Traditional online advertising is a thing of the past. Why? Bottom line, it's more annoying than effective. One study found that 18- to 34-year-olds are likely to ignore online banner and digital ads more than those on TV and radio or in newspapers. What's more, 54 percent of internet users don't click on banner ads simply because they don't trust them.
Video advertising - This type of advertising in terms of digital/online means are advertisements that play on online videos e.g. YouTube videos. This type of marketing has seen an increase in popularity over time.[51] Online Video Advertising usually consists of three types: Pre-Roll advertisements which play before the video is watched, Mid-Roll advertisements which play during the video, or Post-Roll advertisements which play after the video is watched.[52] Post-roll advertisements were shown to have better brand recognition in relation to the other types, where-as "ad-context congruity/incongruity plays an important role in reinforcing ad memorability".[51] Due to selective attention from viewers, there is the likelihood that the message may not be received.[53] The main advantage of video advertising is that it disrupts the viewing experience of the video and therefore there is a difficulty in attempting to avoid them. How a consumer interacts with online video advertising can come down to three stages: Pre attention, attention, and behavioural decision.[54] These online advertisements give the brand/business options and choices. These consist of length, position, adjacent video content which all directly affect the effectiveness of the produced advertisement time,[51] therefore manipulating these variables will yield different results. Length of the advertisement has shown to affect memorability where-as longer duration resulted in increased brand recognition.[51] This type of advertising, due to its nature of interruption of the viewer, it is likely that the consumer may feel as if their experience is being interrupted or invaded, creating negative perception of the brand.[51] These advertisements are also available to be shared by the viewers, adding to the attractiveness of this platform. Sharing these videos can be equated to the online version of word by mouth marketing, extending number of people reached.[55] Sharing videos creates six different outcomes: these being "pleasure, affection, inclusion, escape, relaxation, and control".[51] As well, videos that have entertainment value are more likely to be shared, yet pleasure is the strongest motivator to pass videos on. Creating a ‘viral’ trend from mass amount of a brands advertisement can maximize the outcome of an online video advert whether it be positive or a negative outcome.
The call to action is what you want people to do. If the marketing campaign you're creating is aimed at the Subscribe stage of the Customer Journey, your call to action might be for people to download a whitepaper, checklist, or video resource. If it’s a campaign in the Convert or Ascend stage, your call to action might be to buy a product or service. If the campaign you are creating is for the Awareness stage, the call to action might be as simple as listening to a podcast episode or reading a blog post.

Digital marketing efforts can be tailored over time based on performance measurements. You need to figure out what worked and what didn’t, and you need to leverage this data for your next event. Digital marketing doesn’t end when your event is over; it’s a cycle that requires 365-day engagement. If you want to find out where your customers are coming from, analytics will help you decipher what works best across all channels you use. By regularly evaluating the results, you can figure out where your audience is and how to best leverage your communication efforts.


Optimizing digital marketing can be tricky, and a simple definition does not necessarily translate into something that is useful for achieving business objectives. That is where the RACE Digital Marketing Planning framework comes in, as it can help break down digital marketing into easier to manage areas that can then be planned, managed and optimized.

For marketers trying to compete in this new digital medium, it’s incredibly difficult to surface your content above the competitive noise. While the amount of time consumers spend on web and mobile has increased dramatically, the amount of available content has increased exponentially. More digital content is created in a day than most people can consume in a year. With so many distractions and choices, your audience has a very short attention span.
Digital marketing is essential in today’s world. With both competitors and potential customers constantly online, digital marketing is the only way to stay ahead. When you’re a small business owner the online world can seem intimidating. Here is a list of five simple digital marketing strategies that any business owner can implement to help their business grow.
Because digital marketing has so many options and strategies associated with it, you can get creative and experiment with a variety of marketing tactics on a budget. With digital marketing, you can also use tools like analytics dashboards to monitor the success and ROI of your campaigns more than you could with a traditional promotional content -- such as a billboard or print ad.

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.

Customer demand for online services may be underestimated if you haven"t researched this. Perhaps, more importantly, you won't understand your online marketplace: the dynamics will be different to traditional channels with different types of customer profile and behaviour, competitors, propositions, and options for marketing communications. There are great tools available from the main digital platforms where we can find out the level of customer demand, we recommend doing a search gap analysis using Google's Keyword planner to see how you are tapping into the intent of searchers to attract them to your site, or see how many people interested in products or services or sector you could reach through Facebook IQ.


Another challenge is the sheer scope and scale of digital marketing. There are so many great digital marketing techniques ranging from search, social and email marketing to improve the digital experience of your website. Our article, What is digital marketing? shows how by using our RACE planning framework you can define a more manageable number of digital marketing activities which cover the full customer journey. Within each digital marketing technique, there are lots of detailed tactics that are important to success, so they need to be evaluated and prioritized, for example from dynamic content for email automation, website personalization to programmatic, retargeting and skyscraper content for organic search.
Search engine marketing - Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate Search engine optimization, which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.

For more, check out 4 Examples of Fantastic Web Design for inspiration and consider hiring a web designer who specializes in inbound marketing and SEO to ensure your website is reaching its full potential. Also, consider if you should hire an agency to take your website to the next level (Vital specializes in WordPress website design and development, and Magento website design and development).
Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online. From the website itself to a business's online branding assets -- digital advertising, email marketing, online brochures, and beyond -- there's a spectrum of tactics that fall under the umbrella of "digital marketing."
Digital marketing poses special challenges for its purveyors. Digital channels are proliferating rapidly, and digital marketers have to keep up with how these channels work, how they're used by receivers and how to use these channels to effectively market things. In addition, it's becoming more difficult to capture receivers' attention, because receivers are increasingly inundated with competing ads. Digital marketers also find it challenging to analyze the vast troves of data they capture and then exploit this information in new marketing efforts.

Mike Khorev is an SEO expert and digital marketing consultant who helps small and mid-size businesses generate more leads, sales and grow revenue online. He offers expert advice on marketing your company the right way through performance-based SEO digital marketing, web design, social media, search engine marketing and many other online practices. Find him on LinkedIn and Twitter

For example, to implement PPC using Google AdWords, you'll bid against other companies in your industry to appear at the top of Google's search results for keywords associated with your business. Depending on the competitiveness of the keyword, this can be reasonably affordable, or extremely expensive, which is why it's a good idea to focus building your organic reach, too.
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.
Think of it this way: If you write intelligent and thought-provoking blog content on a weekly basis that in some way solves a problem, answers a question or simply entertains your target audience, you will become a go-to resource for those potential buyers. They will come back to your site time and time again because you are providing a free service to them, all the while building trust and establishing brand clout in a non-intrusive way.

Annmarie Hanlon is the Smart Insights expert commentator on online and offline marketing strategies for business. Annmarie is the MD of Evonomie and author of Quick Win Marketing, and co-author of Quick Win Digital Marketing. She runs social media workshops in the UK and Ireland and shares marketing tips and news in her blog, B2B Marketing. You can follow Annmarie on Twitter or connect on LinkedIn.

I find that companies without a digital strategy (and many that do) don't have a clear strategic goal for what they want to achieve online in terms of gaining new customers or building deeper relationships with existing ones. And if you don't have goals with SMART digital marketing objectives you likely don't put enough resources to reach the goals and you don't evaluate through analytics whether you're achieving those goals.


If you're focusing on inbound techniques like SEO, social media, and content creation for a preexisting website, the good news is you don't need very much budget at all. With inbound marketing, the main focus is on creating high quality content that your audience will want to consume, which unless you're planning to outsource the work, the only investment you'll need is your time.
Optimizing digital marketing can be tricky, and a simple definition does not necessarily translate into something that is useful for achieving business objectives. That is where the RACE Digital Marketing Planning framework comes in, as it can help break down digital marketing into easier to manage areas that can then be planned, managed and optimized.
Buyer personas should be specific. You don’t want to just say “young moms” as a persona and be done with it. You want to have “Supermom Mary, 25-29 with at least one kid under the age of five who is on a budget in a middle class home. She’s trying to be a good mom and wife but finds personal satisfaction in working. She tries to live an organic lifestyle. but does a McDonalds run on busy weeknights.” This is going to tell you a lot more about your audience, their pain points and what you can do for them.

Digital marketing efforts can be tailored over time based on performance measurements. You need to figure out what worked and what didn’t, and you need to leverage this data for your next event. Digital marketing doesn’t end when your event is over; it’s a cycle that requires 365-day engagement. If you want to find out where your customers are coming from, analytics will help you decipher what works best across all channels you use. By regularly evaluating the results, you can figure out where your audience is and how to best leverage your communication efforts.
Traditional online advertising is a thing of the past. Why? Bottom line, it's more annoying than effective. One study found that 18- to 34-year-olds are likely to ignore online banner and digital ads more than those on TV and radio or in newspapers. What's more, 54 percent of internet users don't click on banner ads simply because they don't trust them.
C- Social networking: Interact with online communities by sharing and creating content on Facebook, Twitter, LinkedIn, and other hubs in which your community is present. Posts can be used to promote your brand or event to both niche and broad audiences, gauge what others think about your event, attract new participants, and build relationships with your influencers. You have to make everything you do shareable. And if you want people to share it, you need to make sure they can find it with a simple search and that your content is valuable to your intended audience.
Create an effective digital marketing strategy plan by downloading our ready-made Digital Marketing Strategy Plan Template. You can alter the contents present in this plan template so that you can build your very own strategic plan.  Conduct market analysis and discuss the business concepts by editing this template on various devices. Click on that download button now in order to increase your potential to boost sales!
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