Most organisations will instinctively know that digital should be somewhere in their marketing mix. Few organisations in 2020 exist without a website.
For some, SEO and PPC will be line items on their marketing budgets, for others, those terms might be alien and not something that they feel they need concern themselves with. Then there is UX, digital PR, inbound marketing, content marketing, analytics and social media to contend with. The list is seemingly endless.
In this, we will be shining a light on what digital marketing is. We will highlight how, at its heart, it is a way of using online tactics to deliver marketing strategy.
With that understanding, organisations should start by asking:
- Who are their target market?
- Where do they show up online?
- What do they want to see?
- How do they want to interact digitally?
When digital becomes overwhelming, coming back to the basics and understanding the “why” of your digital communications will help you navigate your way through and enable you to make smarter decisions. Asking:
- What should a digital marketing strategy contain?
- How can I do digital without breaking the bank?
- How can I reach the audiences that I need to and gain new clients as a result?
- How can I measure the success of what has been done?
This issue will provide some insight into those questions and help show you how you can leverage what is available to you.
We will look at:
- Paid online advertising
- Content marketing
- Video and podcasts as a way of reaching your audience
- Chatbots and marketing automation