Do you know what a good digital marketing strategy looks like? If not, don’t worry. You’re not alone, and we’re here to help!
All your marketing efforts that happen online are digital marketing. Like in traditional marketing, it is important to connect with your costumers at the right place and the right time. The difference is that in Digital Marketing you connect online. For Dave Chaffey, CEO of Smart Insight, online marketing is “achieving marketing objects through applying digital technologies and media”. In other words, your email newsletters, social media activity and even your regular website are digital marketing. What matters is your online presence: from the popularity of your Facebook page to your findability on Google. Digital Marketing covers a wide variety of methods, like for instance Search Engine Optimization (SEO), Content Marketing, Social Media Marketing or Pay-Per-Click (PPC).
As with traditional marketing, it is important to plan your marketing efforts. However: a great deal of companies doesn’t have the right digital marketing strategy – or any at all.
Marketing has always followed technology. The television, for instance, revolutionized the marketing sector by bringing advertisements into the living room. However, arguably the biggest change in marketing history was the introduction of the first available personal computers and their connection to the internet. Through online marketing, businesses could deliver advertisements directly to your computer screen. In addition, the rise of Big Data has made it possible to track trends of human behavior, so you can specialize your marketing strategy and adapt perfectly to you costumers. Marketing in the digital era is no longer just individual – it is deeply personalized to your needs and interests.
Besides our activity behind our computers, smartphones increasingly impact marketing activities. On average, we spent 258 minutes per day on our smartphones, accounting for 60% of our consumption of digital content. It goes without saying that this creates both opportunities and valuable insights about our preferences for digital marketers.
The internet offers great opportunities for companies of all shapes and sizes. However, to fully utilize these opportunities you need a strategy. A good digital marketing strategy is oriented towards a goal: what do you want to achieve, and why? Just having a goal, however, is not enough. You will need to define how you will reach the goals set in your strategy through planning actions and measuring results. Analyze the past and learn from your own mistakes. For instance, try out Google Analytics: a service offered by Google that tracks and reports your website traffic. With this tool, you can see where your visitors come from and what they like most about your website, or measure the concrete results of a marketing campaign you carried out. This allows you to base your strategy on something concrete, and helps you to set the best key performance indicators for your company. Whatever you do, never forget who your audience is. Before any other strategy or planning, remember to speak the language of those people listening to you.
In digital marketing, the focus has shifted from outbound marketing to inbound marketing. Whereas outbound marketing holds more traditional techniques such as printed advertisements or commercials, inbound marketing focuses on attracting people through providing them useful information. Without directly focusing on making a sales pitch, content marketing builds brand loyalty through providing high-quality, informative content. In the world of digital marketing, the consumer is truly in charge, and your strategy should reflect that.
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