David Berkowitz is a digital marketing and strategy expert based in New York City. With 18 years in the digital marketing space, Berkowitz has seen it all. Whether this was his experience as Vice President of Emerging Media for 360i, where he co-founded their social media marketing practice and worked with brands like Coca-Cola, Kraft and Bravo or as the Chief Marketing Officer at MRY working with Adobe, Pizza Hut or Jagermeister, Berkowitz is very much in the driver’s seat of digital marketing knowledge. Berkowitz is also the founder of serialmarketers.net, a social media network for digital marketers to connect with their peers and share new information worldwide. He has been published in the New York Times, Wall Street Journal, CNN.com, USA Today among countless others and releases a weekly Serial Marketer newsletter that you can find here.
Berkowitz was kind enough to sit down with Five Tier to discuss emerging digital marketing trends for 2019 and shares some insider secrets on the trade. Be sure to follow David on Twitter and Instagram @dberkowitz and Five Tier on all social media platforms @fivetier.
What should companies view of digital marketing be for 2019?
Cautious optimism. There is still so much untapped opportunity for digital marketing — such as for uncovering new audiences, measuring it better, and working with new but scalable platforms. However, there is so much that needs to be cleaned up along the way.
What is a trend in digital marketing that companies need to know?
Marketers need to know how to ask better questions. They need to keep asking “why” of their marketing plans and reports until the provider can’t possibly explain it any better or going deeper.
What has been a successful digital marketing campaign you’ve seen that companies may not know?
Has everyone heard about what Nike did with Kaepernick? Okay, probably. There are great digital campaigns happening all the time. A great recurring one is IBM’s Call for Code, which galvanizes developers to respond to global natural disasters like fires or hurricanes. It’s a phenomenal way for IBM to gather support from the developer community while also doing so much good for so many people who are in dire need.
What is a good initial strategy for small businesses to implement digital marketing?
There’s so much you can implement yourself. The first thing I’d do isn’t a strategy; it’s clearly defining your goal. And then if you’ve never marketed anything before, I’d start toying with self-serve platforms from Google, Facebook, or LinkedIn. Spend a few bucks trying them out and seeing what they can do. Read some of their support materials. Google has an amazing portal, Think with Google, just to educate marketers. Or hold off on advertising in general and get your email list in order, using a tool like Mailchimp; simply communicating better with your own opt-in audience can do wonders.