When you talk about digital marketing, the first thing that comes to mind is social media. Most people claiming to be “digital marketers” are actually social media handlers. There is more to digital marketing than just posting fresh content on social media pages, but before we go deeper, what is is digital marketing?
Digital marketing has been defined as “…all marketing efforts that use electronic device or internet…”. Another definition is “…a strategy that uses digital tools and marketing strategy to improve brand and service delivery…”
I once told a friend that the biggest problem with digital marketing is that people don’t understand what marketing is. One of the many definitions of marketing is “… management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P’s of marketing which are Product, price, place, promotion. (Read more: http://www.businessdictionary.com/definition/marketing.html)
With marketing, you want to understand what your customer needs, and most importantly influence their perception. When you understand your client’s needs you will develop products that are relevant to them. If your service is good, or the products matches up to the clients’ expectations that influences their perception about you, there tends to be a trust built between the brand and the client.
Now having this information in mind, you will now understand what I meant when I said that most digital marketers are actually social medial handlers or even a better term, digital promoters.
Moving forward, other than social media, there are other equally powerful yet underrated tool which I am going to briefly highlight .
Now for digital marketing to work effectively, all the above mentioned need to be at play. It is advisable to use different platforms for each of them have their own type of audience. The aim is to drive all the traffic into one location, either your website or your physical location, therefore consistency is key. This brings about a new problem; content.
Any company struggling with digital marketing is because they have no ideas on how to generate content. The concept of content marketing is very important, since it the main thing that will keep your clients or followers engaged and be interested in your campaigns. Say for instance you have a blog; you need to write articles atleast once a month. For social media, depending on the nature of the business, you may be required to update fresh content everyday. So where does all these come from?
That last question is the entire backbone of digital marketing. How to you tell the same story over and over gain without being boring or too repetitive ? How do you ensure that stay authentic to your brand and core business throughout and entire financial year? How do you adjust your marketing strategy to fit the online audience?
Obviously you need lot’s of content. This includes, photos, video, animations and graphical illustrations. But this alone is not enough, you need a strategy of how your are going to broadcast or display this content with accordance to the branding guiltiness and never run out. Strategising and planning are very vital when it comes to digital marketing.
There is so much I can write about this subject, but for this article, the main aim was to give you a broader aspect of what digital marketing entails. Serious firms have a whole unit that deals with online marketing, others choose to subcontract digital marketing agencies to ease the load. But most ignore, not knowing how much they are losing out!
One thing I want you to remember is that, digital marketing is not just a thing you do on the side, it is an entire department with it’s own ecosystem. Whether it’s in-house or you are outsourcing you need the following roles:
If you have more questions concerning this subject, please don’t hesitate to reach us via email firstname.lastname@example.org
Photographer and Lead Strategist at Silver Klique Studio