Evolution: The Key to Marketing Success

*Update December 2020

This indeed is an exciting time for the digital marketing industry. We are witnessing unprecedented turbulence because digital marketing is now challenging the traditional channels of advertising. This turbulence is compounded by new technologies that have come up to improve the performance of the campaigns offering better data analysis and research abilities. Because of this evolution of digital marketing, it is now highly essential to not only rely on what was “tried and true”, but add to it something that is new and innovative as well. Whatever way we look at this, it is now an era where only the right mix of marketing activities work and bring in the desired ROI. In order to survive in the current and revolutionized world of marketing, here are some of the essential pointers to consider:

 Digital strategy is essential

Formulating a digital strategy is key to the process of identifying, designing and implementing digital opportunities that will increase the competitive advantage of your organization. The strategy has to be focused on the consumer and the target segment of the market to fulfill your expectations of growth in sales. Following a logical sequence allows you to integrate all the essential aspects of digital marketing and implement them successfully.

 Mobile optimization is mandatory

Your site should not be simply an online brochure. It must encourage visitors to interact and take action. In addition, it is now obligatory to have your website optimized for smartphones and tablets. Mobile optimization of content is a rapidly emerging trend that needs to be an essential part of your digital marketing campaign. Provide high-quality graphics that drive traffic and generate links to your site.

 Flexible and adaptable SEO campaign

The success of a search engine optimization campaign depends on its ability to change according to the demographics and the preferences and behavior of the customer. Here are few of the steps to SEO success:

• Understand the target audience and the type of information they often seek.
• Identify the most relevant keywords and use them to optimize your site.
• Constantly re-evaluate and update your SEO.

Research shows that a website gets 90% of its traffic from keywords that rank on the first page of Google. Other than that, organic search makes for almost 75 percent of all the click-throughs coming from Google.

 Effective search engine marketing

SEM or Search Engine Marketing encompasses a wide range of internet marketing strategies that incorporates research, presentation and positioning of a website in search engines for maximum visibility, which leads to increased referrals from search engines via both paid and free channels. SEM involves things like search engine optimization, keyword analysis, competitor analysis, paid listings and other search engine services to increase search traffic to your website.

 Potent Social Media planning

Social media allows you to publish and promote your business content on different channels such as Facebook, Twitter, Linked In etc. where your target audience is present. Here are some of the pointers to be included in your social media marketing strategy from day 1:

• Assign Roles
• Allocate Budget and Resources
• Create a content strategy
• Select channels and tactics
• Research Competition
• Identify ideal clients
• Define marketing objectives
• Identify business objectives

 Retargeting

Retargeting, also known as remarketing, is a form of online advertising that can help keep your brand in front of the eyes of the traffic that has bounced away from your site. Retargeting is a cookie-based technology that implements a simple JavaScript to “follow” your audience across the web. Retargeting is an effective conversion optimization and branding tool; however, it is best implemented with an effective digital marketing strategy.

 Video Pre-Roll

No doubt, online video is changing the way people used to interact with brands, ads and content. Small businesses and enterprises are now beginning to confer with this technology as more and more platforms for video are emerging. With the ability to watch on the go on various handheld devices, videos are now becoming a new way for small businesses to communicate with their audiences.

IP Targeting

More recently, a new technology has evolved, which in fact marries the basic premise behind current online targeting and direct emailing. Also known as direct ad display, this is even a more accurate targeting model to reach your potential customers online. This model combines geo targeting and IP technology to build an online direct media list. I would call this hyper targeting at it’s best.

Display Advertising

Display advertising, not to be confused with pay per click is a graphic ad that appears within a website,  on a mobile device, instant messaging platforms, emails and other digital formats. Currently, advertisers can bank upon the effectiveness of this form of marketing that uses banner ads, rich media and more to communicate the marketing message to the audience.

The bottom line is this, failing to know the customer is the most fatal mistake a marketer can make. Without understanding current customer trends, the more likely your company will be left behind. Finally, I encourage you to optimize your marketing strategy to result in actions rather than just responses.

Email marketing

In an article by Opt In Monster they discuss how email marketing has been around forever, and for good reason. It’s the most direct and effective way of connecting with your leads, nurturing them, and turning them into customers, consistently winning out over all other marketing channels. Email is the #1 communication channel. Did you know that at least 99% of consumers check their email on a daily basis? That can’t be said of any other communication channel.

A.  You own your list. On any social media platform, your account (along with all your fans and posts) could be suspended or deleted at any time, for any reason, without notice. However, you own your email list. No one can take those leads away from you.

B.  Email converts better. People who buy products marketed through email spend 138% more than those who do not receive email offers. In fact, email marketing has an ROI (returns on investment) of 4400%. That’s huge! And if you are wondering if social media converts even better, think again: the average order value of an email is at least three times higher than that of social media.

I would recommend to not discount the power of a good email strategy. Email is simply one of the best way to make sales online.

Need help planning and executing your marking strategy? We’d love to take a moment to talk with you and help. Contact Big Hit Creative Group to get started.