All digital marketers are constantly trying to understand if there marketing promotions are reaching the targeted consumers. The money spent on digital marketing is a lot, and if the advertising does not reach the right audience then it is just a waste. It does not matter if you have an excellent product or a very easy to navigate website, if your consumers do not see your ad.
Digital marketing has seen tremendous growth in recent years. It has become a must for any company, whether it is big or small, to have a distinctive presence on the internet. As more and more people become digitally active, the brands want to reach those potentials customers online. This makes digital marketing a must. Companies are spending money on hiring good talents who can help them develop great online marketing strategies and execute them. A great online marketing strategy also includes understanding who you consumers are and how to reach them.
Knowing who is your target audience is the first step to reaching them. If you are person handling digital marketing for a company, you will have to define who your company wants to target, what do those people like and how do they use different digital channels while taking a decision about buying something. For example, if your company sells smartphones and you want to target you’re a young college going customer then you would like to know if they search for customer review blogs on different brands of phones before buying a smartphone. This will allow you to plan your marketing strategy to this customer in a better way.
Digital marketing has an edge over other traditional ways of marketing. This is so because unlike other methods, it is more flexible. For example, marketing a product through activities in malls and events throughout the country require money and man power as well as take a lot of time to execute. Similarly, a TV ad will take a lot of time to get a feedback on. A digital promotion, let’s say, a viral video will travel a lot faster to its audience and will get immediate feedback. More important is the fact that through social media, it has a much better chance of connecting with its target audience.
Through planning and good execution, digital marketing has an immense potential to help brands reach their consumers. It is especially true for small companies who have limited budgets for marketing activities. It is an expensive task to place an advertisement in popular television channels. Companies spends millions on getting their advertisements in major publications and television channels. With digital media, there are many ways to promote a brand. Some methods like viral videos and blogs etc are clever ways to target your customers without spending a lot of money. Many start-ups and small businesses use emails, Facebook pages, landing pages and other several ways on the internet to connect with their customers.
One of the ways through which a digital marketer will ensure that he gets the right consumer is through Search Engine Marketing (SEM). When a person googles for some information online, a marketer will display his brand’s ad through search engine optimised marketing. The person will put in a keyword for searching, the ad will be displayed if it matches the keywords. For example, you are looking for a good oil for your hair and search for ‘best oil for hair’. Along with search results you will also get some ads of hair oils. This is done through search engine marketing. It is highly accurate in reaching its consumers because it reaches them at the time when the consumer is looking for the product. Using the keywords correctly in the ad’s content helps in getting the ad appear in the search results of the right set of consumers.
A digital marketer is also responsible for effective content marketing strategies to reach the consumers. The content on the website or the company’s blog needs to be engaging and relevant to the customer. The content should be of use to the customer and should make him want to read or watch what you have to offer. Another thing to keep in mind is to know how to keep customers engaged to your blog or website and make them come back for more. By giving them fresh and valuable stuff to read or see on video, you will not only attract new people, but you will also get repeat visits from your existing audience.
Analytics plays a key role in helping the digital marketing team understand who watches their videos and reads their blogs. Tracking the website traffic will give details of the kind of audience who visits them and give you ideas on how to generate more traffic.
Digital marketing works when you have a good understanding of your customer and their likes and dislikes. Only then can you reach them more effectively.
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