What is digital marketing?1
Digital marketing comprises of the advertisement and promotion of goods and services via digital technologies; this can be utilised through the internet, such as using social media or search engine marketing, or, through channels that do not require the internet, such as mobile phone SMS and MMS services).
What is digital marketing used for?2
Digital marketing can accumulate more data on campaigns, content and strategies than traditional marketing techniques by analysing how the campaigns are interacted with. This can allow organisations more insight into when, where and how potential customers are most receptive of the intended message. Organisations can thus evaluate which areas they can target to enhance each customer experience and improve sales.
What are some of the tools used to reach customers?3
Social media
Organisations can market themselves on large social media platforms such as Facebook, Twitter and Instagram to reach millions of users and potential customers. Utilising marketing techniques such as uploading content with branded imagery and interactive hashtags, businesses can drive traffic and generate sales for the company.
Affiliate Marketing
Usually, companies will apply to affiliate programs where an affiliate organisation refers the consumer to an online product. If the product is bought, then the affiliate will take a commission.
Pay per Click (PPC)
PPC adverts can usually appear at the top of the page on search results of search engines such as Bing, Google and Yahoo. The owner of the advert pays the search engine per click on the advert.
Why is it useful/ what are the benefits?4
Global Reach
Without the geographical constraints of an in-person shop, an online platform allows an organisation to reach new markets and trade globally for a relatively small investment.
Measurable Results
Web analytics and online metric tools establish how effective a campaign has been, reporting detailed information about how (potential) customers use the website and respond to advertising.
Improved Conversion Rates
With a website, people can be only a few clicks away from making a purchase, unlike where people would need to make a call or go to a shop.
Personalisation
When a customer database is linked to the website, targeted offers can reach them whenever they visit the site. The more they buy, the more refined the customer profile becomes thus can lead to more effective marketing.
Lower Cost
When compared to traditional marketing methods, a well targeted campaign can reach the right consumers at a much lower cost.
What creates the best outcomes?5
Understanding What You Want to Achieve
Key target areas can help an organisation understand which marketing actions are working for what they are trying to achieve, and which areas need improvement. These could be:
- What is the organisation measuring?
- Is the aspect the organisation measuring related to user experience?
- How much does the organisation need to monitor/report on certain metrics to gain achievements?
Build an Effective Funnel
A funnel is a step-by-step outline of the buyers’ journey, from thought to purchase, which can be broken down into:
- Outreach (how to reach consumer)
- Adverts, content marketing, landing pages
- Conversion (search result to a purchase)
- Social Media, informative blog posts, case studies
- Closing (Reponses after purchase)
- Email series, reviews
- Retention (maintaining the customer numbers)
- Exclusive offers, contests, surveys
Having a Realistic Framework
Creating a plan can include content mapping, timelines and calendars to establish ideal outcomes from key performance indicators related to strategy goals.
References:
1MBN. (2021). What is digital marketing? Definition and examples. Available: https://marketbusinessnews.com/financial-glossary/digital-marketing/#:~:text=Digital%20marketing%20is%20the%20marketing%20of%20goods%20and,technology.%20However%2C%20it%20is%20not%20the%20only%20one.. Last accessed 2nd Sep, 2021.
2SAS. (2021). Digital Marketing What it is and why it matters. Available: https://www.sas.com/en_gb/insights/marketing/digital-marketing.html. Last accessed 2nd Sep. 2021.
3Swati Tawde. (2020). Digital Marketing Tools. Available: https://www.educba.com/digital-marketing-tools/. Last accessed 2nd Sep. 2021.
4NI Business. (Anon). Develop a digital marketing plan Advantages and disadvantages of digital marketing. Available: https://www.nibusinessinfo.co.uk/content/advantages-and-disadvantages-digital-marketing#:~:text=The%20benefits%20of%20digital%20marketing%20include%3A%201%20Global,few%20clicks%20away%20from%20making%. Last accessed 2nd Sep. 2021.
5 Digital Marketing Institute . (2018). 7 Key Ingredients of a Successful Digital Marketing Strategy. Available: https://digitalmarketinginstitute.com/blog/7-key-ingredients-of-a-successful-digital-marketing-strategy. Last accessed 2nd Sep. 2021.
