Digital marketing nowadays is an essential feature of a marketing plan. Taking this into account necessitates thinking outside one tool and giving importance and attention to economic growth. Digital is a unique way of how people engage with media and the world around them.
Digital and traditional marketing are similar. The aim is to keep customers engaged and convert them into sales all while building a good relationship with them. This helps achieve the needs of the consumers with the use of the interconnected web. Additionally, it allows for currency exchange but also takes into account the attention for value – attention economy.
This type of marketing can impact marketers in two primary processes. First is that audiences can be segmented according to several factors, helping marketers to send messages suited for that group.
Secondly, digital makes everything measurable. Every activity by the customers can be transformed into information that helps marketers improve their strategies.
In today’s article, we will discuss several aspects of digital marketing and how you can employ them for your benefit.
Crowdsourcing in Digital Marketing
Crowdsourcing reimagined thinking with digital tools. It distributed problem-solving and production that relied on an active community to solve problems. All in all, crowdsourcing depends on tools and communication that the internet made feasible.
Since everything is made easy by the internet, information and ideas have become commodities. Everyone is reachable on the internet. By listening to the crowd and gathering insights, businesses can apply this to supply the customers’ needs and desires. For the customers, they can establish a kinship with the community through collaborating and contributing. There are three ways how to utilize the internet for tapping into wider knowledge:
- Crowdsourcing – involves inquiring and allowing people to share ideas in exchange for a reward. They often use it when employing digital marketing and generating ideas.
- Crowdfunding – It involves asking large crowds each to contribute a small monetary donation to fund a venture. There are multiple platforms where backers can fund startups.
- Microtasking – involves segmenting tasks and asking people to complete small tasks with a reward.
Crowdsourcing platforms exist due to several reasons. People have an interest in the brand, so they participate to improve the products and services they receive. Another is that some people want to receive a monetary reward from the community they help.
Audiences in Digital Marketing
On the internet, both the media landscape and the behavior of people have changed. You can take part across different digital channels resulting from many fragmented and specific niche communities.
With that, people’s attention is also fragmented by the different media channels available – social networks, emails, web, mobile devices. This in part, made the audiences adept at scrolling past marketing messages.
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For you to succeed in digital marketing, put out remarkable ideas and establish a niche group obsessed with your products. These in turn can spread information regarding your product, creating a domino effect across the internet. From the aforementioned, people on the internet are media channels themselves.
This is because we post, comment, interact, and share what we find interesting online. Through this, people have become vessels for information, news, and ideas that can help marketers in an impactful way.
Segmentation and Customization in Digital Marketing
The ability to segment internet audiences and customize messages creates niche communities, influencers, and a fragmented attention span. Thus, segmentation is the process of dividing a general audience according to groupings or characteristics. Once done, you can target each group according to their needs. Digital forms a bridge between customers and marketing media, allowing them to interact with it.
The capacity to target users based on different factors can be attributed to the user information available online. In segmentation, people can be reached over a wide range of channels that depends on their preference. The emphasis should not be on distinct channels, but on how digital channels may enable and complement ‘conventional’ media.
Once users are segmented, the message sent can be customized according to the information gathered from the audience. It can be as little as adding the name of the customer, to create an entire page suited for them. An example is the product recommendations based on users’ purchase history.
Measuring in Digital Marketing
The second feature that differentiates digital is its measurable capacity. Because of this, you can virtually track, record, quantify and analyze every web action.
Since ‘traditional‘ marketing is complex, it is difficult to determine whether your strategy is a success. Digital solves this problem by pinpointing the success of your campaigns. Web analytics is the study of tracking, analyzing, and deriving conclusions from data on the internet. This may also go a long way toward assisting a marketer in understanding the audience’s purpose. While the data tells you what people are doing, combining it with other insights might help you understand their reason.
Measurability in digital is more than just understanding the technology, but this is an important starting step.
With that said, it’s all about understanding how people and technology interact to develop the most effective and relevant marketing messaging.
The TCEO Model
Digital marketing can be accomplished in several ways, but the most successful method is to categorize it into four. These are Think, Create, Engage, and Optimize – the TCEO model. This process optimizes the use of digital strategies.
Think – this is the starting point wherein you create a digital marketing plan. This includes insights, budget, concept, research, and channel planning.
Create – this brings the concepts to life by carrying on campaigns and building platforms. It covers online asset creation. This includes copywriting, social media asset creation, mobile development, business systems, and integration to social media.
Engage – this is responsible for generating traffic and creating relationships. Some key activities in this section are media planning and buying, SEO, email marketing, campaign, and social media management.
Optimize – this is about improving continuously. It delivers insights and knowledge through data analytics, mining, testing, and conversion optimisation. Also, this stage is important for each section.
© Image credits to Stacey Gabrielle Koenitz Rozells
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