Digital Marketing

 •        Definition

Digital marketing is the use of digital sources based on electronic signal like Internet, digital display advertising and other digital media such as television, radio, and mobile phone in the promotion of brands and products to consumers. Digital marketing may cover the more traditional marketing areas such as Direct Market by providing the same method of communicating with an audience but in a digital fashion.

•        Company use digital marketing

Great Success

A maximum accumulation of a variety of related hard work we have done. andthat's when the maximum benefit obtained.

Didn’t get great success

A circumstances in which the accumulation of all work performed does notreach its maximum level and just being at a low level.

•          Factor Success   :

1) Master the basics; Whilst social media, mobile and other channels are dominating discussion in the digital landscape it is important to master the basics. Email is one channel which many marketers are still utilising the spray and prey approach. By deploying a more sophisticated strategy in the email field, organisations can gain far more value from their database asset.

2) Play the field; It is important when developing a digital strategy not to rely on one singular channel to drive the majority of site traffic. This is important for a few reasons. The first is that there are inherent risks involved in relying on channels like organic search as a Google algorithm change can cause a significant decline in visitors overnight. The other key reason is that different digital channels support the achievement of different goals – for example email marketing is a key part of any retention strategy online whilst PPC is a core acquisition strategy.

3) Become a publisher; Content makes the web go round and brands which invest in delivering valuable and unique content will excel online in social and search and even email.

4) Focus on site not just digital marketing; Digital success is derived from utilising a combination of digital marketing strategies and delivering a good user experience. Often organisations throw more and more money into their promotional activity without optimising their site experience.

5) Give digital the talent it deserves; Many organisations in Australia are hiring junior resources to champion digital and drive value from the channel. Brands that are successful online will be those that invest in the senior professionals who are experienced in monetising the channel and that can drive organisational change.

6) Manage with an analytical mindset; As most things in digital can be measured it is important that decision making is based on analysis of individual channel performance. My personal tip is to establish dashboards for major digital channels that you are investing in to monitor outcomes and identify tactical changes / next steps to improve channel performance.

7) Be sceptical of buzz; Before investing in particular initiatives / channels understand the implications of your decision. A classic example is the assumption marketers are making about iPhone being the most popular handset in Australia. The truth of the matter is Android is growing and Nokia is still the most popular handset in Australia – so why is everyone building an iPhone app and ignoring the need for a mobile site. Some digital trends gain more media attention than others so it is important not to take things at face value and become well read within the digital space.

8) Dedicate some of your time / resources to experimentation; To get ahead in digital you sometimes need to push the boundaries and do something a bit different to be noticed. In Australia, this may even mean going digital in the first place.

·                   Factor Failure  :

Entering the digital markets is similar to starting a new business. Both require the same level of business research and planning. Global business venture failures often result when cultural due diligence is not completed and factors such as national politics, societal attitudes, technological differences and economic barriers are not considered. For example, regional political uncertainties such as terrorism or war can result in increased business costs including the hiring of security or buying business insurance.