The Digital Marketing Mix for your business

why 1 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.

  1. What is the purpose of your digital marketing campaign?

Picture1The purpose for a digital marketing campaign may be one or several. But whatever may be the case, the purpose must be clearly identified as captured in the diagram:

 

  1. 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.

  1. 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.

 

 

 

The Five Basics of Digital Marketing

digital-marketing-umbrella-2 croppedMy #passion4digital got me to join this year’s Digital and Social Media Marketing course at @iversity and it’s been eye-opening already. Indeed, just as it’s typical of offline marketing, both humans and businesses on daily basis are criss-crossing each other online for reasons including looking for service/products; providing service, offering timely feedback, interacting and building relationship with clients. The temptation is to also jump onto the bandwagon of digital marketing. But experts say that could be suicidal. So, here are five basics and you are off to a good start in digital marketing:

  1. Understand why digital marketing is important to your organisation  People today spend more time on their digital devices; they want so much done just a click away from the comfort of their locations and with less time. As a marketer who seeks the attention of its audience in order to promote services better than competitors and influence their purchasing power, digital and social media marketing is crucial and this is why: It helps to build an online presence and brand awareness; easily interact and form relationship with clients and Contributes to return on investments of made by the business.

Tip: It may take a while but consistency with real time content/feedback improves credibility and brand equity.

  1. Have a Strategic plan                                                                                            Once the essence of digital and social media marketing to a business is ascertained, what is needed next is a Strategic Plan. Why? because digital marketing is a strategic decision not just technical. No business operates in isolation but within both an external and the internal environment – stakeholders, investors, competitors etc. So it begs the question “is my business digitally prepared and ready to roll digitally? Spending some time to reflect and understand the business’ Strengths, Weaknesses, Opportunities and Threats is useful. This is the SWOT analysis and they help set goals and ambitions for the organisation.
  1. Goals are long-term; So Set SMART objectives                                             Strategic goals are usually broad and long term but certainly give any business a framework to work with. What is important is also to have objectives that are Specific, Measurable, Achievable, Realistic and Time-Bound – SMART.
  • Specific – what exactly do I have to do to achieve my long term goals
  • Measurable – Metrics to help know I have been successful or not
  • Achievable – a monitoring and evaluation plan to tell goals have been achieved and effectively, lessons learnt
  • Realistic – what resources and capabilities are available to my business
  • Timely – within what time frame can this be achieved – quarterly, yearly or periodically.
  1. How digital are you to go digital?                                                                                    

The digitalisation drive has been phenomenal but individuals and organisations are at different stages. Asking how digital is my business to go digital helps to assess what stage (digitally) is the business and at what stage are both the internal and external stakeholders vis – a – vis the Digital Maturity model of a business below.

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  • Level 0: no web presence at all; only appearing in directories
  • Level 1. Attempts at having a digital presence (trial phase especially with social media)
  • Level 2. Web presence; engaging in a 2-way communication with stakeholders
  • Level 3: Gone fully digital and achieving much more efficiency
  • Level 4: looking into the future with digital policies and strategy and competing
  1. Understand the online consumer journey      

Indeed, the ultimate for every business is to increase sales through influencing clients’ purchasing behaviors. It was interesting to know that the consumer journey offline is akin to what happens online. The journey is always a process from recognizing a need – to seeking information – to purchasing and experiencing the service/product (even if it is impulse) as graphically presented below:

vlcsnap-2015-10-07-15h28m12s203

  • Stimulus – Client is triggered about a service or product
  • Zero Moment of Truth (ZMOT): Client gets to research/ask about product or service from an array of sources
  • First Moment of Truth (FMOT): Client identifies product or service; assess alternative and goes ahead to purchase
  • Second Moment of Truth (SMOT) Client experiences product/service negatively or positively; encourages others to patronize or otherwise.

The Take Away tip: Seek digital knowledge  

As insightful and revealing as the above Five Basics of Digital and Social Media Marketing were, this was my take-way tip: The digital world keeps evolving by the minute. Understand the digital economy; be up-to-date with technology, the digital tools, the terms and jargon of the field and how they apply to your business. So, there you go with my blog – “Digital Optimization”. I bet you understand what that means.