They say, life is too short to make mistakes. So learn from others’.
Digital world is not new to us. Content continues be the king. The right messaging is the right hand of the ruler of the digital ecosystem. Getting it right at the first shot is crucial as well challenging. A weak grip over your messaging may cost you a lot. You might even face a campaign ban. Yes, it’s happened in the past.
BSkyB succeeded in getting a Virgin Media direct mail campaign banned for tricking consumers into thinking it was an official offer of a TV upgrade from its pay-TV rival – but lost a bid to stop Virgin being able to claim it offered a ‘better TV experience’. The satellite broadcaster lodged a complaint with the Advertising Standards Authority over a campaign from Virgin Media that arrived in an official-looking jiffy bag promising a ‘satellite TV upgrade pack’ to households. Some might think It could be a cheap strategy to spoil the reputation of the competition or was just a mistake/ignorance of the campaign manager and his/her team. Who knows what actually happened? But, erroneous messaging proved COSTLY!
So, what should you do? You should definitely pay attention to what mistakes did others make in the past, and how you can avoid making similar mistakes that may affect your campaign’s performance. Below are the examples of how ‘wrong’ content may be affecting your performance.
1) When you get a poor open rate / response to your e-mail campaign, there is a big chance that it is because of the drab subject line, which you forgot to focus on. Though poor open rate is not just restricted to catchy subject line.
2) When you witness a challenge in building audiences for a webinar, it could be majorly because of the HTML invitations that you sent out without a clear & catchy message.
3) When you get poor form fills through whitepaper hosted on a Website, for example, it could be because of the wrong / misleading / boring banner text copy that could have been better with a little more attention and so on.
Digital marketing campaigns revolve around content. Right messaging, correct keywords, good presentation among others can actually create business opportunities too, if managed well.
Tip of the day: If you are running a digital campaign, design a flow first and think of the correct messaging for every stage.
About The Author
Imrana Khan is an independent brand and marketing consultant. With over 12 years of experience in marketing and communications, Imrana helps individuals and organizations realise their dreams of building sustainable brands and achieving revenue growth through business marketing. She holds a masters degree in Innovation, Creativity & Entrepreneurship from the Newcastle University as a Chevening Scholar. You can connect with Imrana at @heedandhook (Facebook and Instagram) and @tweetsbyimrana (Twitter).
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