Bryan Crawford – Online / Digital Marketing Manager

Bryan is a marketeer who works within the online and digital spaces. He is responsible for establishing and maintaining long-term strategic partnerships within these spaces with some of the world’s largest technology brands. Bryan previously worked at a digital marketing agency before moving into marketing management. He holds a BA in economics from the University of Liverpool and an MSc in marketing from the University of Westminster.

Marketing Can’t Be Separated From Tech Anymore

The line between marketing and technology is blurred – with every technological revolution, from electricity to smartphones, marketing has followed and been a part of it. This trend is more prominent today than ever before, with marketing and technology specialists working together to provide innovative solutions to address growing customer demands across all industries. In fact, a recent report from Outbrain states that 79% of global CMOs regard marketing technologists as valuable strategic partners in driving digital marketing success.

Why SEO?

In recent years, organic search (as opposed to paid search, which shows up at the top of your screen when you type a query into Google) has become the preferred method of finding content online. This is partly because people are more likely to click on an affiliate link (which usually indicates that the website pays a commission for any purchase made via that link) or a non-paid link (typically from a “thought leader” in the industry that you might follow on Twitter) than they are to click on a paid advertisement. SEO also helps build credibility and authority within the relevant blogosphere – which could be critical in securing future business.

Find Your Niche

There is a wealth of information out there on the web and in real life – but unless you know how to navigate it effectively, the information overload can make it difficult to find exactly what you’re looking for. By identifying a niche area of knowledge or expertise that you possess – be that SEO, web design, or content writing – you stand a better chance of finding the information you need without getting sidetracked by unrelated material.

Keep An Eye On The Big Picture

With so much content created and published on a daily basis, it’s easy for marketers to become disheartened when bombarded with irrelevant results on queries that don’t even seem related to their niche. By keeping an eye on the bigger picture, a more holistic approach can be taken to finding whatever content relates to your keywords – ensuring that the information you find is actually useful and of value to your end-users.

Learn From The Experts

No one knows the ins and outs of digital marketing better than digital marketers themselves – which is why it’s important to learn as much as you can from them. The best thing for marketers is when their skills are actually needed, which means that they have to teach you something new every day – expanding your knowledge base and contributing to your long-term growth as a marketer.

Think Long-Term

What we consider long-term planning when it comes to marketing can be quite different from what others do. For some, long-term planning does not exist. For others, planning for the next six months is completely sufficient. What is important is that no matter how much you plan, there will always be more challenges than you can handle – so it’s important to remain flexible and adaptable in your approach in order to be successful. Thinking long-term will help you find the success that you’re looking for.

Start A Conversation

Paid search, organic search, and social media all contribute to how much a company or organization is worth. However, a huge part of the digital marketing mix is dedicated to starting a conversation and engaging with audiences through various platforms – whether that’s a quick question about the product in a Q&A session, an announcement about a new service, or an invitation to participate in a webinar.

Avoid Mixing Marketing With Sales

Although it’s tempting to get involved in sales activities online – such as promoting a product that you claim can help someone solve a problem, or inviting someone to join a membership site – internet marketing is considered a separate function from sales. When interacting with potential customers, digital marketeers need to maintain a professional and ethical distance from sales representatives in order to prevent any misunderstandings or conflicts of interest. They should also be mindful of consumer protection laws and ensure that their interactions are always in accordance with marketing best practices.

Think About Adaptation

With the ever-evolving world of digital marketing, it is essential to keep adapting your strategy and approach to stay successful. Rather than focusing on the “how to” of digital marketing, a more holistic approach should be taken – looking at the “why” behind everything you do and why you do it that way. This way, you’ll be able to quickly adapt should the strategy prove ineffective or obsolete – ensuring that your overall approach stays current and that you continue to thrive in this ever-changing world of digital marketing.

Stay Fresh

It’s important to keep your internet marketing strategies and approaches fresh – which is why it’s important to learn and evolve with the times. The best way to do this is by consistently re-evaluating your efforts and measuring the results of your strategy and plan. There is no fixed formula to ensure success in digital marketing, and success depends on the continuous effort and evolution of your strategy – not just the products that you use or the tools that you employ.

When it comes to finding a balance between marketing and technology, it’s important to remember that the two functions are separate yet interrelated. It is also vital to keep in mind the differences and challenges of working within digital marketing – both as a practitioner and as a researcher – to ensure that you make the right decisions for your clients and contribute to their success.