Digital Marketing and Business Growth

Marketing Worcestershire Love Mondays

What is Digital Marketing?

 

Digital marketing is essentially the promotion of business products or brands via various forms of electronic media. This usually takes place in real time.

Digital marketers work to monitor views, visits (how often and for how long), sales conversions, run and analyse overall campaign success. While the Internet is probably the most well known channel that is associated with digital marketing, others can include MMS and text messaging, apps, electronic billboards, podcasts, TV and radio channels.

Digital media is extremely pervasive. In this digital age, consumers now have access to information 24/7 and can access it in almost any place that they wish. This offers huge opportunities for business.

Businesses can no longer only promote the message that they want their customers to hear. They are now promoted duelly, through not only their own advertising, but also via relevant news and social interaction. Your customers are no longer only exposed to what your company says about your own brand, but also what the media, friends, relatives and peers are saying as well…

….And, they are more likely to believe them than you. According to this article and many others like it, 84% of people believe word of mouth marketing to be the most trustworthy and reliable form around.

Customers want brands that they can trust and in order to successfully appeal to them, you need to know your customer.

 

Target Markets

 

With the rise of digital communication and social media, people are swamped in information every minute of the day. For your business to grow, it’s important to only show relevant communications that are personalized and to your market. Marketers are now tailoring offers to their customers needs and preferences much more, rather than mass advertising.

 

So how do we do this?

 

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First, you need a consistent message across all channels. These include the web, social media, mobile and direct mail etc. Analysing the success of each campaign will mean that you can develop coordinated customer experiences that will encourage customers to move along your buying cycle. The better your insight into your customers behaviour and their preferences, the more likely you are to engage them.

Second, don’t be afraid to target! Think of your ideal customer and use information such as a their demographics (age, race, religion, gender, family size, ethnicity), geographics (where they live, work and socialise), psychographics (their lifestyle, social class and personality) and behavior (spending and usage) and take these into account when determining how to market your brand and business. When this is done well, it enables effective upsell and cross sell. The more personalised marketing materials that you send out using this customer segmentation strategy tend to be more valued and appreciated by the customer who receives them. Impersonal brand messaging doesn’t acknowledge previous purchase history or any kind of customer relationship and this can be damaging to your brand.

 

Competitive Advantage

 

By using the internet and it’s numerous platforms, businesses can create competitive advantage after they pinpoint behavioral patterns of their clients and fulfill their needs. By using digital forms of marketing and social media, businesses can now improve relations between new and existing consumers. Don’t be afraid to ask for referrals and reviews. This will set you apart from the competition, build your online reputation as well as reinforce your brand.

 

Brand Awareness

 

Improving brand awareness almost always results in a significant rise in customer engagement. It is therefore vital to maintain a successful, relevant and current social media presence. Remember to always be consistent in all of your interactions. Open up and create a two way feed of information, engage people and communicate. Stick to the 80/20 rule; 80% communication, 20% direct selling otherwise, you’ll appear too spammy. Social media is meant to be fun and lighthearted so don’t overdo the hard sell.

A successful digital marketing campaign will result in lowered costs in relation to traditional means of marketing. These savings can be seen in advertising, promotional and design costs.

 

Inbound /  Outbound

 

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Inbound marketing means earning customers interest. This can be done by posting relevant blogs, case studies, testimonials, articles, photos and communicating with other people directly. Outbound marketing involves selling via printed adverts, cold calling and eshots. No one strategy fits all and a successful campaign relies on both of these approaches. To get this right, it’s about knowing your market and having clear goals.
Get all of these points right and your business growth will be a walk in the park.

 

Happy marketing!

Team Love Mondays x

Posted on July 14, 2016 in Journal

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About the Author

Sonja is a Growth Strategy specialist working with innovative businesses with fresh ideas and new approaches to marketing and recruitment. Sonja understands the importance of first impressions, and how your growth strategy directly impacts you and your business results.

Responses (4)

  1. Jim
    July 29, 2016 at 9:13 pm · Reply

    I’ve been surfing online more than 3 hours as of late, but I by no means found any fascinating article like yours.
    Personally, I think that if all web owners and bloggers made as good content material as you did, the net would be much more helpful than ever before. http://www.yahoo.net

  2. Sonja Leason
    August 2, 2016 at 8:02 am · Reply

    Thank you Jim! It’s great to hear that you enjoyed the article and found it helpful. We believe that marketing should offer a significant return on investment and deliver results. We are all about standing out from the crowd!

  3. KarolSigler
    December 23, 2016 at 12:08 pm · Reply

    I see your website needs some unique content. Writing manually is time consuming, but there is tool for this
    task. Just search for; Digitalpoilo’s tools

    • Moonflight
      December 29, 2016 at 9:55 pm · Reply

      Hi Karol. We create our own content and have a list of topics we’re going to approach. Thanks for the suggestion.

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