It is easy to go into online marketing because it is supposed to be a self service. You must build a dedicated online strategy that will result a strong return on investment.
According to .famarketo.com; Digital marketing is advertising delivered through digital channels, like search Engines, Websites, Social Media, Email and Mobile Apps.
While Wikipedia referred to it as the marketing of product and services using digital technologies, mainly on the internet, but also include Mobile phones, Display Advertising, and any other medium.
Now that we know what Digital Marketing is,and before .we dive into how to use the different Digital Media. Lets talk about planning and building appropriate strategy that will produce good return on investment.
These strategies we will have to cover;
1: Your business
2: Your customers
To increase a great online marketing strategy, you will need to understand.
1: The plan for your business
2: How you want to be perceived by your target market.
3: Who are those customers that are likely to buy from you?
4: Which customer are us8ng digital technology
5: Which channels you will be using
Having all the above sorted out will help you stay focus and will help you as a road map to explore new marketing channel.
Remember, there is know one way solution for all business in Digital Marketing. You have to build yours in line with your own kind of business. The most important thing is creating shared value.
Shared value is an experience in which your business goals overlap your customers goals
This is the first of our business strategies. To do that we will have to identify
“”The mission statement
“” The objective
“” Value preposition
“” And the elevator pitch
All of these will help us focus on our customers as we build our marketing strategy. You also have to consider the following.
- Is your business Digital?
- Do you have the right structure in place?
- Will your online marketing effort fit into your existing process?
- Do you have the time necessary to maintain your strategy? CUSTOMER STRATEGY These will help us know who our customers are and where we can find them.
- These three things are what we are trying to do.
. To reach out to the correct Audience.
. To understand that Audience.
. To understand where we can likely to find that Audience.
You must be specific, when targeting your Audience, or you will end up wasting money and time.
Before going deep into targeting customers, you must have this at the back of your mind.
. What is your business goal for the segment?
. What is the shared value for this segment?
. What is the target?
. What are likely to be the key performance indicator?
- DEFINITIONS AND TERMINOLOGIES.
In this section we will get ourselves familiar with the terminologies that exist or are been use in the industry.
1 Call to action: Its an instruction to your audience to provoke response.
2: Ad impression: Each time your advertisement is display to a user.
3: Click through rate: How many clicks were received in relation to the amount of impression.
4: Bounce rate: A percentage of visitors who arrived at your site but left after visiting only one page.
5: Abandonment: When a user does not complete the goal you have intended for them.
6: Conversion rate: This is the percentage of visitors who entered into an experience and completes the goal.
7: Life time value: This is the prediction of the bet profit attributed to a customers relationship.
8: Frequency: This is the amount of tine a single user see your advertisement.
9: Tracking pixel: These are 1*1 pixel image that track conversion, website visit and ad visit.
10: Banner Advertisement: Display ads, Static or animated visual images use to generate brand awareness or entice a user to click.
11: Cost per acquisition: This is how much it cost per goal completion.
12: Landing page: The first page a user arrives to your website.
13: Organic result: Search listing that acheive ranking through search engine optimization.
THE COMPONENT OF DIGITAL MARKETING.
With the wide range of channels out there. It is very important to know that it may be impossible to use all of them. You must pick those that are relevant to your business.
Let evaluate some of the channels. To do that, we will look at four areas of our marketing strategy.
A: SEO, We will use Google as the channel.
B: SEARCH Marketing, We will use Google AdWords
C: Video, YouTube
D: Social Media., Facebook, Instagram, Twitter and LinkedIn.
let’s score them according to their importance and strength in our environment.
SOURCE/ EFFORT/ VALUE.
GOOGLE 5. 3
ADWORDS. 4. 4
FACEBOOK ETC. 3. 5
YOUTUBE. 5. 2
Note, We scaled their effort from 1-6 With 6 being the highest and 1 being the lowest. So also with value.
THE DIGITAL MARKETING LANDSCAPE.
Before we review the current landscape. Let’s look at the history of digital marketing.
The first digital advertising widespread start in the early 1990s.Display banners began to show up for products and services at the button of the screen for customers. At the that time, there were more like magazines adverts, Visual but now not interactive. In 1993 the first clickable ad was by a law firm in Silicon Valley and from there things took off. In 1994 web banner advertising was actively constant till 1998; The first advertising keywords publish by a company that was eventually bought by yahoo. Google followed suit by lunching Adware in 2000 and the rate if digital marketing fall into place.
From 2000 till date, we have watch the landscape shift from social media to video advertisement and other forms of adverts we are swing today. We have also see. Various technologies for ads monitoring that will enable you improve ads performance, also gaining ground in this industry.
In 2010 mobile advertising began to gain grounds and has been finding its way up the top. The mobile advertising has hit up to 90% each year.
THE CURRENT LANDSCAPE.
SEARCH is the most currently used platform to make a purchase decision. This come from consumers and high level business decision makers. Your website visibility in search is the most likely valuable real estate online. Paid advert is a key component of today’s digital landscape and the current leader to buy ads from is Google AdWords.
Email Marketing was once the marketers dream,quality email list was extremely valuable in the early 2000s. Its still effective it it has to be mobile computable, because over 50% of all emails are open from mobile device. Perhaps the landscape shifted. With mobile email; You must have a mobile computable website too.
We are now seeing the huge trend in marketing automation as well. This involves bidding based on results automatic remarketing to people who visit your website, and even creating custom advertisement specific to what a user is searching for online. This is going to continue in the next couple of years and its likely going to say a key component to the marketers toolkit.
Social media is still proving to be available for many brands. It seem to be one of the most efficient way, food many brands.
Finally we are now in matured stage of content marketing. When creating high valuable content for your audience is proofing a way to generate sales, this is one way to get massive return to investment.
User report says, high quality content has been a top reason why they follow a brand. More and more customers are becoming wary of sensational headlines and may be less effective as against earlier, when common techniques at the top of a tip list.
This is just a leads way to our main topic on SOCIAL MEDIA MARKETING.
In the next articles you will know what Facebook ads, Instagram ads and Twitter ads, mean, their functions and how there are useful to our society. And also how you can use them to make your massive daily income.