Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach
and convert leads into customers and retain them.The key objective is to promote brands, build preference and increase sales through various digital
That being said, Digital Marketing has impacted the business world like no other form of communication! Social media, e-mail, online forums and mobile
marketing are the most common types of marketing that are redefining the business sector. Mobile marketing itself is a giant in the digital market
— statistics show that four out of five consumers use mobile phones to shop and it’s also expected that mobile phone usage will overtake desktop
Digital Marketing Tips
- Step #1 Really get to know and understand your customer, audience, target market (from their perspective). Understand what they really
need, and what motivates action (price, quality, uniqueness...); then use the appropriate tools to cater to them. Make your Digital Marketing as
relevant, professional and attractive as possible, or you'll lose the interest of your customer.
- Step #2 Develop your companies "Value Proposition" based heavily from your customers perspective; Their... wants, needs, desires,
- What Makes A Good Value Prop? — Clarity! It’s easy to understand.
- Explains how your product solves customers’ problems or improves their situation. (relevancy)
- Delivers specific benefits (quantified value)
- Tells the ideal customer why they should buy from you and not from the competition. (unique differentiation)
- It is NOT marketing or HYPE! Avoid superlatives (‘best’) and business jargon. (‘value-added interactions’) Be plain, honest/factual
- Make effective logical use of incentives. Encourage customer participation through mobile coupons, QR codes and gift vouchers
or contests and campaigns. Note: These must have real value, be relevant to your customers and be of high-quality in all areas:
design, deployment and fulfillment... to be effective.
- Optimize your content. Delivery must consider mobile-responsive. Keep content easy-to-read on all devices: mobile, tablet and desktop.
- Provide the ability for Customer Feedback. Customers should be able to contact you to clarify anything concerning your business
and its products. It’s important to have an easy and obvious method of allowing your customers to communicate with you.
- Product and Services information (details). Make it possible, easy and obvious for customers to drill-down to discover more details
about your products and services. If you don't your competition will and they'll get the business.
- Customer Communications. Make it personal, relevant, interesting (be bold and step out of the box). Don't spam customers with bulk
emails, sales pitches and information that they have no interest in. ("Know your customers" and keep it as personal as possible!)
- Re-evaluate your business, products, services, vendors, B2B and B2C communications often and repeatedly. Don't wait for customer complaints
to take action. However, if you do receive feedback (good or bad) "Take Action" immediately and communicate back to the customer in appreciation
of their inputs (as appropriate). This is also true for your ongoing website development. Go through the entire site and test it a number
of times before hitting publish. Editing and proofreading is part of running a professional website. Don’t wait for customer feed backs in order
to make changes or corrections.
- Keep up-to-date with trends and technology. It’s important that you remain current, open-minded and knowledgeable concerning
changes that may affect your business and implement appropriate course corrections in your marketing strategy.
- Other Considerations for Improving your Marketing Strategy. —Future Blog posts to come...
- Affiliate Marketing / Social Media Marketing
- Customer Engagement / Customer Relationship Management
- Google Analytics in combination with SEO Tools (Customer site visit demographics, trend analysis and competitive analysis)
- Internet Advertising and lead generation
- SEO, especially local search optimization for regional businesses
- Marketplace analysis, customer analysis, competitor analysis..."Know your customers and your competitors!"
- User Experience and Conversion Optimization
In Closing. Remember, with any marketing program, it is especially important for senior leadership to live it. Managers need
to be hands-on and focus on seeing the ways that people in their organization are using technology. It is also important to have an ongoing user
experience discipline to understand how people are consuming what you are creating so you can optimize around those experiences.