The critical business reality is that an increasing number of people make use of online platforms and channels to actively engage with a brand. It is, therefore, reasonable to conclude that any progressive brand keeps its fingers on the pulse of its demographic by knowing where they are and what triggers their engagement activity.
‘Internet Online Marketing’ – Blogtrepreneur via Flickr (CC BY 2.0)
If your brand is absent from cyberspace, you probably don’t exist to consumers. Even if it is just to verify your existence, having a digital presence is paramount. A uk.businessinsider.com article revealed that there are currently 5 billion Google searches conducted every day and 1 billion Facebook users. If even a fraction of these users were engaging with your business, then this potentially translates to thousands of probable consumers hungry to interact and profit your brand.
Social Media Marketing
Along with having a website, social media marketing is the hemoglobin of your company. Most industries quickly understood that they had to go where the biggest audience in the world was; namely, Facebook. This trend is now set in digital stone despite fortune.com reporting Facebook’s recent change to its user feed, which will see stories from friends and family prioritized over brand content.
Analysts predict that while ad revenue may fall in the short-term, it’s a win-win for everyone. Brands will likely produce better crafted, more pointed Facebook messaging and content. They are also likely to invest more in Facebook ad marketing, not less, to ensure that, where relevant, they still feature in an appropriate feed.
Search Engine Optimisation
Remember those 5 billion Google users? Well, if Google doesn’t recognize your content as a good match for the search, those users won’t find you. The content on your website or related websites needs to be picked up by Google’s algorithm so it can be ranked by Google as good enough to show up on the first page of search results.
Despite the various changes in how we communicate and the adaptations of global interaction, especially given increasing digital cloud migration, one business tool that stands out as having stood the test of digital progression is undoubtedly the use of email. Email marketing campaigns via newsletters show some of the highest click-to-conversion rates of any kind of online campaign. A newsletter arriving with the latest retail offers accompanied by a ‘click to buy now’ call of action still performs remarkably well.
‘Email Marketing’ – RaHul Rodriguez via Flickr (CC BY-SA 2.0)
This is the final core component that you should take cognizance of in your digital marketing mix. Getting traffic to your site is one thing but getting the consumer to actually do something is quite another. Some brands, such as popular online casino site, realmoney.ca, understand, apply and benefit from this knowledge.
In the case of RealMoney, once you land on their page, carefully crafted offers such as their ‘No deposit free spins’ make it hard not to obey a call to action. By signing up for a free account, you can play a selection of slots and potentially win big, without staking any of your own money. Some of the most sensible conversion strategies use this kind of risk-free proposition. Other examples are free trial samples and money-back guarantees.
So, there you have it; it’s imperative to use all the marketing tools at your disposal in order to be successful and avoid brand suicide.