The digital landscape of today often either scares off marketing professionals who feel they aren’t high-tech enough to implement a successful online strategy – or tempts them to leap into the complicated but fancy world of high-tech CRM.
The reality lies somewhere in the middle. A good digital marketing plan isn’t difficult, but it relies on a foundation of basic tools. Make sure you have these areas strongly in place before expanding your digital marketing outreach.
Brand identification and consistency
What is the story you are telling your customers? Understanding what your brand stands for is the north star that should guide all your online activities, says Matthew Childs, senior vice-president at GSD&M advertising agency. “It will help you decide what words, phrases and concepts you’ll use in search engine optimisation (SEO).” Your digital design and content should be consistent in clearly identifying your brand across all channels, including website, mobile apps, social networks and email.
Around 89% of consumers use a search engine to find information on products or services before buying, according to a recent report from Fleishman-Hillard, and 70% of purchase decisions begin with a search. Childs calls search engine marketing (SEM) the low-hanging fruit of paid digital marketing. “It has the clearest ROI of anything digital – you only pay for it when someone clicks to your website.” Creating original content that is informational and useful to your potential customers is an important part of any digital marketing plan.
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