Bright shiny object syndrome is a known condition to afflict many marketers. Digital media is great at producing the Next Big Thing, hyped to no end by blogs and social media gurus. It’s why you see suggestions that Snapchat might be a huge area of opportunity for marketing.
Yet for many marketers, the most important thing is staying focused on the tried and true while keeping an eye on emerging opportunities. That means doing the blocking and tackling of digital media, whether it’s through email or search engine marketing. Digiday asked top digital marketers for their take on which digital media opportunities are underrated.
Bob Arnold, associate director of global digital strategy at Kellogg
For me, the most underrated digital marketing tactic is email. Email has long been shunned as a “has been” often taking the back seat to newer, sexier tactics like social media. That said, from a pure cost-effectiveness standpoint, it’s hard to beat email. It’s relatively cheap, consumers opt-in, so they are very receptive to the marketing message, and it’s fairly easy to measure success.