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Guest Blogger Chris Todd, Marketing Strategist at Spyder Trap
Every industry has its share of buzzwords and acronyms, but it seems like digital marketing lingo takes the cake. SEO, PPC, SEM, big data, etc. — the industry speak is enough to make your head spin. And while buzzwords and acronyms aren’t inherently evil, they can be gateway drugs to harmful practices. Once a process gets labeled, it inevitably leads to people searching for shortcuts and tricks to get ahead of the pack, and MIMA is going to help you do just that during our next event on Tactics in Twenty: Data + Tech.
But first, let’s explore why shortcuts are good for Mario Kart and bad for marketing.
The digital landscape is constantly changing. Shortcuts only address the current situation and have little regard for what’s coming around the corner. Using SEO as an example, in the beginning there was keyword stuffing and link farming. Then as soon as Google made a change—which it does ALL THE TIME—those sites were penalized. As a result, all of those shortcut lovers were forced to scramble to make changes in order to keep up. That’s not a strategy. That’s like putting Band-Aid after Band-Aid on top of a gaping wound.
Instead of trying to beat the system, it’s much better to carve out your place within the system. Over time quality and relevance will always win out over quick tactics.
There are times when agencies and freelancers promise immediate results, which is one method, but it can be hard to commit to. Immediate results are nice and make clients feel comfortable; but if you stop there then they’ll miss out on optimal results that can only come through testing. Big data might just be a buzzword, but data with human context can be very powerful. Using data to drive experimentation will lead to long-term results that could never be reached with a short-term focus.
A/B tests, keyword analysis, bid management, and many more elements can only truly be optimized over time. Context is what drives strategy and data drives that context.
The number one reason to stay away from following buzzwords and overnight trends is that it kills your strategy. It’s well known that the key to successful digital marketing is consistency and planning. When you follow short-term success, it degrades any work you’ve put into a long-term marketing strategy. Buzzwords and acronyms without a consistent strategic foundation mean very little. Being proactive is always better than being reactive. Your strategy can include space for analyzing trends (see testing and experimenting above), but it should be reliant on it. A strategy that’s constantly changing isn’t a strategy at all. If you know your audience and develop your strategy to serve them relevant information and experiences, your efforts will be future-proof.
Want to learn more about how all of these data-driven, technical marketing practices fit together? Join us May 20 for Tactics in Twenty: Data + Tech. The first of two events we’ll host this year where three speakers will each give you twenty minute knowledge bombs, rooted in strategy, but with the goal of arming you with nine total tangible takeaways to take back to the office. (We like a little alliteration, okay?)