Imagine this. It is a late summer’s day in the year 1896. The Italian countryside is especially beautiful today. In a country-side estate a young man is experimenting with radio waves, after having read about the work of Tesla and Hertz. He had set up a rudimentary system of transmitters and receivers throughout his family estate and he was hoping that the signals from the transmitter would ring a bell in the receiver. He triggers the transmitter and waits… then he hears the ring of a bell in his attic.
This young guy was Guglielmo Marconi and he didn’t know it at the time, but his experiments would be the first step in a digital revolution. Today we seem to have a misconception about Digital Marketing that it only involves social media or the web, but in actuality it’s so much more.
So What is Digital Marketing Then?
Digital Marketing is any avenue of promotion of a product, brand or service that involves electronic devices.
This means that digital marketing can be that ad you hear on the radio, the Facebook post you see, that irritating pop up you get on that website. It’s all digital marketing. But of course there’s a big difference between running a social media ad vs a radio jingle. That’s where tactics come in.
See, digital marketing comes in all shapes and sizes. I’m sure you’ve heard about most of these tactics like content marketing, SEO, etc... Let’s take a look at what some of these tactics are:
Where is your audience’s attention?
Are you trying to reach teens? Chances are Radio and Phone marketing probably won’t be what you’re looking for.
For the purposes of this article, we are going to focus on Online Digital Marketing from here on out
Why Should You Look Into Digital Marketing?
So what? What does this mean for you?
Well for one, unlike traditional print marketing, Digital Marketing gives you almost real time results (in the case of online). This means that you don’t have to wonder how many people saw it, how many people went to that page or how many people even paid attention at all.
Since everything is so connected in this digital world, we can place a lot more emphasis on your website traffic. We can see exactly how people are finding your brand, where they are going in your website and so many other touch-points. To get that same level of detail and feedback on traditional marketing would be impossible.
Imagine if you could see exactly what types of people were buying into your brand. Which people were you building brand loyalty with? You might’ve thought it would be Females in their late 20’s, but how could you be sure? With Digital Marketing and all the information it provides you don’t have to guess anymore. A simple look through your website and social media analytics will give you a pretty good idea of who you’re reaching and you can go on to use that to further strengthen your personas.
What is Digital Marketing STRATEGY?
Okay, so now you know what it is. You know how it can help you. But how do you start?
Just like in business, everything needs to start with a solid strategy. Simply put, this digital marketing strategy is a plan outlining the steps you need to take to reach your goals. It involves a guide to the tactics you’re gonna use and the campaigns you’re gonna build to achieve your marketing goals.
How Do You Build That Strategy?
Building your own Digital Marketing Strategy, can actually be as easy as a 4 step process
Whenever you are about to start a marketing campaign, ask yourself: “Who am I speaking to?” Before you can add any sort of value to an audience, you first need to know who that audience is.
In today’s digital era, you are competing with thousands, if not millions of other companies for your customer’s attention. How do you stand out? By being different
3. Goals and Tools
It just isn’t a complete strategy without any goals. Establish exactly what you are aiming to accomplish in this marketing strategy. Be careful to pace yourself as well though, don’t try to accomplish 5 goals at once. Stick to one primary goal and measure how you are performing
Going hand-in-hand with goals, you need the right tools to evaluate how you are doing. Keeping track of the performance of your strategy is essential in making adjustments as you go along. Because let’s be honest, things rarely go exactly the way we want on the very first try.
4. Evaluate Tactics
This is where your knowledge of your audience has a direct impact on your strategy. Once you know who you want to talk to, you need to decide when and where you want their attention. Will you go for:
What about Agencies?
As you can see, Digital Marketing has a lot to it with equally as many nuances and subtleties. This is why a great deal of companies and brands prefer to outsource this element of their operations to a Digital Agency.
Do I Need a Budget?
Yes you will need a budget.
But as with everything it really all depends on what elements you are looking to add to your strategy. Pay per click advertising is going to require an initial investment of money; however something like content marketing won’t cost any money to do yourself. It is important to realize however that it is entirely possible to execute a digital marketing strategy without any money invested upfront, but that will require a significant time investment and effort.
What about budget when working with an agency?
There are agencies to fit every budget. Some agencies work exclusively with big clients, while others work only for small businesses. We can’t speak for other agencies, but at DigitalCroow, we pride ourselves on offering tailor made solutions. We make the same level of excellence available to everyone from the content creator on YouTube, the small business owner to the Big Corporation; we work around your budget.