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Essential Components of a Digital Marketing Initiative

Digital marketing promotes services or products using digital technology through the internet, phones, social networks, or some other digital medium. In short, it’s the promotion of services using digital tools regardless of whether those tools happen to be the digital equivalent of soap-stains on your skin. 

It’s also an umbrella category that encompasses various marketing efforts, including Social Media Marketing, Search Engine Marketing, and Email Marketing. 

Digital marketing encompasses a lot more than just email. 

Still, you would be surprised at just how much of today’s business is carried out via digital channels. 

It’s no surprise then that digital marketing tends to be the marketing focus for many organizations right now.

So what are digital channels? Well, there are several, but some are obvious. 

The most obvious ones include search engines, where online ads are placed for searches about the products in question (i.e., eBay, Amazon, etc.), and Pay Per Click (PPC), where online ads are run within search results for sponsored listings. 

Both can be attributed to digital marketing because search results tend to be the most direct way to convey information about products.

Another trend that has developed out of the basic principles of digital marketing initiatives is brand identity development. 

Brand identity development generally refers to the efforts undertaken by a brand to build a unique, consistent look and feel for its product or service. 

Often brands will engage in this process by “designing” their physical store locations and creating a consistent theme and feel across their websites. 

This helps to establish a positive image and builds a sense of trust in the eyes of your target audience.

Other digital marketing initiatives focus on establishing a targeted list. 

This can be accomplished in several ways, but one of the best is to offer a subscription service through which interested prospects are granted access to either an email newsletter or a toll-free call option. 

Once you have determined who your target audience is, you need to establish channels to periodically communicate with them. 

These channels can be physical (i.e., webinars) and digital (such as emails).

Another digital marketing initiative that is common is search engine marketing. 

Search engine marketing can be achieved in several ways but usually involves website visits from a targeted audience. 

To achieve this, you will want to make sure that your website is listed within the search results for your business’s niche. 

For example, if you sell business coaching services, your website will need to appear within the search results for “business coaching”; otherwise, your marketing efforts will be fruitless.

The last segment of a digital marketing strategy is an engagement or user experience. 

Engagement refers to creating a user journey that delivers excellent value to the prospects and makes the prospect want to engage with your brand. 

At this stage, they are looking to buy, receive advice, or do some action. 

Digital marketing can help you achieve this goal by ensuring that the information on your website is easy to find, that the user understands the purpose of the pages, and that the site’s usability is top-notch.

Finally, the last digital media strategy component involves the conversion rate of the site’s users into sales. 

In short, this refers to the number of users who purchase a product or service from your site. 

Suppose a majority of your audience uses a search engine to locate your business, and that engine targets your audience. 

In that case, it stands to reason that you are likely to see a high conversion rate. 

Achieving a high conversion rate requires various digital marketing initiatives, including SEO, social marketing, PPC, and paid search marketing.

Social media has been used as one of the most effective digital marketing initiatives for quite some time. 

It is still an extremely effective digital marketing strategy today. 

However, it is essential that you incorporate social media into all of your other digital marketing campaigns. 

Otherwise, it will be a distraction, and it won’t benefit your business. 

You may be able to get a little bit of an edge back in terms of brand recognition and reputation. 

Still, social media should be integrated into all of your digital marketing strategies, not just into the most highly defined aspects of your business goal. 

To recap, digital marketing strategies include:

  • Engaging the audience.
  • Delivering great value to the prospects.
  • Making sure the user experience is top-notch.
  • Converting the users into buyers.
  • Ensuring that the buyers are repeat customers.

 

Essential Components of a Digital Marketing Initiative

Essential Components of a Digital Marketing Initiative

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