The 3 Essential Elements of Digital Marketing Strategy
Digital marketing is an integral part of advertising which uses electronic and web-based technologies including mobile phones, desktop computers and various other web-based media and devices to advertise products and services worldwide. The term digital marketing therefore covers a wide range of activities which include search engine optimization, banner ads, email marketing, social media marketing, display advertising, online advertising, text message marketing and video marketing. It is also referred to as eMarketing or digital customer servicing. In recent years digital marketing has experienced rapid growth, particularly in India, where Internet marketing is one of the fastest growing industries. This article offers some important tips on digital marketing for Indian SMEs.
Brand image – One of the most important aspects of any digital marketing campaign is to create a strong brand image. Your brand identity should be clearly defined and should resonate with your consumers. This can be achieved by creating value-added content, using appropriate imagery and consistently posting news and information on all platforms. Your inbound marketing campaign should be based around the core capabilities and offerings of your brand, through a series of inbound communications with your consumers.
Digital media and tools – A major part of any digital marketing campaign is the use of digital media, to distribute and drive traffic to your website. One of the most effective ways to achieve this is through the use of digital media such as apps and websites. These platforms help you reach your audience in new and innovative ways and create a sense of urgency for them to take action. SMEs should use these platforms to focus their digital marketing campaigns on capturing the attention of customers and prospects.
Advertisements – An important part of any digital marketing campaign is the use of online advertisements. While many people are wary of advertising on social media platforms due to the fear of being spammed, there are also many opportunities in this area. It is important however that digital marketers ensure that they target appropriate audiences and target their advertisements appropriately. For example, while it is common to find digital billboards and commercial real estate ads on busy roadways, it may also be beneficial to place ads in more obscure areas where only locals or visitors to a specific location will see them. By creating unique content through content publishing, video sharing and podcasting, digital marketers will be able to maximize the potential of their advertisements.
Consumer awareness stage – Once your brand has reached the recognition stage, the digital marketing campaign then begins to shape its direction and execution. At this stage, the brand is a well-known commodity in and of itself. However, there may still be some resistance from users who may not be fully aware of your product or services. In order to capture and hold the attention of potential users, digital marketing should continue to engage with current customers in an attempt to establish long term relationships. A great way to do this is through customer service social media channels.
Brand awareness stage – Once users have taken notice of your brand, it is important to continually provide updates, promotions and tools in order to keep them onboard. It is at this stage that the digital marketing strategy really starts to take effect. Through in-depth customer research and surveys, as well as the creation of content, the digital marketing strategy will begin to shape the user journey and establish user loyalty. When a user becomes a true customer, they are often willing to spread the word about your brand and will become promoters and cheerleaders for your business.