patelc1510-blog

[patelc1510-blog]

Preface

Digital marketing is changing at a remarkable rate. The exceptionally high rate of using digital media technologies are not only changing how we access the information but also how we interact with one another worldwide. It has drastically changed the way consumer buy products & services.

Today, Digital marketing is not only the talk of tech-savvy people but it has also become an integral part of an ordinary people into their day to day life. Ordinary people are using the Digital marketing platforms knowingly or unknowingly starting from an SMS updates to a free a video call to someone on the other side of the world, online gaming and much more.

The figure above taken from the http://www.internetlivestats.com/ which clearly states that the number of people going online for their day to day activities are increasing at an exponentially way. The world is changing digitally & we have a unique opportunity to be a part of this transition. Whether you are an entrepreneur, working from home or a part of a large MNC, if you want to connect with your customers, you are going to need digital marketing channels as an important part of your marketing matrix.

Digital Marketing Strategy

Once any types of business decide that they want to pursue digital marketing, the next step would be to define the Digital Marketing Strategy. The world is so different & diverse to say that what works for Mr“A” would not work for Mr“B”. 

Remember “One size doesn’t fit all”. Every business is unique as such they have to create their own unique strategy based on their circumstances. I believe it is common sense. The digital marketing strategy that works for a brick-and-mortar music shop will definitely different than the www.gaana.com.

Now let’s talk briefly about the process of designing digital marketing strategy:

Brand Awareness

This step is self-explanatory. Before a consumer can buy your products or services, they need to be aware of your existence. No one knew “Microsoft” or “hp” when they started it from the garage.

After all, no one is born knowing all. Brand awareness is also important for existing online giants when they launch new products or services. Facebook ads are great platforms to increase the awareness of your business & drive more traffic.

Following digital marketing methods are also extremely useful in order to improve awareness of your business:

Search engine marketing

Digital Ads

Social media marketing

Content marketing

User Engagement

The human brain can maximum remembers three to four items at once, Which means if users see 300 Ads a day, He or She can maximum remember the last few ones at the end of the day. Marketing is not easy stream. Marketers have to cut through a lot of hurdles to make a meaning way to clients. This means keeping your prospective or existing user engaged, companies have to think outside the square about how your digital marketing Ad communicates with the audience. Your Ad has to be unique, above your competitor’s ratings &provides useful information, entertainment or sometimes both. The engagement strategy is not something that you do once & forget about it. It is a continuous process in the world of digital marketing.

YouTube videoshare great platforms to increase the engagement of the user & keep customers engaged. Following digital marketing methods are also extremely useful in order to improve engagement of your customers:

Email marketing

Digital Ads

Social media marketing

Content marketing

Subscribe Now

Considering the fact that 41 percent of revenue in retail businesses in the U.S. comes from repeat customers. At this stage, your prospects know you & has engaged with you at some point of other. This is the point where you get the contact information of your customer to keep them coming back. This is a very critical stage as if you fail here to get the detail of your customers, chances are there you will never hear from them again. Just by staying on your site for 2-3 minutes or reading your blogs does not mean that they will remember your website. Remember, what I said about the human memory in user engagement!!! In the world of digital marketing this is known as “ethical bribe”-- Something that a business offers you in return for your contact information.

When the consumer give do give access to their contact information, you not only subscriber them to your mailing list but also give them access to your product, service, special discount etc..

Mail chimp or wix offers are the perfect examples of subscription strategy. Following digital marketing methods are also extremely useful in order to increase the subscription list of your business:

Email marketing

Digital Ads

Conversation rate optimization

Content marketing

Conversation marketing

At this stage, you have already created awareness (Step 1) about your business. Your Ad, design, content & performance is keeping them engaged (Step 2) & you have their contact information (step 3). This means they are either ready to invest their time or money or may be both in your product & services. This strategy of digital marketing is not about making profit, it is rather about increasing loyalty &  commitment of the leads that you have already received.

The most valuable business in the digital marketing is customer acquisition. It is the reason why Amazon Deals or Paytm offers great discounts & offers to repeated customers. The goal here is not to make huge profit as I said earlier but to gain the trust of your customers & keep them buying more from your online purchasing website. Customer acquisition is the most expensive strategy in digital marketing. It is now the time to sustain your customers as you do not want to repeat all of the above steps again, if you lose the valuable customer at this stage. In order to improve the conversation rate in your business following digital marketing tactics are extremely useful:

Email marketing

Digital Ads

Conversation rate optimization

Content marketing

Create Ascension

Customer has made the first transaction at this stage. It may be possible that you may have lost money in this transaction or have not made any profit. Do not worry. You are investing in your future. Remember one thing, You have made the sale. It is lot easier to do cross & up sell. Selling to new customers is harder than selling to existing one. Focus on building long term relationship. At the Ascend stage clients will be ready to purchase more & more, if you provide them attractive offer.

A perfect example of this stage is selling the add ons. Example: A customer has bought a Digital camera worth Rs. 60,000 and adds a camera kit, extra battery, extended lens kit for a bundle price of Rs. 10,000. A lake side resort giving out 15% discounts to early birds who check in & check out at odd timings. This not only ease the work load for the company but it is also helpful in attracting more customers. The following digital marketing tactics you should hire or master into are:

Email marketing

Digital Ads

Content marketing

Commend (Advocate) & Promote

You have a regular client at this stage who has made frequent profitable transactions from your business. Now is the time to make your clients your supporter. This can be done by Review & Up vote for your business. Having an advocates (A loyal customer base) are extremely important for any business. They create awareness, trust & credibility with word of mouth. Positive reviews about your product & services will definitely grow your business without adding extra from your pocket on Google Ads.

Promoter are different than Advocates however they are helpful to your business in the same way as Avo (Short of Advocate). They share their experience with their family & friends. They knowingly or unknowing promote your products. This generates new leads, followers & promotes.Promoters have heard about your business from their trusted sources as such you do not require to make more effort in them. They are most likely to become customers themselves. A perfect example is “Refer & earn. At Tops Technologies, they provide opportunity to earn while learn to existing students who bring another student to enroll. In order to get more promoters for your company you need following digital marketing tactics:

Email marketing

Content marketing

Conclusion

Digital marketing is a dream come true for digital marketers. Technology is changing at a rapid speed. Customers especially young generation does not want to roam around different shops to buy their needs. They want to get everything at their finger point. With little bit of patience & fully understating of above strategy anyone can reach their desire goal.

Last but not least, Competition in Digital marketing is exceptionally high. If you are not updating your existing customers or using various digital marketing skills you will be out of business in a blink of an eye. So good luck & keep reading.