What Is Digital Marketing?
Depending on who you ask nowadays, you may find many various definitions on what digital marketing is. Most importantly, you may see that computerised promoting may likewise on occasion be alluded to as “web advertising” or “online marketing.”
Regardless of what you decide to define digital marketing, its meaning can vary greatly. A quick search of “What is digital marketing?” on Google shows a broad-spectrum of answers. Despite these countless interpretations, they all boil down to define that digital marketing incorporates web-based promoting and publicising services or products.
Digital marketing additionally incorporates versatility and an assortment of other more current web-based publicising media arrangements such as automation and targeting specific people based on criteria and then retargeting them based on online behaviour. Much the same as time tested conventional promoting, digital marketing is likewise never going to be something that is anything near a “one size fits all” strategy. In this regard, exploring all that can help, you have to consider the need for Digital Marketing activities to be supported by off-line marketing.
Digital Marketing and Offline Marketing Complement Each Other
Online and offline marketing activities need to harmonise with each other. Online methods of marketing are quickly turning into a basic must-have for retail organizations. They then need to have systems in place with CRM’s to ensure that leads generated from online marketing activities are captured, processed, nurtured, converted and if they can’t be converted that they are maintained in a nurture sequence until they have been converted.
Today, almost everything can be done online, it has become standard. But nevertheless, you will always need conventional methods known as offline marketing to supplement your online presence. Offline marketing is a proven and tested method and at this present time, one can’t be ultimately successful without the other.
The initial step is to boost online and offline marketing at the same time, or at the very least have offline ready to support the results of online. You can utilize the URL of an online entity on the different forms of print media, then utilize the site URL in online media missions and increase traffic to your page. A wise mix of the two methods of online and off-line marketing empowers a branding exercise. And by complementing each other and being consistent, it wins the trust of the would-be purchaser.
It is fundamental to follow the results over time and measure if marketing activities and campaigns have been fruitful. The intermingling of the two can have a considerable effect in a client’s experience. A reliable message over all stages will make your brand’s image clear and productive. The consumer will develop clear expectations as to the offer, the experience and values that a business represent.
Bloggers, influencers and columnists will be instrumental in making a brand image. And it is a narrative that needs to be constructed and moulded.
Examples of connecting digital and offline marketing are:
· Use physical marketing to point to your digital presence
· Use digital to point customers to in-store offers
· Hold events to push customers to your store and make your event known to social media platforms
· Use tracking URLs in offline campaigns
· Including your social media and website information in your offline materials
Charting the Customer Journey
Think about the client journey as a guide specifying how a client gets mindful of your image, constructing impressions and associations with your business. The client purchasing is the completed journey of encounters that clients experience of online marketing leading them to contact and offline marketing converting them from lead to enquiry to client. Rather than taking a gander at simply a piece of an exchange or experience, the client journey reports the full experience of being a client. It is a representation of every experience your clients have with you and your brand.
Becoming acquainted with the client journey is tied-in with sustaining the client experience. As per Salesforce, 80% of high-ranking advertisers express that a firm client journey is a basic need for progress. These advertisers or marketers see how a client’s journey can smooth out cycles and how it can give a steady involvement in their brand. Focusing on a customer journey allows you to see where customers are getting frustrated and satisfied, and where to focus on creating better client journey outcomes. It has been demonstrated to be effective in organizations.
A practical way of charting the customer journey is to visualize the journey. Use visuals to communicate areas on the journey. This could include using a mobile app, post-it notes on a wall or simple a whiteboard and a marker as long as it shows the timeline of the experience and the client’s background, thoughts, opinions, expectations or complaints. You can use the journey chart to define scope and show where to solve problems. This will help to better understand the whole client experience which will reinforce your relationship and build brand loyalty.
Targeting and Re-targeting based on Behaviour/Engagement
Behavioural targeting is a methodology that utilizes genuine conduct to customize the kinds of advertisements purchasers see. Customer’s behaviour is sourced through datasets that outline how individuals and crowds act. Marketers would then be able to utilize this to make promotions and missions that coordinate every customer’s behaviour.
It includes developing a point by point client profile and utilizing this to convey better information and better planning. It limits the chance of conveying unimportant promotions and assists in where to boost promotional efforts based on the customer’s actions and behaviours.
Imagine if we live in a world where you could offer an item to a customer who’s looking to purchase precisely what you sell, it would be amazing right? You don’t have to exert much effort and money on promotional tools. Sadly, such a world doesn’t exist. This is where behavioural targeting comes in. This method has enabled marketers to make a better-focused, more successful messages that are probably going to resound with possibilities and clients.
Targeting and Re-targeting based on behaviour is a strategy that encompasses many different strategies. Customer behaviour can be simply watching a video advert, or going to a site, even for a certain number of seconds. The process involves compiling web searches, purchase histories, frequently visited websites and other information to create a full user profile, revealing what your customer wants, avoids and purchases. Using these data points, you can now formulate ads that align with the individual consumer’s trackable preferences and needs, without conveying messages the viewer would find unappealing or irrelevant.
One of the methods you can use is to increase your online business deals with email re-targeting. For example, if you work for an e-commerce organization, you know it’s basic for individuals to leave items in their carts. Actually, the ordinary shopping cart abandonment rate for online retailers changes somewhere in the range of 60% and 80%, with a normal of 67.91%.
There are numerous reasons why that occurs, at the same time, with email retargeting, you can urge those individuals to return to your site to make the buy. At whatever point somebody leaves an item in their shopping basket, you send them an email reminding them about it. You can offer an incentive to urge them to act right away and return and complete the purchase.
Nurture Sequences and Building Loyalty through Providing value on Automation
Marketing automation is about improvement in the experience of the customer. It optimizes all of your communication efforts by reducing repetitive and time-consuming tasks, thus freeing up time and resources to focus on more pressing matters that hamper company growth and productivity. Automation nurtures existing customers as well as prospects.
Building customer loyalty is one of the biggest challenges every business is facing. The basis of marketing is to know the needs and interests of your customers. With marketing automation systems, you can collect behavioural data regarding online and offline transactions. Nurturing sequences and building loyalty through automation can create value in the customer’s journey.
Marketing automation allows you to deliver a tailored offer to your customers at the right time and on the right channel. Automatic processes and campaigns enable real-time response to any customer activity, thus providing a seamless experience.
How can it work? The answer is to effectively communicate with the existing customer base using personalisation, time-relevant messaging and automatic programs to successfully address different behaviours across the entire customer life cycle.
However, how can this convey personalisation? Marketing automation allows you to identify the right content that should be delivered to each customer at the right time. You can use this data to develop customer profiles, or look-alike profiles from existing customers to determine which content and messages are right for new prospects as well. Using the data from marketing automation you can identify the pain points, content, messaging and approaches that attracted your customers, the ones who converted, in the first place. Nurturing programs can be set up to remind them of the value they were seeking, teach them how to become expert users of your product or service
Digital marketing can be overwhelming but business owners need to embrace it to survive. In the age of digitization, your best strategy would be to meet your customers online where they are already spending much time. Digital platforms are increasingly getting associated with marketing schemes and everyday life.
In conclusion, digital marketing takes place online so it is accessible to the global audience while traditional or offline marketing limits you to a particular geographic area. Depending on where you focus your marketing, both can be beneficial in converting leads or drive traffic to your business whether online or offline. In digital marketing, it seems like having your storefront open all day long. With digital marketing specialists, you can respond to posts promptly on your platforms.
Digital marketing isn’t the future, it’s the now. A digital marketing strategy is what will separate you and your top competitors, help drive revenue and create opportunities for yourself and your business.
So, now you tell me, what is digital marketing?