Each post you create is one more indexed page on your website, making it more likely customers will find you when searching online. It also indicates to search engines that your website is active, which will help surface your content to the top of search engine results. Further, blogging gives your brand a voice, and 91 percent of consumers say they are more likely to buy from a brand that is authentic rather than generic.
Balancing search and display for digital display ads are important; marketers tend to look at the last search and attribute all of the effectiveness to this. This, in turn, disregards other marketing efforts, which establish brand value within the consumers mind. ComScore determined through drawing on data online, produced by over one hundred multichannel retailers that digital display marketing poses strengths when compared with or positioned alongside, paid search (Whiteside, 2016).[43] This is why it is advised that when someone clicks on a display ad the company opens a landing page, not its home page. A landing page typically has something to draw the customer in to search beyond this page. Things such as free offers that the consumer can obtain through giving the company contact information so that they can use retargeting communication strategies (Square2Marketing, 2012).[44] Commonly marketers see increased sales among people exposed to a search ad. But the fact of how many people you can reach with a display campaign compared to a search campaign should be considered. Multichannel retailers have an increased reach if the display is considered in synergy with search campaigns. Overall both search and display aspects are valued as display campaigns build awareness for the brand so that more people are likely to click on these digital ads when running a search campaign (Whiteside, 2016).[43]
The kind of content you create depends on your audience's needs at different stages in the buyer's journey. You should start by creating buyer personas (use these free templates, or try makemypersona.com) to identify what your audience's goals and challenges are in relation to your business. On a basic level, your online content should aim to help them meet these goals, and overcome their challenges.
Where do you start if you want to develop a digital marketing strategy? It's still a common challenge since many businesses know how vital digital and mobile channels are today for acquiring and retaining customers. Yet they don't have an integrated plan to grow and engage their audiences effectively. If your business doesn't have a plan you will suffer from the ten problems I highlight later in this article and you will lose out to competitors who are more digitally savvy.
To answer the question 'What is digital marketing?', we have put together this new visual definition summarizing all the activities that form digital marketing that needs to be managed across the Smart Insights RACE Planning framework. It's used in the new, 6th edition of Dave's Digital Marketing book. We explain best practices for all of these in our Digital Marketing Elearning course.  The infographic is divided into activities to develop and manage digital strategy at the top to the marketing activities at the bottom.
Most often, this transaction is an exchange, sometimes referred to as an "ethical bribe." You promote a valuable offer, but instead of asking for money, you ask for the prospect's contact information. And when they give it to you, not only do you give them access to the content, product, or service you promised, you also add them to your subscriber list.
Digital marketing planning is a term used in marketing management. It describes the first stage of forming a digital marketing strategy for the wider digital marketing system. The difference between digital and traditional marketing planning is that it uses digitally based communication tools and technology such as Social, Web, Mobile, Scannable Surface.[57][58] Nevertheless, both are aligned with the vision, the mission of the company and the overarching business strategy.[59]

With the explosion of digital media, people began to engage with each other – and the companies they did business with – in new ways. The relevance of traditional print and broadcast channels declined, completely changing the consumer-corporation dynamic. Digital channels opened doors for consumers. No longer passive participants in a one-sided marketing conversation, consumers became empowered authors, publishers and critics. The digital landscape is participatory, an area where consumers exchange ideas. Marketers no longer drive the discussion. Everyday consumers are now the style makers and trendsetters.
Using an omni-channel strategy is becoming increasingly important for enterprises who must adapt to the changing expectations of consumers who want ever-more sophisticated offerings throughout the purchasing journey. Retailers are increasingly focusing on their online presence, including online shops that operate alongside existing store-based outlets. The "endless aisle" within the retail space can lead consumers to purchase products online that fit their needs while retailers do not have to carry the inventory within the physical location of the store. Solely Internet-based retailers are also entering the market; some are establishing corresponding store-based outlets to provide personal services, professional help, and tangible experiences with their products.[26]
Word of mouth communications and peer-to-peer dialogue often have a greater effect on customers, since they are not sent directly from the company and are therefore not planned. Customers are more likely to trust other customers’ experiences.[24] Examples can be that social media users share food products and meal experiences highlighting certain brands and franchises. This was noted in a study on Instagram, where researchers observed that adolescent Instagram users' posted images of food-related experiences within their social networks, providing free advertising for the products.[28]
Set up goals in Google Analytics and check out behavior maps to look out for drop off points in your on-site funnel. You can do the same with pretty much any platform. Are you getting a lot of clicks on a PPC ad but then no conversions, or opens on an email with no clicks? Look at why. Find the place where users are dropping off and look for any tell-tale clues that could be the reason. Run a few tests and see what you can learn.
Off page SEO: This type of SEO focuses on all of the activity that takes place "off the page" when looking to optimize your website. "What activity not on my own website could affect my ranking?" You might ask. The answer is inbound links, also known as backlinks. The number of publishers that link to you, and the relative "authority" of those publishers, affect how highly you rank for the keywords you care about. By networking with other publishers, writing guest posts on these websites (and linking back to your website), and generating external attention, you can earn the backlinks you need to move your website up on all the right SERPs.
The role of digital platforms in supporting integrated multichannel marketing is an important component part of digital marketing, yet is often overlooked. In many ways, this highlights how important it is to break down silos between ‘digital’ and ‘traditional’ marketing departments. Online channels can also be managed to support the whole buying process from pre-sale to sale to post-sale and further development of customer relationships.
There are a variety of digital marketing resources you can use to engage with your audience, including webinars, podcasts, and online promotion of live events. To streamline the process of event promotion, try using a third party to make the process seamless. Event technology platforms like Eventbrite help brands create and market an event, as well as promote ticket sales and manage their audience. By getting some external help with the details, you can focus on the big picture and create an experience your customers will remember long after it's over.
Putting digital marketing actions into motion without a previously-devised plan or strategy could lead to failure for not considering all the aspects that could impact their development. When developing a digital marketing plan, you have to include components such as determining your target audience (buyer persona), business objectives, and an adequate value proposition.
2. Creating a Marketing Funnel: The most successful businesses have an effective marketing funnel in place. A marketing funnel is when you map out a customer’s journey from when a customer is a complete stranger to when they become a lead, and then put certain strategies in place that will encourage them to move through this funnel. Things like lead magnets, calls to action, opt-ins and offers are all effective pieces of a funnel. You can think of a marketing funnel in four parts: Awareness, Interest, Desire, and Action.
The majority of companies in our research do take a strategic approach to digital. From talking to companies, I find the creation of digital plans often occurs in two stages. First, a separate digital marketing plan is created. This is useful to get agreement and buy-in by showing the opportunities and problems and map out a path through setting goals and specific strategies for digital including how you integrated digital marketing into other business activities. Second, digital becomes integrated into marketing strategy, it's a core activity, "business-as-usual", but doesn't warrant separate planning, except for the tactics.
I want you to pay close attention to that call to action: Exclusive Offer! 25% Off Your First Order. Notice that this discount only applies to your first order. That’s because the goal of this campaign isn’t to generate repeat purchases; it’s to get someone to make their very FIRST purchase. It’s a time-tested and effective tactic for turning someone into a new customer.
Delta Air Lines is a prolific user of social media, specifically on its Twitter handle. The brand uses this account to engage potential passengers in a variety of ways that are both timely and emotionally stimulating. Last month, in honor of Breast Cancer Awareness Month, the company began sharing personal stories from Delta employees directly through the company's Twitter feed. Here's the beginning of one story's thread, below.
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