If I’d received a £ for every time someone said the word ‘digital’ to me in the last year I’m sure I could buy Microsoft! It is true that businesses and consumers are embracing ‘digital media’ and are adding it to their consumption of traditional media. In a recent survey for CIM, 20% of companies say their online marketing spend is greater than their offline marketing spend. And a further third expect it to do so in the next three years. This means the impact on marketing planning is significant, and a good understanding of latest trends in digital marketing is a must.
I have met a number of business owners and leaders recently and some, not all, have a reluctance to embrace the tactics of digital marketing, particularly, at the risk of being ageist, in my age bracket (the over 50’s). But the subject is not as complicated as it sounds. As with many technical trades, purveyors of digital use jargon to increase the mysticism of their subject, to enhance their status and therefore their perceived worth. Take that away and digital is fairly easy to grasp.
Businesses communicate with consumers through the papers and magazines they buy, through the TV channels they watch, through the shops they go in, through the poster sites they travel past. Businesses communicate by pushing messages through letterboxes at home and work. And by physically talking to people through telemarketing, events, exhibitions etc. It is only natural therefore that businesses use the computers and mobiles that most consumers carry around with them to reach their customers.
There are some basic things that form a sound on-line strategy. Have these 4 things and you are well on the way to digital success.
1. A good website. So your products are presented well and consumers can get the information they want quickly.
2. A good search engine presence. So consumers can find your website easily. This is still the most important source of traffic to your site.
3. Good e-mail marketing. This puts your website in your customers inbox. When done well this offers fantastic return on investment.
4. A sensible social media presence. Facebook, Twitter, You Tube, LinkedIn and other social media sites offer a great opportunity to communicate with your customers on websites they visit regularly.
These four basic things are quite straightforward to achieve, are not overly costly, and done well can provide businesses with enormous benefits. If you would like Workhouse Marketing to provide a proposal on any or all of them, just get in touch.
With those four basics in place, further marketing opportunities present themselves, for example, writing a blog, advertising on sites that your customers visit, buying advertising space on google, sending messages and videos that your customers will pass on to their friends (viral marketing), and reaching customers through their mobile phones (mobile marketing) are just a few. Again Workhouse can advise on all these marketing tactics.
Digital marketing is another marketing tactic at your disposal which helps you “reach the right people, and say the right things”….. the essence of good communication.
Mark.
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