Marketing practices have dramatically shifted with the rise of social media and proliferation of devices, platforms, and applications. Your prospective and current customers are trying to communicate with you, and you can listen—and respond—faster, and with more personalization than ever before. This shifting environment presents new opportunities and challenges for marketers. With digital marketing, it’s easy to fall behind.
In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time.
Digital marketers monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn’t work, etc. While the Internet is, perhaps, the channel most closely associated with digital marketing, others include wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels, etc.
Three Keys to Digital Marketing Success
So, what does it take to do digital marketing right? Here are three keys to digital marketing success:
Manage complex customer relationships across a variety of channels – both digital and traditional.
Respond to and initiate dynamic customer interactions.
Extract value from big data to make better decisions faster.
Digital Marketing Soloutions
1-Go well beyond capturing page hits by tracking your customers’ online behavior in detail. Then combine that data with offline data for a complete view of the customer and a keener understanding of customer behavior. And deliver a more relevant customer experience by combining the insights you gain with a library of personalized offers that are ready to present at the right moment.
2-Make sure that the absolute best offer is made to a customer at the right time – in real time.
3-Start small. Grow at your own pace.
4-Lighten the load with no heavy tagging.
5-Don’t make ad inventory pricing and placement decisions based on gut feel.
6-Dashboards deliver insight about your inventory and business. You can track campaign and sales performance in real time. Make more informed rate card decisions.
7-You can prioritize and optimize competing business rules to ensure that assigned delivery rules best match customer needs.
8-you can combine your company’s advertising inventory with things like content management and multichannel marketing applications.
9-No need to limit yourself to web channels. Our solution supports publishing ads to mobile, display and video output devices
10-There’s no need to worry about sluggish, nonresponsive computing resources that will delay decisions when volumes are high. Built on a multitier architecture with server clustering capabilities.
11-You can construct processes by dragging and dropping a set of reusable, out-of-the-box tasks. And augment them with reusable custom tasks that reside in your campaign design repository.
12-Choose to operate in a standalone or integrated manner.
13-Use Mobile, SMS and email marketing that’s easy and effective.
14-Track Quickly, By tracking click-through rates, opens, black lists/white lists and bounce rates, you’ll know when and how to modify strategies to get your messages and offers to the most customers.
15-Define Easy selection criteria and rules. Assign communication channels. All with drag-and-drop ease. Schedule and execute campaigns
16-You can also combine constraints based on budget limits, channel capacities and contact policies, or create custom constraints.
17- You could determine how much revenue would go up if the campaign budget were increased by a certain percentage. Or how a higher contact frequency would affect customer lifetime value.
18-Answer questions about consumer needs, strategic market opportunities, emerging threats, media allocation and online engagement. And use concise indicators to keep executives informed via the Web, mobile or email.
19-Social media content can be a valuable information asset if you continuously monitor, capture and integrate it with other enterprise data.
10 reasons why you may need a digital channel strategy?
1 You’re directionless
companies , what they want to achieve online in terms of gaining new customers or building deeper relationships with existing ones. And if you don’t have goals you likely don’t put enough resources to reach the goals and you don’t evaluate through analytics whether you’re achieving those goals.
2 You won’t know your online market share
Customer demand for online services may be underestimated if you haven”t researched this. Perhaps more importantly you won’t understand your online marketplace: the dynamics will be different to traditional channels with different types of customer profile and behaviour, competitors, propositions and options for marketing communications.
3 Existing and start-up competitors will gain market share
If you’re not devoting enough resources to digital marketing or you’re using an ad-hoc approach with no clearly defined strategies, then your competitors will eat your digital lunch!
4. You don’t have a powerful online value proposition
Powerful Online Value Proposition will help you differentiate your online service encouraging existing and new customers to engage initially and stay loyal.
5. You don’t know your online customers well enough
It’s often said that digital is the “most measureable medium ever”.
6. You’re not integrated (“disintegrated”)
It’s all too common for digital to be completed in silos whether that’s a specialist digital marketer, sitting in IT or a separate digital agency. It’s easier that way to package digital marketing into a convenient chunk. But of course it’s less effective. Everyone agrees that digital media work best when integrated with traditional media and response channels.
7. Digital doesn’t have enough people/budget given its importance
Insufficient resource will be devoted to both planning and executing e-marketing and there is likely to be a lack of specific specialist e-marketing skills which will make it difficult to respond to competitive threats effectively.
8. You’re wasting money and time through duplication
Even if you do have sufficient resource it may be wasted. This is particularly the case in larger companies where you see different parts of the marketing organization purchasing different tools or using different agencies for performing similar online marketing tasks.
9. You’re not agile enough to catchup or stay ahead
If you look at the top online brands like Amazon, Dell, Google, Tesco, Zappos, they’re all dynamic – trialing new approaches to gain or keep their online audiences.
10 You’re not optimising
Every company with a website will have analytics, but many senior managers don’t ensure that their teams make or have the time to review and act on them. Once a strategy enables you to get the basics right, then you can progress to continuous improvement of the key aspects like search marketing, site user experience, email and social media marketing. So that’s our top 10 problems that can be avoided with a well thought through strategy. What have you found can go right or wrong?
Challenges Facing Digital Marketers
Proliferation of digital channels. Consumers use multiple digital channels and a variety of devices that use different protocols, specifications and interfaces – and they interact with those devices in different ways and for different purposes.
Intensifying competition. Digital channels are relatively cheap, compared with traditional media, making them within reach of practically every business of every size. As a result, it’s becoming a lot harder to capture consumers’ attention.
Exploding data volumes. Consumers leave behind a huge trail of data in digital channels. It’s extremely difficult to get a handle on all that data, as well as find the right data within exploding data volumes that can help you make the right decisions.
