Where do you start if you want to develop a digital marketing strategy? It’s a common challenge since many businesses know how vital digital and mobile channels are today for acquiring and retaining customers. Yet they don’t have an integrated plan to grow and engage their audiences effectively, so they are suffering from the 10 problems I highlight later in this article and they are losing out to competitors.
Digital marketing is a term used to describe the integrated marketing services used to attract, engage and convert customers online. Digital marketing utilizes multiple channels such as content marketing, influencer marketing, SEO, social media and online advertising to help brands connect with customers and uncover performance of marketing programs in real-time.
Reddit is a social news website and forum where stories are socially curated and promoted by site members. The site is composed of hundreds of sub-communities, known as “subreddits.” Each subreddit has a specific topic such as technology, politics or music. Reddit site members, also known as, “redditors,” submit content which is then voted upon by other members. The goal is to send well-regarded stories to the top of the site’s main thread page.
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Jump up ^ Hawi, N.S. & Samaha, M. 2017, “The Relations Among Social Media Addiction, Self-Esteem, and Life Satisfaction in University Students”, Social Science Computer Review, vol. 35, no. 5, pp. 576-586
Companies are increasingly using social media monitoring tools to monitor, track, and analyze online conversations on the Web about their brand or products or about related topics of interest. This can be useful in public relations management and advertising campaign tracking, allowing the companies to measure return on investment for their social media ad spending, competitor-auditing, and for public engagement. Tools range from free, basic applications to subscription-based, more in-depth tools.
If you’re not using these core networks yet as part of your social media marketing plan—or if you’re looking for ideas to improve your existing strategy—you’ll find a wealth of usable information in our guides to Facebook, Twitter, and LinkedIn.
What makes Mark Zuckerberg run? In “The Social Network,” David Fincher’s fleet, weirdly funny, exhilarating, alarming and fictionalized look at the man behind the social-media phenomenon Facebook — 500 million active users, oops, friends, and counting — Mark runs and he runs, sometimes in flip-flops and a hoodie, across Harvard Yard and straight at his first billion. Quick as a rabbit, sly as a fox, he is the geek who would be king or just Bill Gates. He’s also the smartest guy in the room, and don’t you forget it.
Another disadvantage is that even an individual or small group of people can harm image of an established brand. For instance Dopplegnager is a term that is used to disapprove an image about a certain brand that is spread by anti-brand activists, bloggers, and opinion leaders. The word Doppelganger is a combination of two German words Doppel (double) and Ganger (walker), thus it means double walker or as in English it is said alter ego. Generally brand creates images for itself to emotionally appeal to their customers. However some would disagree with this image and make alterations to this image and present in funny or cynical way, hence distorting the brand image, hence creating a Doppelganger image, blog or content (Rindfleisch, 2016).
An advantage of digital marketing is that the reach is so large that there are no limitations on the geographical reach it can have. This allows companies to become international and expand their customer reach to other countries other than the country it is based or originates from.
Cross-platform measurement: The number of marketing channels continues to expand, as measurement practices are growing in complexity. A cross-platform view must be used to unify audience measurement and media planning. Market researchers need to understand how the Omni-channel affects consumer’s behaviour, although when advertisements are on a consumer’s device this does not get measured. Significant aspects to cross-platform measurement involves de-duplication and understanding that you have reached an incremental level with another platform, rather than delivering more impressions against people that have previously been reached (Whiteside, 2016). An example is ‘ESPN and comScore partnered on Project Blueprint discovering the sports broadcaster achieved a 21% increase in unduplicated daily reach thanks to digital advertising’ (Whiteside, 2016). Television and radio industries are the electronic media, which competes with digital and other technological advertising. Yet television advertising is not directly competing with online digital advertising due to being able to cross platform with digital technology. Radio also gains power through cross platforms, in online streaming content. Television and radio continue to persuade and affect the audience, across multiple platforms (Fill, Hughes, & De Franceso, 2013).
Research reports. Again, this is a high value content piece which is great for lead generation. Research reports and new data for your industry can also work for the awareness stage though, as they’re often picked-up by the media or industry press.
Traditional advertising techniques include print and television advertising. The Internet has already overtaken television as the largest advertising market. Web sites often include the banner or pop-up ads. Social networking sites don’t always have ads. In exchange, products have entire pages and are able to interact with users. Television commercials often end with a spokesperson asking viewers to check out the product website for more information. While briefly popular, print ads included QR codes on them. These QR codes can be scanned by cell phones and computers, sending viewers to the product website. Advertising is beginning to move viewers from the traditional outlets to the electronic ones.
When used effectively, marketing automation will help you gain much-needed insight into which programs are working and which aren’t. It will give you the metrics needed to speak confidently about digital marketing’s impact on the bottom line.
Smart, relevant, timely posts can help you raise your company’s profile, especially when you use hashtags in a professional manner. Participating in popular hashtags when they are relevant to you works well. As does occasionally using hashtags around your products or services. The key: Keep hashtags simple, clear and unique, so that your hashtags aren’t hijacked by some other brand with something similar.
Don’t want to get lost? Download Google Maps. The app’s traffic and predictive arrival time features have gotten increasingly good, too, so you’ll be up to date on your ETA. (If you have an Android phone, you already have this, but iPhone users will need to download it.)
Most people just take it for granted and start using it in a panic when they have to change jobs. It’s often too late at that point. You are better off learning to use it when you don’t need it. LinkedIn works best when you use it as a career management tool and not just for job hunting.
Pinterest has the reputation of being a place for people to plan their weddings and find DIY crafts to do on the weekends, however it is becoming more than that. The app is laid out like a virtual cork board. Scroll through to find photos attached to articles that interest you and you can pin them to your own account. Create different boards based on certain interests, like quotes, projects and food. If you want to use it for business, you can create a board and start uploading your own photos. If you use the right tags, it can be found in a search and exposed to more people.
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Features like Instagram Stories, which allow you to tell, well, a story, using multiple photos and videos, are ways to use Instagram in a business environment. These stories last for 24 hours, which means time frame should be something you have to factor into your decision to make them. Most of the time, you are better off creating visuals and graphics you can use on multiple platforms that will also have a longer shelf life.
I’m just starting out and really didn’t know what a social media plan was. You’re right, I use social media everyday and interact just fine, but for some reason when you’re building a company it’s a lot harder because that personal connection isn’t there. This had some great points, thankyou
Creating clever content that is not promotional in nature, but instead educates and inspires, is tough but well worth the effort. Offering content that is relevant to your audience helps them see you as a valuable source of information. On top of that, resourceful content makes it less likely that they will tune you out.
The livestreaming-meets-social category is a growing, and very confusing, one. Even if you don’t want to try and livestream the minutia of your own daily life, being a lurker on else’s uploads can be pretty entertaining.
It’s not secret that the social web thrives on visual content nowadays, and that’s exactly what you can use Everypost for. This tool allows you to share multimedia content across Facebook, Twitter, Google+, LinkedIn, Pinterest and Tumblr.
I see so many marketers who extol the virtues of every conceivable marketing channel: email, SEO, SEM, social, etc. And many channels might work for you, but the key to a successful marketing strategy is focusing on a few channels and using them really well. Often that means understanding the dynamics of that marketing channel deeply and leveraging those dynamics for your specific company. For example, in helping local businesses, Pinterest is less interesting (although it’s one of the best drivers of ecommerce traffic). I’d much rather focus on the intricate tactics of local SEO to get a client to No. 1 on Google, Maps and Yelp.