Taking A Holistic Approach to Marketing: Decoding the Synergy of Traditional and Digital Marketing

In this episode, Emma speaks with Dakota DiSanto, owner of the Social Media Manager and host of the Social Media Manager Podcast.  Dakota shares her journey from working with fashion icon Nicole Miller to becoming the social media force behind the Kardashians. Emma and Dakota speak about the importance of taking a holistic approach to brand marketing, which is larger than social media alone. They touch on the transformative power of podcasting and how the landscape of social media marketing has changed drastically over the past decade. From the lasting power of email marketing, to podcasting as a tool for authentic connection, they explore the wide range of strategies that contribute to sustainable growth in the ever-evolving digital landscape we are playing in today.

Listen in as we speak about:

  • The Evolution of Social Media
  • A Holistic Approach to Marketing
  • The Potential of Email Marketing
  • The Lasting Effect of Podcasting

And much, much, more!

The Evolution of Social Media

In the dynamic landscape of social media, Dakota reflects on the significant changes she has witnessed over the past decade. Starting as a platform to primarily share personal photos and updates, social media has evolved into an online space heavily used for brand marketing. Social media is no longer just a virtual photo album. It’s an ever-changing platform where brands can thrive, connect with their audience, and carve out their niche.

Dakota emphasizes the shift from viewing social media as a personal space to recognizing its potential for brand promotion. The platforms have evolved into opportunities for businesses, allowing entrepreneurs to establish and grow their audience. With the rise of social media, every business has become more accessible, enabling individuals like Dakota to leverage these platforms for visibility and success.

A Holistic Approach to Marketing

While social media remains a crucial pillar of brand marketing, Dakota highlights a common mistake many brands make: relying solely on social media marketing for overarching marketing success. In her experience, she has observed brands concentrating their efforts on posting content with the expectation that it will translate directly into sales, fast. However, it is important that brands adopt a holistic approach to marketing.

Brands need to extend their marketing efforts beyond social media, embracing avenues like email marketing, user-friendly website design, and even traditional marketing methods. Dakota advocates for a comprehensive strategy that encompasses various facets of marketing, ensuring a more robust and sustainable approach to brand promotion. It’s not about discarding social media marketing, but recognizing its place within a broader marketing ecosystem.

The Potential of Email Marketing

One integral component of this holistic approach is email marketing, a strategy often underestimated in the age of social media.  Dakota speaks to the effectiveness of email marketing, emphasizing the direct connection it establishes with your audience. Unlike the algorithms on social media platforms, emails go directly to your consumers inbox, providing a personalized and focused means of communication.

For Dakota, the frequency of email campaigns plays a crucial role. Sending emails once a week strikes a balance, keeping the brand visible without becoming intrusive. She also touches on the significance of compelling subject lines, and utilizing A/B testing to determine the most effective approaches. The ability to reach your audience directly and engage them on a more personal level makes email marketing an invaluable tool in a brand’s marketing arsenal.

The Lasting Effect of Podcasting

Podcasting offers a unique blend of entertainment and education. Dakota shares her journey into podcasting, highlighting her initial uncertainty and her subsequent realization of its massive impact. Her podcast became more than a broadcast; it became a dynamic platform for sharing insights, building connections, and establishing authority within the industry.

Emma and Dakota discuss the lasting effect of podcasting, with episodes serving as evergreen content that continues to attract new listeners over time. The organic growth and discoverability of podcasts contribute to their long lasting relevance. As a host, Dakota has witnessed firsthand how being a guest on other podcasts expands her reach, demonstrating the collaborative nature of this medium.

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