Digital Marketing

Digital marketers and their possible outcomes and Engage section Tactic Outcome   SEO Customer   retention   and   acquisition This is the practice of optimising a   website   to   rank   higher   on   the   search   engine results pages for relevant   search   terms.   SEO   involves   creating   relevant, fresh and user-friendly   content that search engines index   and serve when people enter a   search term that is relevant to your   product   or service. SEO has a key role to play in acquisition, as it ensures   your organisation’s offering will appear in the search   results, allowing you to reach potential customers. A site   that is optimised for search engines is also a site that is   clear,   relevant   and   well   designed.   These   elements   ensure   a great user experience, meaning that SEO also pla...

Crafting a digital marketing strategy Any activity with an end goal (whether it’s winning a war, building a city or selling a product) should have a blueprint in place for every person in the organization to follow. In digital marketing, however, there is no single definitive approach – each business must create its own roadmap. However, there are questions you can use to guide the process. A strategy needs to cover the questions of who you are, what you are offering and to whom, as well as why and how you are doing so. The steps and questions below cover what an organization should be aware of when creating and implementing a strategy that will meet its marketing objectives and solve its challenges. 1. Context The first step in crafting a successful strategy is to examine the context of the organization and the various stakeholders. covered this under marketing strategy earlier in this chapter, but it bears repeating: What is the context in which you are operating (PESTLE factors) and...

SWOT analysis A SWOT ( Strengths, Weaknesses, Opportunities, Threats ) analysis is an ideal way to understand your business and your market. SWOT analysis (or SWOT matrix ) is a strategic planning technique used to help a person or organization identify strengths, weaknesses, opportunities, and threats related to business competition or project planning. This technique, which operates by 'peeling back layers of the company is designed for use in the preliminary stages of decision-making processes and can be used as a tool for evaluation of the strategic position of organizations of many kinds (for-profit enterprises, local and national governments, NGOs, etc. It is intended to specify the objectives of the business venture or project and identify the internal and external factors that are favorable and unfavorable to achieving those objectives. Users of a SWOT analysis often ask and answer questions to generate meaningful information for each category to make the tool useful and i...

The Four Ps The Four Ps of marketing help you structure the components that make up a brand’s offering, differentiators and marketing. They have been fundamentally changed by the Internet and need to be looked at in the context offered by digitally connected media and from the perspective of the consumer. How your brand is positioned in the mind of your consumer will ultimately determine your success. 1. Products (and services) Products and services are what a company sells. The Internet enables business to sell a huge range of products, from fast-moving consumer goods and digital products such as software, to services such as consultancy. Online, the experience the user has in discovering and purchasing can be considered part of the product the brand provides. The Internet has enabled mass customization. For example, Nikneikeid.nike.com) and  Converse w(ww.converse.com)  allow  customers  to  customize  their  own trainers. The Internet as a distribut...

Digital   marketing   strategy  Consider that in the early days of TV, when the new medium was not as yet entirely understood, there were separate ‘TV planners’ who created a ‘TV strategy’ for the brand. Over  time, this was incorporated into the overall marketing strategy (as it should be). The same is going to happen with digital. Increasingly, digital thinking is being incorporated into marketing strategy from day one. This section considers digital strategy separately in order to highlight some differences in approach, but this should change in practice over time. Once you have a clear sense of what the business challenge or objective is, and you have defined how your marketing strategy will work towards fulfilling it, you can start thinking about your digital marketing strategy. Digital marketing strategy builds on and adapts the principles of traditional marketing, using the opportunities and challenges offered by the digital medium. A digital marketi...

Marketing strategy The purpose of a marketing strategy is to address a business or brand challenge or objective that has been revealed. An effective strategy involves making a series of well-informed decisions about how the brand, product or service should be promoted; the brand that attempts to be all things to all people risks becoming unfocused or losing the clarity of its value proposition. For example, a new airline would need to consi der how it is going to add value to the category and differentiate itself from competitors; whether their product is a domestic or international service; whether its target market would be budget travelers or international and business travelers; and whether the channel would be through primary airports or smaller, more cost-effective airports. Each of these choices will result in a vastly different strategic direction. To make these decisions, a strategist must understand the context in which the brand operates: what are the factors that affect the...