You see it in weaving. Strands of yarn, that, on their own are strong, become even stronger when woven together. Successful digital marketing in Trinidad and Tobago relies on this same principal. Take any of the three methods of marketing online alone, and they’re adequate strategies. Combine them, and find the central point of strength, and you’ve got something truly solid.
Paid media:
This is long been the traditional strategy for most businesses. This is where a brand pays to leverage a channel.
- Display ads
- Paid search
- Sponsorships
Using paid media allows a company to control the message and provides immediacy. Lately though, with the rise of other strategies, paid media has lost some credibility and response rates are declining. Research has shown that friend and family referrals and opinions carry more weight than brand generated information.
Owned media:
This form has been successful as content marketing continues to gain ground over paid media. It includes anything a company generates itself.
- Website
- Blog
- Social Media Accounts
These forms provide control of messaging, are cost efficient, have versatility, and can reach niche audiences. Again, though, corporate communication is less trusted these days. Maximizing this strategy takes time and commitment.
Earned media:
This is, in essence, the Holy Grail of digital marketing in Trinidad and Tobago. It is when customers become the conduit for messaging.
- Word-of-mouth
- Social buzz
- Viral phenomenon
This is the most credible messaging for consumers. Unfortunately, companies have little control over the messaging (as it also includes negative response) and is hard to measure. However, it is most effective in converting.
Success in earned media requires a lot of listening to what consumers want, creating content and offerings that match demand, and responding to changing needs. It also requires continual effort and time.
Blend
Think of the three strategies as that yarn. When used together, something is created that is strong and useful. The Altimeter Group calls it Converged Media, the point where all three intersect and begin generating the desired response from customers.
Understanding how each of these three marketing strategies can be best used in conjunction will increase your chances for success. Rather than throwing all of your eggs in one basket, so to speak, determine how each of the three can be used for your particular business.
What you’re looking for is the appropriate amount of paid media to bring attention to your brand. You’ll also want a consistent message from your owned media to position your brand. If this is done correctly, you’ll see the earned media begin to take shape.
Do you currently have all three strategies working for you? Contact us and we will help you weave together an effective plan.
