I recently audited a new client’s digital marketing strategy and implementation.
They were frustrated with the results of their efforts so far and wanted some advice and guidance on how to get better return for their investment. Their budget was significant but the return was negligible. Having reviewed their digital activities, I was struck by a common theme in each of the channels they were using. All of their activities had one goal, drive traffic to their site. In trying to explain to them what was wrong with their digital marketing I told them about an Aunt of mine.

I have an aunt who insists that all parties in a house should happen in the kitchen.
She emigrated from Ireland 40 years ago and when she returned last Christmas she stayed with my family for our new year celebrations. She has fond memories of growing up in Ireland and all of her memories are of being with her family in the kitchen. She insists that any gathering or event in a house should take place in the kitchen. Invariably after a few glasses of wine she carves off one of the guests in the sitting room and works them slowly towards the kitchen. Which is always empty and cold.

Much digital marketing is wasted when all it tries to do is move the party.
We try to move people from where they are online to our empty websites. We expend all of our budget, energy and efforts trying to move the party, trying to move the audience from one site to our site. instead of just join the party where ever it is happening.

The solution? Join the party.
Your target audience is active and engaged on the internet. Your challenge is to meet them there.
Meet them where? Meet them where ever they are.
Despite the fact that there are hundreds of TV channels available to us, we all tend to gravitate around 4 or 5. Similarly on line we tend to gravitate around 4 or 5 websites. Trying to move people from one of their haunts or introduce a new haunt is a very expensive and often wasteful activity. Better to find out where the party is happening and interact with your audience where they are rather than expending effort and expense in trying to move them somewhere else.