The evolution of modern technologies seems to be increasing at an exponential rate, making it imperative for your business to have a presence online via digital marketing.
Digital Marketing provides small and medium sized businesses a chance to compete with large corporations and get their share of the targeted traffic. Small businesses typically have extremely limited resources and capital, which is why it’s crucial to have a cost-effective online marketing campaign that will bring them far more targeted traffic than the old days of traditional marketing. Since the traffic that is getting to your site is targeted, the chances of them converting is higher than if they were just randomly appearing at your site.
Of course, increased conversion rates will lead to increased revenue for your business, allowing your company to invest in other marketing campaigns that will further grow your business and make your presence known on the web.
When people are on the hunt to purchase something, they usually are ready to buy right then and there. It is more important than ever and getting more important by the day that the sites of small businesses be specialized for mobile users. Once the ball gets rolling, you will begin to smile as you see the conversions and revenue increase more than ever, which will in turn give you an increased ROI for your marketing efforts. When people are reading through the material on your site, it’s important that you give them periodic calls-to-action to encourage them to solve whatever issue they are having. The above graphic shows an approach to building or modifying a company’s digital marketing program.
Marketing Foundation: This is the area that is critical to the entire program and involves understanding your target market as well as the creation of published Buyer Personas describing the psychographics and demographics of the people coming to your website. As a full service digital media agency, we focus our attention on four major areas: Website Design and Development, Online Marketing, Social Media Marketing and Strategy.
Now imagine a world where you knew how many sales you could close, just by the amount you spent on online marketing.
The way it works is a very simple formula, and to get started all you need are a couple of things from your sales team. So finally, we would use our online marketing tools to drive 2,000 visitors to your website. As you can see, using this formula you’ll be able to see exactly the return on your online marketing investment! Charting a digital strategy roadmap was on the syllabus when Dean Hanlon of Razorfish came to campus Feb. He participated in the MBA course “Digital Marketing Strategy:  Search, Social, Mobile, and Beyond” designed and taught by UNC Kenan-Flagler marketing professor Valarie Zeithaml.
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Youa€™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. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
You’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, the latest stats on use of digital media and technology 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. Yet we know from our Managing Digital Marketing research for 2014 and 2015 that many businesses don't have a digital strategy - only around half of all businesses are using digital media and technology strategically. 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. 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 the original 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  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?
Not only are small and medium sized businesses trying to keep up with all the technological advancements, but the same can be said for the rest of the human race. Small businesses now have the ability and resources to perform sales and marketing processes that in the past have only been available to big business.
This will open doors to bigger, better, and farther reaching markets not only locally, but globally. If they come to your website through Google, or a link from social media, or perhaps a serendipitous event, having a nice looking website that is easy to use and navigate through will only encourage them to make a purchase on your site. Building authority and establishing a good web reputation is important for the longevity of your business. You can then invest that money further into your company for future endeavors and campaigns. Hopefully, that will involve them using your product or service in the process, but the fact that you are encouraging to do so on your site, will only prove to be beneficial in motivating the potential customers on your site. Straight out of a Sci-Fi film, we are expected to have 24 billion gadgets by the year 2020.
This area also involves the identification of critical e-marketing objectives, goals, key performance indicators, and key performance indicator targets. We help our clients build and develop their the content that is their business using digital tools.
In a later conversation with the school staff, he shared simple, easy-to-implement tips that businesses of all sizes can use to navigate the constantly changing world of social media. A simple distribution of labor is an easy way to deal with the constant pressure to feed the social media beasts. Our mission is to give you a behind-the-scenes look at life at a leading international business school. A new mobile app for GA - you can now review your analytics on smartphone using Googlea€™s apps for iOS and Android.
New extension to show where people click on your site - this is similar to the InPage analytics feature.
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. Digital marketing provides business owners with the tools and techniques they need to make their company compete, survive and even thrive. It’s important that we utilize all the tools we have access to right now in order to keep this race a close one.
Instead of sending thousands of flyers out to residential homes in a particular zip code and hoping they check their mail and read your piece, your online marketing campaign can find your target audience in a precise and efficient manner–when they are actually looking to buy. The goal is not to get an insane amount of random traffic to your site, but rather to get the right people to your site who are looking for your particular product or service in hopes of them being ready to buy, or at least on the path to purchase. As people begin to trust you and your company’s online authority, you will begin to establish a relationship with your target audience, and you will begin to have loyal customers that will not only come back for more purchases, but will also promote your product or service throughout their own circles of people. Since marketing campaigns are easily tracked and monitored, you will be able to see a steady flow of targeted traffic that will turn into sales and leads, further enhancing your ROI. As you tell your audience what the next step is, be sure to think of clever ways of doing so that will plant the seed in their head that they have found what they are looking for. A successful digital marketing campaign will ensure your site is part of the interconnected ecosystem-grid, giving you window access to reach out to target audiences belonging to this grid. The more fleshed out these areas are, the easier it will be to develop everything else below.
For example, have a different employee each week take on the responsibility of finding one or two interesting, industry-related articles per day to share online, Hanlon said.
Organizations need to be present and responsive, answering questions and replying to comments within 24 hours. Various social measurement companies can help clients understand what people are saying about their brands on social media, blogs and community sites. From an internal point-of-view, digital strategy considers the range of digital technology deployed inside a company to manage digital marketing and digital business such as marketing automation, content and commerce management and CRM systems as catalogued so well by Scott Brinkler in his Marketing Technology Landscape  From an external perspective, a digital strategy focuses more on digital technology used by audiences and considers how to engage audiences when using different types of digital devices from the obvious smartphone, tablets and desktop devices to the less obvious games consoles and in-store devices. The following are 10 reasons why digital marketing would be not only be a clever investment for 2015, but an essential strategy. Now that it is possible to orchestrate an online marketing campaign to boost awareness and reputation, it’s imperative to fully harness the power at our fingertips. This is why business owners are streamlining their marketing campaigns towards conversion optimization, which makes conversions the number one priority above anything else. 9 on Advertising Age’s A-List, address challenging issues affecting their business models, marketing and digital presence.
Using it in tweets and Facebook posts throughout the month can help the content receive more attention, he said. While tracking the basics, such as Twitter mentions or site traffic, is critical, recognize that there are multiple levels of metrics and performance benefits, he said. 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. At the highest level, companies need to evaluate how social media platforms help them reach the main goals of the organization, such as raising brand awareness and increasing prestige.
For example, the UK government defines its Digital Strategy in this useful way - here there is a clear focus on technology to deliver services rather than marketing. And before adopting the latest social media craze, answer two questions: Does it reach the key audience I’m targeting? Then the email itself becomes more of a summary of what you’re sharing during the week or month.” Many firms might not have enough to create unique updates for all of the social media platforms that are relevant to their target audiences. This can be accomplished by putting one employee who understands the social media rules of engagement – who to respond to and how to create authentic conversations – in charge of responding.
One solution, said Hanlon, is to use one of the apps that link social media networks and manage updates simultaneously, such as Buffer and HootSuite.
Learn what key audiences’ expectations and behaviors are, and then decide which technologies will optimize the firm’s online presence and get the highest ROI.



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