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Most companies depend on attempts to lead to high ROI with the new economic customer (return on investment). As administrators tighten up their belts, the higher cost divisions and communications campuses are cut. This reliance on “low cost, high returns” means a transition from conventional promotion and promotional activities (e.g. keeping an armed force of representatives in the field) to digital marketing strategies. I am talking about a combined community of emerging “next-gene” strategies such as optimization of search engines (SEOs), pay per visit and cost per-click (PPC or CPCs), publicity, email and newsletters, social media m by interactive marketing.
Why is this sector one of the few industries that is actually growing? It’s pretty easy – digital marketing, when handled right, offers some of the cheapest and most profited returns. Overall, this is due to the potential to target specifically the most sales groups, and to a) the enormous volume of data that can be used to map, assess and optimize the campaign (s). These two reasons (in combination with the comparatively low overhead for most of these campaigns) are why there is still a growth in the online marketing industry.
But it can be very overwhelming to choose the best path to target new clients for people with a small background with these marketing technologies. Many businesses end up choosing strategies that won’t succeed by forgetting analysis and planning, because they actually don’t match the business targets – people often often fail to identify certain goals.
Below is a quick download of the major web, search and smartphone marketing titles. Many businesses collectively submit this, however good companies know what to expect from each campaign. You’ll get a short overview and a few suggestions of how you can do it with each strategy if successfully used if you leap into the stormy waters of interactive marketing.
1. Search Engine Optimization (SEO)
The optimisation of search engines is a systematic method for moving a website ‘up’ for such keywords or phrases in search engine results pages. For example, if the search users mention Coca-Cola on the fourth page with the search results “Best soda pop” that will clearly restrict its scope & exposure to potential consumers. The majority of search users don’t venture beyond the first page of findings. SEO work includes the simultaneous usability and “friendly search engine” of a website, among many other aspects. Be careful! Be careful! Any SEO service providers also make assurances or commitments that are too good for them to be valid – choose prudently.
Ideal for:
- Companies who seek high profile and legitimacy with future clients
- Companies trying to gain exposure, particularly in a competitive market
- Companies who are involved in their profession or market as a reputable source
- Can be seen nationally and regionally.
2. Pay-per-click/cost-per-click (PPC or
CPC
)
Pay-per-click (also referred to as a cost-per-click “PPC” or “CPC”) content is focused on supported connections to the blog that generally show in search engines such as Google and Yahoo along with “natural” or “organic” search results. These connections can contain a couple of lines of text, pictures or even videos. Companies bid on which search keywords their ads are requested and any time a customer clicks and reaches their site they are paid for it – hence the term “pay by click.” However, if unexperienced announcers tender for false keys or do not make their advertising correctly, this comparatively basic tendering systems may become very costly.
Ideal for:
- Visibility quickly gains near the top pages of results for search engines.
- Seasonal goods or responsive time promotions in which SEO is not efficient
- Like SEO, consumers can reach specific cities at a national level
- Frequently used to expand coverage along with SEO services
3. Email Marketing, E-Newsletter Marketing
Email marketing & opt-in electronic newsletters boast some of the highest purchase rates amongst online shoppers. When customers make a purchase or visit your site and sign up for your company’s newsletter, you immediately have a highly-interested segment of potential customers. By harnessing graphic-rich messages, dynamic content and advanced segmenting tools, newsletters can deliver the right content to the right people. The best email management tools boast extremely high deliverability rates and provide a great deal of power & flexibility while still remaining extremely user-friendly.
Ideal for:
- Businesses that want to engage customers and encourage repeat purchases
- Maintaining “top of mind” in potential customers
- Companies that want brand consistency and close contact with subscribers
- Low cost, high returns – but building up a subscriber list can take time, especially if there’s no incentive to sign up
4. Social Media / Social Network Marketing
First, some numbers:
- MySpace boasts over 200 million users – greater than the population of Russia or Brazil
- It’s not just for college kids – currently, Facebook’s fastest growing demographic is the 35 – 55 age group.
- An amazing 120,000 blogs are created per day
As everyone knows, community-driven sites such as YouTube, Twitter, & Dige and many others, which have become prominent recently, are referred to as social media or social networks and have been an important part of keeping the brand name on the internet unified and strong. Many businesses prefer to create a Facebook page or a LinkedIn account by one user, but few understand how a social networking effort is effective.
Many social network web users are highly knowledgeable about the internet and will find a mile off a promotional pitch and they can tell you and everyone else, due to the free community-based format on most pages. Due to their personal aspect (the profile of THEIR, THEIR friends and colleagues, which they probably have expended time and money constructing both), certain people would hate what they perceive as an organization wanting to get “in” anything that’s near them. Their personal aspect is rather powerful.This is why many brands struggle to build a common, engaging profile in the social media – they lack engaging content, conversational one-on-one, or otherwise make it too difficult for people to purchase. There’s no used car park, people!
While it could be a long time before it is able to have an effect in the end, many businesses realize that their existing clients and millions of prospects access these pages.
Ideal for:
- companies who aim to build and/or preserve their credibility on the Internet
- Help consumers shift from being a consumer to a defender of your product (the brand is
- internalized, becomes part of their lifestyle & personality)
- Maintaining close communication with current clients – study, suggestions, opportunities and challenges in this relation to the business
- Attract new buyers and fans of brands
- Companies willing to spend time to join the group by providing useful, entertaining or fascinating information
5. Mobile Marketing, SMS / Text Message Marketing
Since the two realms of desktop and handheld devices collide, companies benefit from the use of cell phones and smart phones “need it now.” SMS or text campaigns can warn subscribers or provide reminders, news and other information directly to mobile phones on special offers or deals. Companies will develop brand identity with competition & games and collect consumer information by enabling subscribers to vote on their preferred brands, as well as social networking.A holistic strategy (including web sites design, mini-site design, mobile PPC ads and the management of SMS campaigns) will ensure the right content and message to the customers base.
Ideal for:
- Attracting consumers by using content that is easy to ingest, educate and entertain Contact
- interested subscribers via text message or a text campaign
- To promote usability to promote sales (IE, a grocery store offering a mobile site where users can shop, choose items, then pick up in-store)
- Companies who wish to promote brand recognition, reputation and strong relationships with clients
6. Comparison Shopping Engines / Online Malls
Typically this is a pay-per-click type, but it’s interesting enough to give it a number of its own. Shopping is also referred to as shopping machines, internet malls or price comparison sites, such as pricegrabber, nextag.com or Yahoo! Shopping. These sites are typically not retailers but aggregators, i.e. they take product lists from other retailers and guide viewers to these sites, normally charging retailers with a pay-per-click model.Multiple shopping engines target different categories of product and population, so it can be difficult to choose the right ones. Moreover, most sites require retailers to upload a special template file for their product lists – and, of course, every platform needs a different format! The optimized tactics for search engines can also be used, so that your brands are highly classified in the internal search results of each platform.
Ideal for:
-
Online retailers who want a new outlet to extend their scope
-
Expanding exposure from an established website with a population-like base and a number of repetitive tourists have already been confident
-
Highly educated traffic in very particular categories by product listing
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This should provide a broad overview of the various opportunities for new campaign projects that rely on technology. And note – first choose your goals, execute the plan!
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