Digital Marketing is a term that is banded about quite often these days, too many it seems to be quite closely associated with Search Engine Optimisation (SEO) and Pay Per Click (PPC) and so many people might believe that, that is all there is too it!
The reality is, there is a lot more to digital marketing, than just setting a budget and creating a Google Adwords campaign.
Crowded market place
The truth is, the internet has become a very crowded market place and becoming increasingly more so every single of the day.
Research conducted in 2013, indicated that on average 571 new websites are created every minute. This works out to 140,000 websites a day and 51 million a year!
It is becoming increasingly more difficult to attract, engage and convert customers online.
Online advertising has been growing steadily since 2002 and anyone who’s anybody has been creating their own websites to sell products on the internet.
Barriers of entry
In many ways the internet reduced the barriers of entry into retail and has enabled almost anyone to start buying, selling and promoting products and brands online.
The Queen of England, Dalai Lama and even the Pope are all their own websites and are vying for business and competing with the likes of Coca Cola, Wrigleys, Pampers and any number of bigger name brands.
Despite the number of big name brands making use of digital marketing everyday, there are literally millions of smaller companies making phenominal profits using the exact same tactics and strategies everyday.
It’s a fallacy that all you need to do to sell products online is to launch a website.
If you do not have a strategy to attract, engage and convert customers, making use of a myriad of different devices everyday i.e. Mobile Phones, Tablets, Laptops etc, who will never be successful in in e-commerce.
At it’s core Digital Marketing is the strategies organisations implement making use of digital platforms to attract, educate, engage and convert prospects to customers.
Digital Marketing does not replace traditional marketing it further enhances and builds upon the foundations laid by existing marketing strategies.
The marketing Mix consists of the 4 P’s :
Marketing Mix : Put the right product in the right place, at the right price at the right time.
Digital marketing extends this focus as
The pratice of promoting products using database-driven online distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner.
A typical digital marketing strategy will comprise of any number of the following:
- Search Engine Optimization (SEO)
- Search Engine Marketing (SEM)
- Content Marketing
- Influencer Marketing
- Content Automation
- Campaign Marketing
- E-commerce Marketing
- Social Media Marketing
- Social Media Optimization
- Email Marketing
- Display Advertising
- Text Message Marketing
In order to be able to achieve any success with a Digital Marketing campaign, you will need to ensure you already have a comprehensive marketing plan which is based on detailed market research and the collation of data. It is the data that will be use to build your digital marketing plan.
The most fundamental of digital marketing should comprise of :
- Business evaluation
- Customer identification
- Platform Selection
- SMART Goals
- Result evaluation
The key to effective digital marketing is to work in short iterative cycles and constantly evaluating the data and results, to ensure that your campaign is delivering the results expected i.e. benchmarking to compare where you are now to where you need to be in the future.
Digital Marketing Agency
Digital marketing agencies are a great way to help you organise and implement a strategy that will work for your business.
threenine.co.uk treat every brand uniquely, with no two strategies being the same. We’ll help you to boil your brand to it’s essence, then shape and mould it’s digital presence then craft it to generate a bursting pipeline of leads.
We have to skills and resources to help with basics from setting up and configuring your wordpress website to devising your content marketing strategy and all the to Conversion Rate Optimization. We’ll stop short calling ourselves a one stop shop, but what we do, do we do really, really well!
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Digital Marketing Tactics
A brief overview of the tactics and strategies implemented by a Digital Marketing Agency can be summarised as:
Search Engine Optimization (SEO)
The process of optimizing your website to feature higher in search engine results pages, increasing the amount of organic traffic.
Creation and promotion of web based content for the purpose of generating brand awareness, traffic growth, lead generation, or customers.
Approach to attracting, converting, closing, and satisfying customers needs, wants and desires using web based content.
Social Media Marketing
Promoting your brand and content using social media channels to increase brand awareness, drive traffic, and lead generation.
Driving traffic to your website by paying a publisher every time your ad is clicked. i.e. Google AdWords, Display Advertising, Remarketing and Google Shopping.
Performance-based advertising whereby you pay commission to other websites for promoting your products or services on their website.
Content-led advertisements featured on a platform alongside other, non-paid content. BuzzFeed sponsored posts are a good example, but many people also consider social media advertising to be ‘native’ — for example, Facebook advertising and Instagram advertising.
Software designed for automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions.
A way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people towards the business’ website.
Practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR, but in the online space.
Benefits of Digital Marketing
Half the money I spend on advertising is wasted; the trouble is I don’t know which half.
Digital marketing enables marketers to see accurate results in real time, how their marketing campaigns are faring, enable them to test, adjust and manipulate the progress of the campaign.
Making use of various web analytics software, marketers are easily able to see how many pages are visited, what devices and geographic location amongst other data.
The business intelligence helps to prioritize marketing channels and budgets, based on either successes or failures.
Content Performance and Led Generation
Marketers are able to measure exactly how many people have visited Pages or downloaded content artefacts. Also, enable the collection of Contact Details of prospects.
This not only enables measuring and monitoring people engaging with your content but also generating leads for your sales team to follow up.