consumer market? OK, so you've taken on board Facebook, YouTube and Twitter, but do you Audioboo, or is that a technology too far? Does your viral marketing campaign create a buzz or will it fall flat?

Here are five top tips from the white paper:

1. Make web-based communications an integral part of your overall marketing strategy. Online campaigns and marketing should complement and extend your other activities, such as advertising, telemarketing, customer retention campaigns and public relations.
   
2. Careful end-to-end preparation is vital. Next steps, calls to action and follow-up activities should be planned in right from the start. Ensure your key people will be automatically alerted and able to provide an immediate response to customer enquiries.
   
3. Avoid a scattergun approach. Plan targeted campaigns and use the software available to measure which communications and messages hit the spot, so you can develop future campaigns that resonate with your audience. Remember, a short, snappy and easy-to-scan format will make for easier on-screen reading.
   
4. Capitalise on the power of the web to react with agility to changing circumstances. Your website will be the first port of call for customers and industry watchers to see how you counteract competitive activity or respond to negative press.
   
5. Don’t overlook the importance of internal communications. Your customers should never know more than your salespeople and business partners!

Email me at margaret@m2cc.co.uk for your copy of the full white paper, or you'll find it on the Portfolio page on my website (www.m2cc.co.uk).