Strategic Marketing Using Digital Channels The Right Way

If you are looking to implement marketing from a strategic perspective in your company or business endeavour by making use of digital channels then it may well serve you to seek out some advice first. That’s some of what we set out to do here as we look to highlight some of the ins and outs of executing marketing in the digital age. There is more to digital marketing that ordinarily meets the eye as found in our consulting, devising and executing search engine and social media marketing campaigns.

When a company is looking to [via its marketing personnel or use of third party agencies] market its products and services use the available digital marketing channels such as…

  • Video Marketing
  • Email Marketing
  • Search Engine Marketing
  • Podcasting
  • Blogging
  • Social Media Marketing
  • Micro Blogging

… all of the activities will need to be carried out via specific digital marketing channels with a view to getting engagement from chosen target market sector clients.

As an example of the statement made above; the decision could be made to use the social media marketing and to connect with clients using an associated advertising platform through which to serve up ads. Going through the process of crafting and executing specific ads necessitates that one understands who the target audience is that the business is concerned with so that time is not wasted running ads that will be ultimately shown up to people that are not interested in the related products or services that the company has to offer. Going through the targeting process will determine where one’s audience ‘hangs out’ so that when the message is seen it is relatively easier to consume [or be interacted with].

When running ads within the social media marketing channel alongside that of publishing engaging and compelling content, connect, following and republishing others content. It is important to make sure that the ads are in fact related to target clients likes, interests and aspirations as this will affect click through rate, engagement and other factors that lead to the actual cost of running the ad itself.

The content aspect of digital marketing is indeed a critical and foundational one as one piece of content can effectively be repurposed for use in various formats and on differing platforms and digital marketing channels. E.g. a well written article can be used as a blog post, then used as the basis for a podcast, this same piece of content can be developed into a video and then used to create multiple micro blogging content pieces. Each piece of content should be used within planned digital marketing channels in order to deliver the marketing message through to the intended market segments.

With the world in which we live in becoming increasingly technology enabled; this is continuing to open up opportunities for marketers and business owners to present their message to clients found the world over. However it is important to execute correctly and to start with the right messages, next the most appropriate digital marketing channel [some of which are listed above] are used in order to put the marketing message in front of the right audience. In other words a targeted approach should used as opposed to a shotgun spray and hope approach.

At the end of the day digital marketing is still a subset of marketing and it itself has its own set of sub digital marketing channels. The strategic digital marketing approach is strongly recommended as when adhered to and the results start coming in, one will understand why it’s important to continue to adopt this approach to business promotion.

A Small Or Midsized Company Marketing Communications Audit – Improving ROI For The Year Ahead

With another new year approaching, you’re probably even more concerned than usual – because of the sluggish economic growth, turbulent financial markets, unknown fallout from Brexit, and the exhausting and uncertain election season. Rest assured, your customers, prospects and employees are probably as concerned as you are.

These concerns will in many cases retard or even halt decision making and commitment to a variety of programs. In fact, the August CEO Confidence Index from Chief Executive Magazine, reflecting opinions on “future business conditions”, is near its lowest level since January, 2015.

As a marketer in a B2C, B2B or nonprofit organization, developing and implementing your new marketing and marketing communications strategy, plan, budget and tactics probably seems even more unnerving than in previous years. And the time to commit your resources – money, time and people – is rapidly approaching.

In the midst of all this doom and gloom are there any rays of sunshine? We believe there are, and recommend that now is the perfect time to take a step back and consider a more thorough evaluation of your program through the use of a marketing communications audit.

A Marketing Communications Audit Improves ROI

If you haven’t recently (or ever) conducted an audit, now may be a crucial time to do so before committing your already stretched resources. Like a financial audit, this process will provide an objective, professional picture of your current situation.

It will help you identify the strengths and weaknesses of your marketing program as a whole, as well as how each communications tactic and message does or does not contribute to your objectives, strategy, budget and ROI.

The audit can provide a meaningful analysis of both your internal and external tactics and messaging, creative approach, subject matter, media mix, and budget allocation. Importantly, it will also provide an understanding of what is registering with your customers, prospects and employees versus what they really want to know about your brand.

Ultimately, the audit will provide an understanding of what needs to be improved, along with an actionable integrated roadmap of how to achieve your goals – how specific messages should be delivered across all forms of traditional and new media, as well as events, promotions, public relations, packaging and employee communications. The end results of this type of audit can significantly improve your marketing communications ROI now and well into the future. It will also provide you with the peace of mind that comes from knowing your have developed a plan based on increased rigor and professionalism.

Marketing Communications Consultants Can Really Help

Most probably, you’ve already put a lot of hard work into developing your marketing and marketing communications plan. And, even if you believe that an audit would be a prudent way to go, you might not be confident that your internal staff has the time, energy or skill set to provide a thorough and in-depth audit at this time. Fresh eyes and apolitical candor from outside consultants might be just what you and your already stretched team might need.

Consider tapping into established, media neutral consultants, with broad experience across industries, companies and nonprofits, both large and small, who are willing to “tell it like it is” so candor will flourish. Don’t settle for a consultant with experience in only your niche or industry, selling only one particular discipline. And be sure they’re analytically driven, willing to test their measurements against the real world. This is the time to take a broad view of your business and opportunities, not to rely on “this is the way we’ve always done it”

Improving your ROI for the year ahead is always an important goal; it’s even more important this year with the increased uncertainties facing all of us. Fresh and apolitical evaluation and measurement of your program makes a lot of sense. As W. Edwards Deming, the father of modern quality management techniques, said, “Without data, you’re just another person with an opinion.”

Traditional Marketing VS Digital Marketing

Traditionally, the term “market” refers to the place where buyers & sellers meet for exchange of goods & services. Market is the very common term,known to all, but depending upon the quantity of goods handled, there are wholesale market & retail markets.
In the modern concept sense the term “market” has a broader meaning. It refers to the sets / collection of actual or potential buyers of a products & services.

There are various categories of the marketing, but there are two main segment, first being the traditional marketing & second, being the digital marketing. In this article, we will discuss about these methods in details.

01) TRADITIONAL MARKETING

Traditional marketing refers to any type of promotions, advertising or publicity,which are generally used by the companies/ business entities for a longer period, & that has a proven success rate.

In old times, marketing was defined as the flow of goods & services from producers to consumers. This is a product oriented definition of marketing. The producer concentrate only on the products that what they can produce / manufacture, & need of consumers are not taken into the consideration.

Methods of traditional techniques include print advertisement, such as newsletters, billboards, newspapers ads. Other forms are television, commercials, radio -broadcasting advertising about the product or service of any company.

NEED OF DIGITAL MARKETING

Since the technology is advancing in now-a-days, that demands the change in everything. The digital marketing is a part of the computerisation. Talking for about 20 years back, there was no computers, no mobile phones & of course, no internet connection. But as the technology grows, after some time mobiles phones & computers are introduced into the life of human being. After some more time, internet facilities got introduced, which bring about the digital revolution. Examples of the digital marketing includes the websites, social media networks, emails are the common. The digital marketing is similar to traditional one but by using the digital devices & information technology. It is Faster, reliable & easy to find medium & therefore accepted worldwide.

02) DIGITAL MARKETING

Digital marketing is a broad term that refers the marketing through the online medium like search engines,websites, social media networks & emails.Digital marketing is sometimes also called the online or internet marketing.

Digital (latest) marketing technique include the SEO (search engine optimization), SEM (Search engine marketing), content marketing, campaign marketing, e-commerce marketing & social media marketing.

There are various reason for the growth of digital marketing.

1) Digital marketing techniques are more cost effective than traditional concept.
2) Digital process faster than old one, thereby result oriented.
3) Any individual / company track his/ her performance.
4) All process being reliable, generates better revenues.
5) Digital media facilitate the interaction with targeted audience.

However, there are various factors that affect the process of firm’s ability to develop & maintain the successful transaction & relationships with the target customers. There is generally two types of environment inside any organisation. One is stable, not changing with time & changes are very frequent. Second being the dynamic field that keep on change according to the demand.

For carrying out the successful business, either it may be old or new, one need to give the proper attention on choosing the right consumers, creating the audience & by developing the superior value of the service / products.

Increase Traffic By Offering The Best Affiliate Programs

An easy way to increase you website traffic by far would
be by setting up the affiliate programs. But the key is that
you shouldn’t just set up any old affiliate program.

The easiest way to set up the best affiliate programs is do
give more to your affiliates. And to also build a relationship
with them. But first you must give your Affiliates Much, Much More.

You will see many opportunities for affiliate programs around
the net, but the best affiliate programs offer much more :-

The Best affiliate programs :-

– Have an extremely good product that smashes all competitors.

– Offers high quality tools and ads to help affiliates sell.

– Offer a higher commission per sale (55% – 85% is good)

– Quick support network and FAQ section to avoid confusions.

– Has an extremely good offer.

– Has very valuable bonuses attached to the main product.

– Instant payment to affiliate when a sale is made.

– Once a sale has been made by an affiliate -praise them.

As you can see this makes up a some of the best affiliate programs
on the internet. The best affiliate programs, normally
capture the most affiliates, receive tons of traffic to their sites,
and most importantly get lots of sales.

Most of the well known marketers online succeed because they often
have the best affiliate programs.

This is a terrific model if you want to succeed also.

If you offer an outstanding selection and service, you do not have
to compete on price as much as you think you do, because the affiliates
are driving lots of traffic there to your site. Just worry about
having a good setup and you will rise to the top and be the best
affiliate program around.

Another important factor to consider into the equation is commission.
Referring sites are more likely to give your business more presence on
their pages when the rewards are so much greater? And when they do
that, what do you think will happen to your sales?

Here’s my point: if you’re currently hosting an poor performing affiliate
program, take a look at your customer acquisition costs and honestly ask yourself,
“What’s the biggest commission I can offer?” Then give it.

Also ask how you make your affiliate program one of the best affiliate
programs by asking your affiliates what they want and using the tips above.
That will ensure that the best affiliate program on offer will be yours.