I recently had the opportunity to teach Digital Marketing 105 with Ensign College. I thought it would be fun to share some of my weekly course topic announcements here, flavored with a gospel perspective. Let me know what you think!
The Importance of Market Research
Before developing any advertising campaign, a company must know how people perceive its products or services, how they view the competition, what brand or company image they believe would be most credible, and what advertisements offer the greatest appeal (or best return on investment).
To get this information, companies and other organizations must follow tested marketing research methods. Marketing research provides the information necessary to make critical marketing decisions. Additionally, advertising research uncovers the information needed for making advertising decisions.
Unfortunately, I’ve noticed that some businesses and organizations disregard marketing research. They often rush into things before taking the time to find out what their customers, and prospective customers, want. I call this the “Ready, Fire, Aim!” approach.
This is manifested in ineffective advertisements and other related messages and gives marketing a sullied reputation. Consumers typically ignore bad advertising, or simply avoid it, thus wasting valuable marketing dollars. This creates unnecessary profit loss for a business and stress to those assigned to handle marketing duties. With the above in mind, can you recall a marketing effort where it was painfully apparent the company didn't do their research before unveiling their advertising campaign?
The Lord said, “If ye are prepared ye shall not fear” (D&C 38:30). He also taught how we can prepare to share – or defend – our beliefs. He said, “Seek not to declare my word, but first seek to obtain my word, and then shall your tongue be loosed; then, if you desire, you shall have my Spirit and my word, yea, the power of God unto the convincing of men” (D&C 11:21). Being prepared to share the gospel means you know the gospel. The Lord doesn’t ask you to become a scholar, but He does want you to be prepared to teach and defend His gospel.
What is a SWOT Analysis, and Why is it So Important?
A SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis is a framework for identifying and analyzing an organization's strengths, weaknesses, opportunities and threats. The goal of using a SWOT analysis is to increase awareness of the factors that go into making a business marketing strategy. To do this, a SWOT effort analyzes the internal and external environment, and the factors that can impact the viability of your decisions.
The prophet Moroni offers valuable insights into turning weaknesses into strengths:
And if men come unto me I will show unto them their weakness. I give unto men weakness that they may be humble; and my grace is sufficient for all men that humble themselves before me; for if they humble themselves before me, and have faith in me, then will I make weak things become strong unto them. (Ether 12:27)
Why Should you try a Digital Marketing Campaign?
Traditional marketing is often restricted by geography and expensive, as well as labor-intensive.
Some of the benefits of a digital marketing campaign may include:
Lower overall costs
Effective targeting
Multiple strategies available
Multiple content types available
Increased engagement in most instances
More than one million missionaries have been called since the organization of the Church, but Dan Jones, who served in Wales in the mid-1800’s, was more than just one in a million. In terms of the number of converts, Dan Jones was one of the most productive missionaries in the history of the Church.
While in Wales, Jones published Latter-day Saint periodicals, tracts, and books in Welsh. Under his direction, missionaries in Wales established 29 branches and baptized nearly 1,000 people each year of his mission. He was called on a second mission to Wales in 1852, and despite growing persecution of the Church, some 2,000 people were baptized in four years.
Brother Jones used traditional marketing methods in his day with much success. Today we can help the Church and its ongoing gospel marketing efforts by consistently sharing our testimony, or a spiritual message, thanks to the blessing and convenience of digital marketing.
