I guess by now you already realized that Digital Marketing is not a precise science. It is a vast world, a flexible area that is in constant change…that we all need to keep up with.
As said before, attention is becoming increasingly scarce. For that reason, Digital Marketing has today new and different forms of attracting users' attention: videos, social networks, interactive websites, iPhone apps, the list is endless. And the truth is that, with the advantage of the Internet and new technologies – like smartphones and iPad –, digital marketing has today an even bigger role on a company’s Marketing strategy. Especially those who want to stand out.
Now, 21st Century Kid, picture you as a marketing director. How would you produce an effective online marketing strategy? What would you take into consideration to make it a success?
This are my ideas on what should be taken into consideration. Join me.
1. Know your audience:
Know your audience! They are the single most important think in any marketing strategy. Without them, nothing else matters and you won’t go anywhere. Getting to know who is your target is the best way to understand its needs and thus produce an effective campaign.
2. Also know your client and competitors:
Knowing your audience is only one side of the equation. In order to develop a successful marketing strategy one should always know exactly who their client is, and most importantly, know who their competitor is. Two simple but extremely important points: using your knowledge about your client’s image and its motto as a way of associating your product to your audience; and by knowing your competitor, you also learn how to differentiate and stand out from them.
3. Total integration:
Digital marketing is only a part of a companies’ general marketing strategy and thus cannot be developed separately. The marketing is one, the main concept is the same, and it is only the actions that are applied to different mediums. And each medium offers a differential, something that should and must always be explored as a mean to boost a campaigns’ outcome.
4. Search Engine Optimization:
Search engines are the opening doors to current online marketing, after all, better than announcing is being found.
“Search engine optimizers are the future’s most successful real estate tycoons. Our formidable capabilities have provided us with an incredible opportunity to gather great viewers at an inexpensive cost.”Top search results show more credibility and value to the users. Use it on your advantage.
5. Be relevant and consistent:
Adding to the SEO idea comes this: if your website (or blog) is relevant and easily found in search engines it is a great start. But it cannot stop there. Your website, blog, campaign must have a good content and reach the audiences expectations – it must be consistent!
6. Social Networks and Banners:
The new and the old channels are here to be used. Social networks are a great – new and hype – way to put interactive content into practice. Especially among young users, it should be intensely used. And banners, although seen as an old medium, it is still a good way to draw the audiences’ attention; it generates traffic and also creates an important interactive relationship with users.
7. Be mobile:
Explore what is the best in mobile devices! Smartphones and tablets are now reality, thus having a proper digital marketing strategy that is adapted to these mediums is hugely important. As I said, digital marketing is in constant change, and a good strategy must keep up with it, adapt. It is the best way to evolve and stand up from all the others.
8. More interaction:
Integration between company and audience is fundamental! Digital marketing means two-way involvement, it is more than just communicate, a company must listen and create a relationship with its clients and audience. Only then a marketing strategy can be consider fruitful.
9. Entertainment:
Make it fun, unique and even controversial if it suits. Everything that is interactive and entertains attracts audience and consumer – which makes them spend more time interacting with the brand and eventually, enhances results. Use and abuse of blogs, games, applicative, social networks…they are the best interactive tools on today's online world.
10. Test, measure and optimize:
Measuring results with online tools such as web analytics is a must have consideration for any online marketing strategy. With CTR (Click Through Rate) and other sots of tools, online actions can be measured and worked on. Use the advantages of Internet in your favor, they are a great way to improve ones campaign, to boots results and to help on the planning of new and future strategies.
Ok, let me stop writing now and show you some examples of innovative and successful online marketing so you can see – if not all, at least – some of these points being put in action.
View more presentations from Gaumina.
So, what did you think about the examples? Did you like it? Were you able to see my considerations on it? As always, please share your thoughts with me.
See you in the next trip kiddo.
1 Response to TOP 10: Considerations for an effective online marketing strategy.
Great examples! Some I had never heard of, but many I had seen on my Newsfeed...
My own favourite example of a successful digital campaign -and which suits your list of recommendations perfectly- is the Queensland Best Job in the world campaign... (Here's a great case study of it:- you should definitely check it out http://www.ourawardentry.com.au/bestjob/index.html)
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