Digital Marketing—Important Features, Opportunities, and Challenges
Tactics that fall under the umbrella of Digital Marketing
From your website itself to the entire spectrum and range of your online branding assets—digital advertising, email marketing, social media marketing, search engine optimisation(SEO), content marketing, email marketing and mobile marketing among others fall under the category of digital marketing. And only a digital marketer who truly possesses the ability to leverage the potential of these high values online marketing medium can hope of achieving the real objective of their business.In the following section, we will briefly cover some of the most important types of digital channels that organisations employ to increase their online sales and customer loyalty.
Digital Marketing Challenges
Pay Per Click Marketing
Search Engine Optimization (SEO)
As we know content is the king, and there are of course some very obvious reasons that fully justify this saying. In this age of instant gratification and information overload. As a person gets bombarded by hundreds of messages every day, his attention span starts getting shorter and shorter. It presents a real challenge to digital media marketers who must keep looking out for new and innovative means of ensuring that their messages succeed in striking a chord with their intended audience by capturing their attention. With digital technologies taking over, the entire process of making your message conspicuous in the crowd has undergone a sea change. According to a 2013 eMarketer survey, the time US adults spent on digital media surpassed the time they spent watching TV. This data clearly shows the growing importance of digital media and how it has outpaced traditional media and many other channels of content delivery, which stayed as the preferred channel of content distribution for ages.SEO:
Then there are statistics to back my claim (it is open knowledge) that 67 percent of all the clicks generated by the websites occupying the top five positions in SERP. It means only 33 percent of the visitors look beyond the first five results and this percentage is likely to fall to a negligible level when we talk about the results displayed on the second or third page of the results returned by search engines.
Everybody you see around you is in a mad rush to go digital, reviving up their SEO, PPC, Adwords and social media campaigns. Precipitously chasing ‘likes,’ ‘shares’ and ‘pins,’ marketers are somehow missing the woods for the trees forgetting that content is still the key differentiator when it comes to success (or failure) of their digital media strategy.
Content marketing Continues
Content marketing can resonate more powerfully with your target audience if it is consistent across multiple channels. It is better if you stick with 2-3 messages as more than that is most likely to confuse your audience. Also, digital marketers must remember that successful content marketing strategy depends significantly upon some painstaking research. You have to spend some time and resources gathering information about what your target audience likes, what arouses their curiosity, what dampens their spirit and who or what influences them among other things. It will help you tailor you content in a way the customers are most likely to respond.Content marketing has been used for ages and now also used heavily. When the web started need of content was felt more than ever. As here people can easily share and read whatever they like sharing of knowledge and information become a passion and lifestyle for many. Many people earn their livelihood by building content. And increasing web-based search data manipulation has forced Google and other search engines to focus more on genuine content. It’s important for everyone to understand the need of it. With the rising need of content now the major thing that is looked upon is quality. Just any content will never attract readers rather content that touches the nerves and builds thrill while reading can keep people interested. Knowing that today’s content builders are using new and more innovative techniques to bring more interesting pieces for us. This is the reason we can see a lot more analytical and well designed graphical content with lot more advanced videos. One more part that is Paid Marketing also needs good and technically sound images and videos.
Social Media Marketing
Close to 70 percent of United States adults have made purchases influenced by a company’s email. Our beloved email has been at the helm of business for the past two decades, but this trend, for now, will continue in the future despite all the hullaballoo associated with other mediums of communication. Email still retains its number one position as the easiest and most efficient way of direct communication. There is a simple logic behind the popularity of this critical media. People are very attached to their mail, and they keep checking their smartphones or computers for the arrival of any new mail. Expert digital marketers adopt at devising successful marketing strategies know very well that just any email will not do. Successful email campaigns need to be informative, relevant, engaging and appropriate to the purpose. An email marketing campaign efficiently fulfilling the below five mentioned criterions is going to serve your purpose well.• Trustworthy—People are not going to pay attention to any email they believe has not originated from a reliable source.
• Relevant— when I am looking to buy a new phone, I probably will not be paying much attention to an email informing me about the best quality dog food the company manufactures.
• Conversational- the mail should seek to start a conversation by arousing the receiver’s curiosity
• Strategic—the mail should be strategically focused to achieve its objectives
• Coordinated well with other communication channels and medium
Pew Research shows that over 40 percent of the people in the United States sleep with their smartphones close to them so that they do not miss out on anything important. Mobile phones have become an integral part of our lives and any marketer ignoring this critical mean of personal communication would be doing so at his peril. You will be hard pressed to mention a time of the day when you do not have your mobile with you. They stay in our pocket, sit next to our working next and even remain close to us when we go to sleep. From videos, messages to in-app advertising, there are different ways in which you can take the help of this important communication medium to convey your messages efficiently.
The research clearly shows that there 35 percent of the respondents their digital marketing strategy apparently integrated into their overall marketing strategy. Fewer than half of the businesses said that digital marketing is still not an integral part of their overall marketing strategy. This number though much less than what it was a few years back, still suggests that many organisations are conducting businesses with no sound digital strategy in place.
Lack of coordination in your digital marketing communication strategy will lead to all your efforts going waste. With so many channels of digital marketing available, you need a tool that allows you to align all your digital marketing together closely. The absence of a cohesive and coherent marketing strategy will make your entire campaign look like an unfinished jigsaw puzzle with a crucial piece missing. Marketing automation software helps streamline and automate entire marketing tasks and workflows so that you remain acutely aware of the impact your digital marketing mix is generating. Above all, it measures the return on investment (ROI) in real time allowing the organisations to keep a close tab on the results their marketing and promotional efforts are producing.
Important reasons you need a cohesive and well-connected digital marketing strategy
Where should you start if you wish to develop a coherent, coordinated and efficient digital strategy? Experts believe it is not that a complicated process as it is initially made out to be, but still the majority of marketers and organisations find the entire process bewildering.