In other words, I took a month off the grid.
Digital Marketing isn’t the Same Everywhere
To experience first hand just how much (or little) access folks have in remote parts of Europe to the Net helped me confront my assumptions very readily. I can see that as a marketer you can’t assume that everyone will have the same kind of high speed access you might have.
Here in Sweden iPhones and top range Samsung smartphones are pretty much ubiquitous but in the villages and small towns of south west of France I rarely spotted a smartphone. Even the teenager who joined us at dinner one evening had something most teens here in Stockholm were using two years ago, which is a decade in terms of mobile development. She just about had a Facebook app from what I could see.
Clearly we can’t take for granted the strategies and digital channels that work in one place will have the same effect as in others.
Email Still Matters
Personally, the biggest takeaway for me was to remind myself just how important email is as a marketing tool.
When you can’t get on Twitter, can’t surf the web on your phone because there’s so little coverage where you are, the times you can connect to the Net, which costs a fortune, email becomes the first port of call. It’s like reaching out to check the *important stuff*.
I don’t check Twitter first thing in the morning: I check my mail.
I don’t check Facebook or Google+ or anything else for that matter: mail comes first.
Similarly, if I can barely get online the very first thing I check for is mail. It’s probably a fortysomething thing, I know, but a month of this reminded me that email is still an important social channel. It’s still important as a medium to get your marketing message across even if your recipient can’t access the web to browse your landing pages for products and services. Why ?
Well, if they’re anything like me they’ll keep an important offer in the inbox to retrieve next time they really are online.
In other words, Twitter and Facebook streams and walls will float away when you’re not on the grid but an email can linger.
Well, that’s what struck me.
What marketing issues struck you on your holidays this year ?