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Over the last decade, the number of digital platforms has skyrocketed. From graphic design to video platforming to customer relations management, programs now exist to streamline nearly every facet of the marketing pipeline.

Yet, when Miller Ink develops full-service digital marketing campaigns for clients, we’re often asked which tools are right for the job. With so many players in the market, the answer has become increasingly difficult to discern. We are often left wondering whether the development of many digital marketing tools has become too much of a good thing.

It certainly could be the case—but it doesn’t need to be. With a bit of research and savvy, you can determine which tools are best suited for your campaign or even manage a crisis management campaign.

While the right tools are critical in creating successful campaigns, often overlooked is how they’re utilized to achieve the best results.

Navigating a Sea of Tools

When looking at the wide array of tools on the market today, it’s important not to look at any tool as existing in a silo. There are, of course, tools that will help you execute a campaign, whether it’s for designing creative or implementing a marketing plan. But you also must ensure that the tool you select can help your campaign reach its objective. That’s the part you can’t miss—the tools should keep you honest by tracking statistics and data to ensure you are hitting your goals.

Even within similar verticals, tools can differ significantly. YouTube, for example, is the standard bearer for video platforms, yet Vimeo may be more effective in some circumstances. Vimeo is a platform that offers real-time viewing data, providing superior insights into the efficacy of a particular piece of content. It helps you see precisely where the user drops off during a video and gives marketing teams the data they need to analyze what went wrong and why the audience left.

There is a range of other tools that help with data collection and reporting. Platforms like Raventools and Sprout Social can help save time on reporting and assess the effectiveness of your digital marketing campaigns.

Consider Your End Goal 

One of the three central pillars of strategic communications is audience: to develop an effective campaign, you need a clear idea of whom you’re trying to reach. You need to identify your target audience, what they want, and how your company can help them get it.

From there, you can begin thinking about which marketing tools will help you reach this group and achieve your objective. Every company and nonprofit is different, so there isn’t a one-size-fits-all answer.

That’s the benefit of having a team of experts like Miller Ink on your side. We have used every social platform on the market and can give you an honest answer as to what works and what doesn’t.

For example, digital marketers have started to use TikTok as a tool because of its young audience and wide reach. There are many creative ways to post on TikTok and communicate your message, but doing so still requires a cost/benefit analysis. In some cases, you’re better off allocating that time, energy, and money to a platform that better fits your needs and connects with those in your target demographic.

Facebook has a much different demographic layout than TikTok, as does Instagram. Each platform has components that make them especially great for every unique business. For example, if you have an aesthetically pleasing product, Instagram might work best because it is a photo and visual-based platform.

It is important to remember that there isn’t a silver bullet solution for every organization. What works well for one organization could prove to be ineffective for another. Organizations must keep their audiences and goals top of mind, then work backward to determine which platform will most effectively relay their message to their target audience.

The Future of Digital Marketing 

Digital marketing and social media are on an upward growth trajectory. The COVID-19 pandemic taught us that almost everything can be done digitally.

This is a generational rest in communications. Businesses must be able to respond from a digital marketing and advertising angle to that change in perspective and community formation. So, instead of sending communications to the entire world, your goal should be to tailor your message to a specific group of people. There are innumerable ways to approach and design digital marketing campaigns, but all successful campaigns are built on the same three pillars: objective, audience, and message.