Amrita's Digital Notebook

Creating a digital strategy can be overwhelming. There are so many platforms and devices; brands feel like they must always be "on". A digital strategy can be updated continuously but in order to be effective a killer digital strategy must contain the following five components: 1) Create Objectives Even if you create the perfect digital strategy, you'll never know if it's successful without objectives to measure it against. Much like a traditional campaign, digital campaigns require precise and achievable objectives. Objectives must be evaluated on a consistent basis in order to keep digital strategies current. 2) Get Searched The best website can lay dormant if no one can find it. Search Engine Optimization (SEO) is critical for digital success, but brands need to be found easily on other websites as well. Consumers are increasingly conducting searches on Amazon, and through social media.  3) Mobil...

Big data has transformed the way marketers learn about their consumers and therefore make decisions. According to Forbes , big data helps marketers understand more about consumers' purchase behavior, patterns, and likes and dislikes. However big data doesn't come without its risks. The problem with big data is threefold - good data doesn't automatically correspond to good decisions, vast data collection is a major privacy concern, and the growth of fake followers and bot accounts tests the reliability of data. ( Alberto Brea ) Is Big Data Enough to Make Strategic Marketing Decisions?   The Guardian said it best: "the amount of data available does not necessarily correlate with its value – not everything that can be counted counts." Basically all the data in the world is out there but is it all useful? In my experience, I think big data can certainly inform insights but is not yet capable of decision making. Big data can answer the when and where  - wher...

(Image Source: Search Republic ) With so much discussion about the shift from traditional to digital marketing, mobile marketing specifically may be overlooked. However, brands must develop a stellar mobile marketing presence as a core part of their digital strategy. According to Blue Corona , consumers are using mobile through every step of the purchase process - from search to selection. And when consumers are dissatisfied with their mobile experience, they no longer advocate for brands. In order for brands to excel they must create an engaging, simple, and pleasurable mobile experience for both potential and current customers. 

( The Conversation ) When we think of the Silicon Valley, we immediately think technology. Companies like Google, Apple, and Facebook were are all once considered strictly technology companies. Even Facebook which is a social media platform was identified as a technology brand. But today, these companies control and distribute the majority of the media we consume. So this begs the question, are companies like Google and Facebook purely tech companies, or are they media companies? Or are they both? There was a time not too long ago when you logged on to Facebook and only saw status updates and vacation pictures from your family and friends. It was a way to keep in touch with old friends, look good for your current friends, and even make new friends. And while Facebook is still used for those purposes, much of the content users see on Facebook today is news and branded media. Interspersed between photos of your aunt's dog and your friend's engagement status is likely an...

( Waco )  In the digital era, with so much content out there it can be difficult for brands to stand out and spark conversations. Some brands make a statement with corporate social responsibility, some do so with humor, or with celebrity endorsements. But IHOP (International House of Pancakes) tried a different approach: changing its name...for a hot second. On June 11, 2018 the Twitter universe had its eyes on IHOP. Or should I say IHOB. After weeks of speculation, the brand announced it was changing its name to International House of Burgers (IHOB). Not only did the brand receive criticism from consumers, but its competition seized on the moment to humiliate IHOB. Whataburger, Burger King, and Wendy's, and others all threw major internet shade at the new and improved IHOB ( USA Today ). ( Fox LA ) To add insult to injury, just one month later IHOB returned to its pancake roots and changed its name back to IHOP again. However, the brand then said the original n...

( Merry Stockings ) Around this time last year, my mom and I were watching a holiday movie on Hallmark. The plot was predictable, and a little corny. But something my mom said has stuck with me, she said "these movies are so relaxing." It's true. Although we knew the movie would probably never be an Oscar contender, there was something inherently comforting about it. Well it turns out that was part of Hallmark's content marketing strategy all along! ( E Online ) Ultimately, Hallmark's content marketing strategy is more than just selling a brand but about catering to a need for comfort and belonging, especially during the holiday season. The Content Standard published an excellent piece by Taylor Holland on Hallmark's thoughtful content marketing strategy. The piece shows just how well Hallmark knows its customers and how it creates curated content all year long. Ann Herrick, Marketing Director at Hallmark Gold, believes the first step to gre...