Digital Marketing is one of the most intrinsic concepts around which the contemporary world of business and commerce revolves. To put it simply, it is the procedure to promote brands or products using one or the other form of electronic media. It makes use of electronic gadgets like computers or Smartphone to get engaged with the probable customers. It usually makes use of an array of latest digital applications, like
- Various Social Media platforms and
- Mobile apps, etc.
In fact, as far as reality is concerned, lots of business organizations aptly combine both conventional and digital marketing strategies to promote business.
There was a time in the long past when there was no instant and authentic feedback on a product or a service. In fact, the manufacturer or the service provider alone used to send whatever information that was thought necessary as feedback to the consumer segment. In striking contrast to that today, the digital media is so vibrant and simultaneously dominant that authentic and verified feedbacks on any service or product reach out to the global society within minutes of their launching.
In fact, consumers around the world depend more on these feedbacks than anything else, while assessing any product or service. Customers – in general – prefer brands that they can trust and that are renowned. These apart, customers ideally look for offers that are tailor-made to suit their specific needs.
Considering these latest developments in the society, it is obvious that digital marketing is one of the most crucial entities, for any corporate organization, to achieve success in the contemporary times.
Professionals who deal with the given aspect are often referred to as digital marketers. These professionals – by virtue of their professional responsibility – often have to monitor certain things. These include elements like, what is being viewed and that for how long and how often, which content works and which does not, and sales conversations, etc. Some of the common tools that are used in this aspect include
- Electronic billboard
- Mobile instant messaging
- Wireless text messaging
- Mobile apps and
- Podcasts, etc.
Successful digital marketing strategies
As such, conducting successful digital marketing strategies revolve around three core factors. These can be summed up as
- Managing complex customer relationships across both the conventional and digital channels of communication
- Initiating and/or responding to dynamic interactions with customer base
- Extracting values from big data to facilitate the process of taking better decisions faster
Implementing successful strategies in this vocation involves great deal of creativity and innovation. However, there is one fundamental factor to success that remains constant all through. The main purpose of digital marketing campaigns is to extend the customer base of a client. All strategies of digital marketing that are to be implemented should ultimately facilitate this aspect.
Some of the significant components of digital marketing include,
- CRO and
- ORM, etc.
Pay per Click
Setting up a PPC account on Search Engines is pretty easy these days. However, clients of digital marketing and the Search Engines have different goals right from the beginning. Search Engines want clicks on the clients’ links so that they can generate higher revenue. On the other hand, fraternity of clients expects direct business.
Any efficient PPC strategy, in the given context, therefore requires to be drafted with utmost caution.
Social Media Optimization
The Social Media explosion has created the opportunity to promote one’s client to a hand-picked audience. Social Media has developed to an impressive extent. In fact, it can help to promote a business to a selected group of audience. Actually, there is a subtle equation existing between the network, its broader audience and the targeted audience.
Understanding this equation is important to get best results from Social Media Optimization.
Search Engine Optimization
SEO is a popular component to implement digital marketing. In fact, it is a strategy to ensure online traffic to a web portal from organic, natural, editorial and free listings on the Search Engines. Major Search Engines, including Google and Bing generate SERP pages in response to a search query.
In this listing, a Search Engine displays those links that it thinks most relevant to the entered search query. Websites possessing higher ranks are listed on the top. People have this peculiar nature of clicking on those websites that are ranked higher on a Search Engine Result Page. This mode of digital marketing is exceptionally prominent in the world these days.
Conversion Rate Optimization
CRO is another intrinsic digital marketing strategy that is popular worldwide. The basic of this concept is all about converting internet browsers into buyers. In fact, there are various tools that are available to gauge the deficits of a website. These include
- Google analytics – this provides authentic information on online traffic, set of keywords and other numeric and analytical information for a website
- Scroll map and hit map – These inform about what the visitors are clicking on and about how far of a webpage they are actually scrolling.
- A/B test and Multivariate test – These tests help identifying the changes, either big or small, to a website that will facilitate better response from the targeted online community.
Online Reputation Management
This once again brings us back to the core of digital marketing concept. As it has been already mentioned above, for any commercial commodity the aspect of customer feedback is crucial to generate business. Thus, reputation is a major element, in the contemporary times, to achieve success. In addition to these, reputation is a perishable entity.
Therefore, the concept of ORM revolves around understanding and influencing reputation of an individual or that of a brand across the Social Media platforms. In fact, all the major corporate organizations, as well as commercial brands allocate huge funds for this aspect.
Some of the common strategies that are commonly applied to implement Online Reputation Management include,
- Prompt responding to customer queries
- Using online feedbacks to promote a product in the market and
- Censoring adverse feedbacks related to a product or service, etc.
As such, there are more components to the aspect of digital marketing. Email marketing is one such aspect. The basic concept of this approach involves straightaway sending email messages to potential and existing customers. The emails are sent either to solicit sales, sending advertisements and/or requesting business. The objective of this approach is to build brand awareness and brand loyalty. Digital marketing is the obvious choice for any business, big or small, to gain prominence in the contemporary society.