What Is Digital Marketing?

When we use the word “Digital Marketing”, we are actually referring to online marketing efforts from a brand.

Therefore, if you are asking what is Digital Marketing (DM), here is your answer:

This is a practice in Business through which advertising messages are delivered through online channels such as websites, mobile apps, search engines, social media and emails. It helps a brand generate interest in their products among their consumers.

Though DM started gaining popularity in the year 2000. In the last couple of years it has revolutionised marketing communication.

In a real sense:

It is brand messaging (Advertisements) delivered through electronic channels such as Television, Radio, Internet etc. Electronic channels generate, store and transmit data in the series of the number 0 or 1.

Therefore,

It can happen both Online and Offline.

If the above is true, then

It existed ever since Guglielmo Marconi sent first wireless signals in 1896.

Isn’t that crazy!

However, the simple definition of DM does not say enough about the practice of digital marketing in today’s world.

This meaning is useless as technology is just the enabler of digital marketing. So let us understand what exactly digital marketing is?

What is Digital Marketing in Today’s Context?

In today’s context:

It is a set of interactive marketing promotion activities which are done online. These activities help an individual or organization reach its target audience and achieve its business & financial objectives.

Therefore when we say digital marketing, we are essentially referring to Online Digital Marketing.

The other form of DM is offline digital marketing, which happens on other electronic devices such as Radio or Television.

I know you are not here to read about radio or TV, so I will spare you (though I have invested millions of dollars on Offline marketing during my career).

Going forward in this article when I say “DM”, I am actually referring to “Online Digital marketing”, as that is what you intend to read here, right?

  1. It is a set of marketing activities and not just one activity.
  2. It is Interactive and not just one way. It enables two-way communication and is much more engaging compared to the other marketing methods. Interactivity is what distinguishes it from advertising on Television, which is also electronic but not interactive.
  3. It happens online. What it essentially means is that the activity is carried out on the Internet or telecom networks. Though it happens online, it can empower both the virtual or offline world. An example of DM in the virtual or online world is email marketing or social media marketing or search engine marketing. In the colloquial sense when we say digital marketing we refer to virtual or online marketing only. An example of this in the offline world is the use of tablets to showcase product offerings at a retail store.
  4. It helps an individual or organization. It is useful not only for large companies but also for individuals as well, unlike TV or newspaper advertising. One can take advantage of digital advertising on small budgets as well.
  5. It helps reach and engage the target audience. It is focused, and one can use multiple targeting methods to reach their audience.
  6. It helps achieve business and financial objectives. It is measurable & ROI driven. It helps achieve business & financial goals.

I hope this helps. Let me know if you need any further info!

Do You Have a Marketing Strategy and Plan for Your Business in 2018?

Do you have a marketing strategy and plan for your business?

Without a marketing strategy and plan, you can’t attain your business goals. It’s 101 for a business.

Whether you are a startup, entrepreneur, or business, preparing a strategy for the first time, or tweaking your existing plan, this is the first and most important piece of your roadmap to success.

A smart marketing plan begins with a smart strategy.

Your First Step – A Marketing Strategy:

You need to be focused. You need a clear message. You need a process.

A marketing strategy is the overarching, big picture plan, the high-level road map to help you attain your business goals. After all, you can’t get there if you don’t know where you’re going!

The goal of a marketing strategy is to dive deeply into your business, your sales process, your target market, your message and current marketing to understand your successes and pinpoint your challenges.

You need to clarify your goals and objectives that will deliver results.

You should identify your niche markets, core messaging, elevator pitch and mission, values and vision statement. This is the foundation of your marketing plan and makes up the specific mix of marketing activities that will drive revenue.

During your marketing strategy, you should assess the following:

– Organization Overview & Mission
– Current Messaging, Elevator Pitch, Value and Vision Statement
– Products and/or Services
– Goals & Success Metrics
– Brand Positioning
– Target Markets & Ideal Customer
– Marketing Audit: Marketing Budget, Advertising (print/online), E-mail, Seasonal Promotions/other
– Social Media Marketing Audit: Content Strategy (images, videos), Social Media Channels, Blogging
– Website Review & Assessment
– Competitor Site Review
– Search Engine Optimization

Your Second Step – A Detailed Marketing Plan:

You need to be seen. You need to be heard. You need to be found.

The next step is a to put together a detailed marketing plan from the information you gathered from your marketing strategy.

This is an in-depth marketing roadmap, infrastructure and plan that will be used for your marketing. It will include developing content, developing promotional offers, most effective social media channels to be active on, email marketing, building an email list, and budget for Facebook advertising.

This detailed Marketing Plan will help your business or organization become more structured, and is something you can implement straightaway in order to see success and become more profitable.

A marketing strategy and plan is the KEY to your success. Don’t procrastinate and start them today.

Strategic Customer Attraction Marketing Blueprint

With the ever changing face of the economy based on varying factors [such as government protectionism, automation of industries, downsizing of companies] the trend to more and more people choosing to start their own business for various reasons continue to rise. With that said – along with this trend there is an increasing need for structured marketing process and client acquisition processes and methodologies to be utilised within these businesses in order to transform a startup into a fully functional revenue generating entity.

It is often the case that many smaller businesses are product rather than market focussed. In many cases we find that there is no actual marketing department so to speak of and as a consequence the function of marketing within the company ends up being fulfilled ‘as and when’.

We can contrast this to what we find in any larger organisation or corporate; we find an actual marketing department, with qualified marketing professionals who are analysing the market, target customers and competition, they continually look for trends and movements in their chosen space in order to refine the marketing message and continually push the communication through the channels. This is to include the distribution channel [where appropriate], print media, radio, catalogues etc, etc and of course the use of digital marketing channels [social media, email marketing, video marketing, micro blogging and more].

The above is what leads to the typical ongoing market penetration that we see within these organisations leading to new products and services development a steady stream of new clients and the nurturing of existing clientele.

It is with the smaller organisation in mind, the solopreneur or work from home business owner that any strategic business attraction marketing blueprint is targeted towards. This is one or two steps down from making use of an in person consultant that will look to understand the business operations and put specific structures in place that when followed; will first provide a deeper understanding of the market place and target market clients but will also provide the foundation for providing the products and services that the intelligence directs the company towards producing.

It is recommended that organisations looking to add structure and processes to the marketing and client acquisition aspect of their businesses direct their energies to these main fundamentals.

  1. Client Strategy & Preparation
  2. Setting Up Key Business Processes & Systems
  3. Getting Clients While You Sleep
  4. Follow Up & Retention

1) Gaining a deeper understanding of the needs, desires and behaviour of the clients no matter what the industry will drive the decisions that are made in relation to the products and services that are developed and presented to the market space.

2) Key systems and processes such as continuous market intelligence related to pricing and customer behaviour can help to take the organisation to the next level and gain a significant competitive advantage over other companies supplying related or similar products and services.

3) The marketing process for bringing new prospects into the marketing funnel must be an ongoing activity; whilst focusing on servicing existing clients it is imperative that someone is taking care of make new clients aware of the needs that your organisation can fill.

4) Too often it is the failure to followup and keeping in touch that leads to the loss of valuable customers; depending on the business tools such as email marketing, videos, membership sites and print media may be used in order to stay at the top of the mind of the target customer.

Once the process has been developed it will then be a matter of refining it [say once a quarter] whilst some is taking care of the execution which will lead to new customers, sales and products and services leading to increased revenue generation.