In the world of service development and branding, going digital is all the buzz. So just what is digital marketing and how can we use it to grow our businesses?
Digital Marketing Defined
Digital marketing is the advertising and promotion of organisations and their brand names through digital media channels. Digital media, at the moment, consists of sites, social networks, radio, television, mobile and even forms of typically non-digital media such as signboards and transit signs. Essentially any marketing media that is delivered digitally is considered digital marketing.
This leaves just different forms of person-to-person (P2P) marketing, print advertising and direct marketing beyond the digital marketing umbrella. Even then, print advertisements, direct-mail advertising, print directories, billboards and posters are all starting to connect to their digital counterparts. With products like URL landing pages, QR codes, web banner advertising, online directory sites and text codes, standard marketing and advertising almost always has a digital marketing connection.
Why the Focus on Digital Media?
The shift to digital media is being driven by marketing agencies, entrepreneur and consumers alike. The ever-increasing demand to show quantifiable outcomes makes going digital a dream for the digital marketing agency. A lot of digital media, including sites, social media and mobile marketing is much easier to track than standard marketing media such as print advertising.
For company owner, numerous forms of digital advertising are extremely low cost. Having a web presence, engaging clients in discussions through social media and e-mail marketing are low cost options to print advertising and direct-mail advertising. These digital channels are available to companies of any size, and assist to even the playing field for start-ups, small companies and independent consultants looking for new company.
For consumers, the fast pace of life makes digital marketing a must. When consumers need products and services, gone are the days of thumbing through a phone book to find them. Now, we take out our mobile phones or head to our computers for answers – and we discover them fast.
Utilizing Digital Media to Build Your Organisation and Brand name
No matter what size your organisation is – large or little to medium sized business/ business (SMB or SME) – you can effectively market your business through low-cost digital channels. The structure of your marketing efforts will be your website. Invest sensibly in your website, and make sure that it does the following:
Adequately represents your organisation and brand name (look, messaging).
Adequately talks to your target market.
Can be found by searchers on the top online search engine.
Is up-to-date and easily navigable.
Provides numerous channels for customer communication.
Links to other marketing efforts.
It is suggested that you deal with an expert website design company that is experienced in web development and seo. Due to the fact that your website is the foundation to and from which all other digital channels will lead, it must be thought about one of your top service financial investments.
Once you have your website total, the next steps would be to introduce routine monthly or bi-monthly email campaigns, and get in touch with consumers through social networks. If you are really on a shoestring budget, these are efforts that can be done in-house (by someone with the correct understanding) or for a low cost by an outside digital marketing agency. Make certain that all of your efforts lead clients back to your website where they can fully engage with your company, product or services, and choose the channels through which they contact you.
If you’re interested in getting aggressive with search marketing, you can set aside some digital marketing dollars for seo and pay-per-click marketing. Many services today rely heavily on being found online to get brand-new customers. A common mistaken belief amongst business owners is that just having a website indicates that clients will find it. Not so. Your website should be developed with specific keywords and expressions, meta data, page material and linking techniques that will help it reach leading search rankings.
Since numerous keywords and expressions have stiff competitors for leading search rankings, you will need to supplement your organic search engine optimization efforts with pay-per-click marketing. Getting developed with pay-per-click advertising campaigns can be a little challenging, however with a little time, effort and instruction, that too can be achieved in-house, or for a sensible cost through an outside digital marketing firm.
Beyond email, social networks marketing and online search engine marketing, you can venture into a host of other digital marketing efforts. Mobile marketing, radio, tv, electronic signboards and much more are readily available as marketing outlets. Whatever digital efforts you choose, they need to all link and connect into your foundation – your business site. Learn more about integrated marketing service here.