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With mid-year coming up and summertime upon us, many marketers are taking stock of the first half of the year and re-checking their Digital Marketing plans to finish out 2015 strong. One half (50%) of businesses surveyed do not have a defined digital plan or strategy, although they are active in digital marketing. Nearly 60% of peoples’ time is now devoted to digital marketing activities, showing the importance of skills development in this area.
Summertime is a great time to do a bunch of Lunch and Learns across your team why not consider a series of weekly lunch and learns to get the skill level across your entire team up! As part of Raging Creations’ informational series on different facets of Internet marketing, this article deals with one of the main challenges faced by online marketers today, which is coming up with the right digital marketing mix strategy that generates optimal ROI amidst the plethora of available digital advertising channels.
The digital universe is constantly undergoing evolution and transformation, driven by the emergence of new ways and means of accessing and using the Internet and the ever-increasing reliance of people on online technologies to work, learn, play and socialize. However, this ever-shifting digital media landscape presents unique challenges for marketers who want to engage the digital consumer. Because of these unique challenges, marketers need to be able to come up with a portfolio of digital marketing channels that would ensure sales conversion among online and mobile customers at an optimal ROI. In today’s increasingly fragmented digital environment, the main task facing digital marketers is to identify and capitalize on the right mix of digital media channels and marketing interactions that will build awareness and demand for their offerings, before the audience loses interest and bounces.
Given all of these factors, it may seem logical for marketers to select a digital marketing mix that prioritizes those channels that have the lowest cost-per-acquisition (CPA), which pertains to a channel’s ability to reach out to the most number of potential customers at the lowest cost.
This synergistic effect is best illustrated by the concept of the marketing or purchase funnel, which assumes that people undergo four basic stages in becoming a customer.
Marketing campaigns are generally designed to create awareness among a pool of audience, stimulate their interest in order to transform them into prospects, build up their desire in order to transform prospects into sales leads, and convert these leads into customers by taking the purchase action.
According to the concept of the purchase funnel, marketing efforts or channels that serve to attract attention and generate awareness comprise the mouth of the funnel, which typically caters to the large audience pool.
However, because of the nature of the offering, the timing of the marketing effort, the stage in the product lifecycle stage, as well as a host of other factors, individual marketing efforts such as advertising campaigns rarely play a static role in the purchase funnel.
This is especially true in digital marketing, where a prospective customer can take so many different paths along the purchase journey. The stages in the digital purchase journey can vary greatly from one product to another, from one customer to another and from one instance to another due to a multitude of factors.
However, some marketing campaigns or channels tend to function more naturally as Converters, whether by deliberate design or not, and these are often erroneously given the full credit for the sales conversion despite the fact that other campaigns and channels have also contributed in driving the customer throughout the purchase journey. Thus, if a marketer’s main criterion in selecting the marketing campaigns or channels to include in the digital marketing mix is a low CPA, then the resulting digital marketing mix would consist mainly of Converters. In the next section, we shall distinguish between the different problems associated with multi-channel attribution, the benefits and limitations of multi-channel attribution, and the role of web analytics in finding the optimal digital marketing mix.
Marketing is defined as a process of communicating with an audience in order to inform them about various products or services which would be of benefit to them. Social media is not the “new kid on the block” anymore, but it is one of the newest DM strategies. Online press releases are very similar to the traditional ones, but the audience is much larger online.
All the different tools that are used to make a digital marketing campaign work are futile attempts if there is no way to track the efforts to find out what is and what is not working.
These are just a few of the tools that are available to build a successful digital marketing campaign. NetLZ is a digital marketing company that specializes in digital marketing for small and medium businesses. Digital Marketing is very important now; there is a no chance in ignoring digital marketing now. Online Presence is very important, and we know how important it is for any kind of business. There are many different channels in digital marketing and it is very necessary to streamline all these channels for one single goal. We fuse art with science and imagination, information and creativity and data analytics beyond the marketing. El Master en Marketing Digitalen su tercera edicion 2014-2015 ofrece una formacion especializada con enfoque integrador bajo un programa eminentemente practico y con identidad propia. El Marketing es la implementacion del concepto Orientacion al mercado (Kohli y Jaworski, 1990). Esta orientacion proporciona  a las organizaciones una ventaja competitiva al facilitar la comprension y la respuesta a las demandas del mercado, incrementando la sensibilidad del conjunto de la organizacion a los cambios del entorno.
El Marketing digital supone la adaptacion de las caracteristicas del Marketing al mundo digital utilizando las nuevas herramientas digitales en el entorno WEB 2.0. Segun Edelman (2010) las empresas que mas exito han tenido en este ambito han concentrado sus esfuerzos de marketing en. El paso mas importante es el de coordinar la experiencia cliente, que comienza con la captura del trafico de Internet, el aumento de la participacion del consumidor, la captura de” lead” y su posterior vinculacion, para ello nos podemos sustentar en los principios de la orientacion al mercado (generar informacion , distribuir informacion y respuesta). El marketing digital para que sea real en una organizacion debe formar parte de la cultura de la organizacion y estar integrada en el modelo de negocio.


You can’t have a high performing team with spotty skills especially in the area of digital marketing. This article discusses the need for marketers to measure and understand the individual and collective impact of their marketing efforts in multiple digital channels in order to more accurately attribute each channel’s contribution to overall conversion.
Today’s generation of consumers is weaned on Facebook, Twitter, YouTube, chat rooms, virtual worlds, blogs and instant messaging, and is equally adept in using PCs, laptops, tablets, smartphones, gaming consoles and other new forms of mobile devices. While digital marketing, also referred to as Internet marketing, remains as one of the most cost-effective means of creating a link between one’s product or service and millions of potential customers, this new type of  customer has a shorter attention span, is less tolerant of obtrusive advertising tactics, and is more discerning in their consumption experience. For the average digital marketer, this can involve any combination of search engine optimization (SEO), paid search marketing such as pay-per-click (PPC) ads, email campaigns, display ads for websites and mobile devices, social media engagement, and establishment of affiliate networks. Each of these digital channels can engage one’s target customers in different ways and with varying degrees of effectiveness.
However, since different people may be at different stages of the purchase process at any given moment, most marketers try to create as many marketing touch-points via different channels at each stage in order to guide them towards sales conversion.
These are referred to as the Originators, due to the fact that sales conversion originates at these points. Regardless of the advertiser’s intention in designing a marketing campaign, for example, the motivations, characteristics and actions of the customer at any given time can strongly affect the impact of the campaign and influence whether it will play the role as an Originator, Assist or Converter in the purchase funnel. For example, a person may first learn of the existence of the brand because of a recurring commercial that he sees on TV. In the example above, the customer could have been introduced to the brand via a general keyword search or through a targeted email. Without marketing campaigns or channels that effectively function as Originators to initially generate awareness and as Assists to build up interest and desire, a marketing mix has a high likelihood of failure.
It is an effective means to increase ROI by helping improve a site’s ranking in the SERPs so that traffic increases on the site. It is rapidly growing to be one of the most popular strategies since recent changes have made it possible to track ROI and engagement. Press releases as well as industry related articles are online publications which are written and optimized and then distributed to various websites that are the best suited to the brand; or the sites that are the best match for the target audience. There are lots of possibilities when it comes to incorporating digital advertising into the campaign. There are presently several different analytics programs which can offer extensive details into how a website is performing. Each business and website is different and every campaign must also be uniquely designed to reach a specific target audience with the business’ message. Digital marketing strategies will decide online sales, online performance & online reputation. Effective Digital marketing campaign starts for web design & graphic design to brand management, seo services ,smo services. Social media marketing has been globalized the world and changed the marketing communications plans. Starting with strategy focused on results and realized through world-class websites, portals, and provide platform for digital marketing. Una organizacion orientada al mercado examina continuamente las fuentes alternativas de creacion de valor para los clientes actuales, futuros, y decide como transformar esa creacion de valor en beneficio. Ya no se trata de tecnologia sino de los cambios que estas nuevas tecnologias estan provocando. La mayoria de las pequenas empresas usan las nuevas tecnologias para vender sus productos y no lo estan implementado en el proceso de marketing, comenzando por reenfocarse estrategicamente al cliente.
Solo asi conseguiremos aprovechar todas las oportunidades que ofrecen las nuevas tecnologias. Whether that’s as simple as; how to write an effective tweet, to how to write for the web, or how to write a pay-per-click advertising the common denominator is content and writing. This highly fragmented, social network-driven digital universe allows people to live their online and offline lives seamlessly and simultaneously. In addition, the sheer diversity of available digital media channels and the proliferation of different kinds of online devices make it costly and impractical for most marketers to simply adopt a mass marketing approach despite their relative economy compared to traditional media. Of course, this is in addition to the marketer’s efforts in traditional channels such as TV, radio, print and outdoor advertising, which still remains an important part of the overall marketing strategy for most companies. Some digital channels may be able to reach out to a wider pool of audience while others may be able to reach out to a smaller audience that consists of more of the right type of customers. However, while this may seem to be an attractive perspective, in reality, advertising channels, digital or otherwise, do not work in individual isolation. Thus, some marketing efforts are specifically designed to attract attention and create awareness that a particular offering or brand exists so that it comes to mind the next time the need comes up, some are designed to build up on the initial awareness and generate interest and desire, and some are meant to be a direct call for action. On the other hand, those marketing efforts that help to build up on the existing awareness to generate interest and desire comprise the middle part of the funnel, and they are referred to as the Assists.
Then later, he may gain an impression from a banner advertisement about the brand in his favorite blog site.
He could have been referred to the shopping cart in the company website by clicking a link in an affiliate website where a review of the product was featured.


Meanwhile, since the acquisition and conversion are often not attributed to Originators and Assists, they would tend to have higher CPAs compared to Converters. Simply put, it is unwise to focus on generating conversions without first promoting awareness and building up interest and desire.
Marketing incorporates the use of a wide range of strategies to increase consumers’ knowledge of products or services.
The strategies work together in order to drive relevant traffic to a business (either online or off) and then convert a one time visitor into a returning, loyal customer.  Well structured campaigns may use any combination of a number of different strategies.
SEO specialists have to stay on top of the ever changing algorithms and updating done by the search engines in order to modify their campaigns to reap the greatest benefit. There are literally thousands of social media platforms available and businesses can benefit from different types based on the nature of their business.
Just like a traditional press report, they are the work of a journalist or editor who writes the content to help a business gain exposure for their brand.
Google AdWords uses keyword research and data to create ads which can be textual, banners or image based.
With a huge potential and awareness of new digital era we provide various digital marketing packages for customers. Social media marketing is the process by the organizations to follow or connect with the targeted customers.
We Rainbow Systems know what customers needs, we satisfy our customer’s needs, and we trigger their right desires. Asi, las claves del marketing residen en orientacion cliente, coordinacion actividades de marketing, y la rentabilidad. Cambios en las actitudes y comportamientos en los clientes asi como en la forma como el marketing trabaja. Esta puede ser, a mi juicio, la razon de la confusion imperante en el ambito del marketing digital.
In addition, implementing an ad campaign for different kinds of digital channels involve different cost considerations.
Rather, each channel has its own particular strengths and weaknesses, and they can positively impact other channels and create a synergistic effect that is stronger the sum of their individual impact. Finally, those that convert the interest and desire into actual purchase action represent the narrow end of the funnel and are referred to as the Converters.
With his interest about the brand piqued, he may later conduct a search and visit several review sites in order to gather more information about the product. Or he could have seen the TV commercial and directly navigated to the company website using the URL displayed on screen. In order to avoid this situation, digital marketers must be able to understand the interplay between the various campaigns and channels at work and how to properly credit the individual contribution of each one. The goal of marketing is to present information about products to consumers in such a way that the consumer realizes it fills some need in their lives and they make a purchase.
SEO best practices helps website’s rank organically in SERPs, drive relevant and valuable traffic to sites, encourages conversions and helps the website maintain its page rank. The most popular or well known social sites include Facebook, LinkedIn, Twitter, Google+, Pinterest and YouTube. Advertising on Facebook can be so specific that certain age groups, genders and even those with special interests will see appropriate ads.
Because now it is not only Search Engine Optimisation (SEO) & PPC, it covers your social presence, social networking, brand management and many more. Digital marketing coordinates the promotional skills like banner marketing, email marketing, search engine optimization, direct marketing and sales promotion etc.
Finally deciding to purchase the product, he may then click on the company’s search ad announcing a promotional offer, which takes him to the shopping cart in the company website.
The implication is that that an individual marketing effort or campaign, such as an advertisement in a particular channel, may at times function as an Originator, an Assist or as a Converter, or all at once, depending on the specific circumstances. Digital marketing is simply using digital strategies to communicate business specific information to an audience in order to illicit a response. The way social media contributes to a digital marketing campaign is that it offers an open platform. Our Digital marketing team has excellent consultants who can build digital map for your marketing campaign, maximize your roi & traffic. Pero, poner al cliente en el centro de los negocios es el mejor camino hacia el exito en el mundo digital. Companies are able to monitor followers on a regular, even daily basis while also keeping them up on the latest news or releases in their business.



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