Indeed, choosing the right digital mix for your company can be an arduous task. The truth is, there are so many digital platforms to choose from but without the right knowledge and information you would at best only be playing with them. You do not only risk not maximizing the full potential of digital marketing but also good return on your investment.
You may recall from my earlier post 5 Basics of digital marketing that digital marketing just like offline marketing is a strategic decision which requires SMART objectives and a plan to carry it through.
Digital marketing begins with the idea or decision to go digital with your business. Once you are decided, the following three steps should lead you to a successful digital marketing for your business.
- What is the purpose of your digital marketing campaign?
- Where is your business located and Who are your target?
The location of a business/ company helps to know which digital platforms are best suited for a successful digital marketing campaign. This is because even though the internet has lots of information the reality is also that search results are filtered depending on location, device and/or the search engine used. For example, even though Google is one of the most popular search engines worldwide, it is advisable for a business based in China and looking to a strong Search Engine Optimisation to use Baidu. In Russia, Yandex will work better while Yahoo and NAVER are better in Japan and South Korea respectively.
Next, identify the target of your business – their demographics, preferences, and locations. For example, are they business people, youth, up and mobile, men, women, Smart phone users? etc. This will help you choose the right digital platform(s) for your campaign.
- The digital marketing mix most suited for my brand
Once you are clear on your purpose, location and target you should be able to choose the right digital platform:
Search Engines like Google, Yahoo -For a higher listing when internet users search for items related to your business. It is always better to appear in the first three pages; most users don’t go beyond first three pages on search engines.
Social Media – Facebook Instagram, Pinterest, LinkedIn and Twitter – to manage the social presence of your business -drive traffic to website, send messages, share photographs, gain customer feedback and participation etc. –
Other digital marketing platforms are Affiliate marketing, paid channels, email marketing and mobile marketing.
Case Study: “All Women” is a company based in Ghana and into the sale of women’s shoes, bags and dresses. The company wants to embark on a digital marketing campaign. So we first establish the purpose as Brand Awareness, Managing the social presence, providing information and gaining customer feedback. The company’s target are up and mobile, trendy working class women.
So for the purposes stated above, we choose Facebook, Pinterest and Instagram. These platforms will allow us showcase our products, share information and get customer feedback. Watch out for “All Women” as we rise through the digital maturity model to higher returns on investments.
So try these simple steps and enjoy successful digital marketing campaign.