![]() ![]() As each platform becomes more popular you will get less audience organically and ads will cost you more. ![]() ![]() The same thing happened for Instagram, Snapchat, and this is now occurring for LinkedIn and TikTok. Once this occurred, there was less organic audience to get for free and the ads cost too much compared to what a company use to spend. They didn’t understand it, they had to have Legal sign off, etc, but by year four the big companies saw the value and started throwing real money at Facebook in 2009. For the first couple of years, big companies were afraid of doing it. The first businesses to post content on Facebook in 2005 got the majority of the traffic as there was no one else to compete with. Go back to 2005 when Facebook first came on the scene. Supply and Demand is UndefeatedĪs old as time, this is the concept we all learned in high school. Here are some things every person evaluating marketing should know to be successful in this new digital landscape. The new digital landscape today is incredibly vast, with a lot of ups and downs and you can waste a ridiculous amount of money and get no return, or you can spend a conservative amount and get a high upside. Attention has gone from mainstream media to digital and social media with new dynamics. The one thing that connects every dental group or practice to marketing is their attempt to get attention, tell a potential patient what they want or service they offer, and hope an appointment is booked. We are going through a 2 nd marketing transition thanks to a “new digital landscape.” There is a reason Elon Musk just bought Twitter, and part of that reason is that people’s attention is on social media. Consumer attention is no longer on primetime TV like in the 1990s when ‘Friends’ dominated their attention. In 2022, people’s attention has shifted to smartphones and social media. This was one transition marketing went through. You also needed to run email marketing and Google Ad Words to grow your practice. The conversation I had ten years ago in dental was that print, radio, and TV are declining in value, but you can still use them. Over the last two years, I have realized how many C-Level and Practice Owners don’t see marketing as I see it and how many don’t understand marketing in today’s environment. I love sales, but my marketing framework is grounded in actually growing the practice. Most people’s definition of a “smart marketing” decision is disproportionately predicated on sales. Perhaps your marketing team is ineffective, or you don’t understand what marketing can impact and how the landscape has shifted. I’m not sure our marketing team knows what they are doing.” Then they say, “We tried TikTok or Influencer marketing and we only got a handful of likes or views. And they almost always reference a friend or business they know who sold 10K units of XYZ with one TikTok video or one social media Influencer post. Somewhere in the discussion they tell me what they have historically been doing, how they feel that they were burned on digital marketing and are looking for a new vendor, or they need to retain more patients and grow new patients. When I talk with CEOs or executives in dental groups, they usually express they want to get more out of their marketing. A chief marketing officer, who has led two of the country’s largest DSOs’ marketing departments, shares some insights about marketing in the modern digital age. ![]()
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