Illustration for blog post on using the Marie Condo method of tidying up for your digital marketing efforts
April 4, 2019 by Mark Brownlee

“Tidying up”: How the Marie Kondo method can help your digital marketing efforts

The notion of “tidying up” is everywhere these days.

Thanks to the hit Netflix show of the same name, people around the world are applying the Marie Kondo method to tidying up their houses and – by extension – lives.

But the Marie Kondo method isn’t just for where you live. It also has a lot of utility to the digital marketing world.

Here’s how you can apply the six basic rules of the KonMarie method of tidying up to better connect with your audiences.

Rule one: Commit yourself to tidying up

Digital marketing equivalent: Commit yourself to digital marketing strategies

Many of the same rules from the world of “traditional” marketing still apply in the digital world.

But in many ways it’s a completely different method for reaching audiences.

In general, digital is more measurable and customizable (to name a couple of differences) than more traditional marketing campaigns.

If you want to make the most of digital marketing strategies and tactics, you need to commit yourself fully to them.

Rule two: Imagine your ideal lifestyle

Digital marketing equivalent: Imagine your ideal audience

One of the big advantages of digital marketing tactics is the extent to which you can customize your targeting methods.

That allows you to eliminate wastage in terms of your tactics and advertising spends.

But it also makes defining the target audience you’re trying to reach more essential than ever.

Any successful digital marketing strategy needs to start by getting to know your audience, whether it’s through analytics data, building personas or imagining your ideal customer.

Rule three: Finish discarding first. Before getting rid of items, sincerely thank each item for serving its purpose

Digital marketing equivalent: Don’t forget about more traditional channels

A commitment to digital marketing doesn’t mean you need to jettison your traditional marketing channels.

Traditional advertising still has a big role to play in supporting newly-developed digital marketing tactics.

Rule four: Tidy by category, not location

Digital marketing equivalent: Measure success by your KPIs

The temptation with digital marketing is to get wrapped up in your individual channels by looking at Facebook, Twitter and Google Ads individually.

Instead, think about your digital marketing according to how successful you’ve been in hitting on your key performance indicators.

So say you’ve set a KPI of impressions. Don’t get too wrapped up in how individual channels are performing. If you’re reaching your KPI, that’s what matters most.

Rule five: Follow the right order

Digital marketing equivalent: Strategy comes first, then tactics

With digital marketing, it’s easy to get distracted by the shiny new thing. Every week, it seems, a new tactic emerges that is new and cutting edge.

One of the great things about digital marketing is the sheer number of channels and tactics that are available. But that doesn’t mean you need to make use of every tactic that’s out there.

The best way to avoid getting lost in all these different tools is to always build your tactics on top of your strategy.

Implementing a solid strategy will ensure your efforts (and dollars) are put towards tactics that will have the most impact.

Rule six: Ask yourself if it sparks joy

Digital marketing equivalent: Ask yourself if it connects with your audience

Digital marketing has upended a lot of marketing principles in the last few years.

But one area that hasn’t changed: Your audience should always be at the centre of your marketing efforts.

If a digital marketing tactic doesn’t connect with your audience, it needs to be dumped.

Conclusion

Marie Kondo’s rules don’t just apply to cleaning up your house.

These six principles can also help ensure your digital marketing tactics spark joy in the hearts of your audience.

Mark Brownlee is a digital marketing strategist in Ottawa, Canada.

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