Digital Marketing is the use of targeted, Measurable and interactive marketing of product or service using digital technologies to reach and convert leads into customers and retain them(Wikipedia).
Digital technologies makes it possible to Identify opportunities for adaptation, analyze the trade-offs and then adopt faster and more efficiently.
Digital technology include both online and offline platform. The online medium includes social media, search engine optimization and marketing, content marketing, email marketing etcetera. The offline medium includes TV, SMS, MMS and Radio
The advent of digital technologies lead to major breakthrough for small businesses. Social media, Search engine platform made it possible for small businesses to connect and make sale at small or zero cost.
Small businesses are financially constrained to buy premium time slots on the traditional marketing medium. Even paid add is cheaper over digital channels.
Every businesses needs a platform to connect, communicate, generate leads and turn potential customers to real customers. However, small business requires more exposure due to its startup state.
Digital marketing strategy is a channel strategy. An effective Digital Marketing strategy helps small businesses to make right decision on the various channel to advertise.
Factors to consider before drawing digital marketing strategy
Customer search pattern and hang- out
An insight into the search volume and search intent of potential customers could generate leads. Customer's likely hangout could also determine the platform to use.
Competitor Research
Sufficient information about a competitor could reveal its major weakness which could lead to superior strategy
Digital Marketing Budget
Social media helps business with small or zero advertisement budget to connect with their customers. Companies that use paid medium has more advantage. The offline digital platform like Radio, TV are expensive. Therefore, channel choice is determined by budget.
Best Digital Marketing Strategy
Digital Marketing plan should focus on integration of channels(online-offline leads) and convertion.
Special Emphasis should be on the following:
Mobile
Mobile Device and our collective addiction to them is the sign of modern marketing era. Mobile optimization, search and conversion is vital to digital marketing.
Conversion optimization
Convertion rate optimization is the process of maximizing the numbers of site visitors who make purchase. This can be achieved by multiple landing page.
