Digital marketing has transformed how business connect with their customers. Since the birth of Google in 1998, it’s grown into a powerhouse that offers opportunities for businesses in every industry and of every size - transforming how business (and brands) relationships with customers play out everyday.
Despite digital marketing’s exponential growth, there’s massive potential for businesses to tap into.
Tapping into digital marketing’s potential
Whether you’re starting out in digital marketing or you’re honing your skills, here are five things you need to work into your strategy.
Traditionally, marketing was a lot less personalised than it is today. There was less focus on knowing who the customer was and more on engaging as many people as possible with a campaign.
Digital marketing has turned that on its head and now the customer - and their data - need to be at the heart of every decision. This customer-centricity and focus on the customer journey means marketing needs to be more personalised with retargeting campaigns and calls to action that engage with customers wherever they are on the sales funnel.
Success in digital marketing is about understanding your audience and appealing to their needs and desire using tailor made content and information.
Mobile marketing is seeing massive growth, offering audiences in an immersive environment, it should be at the core of any digital marketing strategy.
Google is leading the way with its Accelerated Mobile Pages project which puts into focus just how much of a crucial player mobile is becoming in digital marketing.
Constant innovation in mobile is opening an increasing number of advertising options including augmented and virtual reality (think Pokemon Go) capabilities growing on mobile platforms.
Social media marketing
Social media marketing connects you with your customers anytime, anywhere. Functions like Facebook Live and live streaming on YouTube are becoming a popular way for brands to connect with audiences but the next step is a lot more personal: Messaging apps What’s App, WeChat and Facebook Messenger are giving brands the opportunity to connect directly with customers through one on one advertising and conversion.
Conversion Rate Optimisation
Conversion rate optimisation is simply taking your content and making people interact with it. Using active language like “download now”, “free” or “watch now” gives the action a sense of urgency and priority, encouraging people to click then and there.
Coupling CRO with social proof - customers being able to see each other at an event or interacting with a brand or product - is helping to drive brand engagements across all types of digital marketing.
Optimise engagement by taking advantage of video to explain product usage or your brand’s services and highlight must have experiences.
Marketing automation combines insight-focused capabilities from CRMs, lead management systems (such as email marketing), web analytics platforms and customer service systems to help manage the customer journey.
Being incomplete control from a potential customer’s first point of contact with your brand right through to the end of the transaction, gives you the opportunity to personalise your customer journey without having juggle dozens of different interfaces. Add to that artificial intelligence - such as chat bots on websites - and can allow brands to have a one on one interaction with each unique visitor.
Digital is putting the power of a marketing agency into the hands of SME’s across the country. Thanks to Facebook, Adroll and Google Analytics, it’s easier than ever to create and monitor campaigns using everything you’ve just learnt.
The first step is thinking about the primary goals for your business and what you want to achieve with digital marketing. Are you:
Building brand awareness?
Generating more leads?
Once you understand that, the next step is understanding how to you match up with industry standards to see where you can improve your marketing. Google’s Rich Media Gallery provides industry benchmarks in a free, easy to use tool: Rich Media Gallery
How many visitors does your website get compared to others that are similar?
Is the message on your website clear? Are your calls to action obvious and instructive?
How many people are opening your emails and clicking on links?
Well planned and executed digital marketing can create massive opportunities for any brand. While it’s tempting to jump in with both feet, the measurability of campaigns across social media and retargeting offer huge opportunities for testing and learning.
Oliver Hill is Fairfax Media’s New Product Marketing Manager. He has 14 years experience in digital marketing, working for companies including: American Express, Fox Sports Pulse and Yahoo!.