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Creating a digital marketing strategy is a daunting exercise that involves more than a logo
A great place to start establishing this digital presence is with a website.
Staying ahead of the competition means that companies need to have smarter marketing ...
Social media has come a long way since its inception, evolving from simple networking sites to multifaceted platforms that ...
You don’t need to be active across all social media platforms, only those primarily used by your target market.
The trick is to strategically use the tools covered in this guide to create an appealing brand and corporate identity for your business.
“What really decides consumers to buy or not to buy is the content of your
advertising, not its form.” – David Ogilvy
Do you need to improve the visibility of your, or your company’s, personal brand? Do you want to generate additional leads and convert even more of them into paying customers? You can either wait for customers to find you or you can go to where they are, and where they are, tоdау, is onlіnе.
If your buѕіnеѕѕ іѕ not effectively executing its digital marketing mandate, then you are definitely missing out. This could render your business irrelevant (if it hasn’t done so already). The good news is that your сuѕtоmеrѕ are lооkіng, and waiting, fоr уоu online. The bad news is that they won’t wait long. This guide will show you how to improve your digital presence so that you can efficiently connect with, and serve, your customers.
The COVID–19–related inflection point and social distancing requirements have seen the need for digital transformation and digital marketing hit record demand. This demand has come mainly from small and new businesses that would previously have relied on foot traffic from their local communities.
This need motivated me to write my third book on marketing, and sixth book overall, to help those who require a simple, clear and actionable introduction to digital marketing.
The book aims to:
· help you to better understand digital marketing; and
· provide you with practical strategies and tactics that you can implement immediately.
Before we can dive deeply into digital marketing, we need to remind ourselves what marketing is:
Marketing is the collection of business activities that position a company within the public imagination. Many of these activities involve direct interactions between the business and the consumer about a specific product. Other interactions are subtler, involving proactive communication of your brand identity, as well as key product–related themes, in the public domain.
This collection of activities, conversations and interactions can happen on various platforms, such as at in–person events, on radio and television, and via print media such as newspapers, magazines and flyers (remember those?). The activities are aimed at ‘creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.’ (American Marketing Association – Approved 2017)
Let’s now define what digital marketing is. Wikipedia states that digital marketing ‘is the component of marketing that utilises internet– and online–based digital technologies, such as desktop computers, mobile phones and other digital media and platforms, to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing.
As digital platforms have become increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of Search Engine Optimisation (SEO), Search Engine Marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data–driven marketing, e–commerce marketing, social media marketing, social media optimisation, e–mail direct marketing, display advertising, e–books, and optical disks and games have become commonplace.
Digital marketing extends to non–internet channels that provide digital media, such as television, mobile phones (SMS and MMS), call–back, and on–hold mobile ring tones. The extension to non–internet channels differentiates digital marketing from online marketing.’
It is undeniable that digital marketing is an avenue that provides you with numerous channels, tools and tactics, through which you can find, communicate and interact with, and market and sell to a specific audience of people. It should also be noted that, among many other advantages that we will explore, digital marketing is:
· cost–effective (affordable);
· accessible (has a low barrier to entry); and
· easy to track and measure (provides excellent reporting capability).
Finally, best of all, digital marketing gives you the power to interact directly with your audience.
With this context in place, and not to overwhelm you, we will only cover a limited set of digital marketing platforms, channels and tools in this book.
These include
· Developing a strategy,
· Websites,
· Social media,
· Search Engine Optimisation (SEO), and
· Search Engine Marketing (SEM).
