(NewswireOnline):- Digital marketing encompasses a wide range of disciplines and trends that have yet to be fully defined and discussed. In order to reach the next level of success in online marketing, marketers must dig deep within today’s vast and complex multi-media landscape to find new strategies that create an impact by engagement marketing in the cross channel. With the right search engine optimization tools and the right content to share, today’s online marketer can engage and connect with the consumer on a more intimate level. This approach creates a win-win situation for both companies: the marketer gets greater visibility, and the consumer gets a valuable return on investment.
Social media has exploded with millions of users posting messages on Facebook, Twitter, and other sites every day; meanwhile, search engine optimization (SEO) has been one of the cornerstones of online marketing strategies for years. However, the two are not completely unrelated. While SEO is still a valid part of a digital campaign, social media should never be discounted as an integral aspect. To understand why this is so, it is important to examine how digital marketers are using these platforms to engage consumers.
First, social media allows the online marketer to connect directly with customers. Consumers can post comments, question and answer sessions, and can engage in real-time conversation that greatly enhances the potential to convert prospects into loyal customers. For example, digital marketing company Market Samurai recently launched a tool called Askimet to help companies connect with their target audience on Facebook and Twitter. As a result of this engagement, the company has seen an increase in new leads, which they say was primarily generated from Facebook inquiries about the products and services the company offers.
Social media also offers another huge benefit to marketers. It broadens the reach of one’s message. For example, digital marketing firm HCG used Twitter to launch their latest campaign, which focused on offering discounts to those who would use coupons. Through this strategy, more people were exposed to the promotions than those who opted for radio or print adverts. These messages represented a much broader message that ultimately converted into higher sales conversions.
Digital Marketing can also be used to enhance the ability of a brand to engage with its target audience. One of the biggest advantages of digital marketing is the ability to create different buyer personas. These personas are basically business profiles that represent different aspects of the brand. For example, there might be a consumer persona, a corporate persona, and so forth. This allows marketers to target specific audiences by creating profiles tailored to each individual persona.
This ability to create multiple personas can also be leveraged to track individual campaigns. Marketers can use the information garnered through these personas to understand more about their audience and find new ways to engage with them. For example, a company may notice a drop in the number of clicks to a particular landing page when a specific channel was chosen as a reference in an ad. By studying the behavior of their audience, they can fine-tune their campaigns by re-controlling the channels or keywords being used to attract new buyers.
Another advantage to digital marketing efforts is the ability to create different campaigns based on the activities of a different buyer persona. For example, there could be a campaign to only target buyers in a certain location, or to only make buys within a certain income bracket. With the sale of prepaid cell phones, brands have discovered a way to target specific groups with special offers. While these offers could come from a major mobile phone service provider, they could also come from vendors that serve the area where the phone was purchased.
The advent of social media has brought along with it the necessity to adopt a multi-pronged approach to online marketing. The best way to achieve this goal would be through the integration of various marketing channels. By offering relevant content and a better user experience, digital marketers can reach out to the right target group. While marketers still have to work with a team of employees and marketers, they can now have access to real-time data from social media sites, which gives them more opportunities to reach out to right buyers at the right time. In a sense, an omnichannel digital marketing strategy is a more accurate description of what exactly marketers are looking for when they are trying to optimize the online presence of their companies.
