3 Principles of "Post Digital" Marketing with Ryan Deiss

TL;DR

Focus on owning message, data, and media for success.

Transcript

somebody else is chasing the changing things that don't matter you're going to be focusing on the things that do so let's look at what some of these things are i'm going to give you three first principles of marketing in a post-digital world the first one is you got to own the message you got to own the message the second is you got to own the data... Read More

Key Insights

• In the post-digital world, marketing success hinges on owning the message, data, and media. These are the foundational principles that marketers must prioritize to stay ahead.
• Targeting is evolving; the focus is shifting back to crafting the right message rather than solely relying on precise targeting through technology due to privacy concerns.
• The most valuable target is the untargeted one that can be reached through effective messaging, emphasizing the importance of message over precise targeting.
• Historically, marketing was about crafting the right message, but digital marketing shifted the focus to targeting the right person at the right time.
• With the advent of digital, marketers could target individuals with precision, using tools like retargeting to reach specific audiences effectively.
• Privacy issues and technological changes are limiting precise targeting capabilities, making it essential for marketers to leverage messaging as a primary targeting tool.
• Marketers must adapt to these changes by honing their messaging skills to ensure they can reach their audience effectively despite targeting limitations.
• The emphasis on right message, right person, right time is evolving, with the message taking a central role in targeting strategies moving forward.

Questions & Answers

Q: What are the three principles of post-digital marketing according to Ryan Deiss?

Ryan Deiss outlines three key principles for post-digital marketing: own the message, own the data, and own the media. These principles emphasize the importance of controlling these elements to ensure marketing success in an environment where privacy concerns and technological changes limit precise targeting capabilities.

Q: Why is there a shift back to focusing on the message in marketing?

There is a shift back to focusing on the message due to privacy concerns and technological changes that are limiting the ability to precisely target individuals. As targeting capabilities become restricted, marketers must rely more on crafting effective messages to reach their audiences, making messaging a crucial tool for targeting.

Q: How did digital marketing change the approach to targeting audiences?

Digital marketing allowed marketers to target audiences with unprecedented precision, using tools like retargeting to reach specific individuals. This shifted the focus from crafting the right message to targeting the right person at the right time. However, privacy issues and technological changes are now limiting these capabilities.

Q: What is the marketer's mantra mentioned in the content?

The marketer's mantra mentioned in the content is 'right message, right person, right time.' This mantra highlights the traditional focus of marketers on delivering the appropriate message to the correct audience at the optimal moment, a principle that is evolving with changes in privacy and technology.

Q: What impact do privacy issues have on digital marketing targeting strategies?

Privacy issues are significantly impacting digital marketing targeting strategies by limiting the ability to precisely target individuals. As privacy regulations become stricter, marketers are losing some of the advantages of precise targeting, necessitating a shift back to focusing on effective messaging as a primary tool for reaching audiences.

Q: How can marketers adapt to the changes in targeting capabilities?

Marketers can adapt to changes in targeting capabilities by honing their messaging skills. As precise targeting becomes more challenging due to privacy and technological constraints, crafting compelling and effective messages will be crucial for reaching and engaging audiences in the post-digital marketing landscape.

Q: What role did retargeting play in digital marketing?

Retargeting played a significant role in digital marketing by allowing marketers to reach specific individuals with precision. It enabled marketers to show targeted ads to people based on their online behavior, such as visiting a website or watching a video, making it a powerful tool for precise audience targeting.

Q: Why is owning the media important in post-digital marketing?

Owning the media is important in post-digital marketing because it provides control over where and how messages are delivered. As targeting capabilities become limited, having ownership of media channels ensures that marketers can effectively disseminate their messages and maintain a direct connection with their audiences, enhancing their marketing strategies.

Summary & Key Takeaways

• In the post-digital marketing landscape, owning the message, data, and media is crucial for success. As privacy concerns and technological changes limit precise targeting, marketers must focus on crafting effective messages to reach their audiences.

• The shift back to prioritizing the message over precise targeting is driven by privacy issues and technological limitations. Marketers need to adapt by honing their messaging skills to maintain effective targeting strategies.

• Historically, marketing was about the message, but digital advancements shifted focus to targeting individuals precisely. Now, with privacy and technology constraints, the message is regaining its importance as a primary targeting tool.