Understanding Digital Marketing in the Information Age
The internet is well and truly a part of our lives, and when it comes to marketing and advertising, it is a huge source of revenue for millions of businesses across the world.
A strong digital marketing strategy is essential for getting ahead in the 21st century. We have developed this brief guide to help you to better understand the strategies involved in digital marketing. By understanding these strategies, you will be able to create more effective and profitable digital marketing campaigns.
What Informs Your Marketing Strategy?
Your customers. The answer is obvious, but if you’ve never thought about it before, it’s very easy to overlook your customers in your marketing strategy and instead create campaigns that are too personal to the creator of the marketing campaign; this is very easy to do, and businesses make this mistake all the time.
No, you need to focus on your customers:
- What are their buying cycles?
- What are their browsing preferences?
- How much money do they spend?
- When do they spend? Day/week/month/year/lifetime.
- What are their personalities? What do they like?
- How can you reach them?
How Do You Collect this Information?
Some of the information you probably already know, such as their budgets and their product preferences. However, if you’re reading this article, then you probably don’t understand much about their browsing habits, or information about their spending habits. To establish this you need certain types of management reports.
Many ecommerce software solutions offer you the ability to create reports based on relevant patterns, such as length of time spent on your site, times of day when the site is busiest, products that are clicked most often, and of those products, which ones are purchased. You can find many reports that will help to inform your digital marketing strategies.
Most businesses will hire a third-party digital marketing consultancy firm to help set up these ecommerce sites so that they develop the reports that are more relevant. However, if you’re particularly computer savvy then you can use open source software, such as Magento and develop a tailored ecommerce solution.
Of course, not all of you will have ecommerce sites – it may be that you offer a service, rather than a product, and that you prefer people to contact you via the website/phone/email, rather than buy products direct from the site. In this case, you will need a different method of collection data. You can spend time analysing Google AdWords programme and analyse keyword trends. Or, you could create web applications that monitor traffic on your site, to enable you to create reports on certain patterns. Again, if this seems too complicated, then a digital marketing consultancy can help you to create and manage this type of marketing.
What Do You Do With this Information?
You create a campaign that will appeal to people in the demographics you identified as relevant. For instance, if you know your customers are young professionals, then you adopt a sophisticated approach that makes your product appear exclusive. This stage will take time and you need to think carefully.
- You make sure that your campaigns reach the right people by advertising in the right places at the right time. Again, you can work this out from your reports.
- You use a range of different settings to market your campaign: social media, Google AdWords, SEO, etc.
If you need further help and advice, or you want to outsource your digital marketing campaigns, then please visit our digital marketing consultancy at Neotericuk
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