Dynamic Digital Marketing

Chapter 5Decide on key digital channels

‘It is better to be a master of one channel than dilute your efforts across multiple channels.’

Dawn McGruer, founder of Business Consort

There are several areas of digital that will pave the way for marketing in the future and you need to consider carefully not just what will work now – but what will work in the future and what will give you the cutting-edge over your competitors. We will be covering all your potential channels in detail in the Part II of the book. These are just a couple of areas to consider.

Artificial intelligence

This is where machines think and work like humans – and it has been revolutionary in automating repetitive tasks such as auto-responding to social media comments, automating site chat using FAQs, appointment setting, tagging people and segmenting them into demographic and interest-based audiences, and creating automated conversion funnels (Figure 5.1).

Examples include Facebook Messenger tools like ‘Mobile Monkey’ where you can drive digital engagement through leveraging AI for user intent as you can match content to keywords and interactions; this embraces – and leads us onto – one of the most successful types of marketing: ‘behavioural marketing’.

Behavioural marketing

This is when you market to potential prospects or customers based on their actions. Rather than trying to pre-judge their interests, you are aligning your content with what you know they have previously interacted with.

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