The internet age has provided the biggest advances in the way we interact, communicate and inform whether personally or for business, since the industrial revolution. On a global level, this media and, more generally, technology has afforded digital marketers and more importantly their clients more opportunities than ever before to deliver highly targeted, effective campaigns at lower than ever cost for a much higher potential return on marketing investment.
Yet day in day out we see that, in the same way that traditional or offline marketing activity by many organisations has proved in the past, online and digital marketing spend that lacks strategy and integration goes to waste on behalf of its clients because it lacks key messages, calls to action, focus, targeting and consistency in execution.
Like offline marketing methods, online and digital marketing should truly create a virtual “web of links” from place to place that you appear on the internet and in email with the key aim of communicating initial messages, creating brand awareness and driving increased traffic to your website via all of these links as a result.
These make take the form of website related activity which may include:-
Search engine submissions
Local and map submissions
Shopping search engines (free)
Search engine optimisation onsite
News and Social Media
Additionally, the search engine optimisation of any site should be strongly supported with a digital marketing and online advertising campaign to drive additional direct traffic to the site, this need not be expensive, provided that effective targeting and campaigning is in place.
Methods of digital and online marketing, and this is not exhaustive, to consider:-
Online press releases
Posting to review and opinion sites
Social networking pages
Banner advertising & exchange
Google AdWords PPC and other options
Newsletter & Non profit sponsorships
Google Base Products
It can be tough to know which methods for digital and online are going to prove most effective for your business, much of it, as always will depend on a number of things – your product or service, your budget, your marketing goals, your sales targets and most importantly your resource – remember it needs to be consistent.
A word of caution, despite the hoo ha around digital and online marketing, marketing campaigns of any kind should rarely be delivered entirely online, to the exclusion of offline marketing methods – even 100% internet based business need to communicate effectively to their customers and this may be achieved in after sales (i.e. leaflets within packaging) or through traditional PR for example. Anybody undertaking online marketing should also exercise some patience for results, like all marketing each business will have its own unique combination of what works for them and there target audience. It may be advisable to employ an agency to work together on campaigning, implementation, measurement (one of the biggest advantages of digital marketing) and adjustment.
If you require a marketing agency to assist you with digital marketing services, please contact Karen and her team at Elan CM Ltd.
Karen Fiddes and her team at Elan CM have a wealth of experience and knowledge of integrated marketing communications planning and implementation for small medium and large businesses. They bring what has been learnt both client and agency side and fuse it uniquely to provide services for clients that give return on their investment time after time. Karen has specific interest in digital marketing and enjoys trying to keep up with the latest trends in digital and social media marketing. On and offline media services are provided through in house and partner resources and our close and highly proactive approach to the client has been described as “refreshing” amongst other things!