I’m going to keep this real. If you clicked on this article, it’s because you might feel the digital marketing world has gotten out of hand with these arduous, jargon-filled articles that do little more than confuse you.
Some of your colleagues may even pretend they understand them, but let’s face it. They’re lying and couldn’t explain them to you even if they tried with every buzzwordy technique they know.
This approach is particularly hard for anyone who’s just starting to test the digital waters for their own business, and it encouraged me to write something that would convince entrepreneurs and digital marketers to step away from the vortex of pointless digital communication.
Now here comes the good part. The U.S Navy coined KISS for “Keep it Simple, Stupid”, a design principle stated that simplicity is the goal in any design and process.
The term originated in the ‘60s, by the Lead Engineer Kelly Johnson of Lockheed Skunk Works, who designed aircrafts that were meant to be used during battle. The team’s challenge was to design a jet repairable by an average mechanic in the field, under combat with only a bag of basic tools.
Complexity is natural in many ways, but it’s the simple processes that lead to a complex system what makes a smart design.
The key lies in knowing how to explain complexity in simple terms so they can be better understood by everyone.
Let’s take this to a digital marketing level: a strategy is made up of dozens of steps created to achieve a specific goal, which fuels the strategy to keep moving forward.
It’s clear that every strategy is in sync with the brand’s overall business purpose. Every little action is just as important to achieve the goal, a half-assed execution leads to a disappointing strategy and, ultimately, a poor digital presence.
Save yourself time and headaches by simplifying the actions of the strategy. Let’s say you have a fashion brand where your main goal is to be seen by as many people as possible. You don’t want them to buy from you yet, you just want to make a buzz.
You may be tempted to throw money at ads for Facebook, Instagram, and an aggressive display campaign, at the same time, but in fact, It’ll be harder to keep track of your ad’s performance, and you’ll possibly need more people just to create the copy and design for every ad needed, making the whole process more complicated than it needs to be.
Instead, take time to map out the most efficient steps and set them in motion at the precise time. You’d rather start by identifying what your audience wants, and research where do they spend more time in. Maybe it’s Facebook, maybe it’s Instagram, but you won’t know until you investigate. Then, invest a smaller amount on an a/b testing, so you know which content works best for your audience and then use your findings to get the ads running in a smarter way.
You can’t solve a complex situation with a more complex solution. That’s why it’s harder to understand digital marketing with difficult concepts.
It’s always better to break every process into simple pieces than to attack it with long words that don’t really pose any value.
And It’s better to make simple small steps in order achieve a complex goal.
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Last Edited on 2015-09-03