Understanding Digital Marketing for Your Business

September 19, 2016

Understanding Digital Marketing for Your Business


Digital marketing for business is a relatively newer concept, with its roots tracing back to the 1990s. It broadly refers to all the marketing strategies involving digital technologies like internet, mobiles, TV, and other related display advertising on digital media.

The importance of digital marketing has grown from being just another strategy for promotion to the most important means of brand development. It is, however, a very challenging world for new entrants and small companies who have just started exploring digital marketing to promote their business.

Online marketing for businesses consists of concepts like Search Engine Optimization (SEO), Search Engine Marketing (SEM), Pay Per Click (PPC), Web Designing, Content development, etc. These are critical nowadays for a business to be popular and require a lot of analyses to determine the most effective strategy to invest in. It is usually a combination of all the above processes and the key is determining how much to invest in which strategy.

Why is the Concept of “Going Viral” Going Viral?

This is the buzz word one hears every day in reference to SEO marketing, content marketing, and brand promotion. Today we have hashtags, memes, trending posts, and so much more which is associated with “going viral.” All of these have the same goal – creating awareness and spreading content rapidly online, making it accessible to a vast number of potential customers. Online marketing for business is the first step in finding newer opportunities of growth and newer leads. The real challenge is in using the right kind of strategy to create viral content.

There are many barriers for new entrants, making the small and mid-sized companies hesitant in investing in digital marketing service. Some of the major issues which companies face are being updated to new technologies and trends, understanding the concept of viral content and what to share, engaging viewers and understanding what clicks and what not, effective means to measure the success of the marketing strategy, and the resources required to promote their brand digitally.

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That being said, digital marketing for business has been observed to be the most rewarding of all strategies. SMEs which have successfully embraced this strategy has been found to be able to get more customers, achieve a better return on investment and also saved a lot of time otherwise lost in promotion and pitching sales. More and more customers prefer online transactions and purchases over face-to-face meetings and tend first to check a company’s online presence and reviews before making a business deal. It is therefore very important for all businesses to have a strong and impactful online presence, to be able to find good visibility in the Google’s Search Engine Results Page or SERP. An authentic and engaging online profile enables good online visibility.


Tips to go Digital


Analysing Business Need:  Every business is unique, and so are its promotional needs. Before investing in a digital marketing service, a small business needs to understand the expectations from SEO marketing. This eliminates unnecessary financial losses and also saves a lot of time.

Social Signal: A powerful online presence does not refer to the amount of content made available online. The challenge lies in making all the content consistent and engaging whilst ensuring that they all provide the same image of the company and its business. Organisations need to gauge their advertising and content quality through the “social signals” or the response of public on the content made available online. These social signals may be anything from a simple ‘like’ to ‘comments ‘or ‘sharing’. It effectively measures the success of social media marketing for business and estimates the power of a brand online.

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Using Mix Media Marketing: This is another concept which is sure to make the promotional campaign a success. Mix media marketing or multi-channel marketing is a popular trend of online marketing for business wherein marketers use many channels to spread awareness about a product/business and also reach out to many segments of consumers. It can range from company blogs, email marketing, mobile marketing, visual platforms like Flickr and Pinterest, social platforms like LinkedIn, Facebook and Twitter and video marketing to traditional media like TV, radio, newspapers, etc. With growth in the smartphone and tablets usage, this multi-channel marketing is a definite and fastest way of reaching out to various segments of people and creating awareness about the business.

Personalization and Big Data: This is another widely used term which sounds daunting to new entrants. Everybody likes personalization and special treatment. Knowing the preferences of every single customer might sound really intimidating but, with digital marketing and Big Data, one can now analyse patterns and trends related to human interactions and preferences. This can be used to target specific strategies and products to potential customers by analysing their online activity and related searches in the past. This makes it easy to understand what works for every customer and businesses can make their sales pitch effectively. It is worth noting that a targeted ad display attracts better response than a traditional ad promotion.

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Visual, Not Textual: Digital marketing is all about visual data, colourful images, and infographics. A visual ad has more chances of being viewed than a boring textual one. Adding colourful visuals makes the promotion more appealing and informative. It is also observed that the audience tend to remember the video marketing campaigns more effectively than the textual ones. Video ads and video story-telling are two big aids in advertising.

Data Analytics and Cloud Computing: With increased competition and fervent marketing and brand promotion techniques available, it is essential to determine which technique works best for a business and then carefully evaluate the progress rate after implementing it. Cloud computing has made it easier for small business to track and measure effectiveness of their sales campaigns and to better manage their processes in a cost effective and smart way.

The current market conditions enable businesses of any size and strength to compete with their competitors, however big they might be. Traditional techniques and processes would not let smaller brands level up to the standards of bigger companies. A well planned digital campaign can, however, ensure the success of a business regardless of its size. This strategy also ensures a focused cost on targeted marketing. This results in reduced SEO marketing costs and minimal losses. The results are also well defined and easy to calibrate. One has to just see the number of views and the number of subscribers to determine the effectiveness of a marketing campaign.

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It is high time that small business started understanding the importance of digital marketing. Investing in these lesser intrusive, more targeted, and better engaging strategies of digital marketing for business would give their enterprise that extra marketing boosts it needs.

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September 19, 2016

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