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Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. To start from, it is enough to say that today everybody has some sort of marketing strategy. When you do business according to real-world business rules, everything lasts longer and you have to wait for the feedback from your clients or colleagues.
Just like in real life, when you do not have a plan and your time just slips away, Internet marketing can be handled to bring you some benefit, but it can also leave you without any positive results. March 10, 2015Kym heffernanThe Digital Marketing landscape has and continues to change rapidly so how can you keep up? You should start with your Website. Your website is the heart of all the Digital Marketing activity and where prospects and customers go to find out about your business. The most important element of any Marketing Strategy (and a Digital Marketing Strategy is not any different) – is the customer. There’s nothing worse than learning about information and not being able to apply it. If you know your Business could do more to get new customers but you just never get around to it or there are too many confusing marketing options we can help.
You’ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. How to achieve Digital Transformation in businesses has been a hot topic through 2014 and this month we have focused our advice on this. To help get focus and review current use of digital we created this roadmap so you can summarise where you are now and where you need to be in future. Digital to account for 75% of all marketing spend in 5 years - the need to manage transformation is shown in this post by Dan Bosomworth of new research from Accenture. Improving organic reach on Facebook - we also have a related post showing the decline in reach and Facebook ad clickthrough rates. Pigeon - a new Google algorithm - this is an alert for marketers involved in local marketing - it's a major update affecting local searches. This month we have focused on recommendations to improve sales on Ecommerce sites by CRO to coincide with the launch of our new Ecommerce design patterns guide. Website home page best practices - Jill Robb looks at techniques for improving home page effectiveness. In business, when ever I take a client for digital marketing strategies, I will evaluate whether I can help the business or not and whether the business will be profitable using digital marketing. In this strategy the idea is to have a planned approach to creating a programme of customer acquisition to grow the volume of customers they need at an acceptable ROI. Here I will understand the type of customers business are targeting, their purchase pattern, where they are from, where do they hangout online? Here I would work with business to show where to allocate the budget to make the most impact. Here I will be using tools, choosing the right attribution model, understanding and getting most out of the analytics, measuring social media campaigns, and provide reports on conversion rate optimization. There we go, the 7 strategies I always take when handling clients for digital marketing strategies. Oreb Reloaded provides digital marketing solutions that can help you reach out to more clients, market your products and services and boost website traffic. Too many businesses spend money on internet marketing, but have no idea how much return they're getting on their investment. Our audit will analyze how your website is performing now and help you find target areas that will help you improved your site to be better optimized for SEO, marketing and lead generation. Sign up for our newsletter and get inside information about the Online Marketing and SEO industries, as well as our latest news and updates. The purpose of using a website analytics program on your site is crucial for tracking online behavior in order to improve it. Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing.


As we enter 2015, theA latest stats on use of digital media and technologyA all point to the growing importance of creating a digital strategy.
The need for businesses to compete to reach and engage their audiences as they use digital devices is clear and well-established. To help businesses create or refine their digital strategy, Dan Bosomworth and I created the RACE planning framework to summarise key activities that need to be measured.A This infographic gives a brief explanation of each part of the customer lifecycle and highlights the Key Performance Indicators (KPIs) to help review strategy effectiveness.
For 2015 we have updated our RACE digital strategy infographic to give a stronger focus on strategy development rather than inbound and content marketing which was more the focus of theA originalA from 2012. We developed our RACE Digital Strategy framework to help businesses scope out their investment in digital technology and media.
It's one of 10 infographics which are designed to be useful - to help businesses map, plan and manage their digital strategy. If you're not familiar with RACE, these are the four main stages of the customer lifecycle and how a digital strategy and different forms of technology can support businesses to improve the efficiency of the funnel.
The marketing funnel remains as the most common way to manage customer engagement and to set targets and review performance. A digital strategy defines a focus for investment in digital technology and media for an organisation to engage audiences as they use digital devices. The growth in use of digital devices by consumers as they select and buy A products has changed consumer buying behaviour to such a degree that a digital strategy is now seen as essential by many. A digital strategy and digital marketing strategy are very similar, so it's not worth getting too hung up on the terminology or differences, however they can mean different things to different people within an organisation, so it's best to standardise. So, alternatively, a digital strategy focuses on making the right investments in digital technology rather than digital media. Hi Dave, would you please explain that satisfaction and loyalt is a KPI for effectiveness or efficiency? In the ever-changing environment of virtual space, which does not threaten to destroy the real world, but simply exports its values and rules into it, you must have clear head and strict rules. From ordinary minnow sellers on open-air markets to large multinational companies, every single business owner has his or her own approach to the work he or she is doing.
To dodge this treat, your digital strategy needs to be focused and integrated with other plans and agendas of your business.
Being a visual person I thought it would be useful to create a checklist and picture of some key elements to consider for a Digital Marketing Strategy. Here are some starting questions to ask when evaluating your current site (considering the 12 Digital Marketing elements below)? Blog – Do you have a blog that engages your audience and how do you distribute your blog to a wider audience? E-News – While many have pronounced the email newsletter as “dead”, significant proportions still read and engage with email newsletters particularly in Business-to-Business (B2B) Marketing. Social – How do you engage your customers and prospects and through which channels – LinkedIn, Twitter, Facebook, Google+, Pinterest or Instagram and how do you get this get traffic back to your Website? Adwords – What are the most effective searches to pay for and where on your website should the ads lead when customers click so you don’t pay for traffic and not get a desired action?
Conversion – What do prospects do when they get to your website, blog, or social pages – how does this traffic convert into prospects, leads or sales?
Mobile – How are your prospects finding your information and is your “digital footprint” mobile-friendly?
Directories – What free or paid directories are there that have your prospects searching them and should you be listed with them? Analytics – How often do you look at your Analytics report and what information can be used that can improve your results? There are many other options like Banner Advertising, Article Marketing, and Online PR etc.
I know it sounds obvious, but you would be surprised at how often we focus on the how we are going to market our products or services without stopping to think about exactly who we are going to market to. A new mobile app for GA - you can now review your analytics on smartphone using Google’s apps for iOS and Android.


New extension to show where people click on your site - this is similar to the InPage analytics feature. Surprisingly most businesses here do not know what they want to achieve or worst still want maximum results but not willing to pay.
What are the costs of acquiring of a new customer measured by the incremental revenue less the incremental resource and media cost required? Then we dig deeper into, what channels of communication they prefer and what kind of content they are looking for. We have maintained a good reputation in providing excellent and high quality services to our clients for years. RACE is structured around the classic stages of customer lifecycle marketing from generating initial awareness in a brand as part of customer acquisition through nurturing relationships with prospects to sale and ongoing customer engagement. Although most would agree that prospects don't pass through the funnel in a linear way and it's more of iterative process as shown in this infographic summarising the customer buying decision, it's essential that a funnel-based conversion model is use to set targets and review the effectiveness and efficiency of online marketing. Otentimes, I find they are simply different labels with digital strategy a short-hand contraction for the longer digital marketing strategy.
Otherwise, you and your business are most certainly going to experience a lot of difficulties.
When it comes to online marketing, the situation is even more complex, since today the whole world is competing on that market and it is actually very difficult to stand out, especially if your business has something to do to the IT sector itself. Due to that, you also need to incorporate the feedback analysis part in your strategy for online marketing. You always have to know the age and social class you are addressing with your products and services. More and more readers are skipping written content and watching video content, so make sure you start to create video content. The clearer you are on your Target Market – the more effective your Digital Marketing strategy will be. Basically we can divide into 3 categories; advertising by using paid search, display ads, affiliate marketing and digital signage. Should you wish to learn more about us and our services, feel free to contact us or sent us a message. Due to that, online presence without a marketing strategy is just like John Rambo without a rifle (or a headband).
So, in order to keep the pace with your colleagues and rivals from all over the globe, you need to develop a digital strategy.
It can be devised in the form of a survey or simple questions without the strict survey form; whatever suits your business.
This focused approach does not mean that you cannot address more groups at the same time, but rather that you need to make an estimate what products and services are appropriate for what group, on the basis of their age, gender, education and interests.
We have some great free tools to help you define your ideal Target Market if you would like to check them out here. Using partner networks such as Facebook and influencer outreach and finally digital properties by creating blogs and social presence online. In government, or some not-for-profit organisations, developing a "digital marketing strategy" is less appropriate, so a digital strategy gives a more appropriate label for managing digital technologies.
You are going to be tramped and destroyed by rivals if you do not state out and write down your clear goals and a strategy that you are going to employ in order to make your plan(s) real and lucrative. With the help of the instant feedback from the previous paragraph, you will be able to take your business and its online marketing to a higher and more successful level. If you have checked out and considered all of the above then take an in-depth look at the other options available! So I guess in summary maybe the website should not be at the centre as I started this post with – the customer should be!



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