either master the digital machine or lose touch with the modern american citizen
Never in history has technology given us the opportunity to reach and influence so many people. But never in history have so many organizations been so desperately lost when it comes to digital outreach. The government sector in particular has always been slow to adopt new technology due mostly to bureaucracy. The myriad of rules and red tape have slowed innovation down to a snail's pace in government outreach, but that doesn't mean that agencies and companies working in this industry can't be just as effective as the private sector. It just requires a different set of creative techniques that work around the limitations. And in the Covid-19 era, it's absolutely essential for everyone to adopt a digital-first approach to influencing the public. We have developed successful outreach campaigns for massive federal agencies such as the Social Security Administration and helped large Prime contractors such as Maximus achieve phenomenal results.
Consistently achieving great results in digital outreach requires having a solid understanding of data and a deep comfort with numbers. Modern digital marketing is based more on math, logic and empiricism than artistic creativity. The Mad Men are gone, the Math Men are in. To thrive in the modern digital jungle, organizations must obey the four horsemen of digital outreach: a/b testing, algorithms, setting goals and KPI's and cross-platform integration. This is a protocol we designed to remove all subjectivity from an organization's outreach processes.
Influencing public perception is no longer based on hunches, creative inspiration or focus groups. Those are the old days. With all the data available at our fingertips today, you have to use objective analysis. You must continually test different variations of ads, landing pages, design elements, and content to see what resonates best with your audience.
The ubiquitous algorithms on the web are the gatekeepers of content. They decide whether your brand gets seen or not. Does your team have a technical understand of how the major platforms' algorithms work and do they understand how to market in ways that work hand in hand with them?
The ubiquitous algorithms on the web are the gatekeepers of content. They decide whether your brand gets attention or not. It's essential to have someone on your team who has a technical understanding of how the major digital platform algorithms work. Without that, your messaging won't get past the gates.
Without precise goals, it’s impossible to measure success. It's also crucial to know what to measure. Most organizations don't set meaningful goals and KPIs to assess progress.
Your social media traffic influences your website’s search results. A/B testing on Facebook should always inform content development on your other digital channels. Does your team truly understand how all your digital properties work together?
Your social media traffic influences your website’s search results. A/B testing on Facebook should always inform content development on your other digital channels. Your team needs to truly understand the bigger picture of how all your digital properties work together and balance each other.