Digital Marketing covers a wide spread of marketing practices that companies of all sizes need in order to promote products or services and increase their profile. Here are some of the major elements that need to be considered when looking at your company’s digital marketing strategy.

High level definition:
At its highest level, digital marketing refers to all advertising that is delivered through digital channels. Examples of such channels are

  • Search Engines
  • Websites
  • Social Media
  • Email
  • Mobile applications

Due to the wide range of marketing activities covered some are not yet universally agreed upon. We will concentrate on the most common and popular types that companies should consider taking advantage of.

Pay-per-click (PPC) or Paid search:
This type of advertising generally refers to a sponsored result that appears on top or the side of a search engine results page. Cost is incurred only when your chosen ad is clicked. The strategy behind PPC is for a company to tailor their ads to appear when users input a specific search term.

The merits of this type of advertising are that you can target your advertising to a particular audience. The ads are flexible, they are highly visible and have a significant effect on a wide range of business sectors.

When using this type of ad it is possible you will hear the term “contextual advertisements”. This means that the ads you have created will appear when a person searching is focusing on a particular keyword or term.

Search engine optimization (SEO):It is a near certainty that we have all heard this term. It must be said that it is a fairly complex subject, so let’s try for a straightforward explanation. SEO is the process of optimisation in terms of content, technical settings and reach of your website to ensure that it is your pages (and not your competitors!) that appear at the top of results given by a search engine when someone searches using a set, specific keyword or term.

The ultimate goal of SEO is to attract visitors to YOUR website when they search for related products, services and information you offer.

SEO should be viewed as a company’s best practices for sound digital marketing. To achieve this you need to offer a good customer experience by offering a well-constructed and easy to use website that contains valuable, engaging and updated content. Credibility is seen to be achieved by the fact that other websites want to link to your website and individuals recommend or mention your sites via social media posts.

How important is SEO?
Statistics show that 67% of all clicks by users come from the first 5 listings on a search results page and 71% of searches resulted in a page 1 Google click. So, YES, we should agree that good SEO is crucial to getting your name out there!

Content Marketing:

Please do not underestimate the value of engaging content. It is the one thing that will keep visitors coming back and engage those new to your site. Many industry professionals see it as the cornerstone of modern SEO. It helps increase interest on social media and provides value for your customers and potential customers when tempting them with email and paid search ad marketing.

The issue here is for companies to provide information that educates and inspires rather than promoting a specific product or service. This is certainly not easy but it is well worth the effort.
In short; please do not undervalue the value of valuable information!

By providing this you are engaging the customer and engagement as well as recognition will ultimately be rewarded. Those who regularly view your posted material are more likely to become customers and in turn, spread the good word of your brand across social media to their friends and colleagues.

Other aspects of digital marketing:
As we mentioned at the beginning, there are many branches that grow from the digital marketing tree. Two others we have not mentioned in detail but are crucial:

  • Email marketing: An old stager. Two decades and counting, but when carried out correctly this is highly effective and certainly a must in terms of adoption.
  • Mobile marketing: Quite the opposite in terms of age! Mobiles are an ever-increasing part of a person’s fabric. We are now rarely without them – Where do you keep yours when it is bedtime? Probably within arm’s reach! Mobile devices are a highly personal channel and this must be taken advantage of.

Diversify but integrate!This may be a strange sub-title to end with, but the reality is that to be successful in digital marketing you need to investigate every way possible to get your brand recognised and continue to increase this recognition.

While looking at different ways to achieve this it also needs to be borne in mind that integration of the individual elements to produce a cohesive, successful digital marketing strategy is your key to success.