It may seem that the organizations that draw the most engagement via social media are those with the flashiest posts, but in reality, the most successful digital marketing strategies are those that make promises that will be delivered, according to the Harvard Business Review.
Digital marketing is all about building trust by being transparent about brand values: "Consumers today react to products, services and ad campaigns in real-time through social media, creating new demands on organizations. Generating and sustaining high levels of engagement and enthusiasm online requires clarity around the firm's goals and values," per a recent HBR article.
Here are four questions organizations should ask themselves when developing a digital marketing strategy, with a focus on social media:
1. What are our goals?
2. Which platforms should we be using?
3. What is our content strategy?
4. Are we ready to talk with our audience — in real-time?
Read more here.
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Physician viewpoint: Health-related marketing must be held to a higher standard
HBR: How marketing teams can boost loyalty via social media
Eli Lilly will launch digital campaign to raise awareness of discount insulin options