For any marketer, especially those focused on digital marketing, maintaining an effective and sustainable digital post schedule, and a digital campaigns schedule would sometimes be very difficult.
Not only due to the complexity of the digital marketing ecosystem itself, but the limitation on the marketing team could also often bring obstacles to it.
Hum-Sing-Shout is a strategy of bringing a sustainable, but flexible enough marketing schedule.
The marketing team could use Hum-Sing-Shout marketing to create a continuously basal stimulation for the audience, and create middle-level and high-level stimulations on top of the basal stimulation according to the resource and needs.
What is the Hum-Sing-Shout marketing strategy?
Hum-Sing-Shout marketing strategy is the overlap of usually three marketing schedules.
Hum, display “always-on” content. Occurring throughout the year.
Sing, display Campaign-based content. Occurring less frequent.
Shout, display big, broad content. Occurring even less frequent than “Sing”.
By combining these three contents with carefully arranged content and advertisement setting, the full funnel and all-time marketing can be on, and the business could also promote their heat products or sales during hot seasons.
Why use the Hum-Sing-Shout marketing strategy?
For many businesses, arranging an effective and sustainable digital post schedule is not as easy as it looks, very often there would be a lot of limitations outside the marketing team itself.
For example, the product development could sometimes have a very unstable schedule, the sales channel may have their own schedules, the holiday and seasonal arrangements are different all over the world, and the peak season may be not fit with any one of the schedules mentioned above…etc
And Hum-Sing-Shout strategy could help maintain a basal promotion while reserving capacity for campaigns.
When to use the Hum-Sing-Shout marketing strategy?
The Hum-Sing-Shout marketing strategy is only a reference for scheduling and capacity arrangement, the marketing team could adapt to it to any extent and modify it according to the needs and limitations they have.
This strategy is also suggested to be combined with a full-funnel marketing concept, which all the three Hum-Sing-Shout are at the same time promoting through the whole funnel with different attempts.
Also, this strategy should be considered while the marketing team and the management is discussing the marketing plan.
Why use the Hum-Sing-Shout marketing strategy?
To ensure a stable and effective marketing approach, a plan is essential.
It would lead to confusion among the team and partners, and much higher marketing costs if too many marketing activities are decided last minute. Moreover, the team might not have the extra capacity to do it, which might lead to a decrease in quality and breaking down of team morale.
Therefore reserving capacity with the Hum-Sing-Shout marketing strategy could greatly benefit the business.
Any tips about the Hum-Sing-Shout marketing strategy?
The Hum-Sing-Shout marketing strategy is mainly describing the importance of combining marketing activities with different intensities and purposes in the marketing calendar.
The marketing team could consider their own calendar according to their needs and their business characteristics.
The Hum-Sing-Shout marketing strategy is a good methodology for marketers when arranging the marketing plan. It is easy to understand, generally acceptable for other functions and the management, while flexible and specific enough for the actual planning.
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