What is Digital Marketing anyway?
Hasn’t marketing always been about communicating the right offer, for the right product, to the right people – at the right time?
Well, it depends, – when comparing traditional marketing with digital marketing it often comes down to promotions and communications. However, there are a number of other things to consider:
Traditional marketing primarily focuses on:
- brochures and catalogues
- print advertising
- PR, newspapers and television
- physical advertising, e.g. billboards, etc
Whereas digital marketing allows:
- messaging to be more personalised
- content to be more dynamic
- the opportunity for more relevant targeting
- more engaging communications
One of the big advantages with digital marketing is being able to reach a wide audience in both more cost-effective as well as more measurable ways. Email, video, social media, apps and websites provide a huge range of additional marketing opportunities.
“An effective marketing strategy will usually help most companies towards reaching their business objectives. Unfortunately, it’s more often than not the tactical implementation that falls short.”
Keeping up with the relentless pace of technological change is a constant challenge for most marketers.
Marketing teams have always been responsible for driving brand awareness, engagement, demand generation and lead generation. Now, on top of all that, digital marketing adds SEO and content marketing, plus finding insights from analytics data in order to optimise websites for conversion!
Some of digital marketing’s component parts:
Optimising your website by including releavant content is important. You want to be found when people are searching for your product or services online.
The higher you rank in search engines the more free traffic your website will receive. Google updates its algorithms on a regular basis, so it’s a constant task to keep up with.
PPC & Display
Paid advertising can include main search engines such as Google and Bing, but don’t forget Facebook. Advertising cost is on a Pay-Per-Click or Pay-Per-Impression basis.
Display ads are typically considered to be Facebook, Twitter and other Social Media sites but also includes other media/video channels, usually via Google Ad networks.
Social media is part art and part science. Each platform also has its own audience and set of rules. Setting objectives and getting the tone right can be very difficult.
Just because someone is a “digital native” doesn’t mean they have the experience and skills to become an effective social media strategist – it all depends on your goals.
Analytics & Insights
If you can’t measure it, then it makes it hard to gain insights and understand what will help to improve the performance of your website, apps and other digital assets.
The setup and configuration of your web analytics is key. The most important thing is to make sure that you capture relevant information about site usage.
Did you know, there are now more than 8000 Marketing Technology solutions available to help today’s marketers execute their marketing activities?
Getting the most out of MarTech tools usually depends on how well they were implemented – but as important, having well trained and knowledgeable people.
Site speed has become a very important search ranking factor because it’s closely related to quality of users’ experience.
Ulitmately, you’ll lose out on traffic and potentially sales if your site loads slowly. There are very many contributing factors which affect site speed but they are well documented and quite easy to fix.
Web & Ecommerce Design
Whether your website is a Brand site or online store, it is often the first point of contact with your company. What seems important to you may, unfortunately, be of little interest to your online visitors.
Improving visitor’s experience, increasing sales and improving ROI is important to every company. Thinking about your visitors’ needs will help achieve your aim.
Using CRO (Conversion Rate Optimisation) strategies and tactics can help to increase the number of visitors who buy your product or service, i.e. conversion rates.
A conversion may not just mean a direct online purchase, but can also include an information download (e.g. a whitepaper, ebook, etc), signing up for a newsletter or booking an appointment. They all count!
Creating and promoting fresh information that is continually interesting and relevant to your visitors is one of the most important as well as increasingly worthwhile tasks.
Implementing an effective content strategy can help you to increase brand awareness and traffic growth, i.e. demand generation. A good content strategy will answer visitors’ questions and improve brand awareness.
If you would like to learn more about what we do and how we might work together
Our aim is to help you grow your business
Too often, we see a big bang approach to a marketing strategy implemented as a new website. This rarely produces the desired outcomes for the client.
The result is usually a new version of the old website but with a similar lacklustre performance. This typically means a 6-month project to create a “more modern website with a fresh look-and-feel.” But, primarily it shows off the design agency’s / web agency’s creative talent.
A website needs to be so much more than just being nice to look at, easy to navigate and mobile optimised. Ideally, your website should be treated like a new member of staff, one that has a well-defined role, a specific set of goals and a clearly communicated and understood purpose.
Our approach is to address your underlying need(s) by helping you to define your objectives. Then we focus on jointly understanding what the purpose of the website is, in line with your overall business and marketing objectives.
Not all marketers are technology experts. In fact, most aren’t – they’re visionaries and creatives. We have deep experience of both marketing and technology and that’s where we believe we can help deliver results.
The Problem with “Agencies”
The problem with most agencies is that they have come from the print era and now ‘do digital’. They’re often great at the ‘creative’ piece, but not so great at the ‘growing a business’ piece. And, now that they are digital agencies, they’re usually a ‘full-service digital agency‘ to boot, more likely specialist generalists?
Somehow, they’ve become hybrid agencies offering their creative design skills as well as most, if not all, of the following:
- User Experience (UX) design
- Website design, web development and hosting
- SEO and PPC / Display advertising
- Content Marketing
- Social Media management
- Video Marketing
and . . . so much more
It all sounds a bit like they might be spreading themselves a bit thin – in some cases becoming a Jack of all Trades yet Master of None?
Unfortunately, the downside of the traditional agency model is that everything is a project charged either at a fixed cost, or more than likely as billable hours worked. That usually means a piece of creative work is designed, printed, delivered and thus finished – until the next project. This doesn’t actually translate very well into the online world, especially regarding digital marketing. The main reason is that the client often gets left with a new website, for example, that performs little better than the old one, yet looks great.
A good digital marketing agency, on the other hand, will create a strategy for discussion, before they start any activity on your behalf. Generally, they would start by understanding your business goals, how your current strategy is working and where there’s room for improvement. From that point, they will work with you to create a plan for achieving your goals by implementing an effective and ongoing digital marketing strategy.