Digital Marketing Back to Basics

Nowadays, your marketing strategy won’t work if you don’t use digital marketing. We’re in the information age, and everything is more convenient online. But understanding digital marketing means you need to think beyond a single channel or tool.

Digital is a layer of media that lets users select experiences independently. It enables marketers to bridge media, obtain a response, and change their message. It’s a revolutionary way of discovering and creating content, letting you connect with customers. It’s a new way of engaging since digital marketers encourage audience segmentation.

What makes digital much better than the traditional is that it aligns with our innate behavior. We have an inherent desire to share and contribute. Thankfully, user-friendly technology lets you do all of this in just one click. The technology recognizes that customers are not passive. 

What is Digital Marketing?

What are the principles of marketing itself? Marketing is a part of the organization that maintains consistent touch with its consumers. Marketers are the ones who read your needs, build a program based on the demand, and communicate their purposes. 

Digital marketing creates consumer demand through the power of the interactive and interconnected web. All marketing helps keep customer sales. It even helps in enhancing them. Instead of traditional print and television materials, digital communication tools are what we use. 

There are two ways we can use digital marketing. First, it can precisely segment a massive audience. It can even get information about the audience’s location and recent brand interactions with consent. This comprehensive segmentation enables the personalization of the marketing messages.

Another method to utilize digital marketing is through measuring every possible metric. Every click done by the customer can be tracked and measured. You can also see how several campaigns are performing, which accounts are driving sales, and which efforts require more improvement.

Understanding Digital Marketing Strategy

Digital marketing also practices different kinds of strategies. Its purpose is to address an issue in the brand or business. An effective digital strategy requires several decisions well-informed by analysis and research. It should be based on how the product, service, or brand must be promoted. The first rule in creating a strategy is to never be everything to everyone. It will make your brand less focused and clear on the objectives.

When creating a decision for your digital marketing strategy, you should know the situation in which your brand is operating. Take a look at some elements to take into account, also known as the four pillars:

• The business. You can use many marketing models to know the brand and company you work with.
• The consumers. You can get to know your consumers or customers through market research. Never make assumptions about your customers. Instead, conduct an ongoing study to get an image of your customers.
• The competitors. Many people say you should focus on your race. But researching your competitors will give you an idea of your potential customers. Your competitors are the ones who aim to earn your customers’ money or capture their attention.
• The environment. This environment is the overall context where the business works. Consider the global economics, local currency, and other factors.

Business and Brand Strategy

Most importantly, it would help to contextualize the four pillars if you considered your brand. The brand answers why your business is different and why it matters. What value will your organization offer to many people’s lives? Once you already know how to answer these questions, you can start producing your marketing strategy.

Digital Audiences

Digital audiences are different from the typical audience when it comes to marketing. And it’s not only because of the tools they use. 

Digital audiences are more interactive because of the different affordances digital marketing offers. 

This type of audience also has a different attention span because of the new media channels, content, and tools available. They use social networking sites, web tools, email, mobile devices, etc. There are so many opportunities yet so little time that they can offer. 

But the best benefit of digital audiences is their intelligence. They are more skilled at filtering which marketing messages to interact with. 

There are two ways to succeed. First, you need to be remarkable. Then you should find a niche group that will relish your goods or service. Make sure they will commit their minimal attention to you. They might also let their friends know about your deals. 

Another consideration is to make is people can also be media channels. People can create, comment, and share their content. They can be their brands. They are called personalized digital broadcasts, relayed by people who like what the brand is sharing. Individuals are now mediators of information, news, and ideas through this setup. 

How to Create a Digital Marketing Strategy   

You need a blueprint or a plan when creating any digital marketing strategy. The problem and good news is, there’s no surefire way to do it. This uncertainty lets you try different approaches. However, not all of them will succeed. 

The basic rule is to cover the questions of what your brand is all about. Ask yourself what you’re offering and to whom you’re accomplishing it. Here are some aspects to consider:

• Context. Examine who you are, your customers, needs, and competitors. In other words, these are the four pillars mentioned earlier. 
• Value exchange. Once you know the situation of your market, you then need to see the promise or the value proposition. What can you add to this saturated market? Do you have extras to offer aside from the goods and services?
• Objectives. You need four considerations when you’re formulating the digital marketing goals. These include your key 
• Tactics and Evaluation. Each tactic has its pros and cons. You can try SEO, search advertising, online advertising, and others.
• Ongoing optimization. Brands can only be flexible and dynamic through continuous tracking and optimizing the digital marketing campaign. Try using new platforms and tactics every once in a while. 

© Image credits to ROMAN ODINTSOV