Digital marketing drives the creation of demand using the power of the Internet and satisfies this demand in new and innovative ways. With the world, become more web-centric, digital marketing is now pivotal to business’s success in today’s technological era. Promoting brands, product, services has now become easy or table stakes.
However to understand digital marketing you must first know what marketing is. A simple definition of marketing is that it is the creation and satisfaction of demand for your product or service. If all goes well, this demand should convert into sales and, ultimately, profits. Marketing has always been about connecting with your audience in the right place and at the right time.
Dr Philip Kotler defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit,” he says. He further says, “Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential” (Kotler, 2012).
In order to motivate and persuade people to buy your products or services, or to consider your organization superior / better to your competitors, you need first create meaningful value and benefits for the consumer. The value that any marketer should seek and thrive is to create, foster equal to or even greater than the costs of the product to the consumer. Doing this consistently and often, enough will grow trust in and loyalty towards the brand.
However, enough with marketing this topic seeks to address about digital marketing. Digital marketing is sometimes referred to inbound marketing but digital marketing is an umbrella term for all of your online /internet marketing efforts. Nowadays organizations are taking advantage of digital channels such as Google, Yahoo search engines, email, social media and their websites to connect with their current and prospective customers.
The internet is a very interactive medium, it allows the exchange of information and currency but more than it allows for the exchange of value.
A company on the Internet can increase value in the form of attention, advocacy and time from the consumer. For the user, the value can be added in the form of enlightenment, entertainment, utility; content marketing is one powerful and influential ways to create value.
The reciprocity of the transaction is what is crucial here – in other words, the exchange is a two-way system that provides benefits to both parties at the same time. The internet has changed the world in which we market, sell and advertise. Though it is not a new marketing channel or platform, instead it has created a new paradigm for the way in which consumers have the ability to connect and have a relationship with the brand or product. The complete scale of marketing is practiced on the Internet – services and products are promoted, positioned, purchased serviced and distributed. The web provides consumers with the power of choice and influence.
Brands have new ways of selling products, services and new markets to which they can sell. The roles played by marketing agencies are changing and shifting too. Most traditional agencies are now even using digital marketing, while agencies that started out as digital shops are starting to play in the traditional advertising space.
More than ever, integrated and incorporated strategies that speak to an overall brand identity are important in achieving an organization’s goals.
Consumers are becoming increasingly more fluent in their movement across varies channels and in their use of numerous channels at once. Consumers expect the same brands or companies, which they connect. So anyone still thinking in the old ‘traditional versus digital’ dichotomy is sorely out of date.
However, marketing or advertising on the Internet does not mean totally dismiss the rulebook on marketing and business principles. Instead, the internet provides a new situation in which to build on these. Profit will always be revenue less cost. The Internet does not change that.
Brands build loyalty among customers who love their services or products. Consumers fall in love with services and products when their experience and understanding is tailored to their needs and not the needs of the brand. More than any other type of digital marketing and marketing is measurable. This gives brands the opportunity to build an optimized brand, tailored experiences for consumers.
In our next segment, we will be discussing the facets of digital marketing and these consist of search engine optimization (SEO), pay-per-click advertising (PPC), conversion rate optimization and social media marketing. All these facets are aimed at capturing customer’s attention and turn potential leads into loyal buyers.
When starting a business, usually there is probably a basic marketing plan in place and in most cases this will include among other things, defining the potential customers, setting up social media accounts and ways to optimize your website for interactions.
However, when the organization starts growing, there comes a need to change the initial plan and there can also be deviations from the original schedule. Due to fatigue, some admin tasks can be automated, hire more people for other tasks like writing a blog. This means it’s time to revisit and refresh your marketing campaign and find ways to win back traffic. SearchMedia advises you to review your tactics once after every six months but there is no fixed timescale.
It takes less than a day to switch up your marketing approach and if this is done right boost results and invigorate your staff. SearchMedia came up with a few steps to follow when rejuvenating your marketing campaign.
1. Analyze your traffic – ( What are the changes in traffic?) In order to improve your online marketing, you need information on what worked in the past. In some ways, revising a strategy is much easier than coming up with a fresh one, because you should have lots of data to work from. With the SEO (Search Engine Optimization) services we offer at SearchMedia you can attract more traffic to your site by being on the 1st pages of the main search engines.
2. Re-target your campaign to the right networks – Social media marketing is incredibly resource-intensive. Putting personality and effort into every network is impossible unless you plan to pay a full-time marketing agency. As part of your refresh, look at the source of the highest converting social traffic and focus intensive efforts on delivering frequent updates and great content to that network. For business-to-consumer companies, this could be Facebook or Twitter. For business-to-business companies, LinkedIn may feature higher in your statistics.
3. Re-check your delivery methods – When management becomes more pushed for time, they are tempted to automate some types of marketing to lighten the load. However, automatic posting and content delivery can turn audiences off rather than offering them beneficial updates. When you start noticing that your social media automation, auto-blogging or scheduled posts are not getting you the required results, it is turn-around time: – try a more personal approach.
4. Look over your most popular blogs – What content is bringing in traffic? Is that traffic converting? Did your blog lose focus? Have you hired a content writer but found that they don’t have niche expertise? People will always respond much more favorably to high-quality content, rather than frequent posts that fade and die quickly.
5. Watch how your leads respond to marketing messages – Building email marketing lists, Facebook Likes and Google +1s is great, but if those followers never interact, they are worthless. Don’t keep paying for Likes or Followers if you aren’t seeing conversions. You must focus on value for readers. If you achieve high standards, the traffic will follow in time.
6. Consider your work-life balance -This one sounds funny but it really works. Do not let managing your business take over your life. Find the balance. If you find yourself not living a life you are comfortable with (living where you don’t want to live, Living in debt, not earning enough, or struggling to make ends meet) it spells out time to change the way you market your products or diversify the things you’re selling. Many companies supplement their income with affiliate referral fees, and this is a great way to make extra money from quality content.
7. Stick to your new strategy – Avoid making changes to your new marketing approach before the recommended six months. If need be, print or archive it for posterity. Note everything in a Word document, then convert the Word doc to PDF so you aren’t tempted to go back and change it. Revisit your strategy after six months, and if necessary, repeat the whole process again.
Reward your team if the campaign was successful – It is always advisable to show appreciation to all those who were involved in making the campaign a success. Provided you got the resources; take your team out for lunch, to either prepare them for a new campaign or to appreciate them for a successful one.
Approximately 75% – 80% of website traffic comes through search engines. What’s more, research shows that most people don’t look beyond the first 2 pages of search results. This means if your website doesn’t rank in the first 2 pages of the major search engines, it’s only receiving 30% of its rightful traffic… and revenue. (And remember, being ranked number 1 when you search for your company name or web address doesn’t count. You need to rank highly for the words your customers use at search engines.)
Search Engine Results
The biggest concern for search engine companies like Google and Yahoo is finding content that will bring them more traffic (and thus more advertising revenue). In other words, their results must be relevant. Relevant results make for a good search engine; irrelevant results makes for a short-lived search engine.
Most search engines these days return two types of results whenever you click Search:
Step 1 Understand what SEO means.
When people use search engines to find content, they normally pay a lot more attention to the natural results than the paid results because they know these results are more relevant (and they know the Sponsored Links are simply ads).
When we talk about search engine ranking, we’re talking about ranking well in the natural search results. This ebook does not cover Sponsored Links.
How search engines decide what appears in the natural search results
IMPORTANT: You cannot pay a search engine in return for a high ranking in the natural results. You can only get a high ranking if your content is seen as relevant by the search engines.
Search engines identify relevant content for their search results by sending out spiders or robots which crawl (analyze) your site and index (record) its details. Complex algorithms are then employed to determine whether your site is useful and should be included in the search engine’s search results.
For a free website audit with no obligation and advice on how to get your website rank on the 1st page of google search results. email me on firstname.lastname@example.org,
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