With millions and millions of websites on the internet today, individuals and companies are constantly looking for ways to make their Digital Marketing Strategy Development efforts bear fruit. With increasing amounts of people who are potential clients and suppliers turning to the internet; we see that the business website owner must find ways to capture visitor’s attention so that the website visitor will be able to listen to the message that the business wishes to present to its intended target market customers.

It is widely known that the use of Multi Media as a component of Digital Marketing Strategy development is now the way to go at this stage of the evolution of marketing one’s business on the internet. For many companies however, they do not have the resources available in house to be able to produce quality videos on a consistent basis that will portray the brand of the organisation and strengthen relationships with clients.

If you are reading this as a business owners it is assumed that you are the owner of a website, that is taken for granted these days !! However the other question to consider is to what extent your company is making use of video as a core component of its digital marketing strategy development. We cover video marketing in the seminars and workshops on this topic [http://www.stephenccampbell.com/internet-marketing-training/] but the question to consider now is what your business may be missing out on if this method of customer interaction is not being fully utilised.

As the use of mobile phones and always on internet connectivity continues to rise, it is those companies who are able to effectively use the digital form of channel marketing to guide prospects through the sales cycle that will be seen to succeed most in the online marketing world in which we live.

Should you wish to discuss any digital marketing strategy development need, feel free to get in touch – you can check out a summary of our monthly service offering in the video above.

To your marketing success.

Stephen C Campbell

BT Group’s takeover of mobile phone network EE has been provisionally cleared by the Competition and Markets Authority (CMA). The CMA said the £12.5bn deal, first announced in February, was “not expected to result in a substantial lessening of competition” in the UK”. BT shares were up 3% at midday in the wake of the CMA statement. The deal is set to create a communications giant covering fixed-line phones, broadband, mobile and TV. The takeover more than trebles BT’s retail customers adding the 10 million it already had to EE’s 24.5 million direct mobile subscribers.

This causes us to look at things from a digital marketing agency perspective in relation to the development of digital marketing channels and in particular the adoption of mobile marketing strategies as we see the widespread use of technology, mobile devices and smart phones. The business fundamental of Channel marketing looks at the avenues that any company will adopt to connect with target market customers, with EE’s customer base added to BT’s technology one can imagine how the mobile marketing channel will become more and more refined from that which we see today.

The continued adoption of the faster 4G network allows effortless usage of …..
Video marketing
Podcasting
Images
Social media marketing
SMS text message marketing

….. all of which for the most part are accessed via the mobile devices of the consumer at large, this in turn is presenting the opportunity for companies to develop and execute specific marketing strategies that have been targeted for the mobile devices.
Whether the business that you run or work for is looking to develop specific marketing strategies that are focused around mobile, for sure the more targeted the marketing strategy is the more success and effectiveness will result from the marketing campaigns whether they be for lead generation, brand building, immediate purchase leading to the growth of the company in terms of market awareness and revenue growth.

digital channel marketing

The large amount of interaction that can be had through the use of online methods is a key advantage to this type of marketing. With internet channel marketing, you can take advantage of the opportunity to more closely manage the whole experience of the user and refine this as it becomes necessary.

This is possible from the moment they visit the website, through the buying process and then all subsequent parts of the life cycle that a customer will go through. Your digital channel marketing strategy should make sure to integrate all these processes.

Doing this will make the provision of a coherent message during the whole experience that a customer has with your company easier to do and more effective. There is usually more of a strategic decision involved when it comes to coming up with a digital channel marketing plan over creating a traditional plan.

The reason for this is the fact that there is continuous activity involved in the strategies that are used for a digital marketing plan. The strategies, such as …

  • search engine optimization
  • customer relationship management
  • affiliate marketing

… tend to be more long term strategies meant to help bring more traffic and revenue, as well as provide greater customer retention.

This is why it is so important to do the research to find the supporting information you need to back up your formal strategy. The more diligent you are the less the risk that you will end up wasting time, money and resources. In order to set up your internet channel marketing strategy you need to figure out appropriate key performance indicators and objectives.

What you want to be able to achieve will be your objectives, possibly including such things as improved customer retention, a larger market share, or more brand awareness. The way that you will determine whether or not you have met those objectives is through the use of your key performance indicators.

Before setting an objective you have to

think about how much of an investment

would be required to meet that objective.

You want your strategy to be realistic, so you need to consider how much of a budget you would need to implement it; and achieve the objectives you are considering. It will help to make it easier to use objectives and priorities to divide up the financial resources available in the budget.

You then need to determine just what you will need to do in order to actually reach the objectives and goals that you have set. In order to do so you will need to properly select your target audience, and understand both your market position and the product that you are offering. These are the components of designing and implementing a digital multi channel marketing plan.

You need to understand where your target audience goes, when they go there, and what they do there so that you can determine which internet channel marketing methods would be the best for you to use.

digital internet marketing

These days the big thing in marketing is taking advantage of all of the digital options that are available to you. These tend to be a lot cheaper than using many of the print forms of advertising, so there is no reason not to venture into using at least some of these marketing methods.

In many cases it will only cost you the time and effort to develop the campaign itself. The strategies that are used in digital channel marketing are similar to those used in traditional marketing. The main elements that are used for the creation of a strategy still include …

  • objective setting
  • customer segmentation
  • resource auditing
  • positioning
  • targeting.

Your digital channel marketing strategy should begin with the selection of a target audience.

You will want to target a group based on your product,

brand, and positioning and do so in

the most effective manner that you can.

This means that you will need to do some research on the market, set appropriate objectives, and then implement strategies that will help you to actually meet the objectives that you have set.

For a through the line campaign, you will want to plan how to integrate your digital marketing into your multi channel marketing strategy. Digital marketing is not unlike any other marketing method. In order to provide real value it must fit in well with the overall strategy that is planned for your business.

It is important that you be able to analyze the results of your strategy, so it needs to include targets and objectives that are clearly stated. Regardless of whether you are going to use an email, search, or mobile platform to deliver your message to your target audience, the approach and the strategy that you use should make sense given the behavior of that audience.

You need to make sure that you are not trying

to communicate with users in a manner

that isn’t likely to reach them.

Your marketing message must be communicated clearly and must differentiate you from competitors when you use digital marketing campaigns …

…just as it would have to be with any other type of channel marketing campaign. You can use various channels in order to get people to come to your website, including mentioning your website in radio or TV ads or placing it in print ads or on billboards.