Blogging, SEO, widgets, viral… don’t worry – this isn’t a Doctor Who script and you won’t catch a nasty bug. These wacky words are elements of digital marketing.
Digital marketing is promoting your business mainly through the internet. Other elements such as mobile and sms texts are included but the majority of techniques are online:
- Website development
- Search engine optimisation (SEO)
- Email marketing
- Online PR
- Banner advertising
- Viral and games
- Social networking
The beauty of digital is that it can be highly targeted to reach the customers you want, is often more cost effective and can generate higher levels of return. Dgital marketing also enables you to efficiently monitor your campaign success.
Google Analytics (a free tool) can be built into your website so that you can see how many visitors enter your site, where they come from, how long they stay, where they exit and more.
Email marketing systems mean you can track ‘click through rates’ such as who opened your email, where did they click, did they click through to your online shop? How far down the buying process did they get? If they left at the delivery page, maybe your postage prices are too high?
Digital techniques can also help measure traditional offline campaigns. By providing a landing page for more information (e.g. www.yourwebsite.co.uk/offers), using web analytics, you will be able to see how many visits that page received as a result of your campaign.
So should you be moving your marketing budget online? Not completely.
The key to a successful marketing strategy is ensuring the right mix of traditional and digital marketing methods are utilised for the best results. Putting key deliverables in place to accurately measure the success rates and return on investment will help you to determine what works best for your business.
If you need any assistance steering your company in the direction of digital marketing, then please do not hesitate to contact us!