Digital Marketing Strategy

2. What is eMarketing? • Very simply put, eMarketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms eMarketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous. • eMarketing is the process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers. • By such a definition, eMarketing encompasses all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity.

3. Why is it important? • When implemented correctly, the return on investment (ROI) from eMarketing can far exceed that of traditional marketing strategies. • Whether you're a "bricks and mortar" business or a concern operating purely online, the Internet is a force that cannot be ignored. It can be a means to reach literally millions of people every year. It's at the forefront of a redefinition of way businesses interact with their customers.

4. Reasons you need a digital marketing strategy • 1 You’re directionless I find that companies without a digital strategy (and many that do) don’t have clear strategic goals for what they want to achieve online in terms of gaining new customers or building deeper relationships with existing ones. And if you don’t have goals you likely don’t put enough resources to reach the goals and you don’t evaluate through analytics whether you’re achieving those goals. • 2  You won’t know your online market share Customer demand for online services may be underestimated if you haven't researched this.  Perhaps more importantly you won’t understand your online marketplace: the dynamics will be different to traditional channels with different types of customer profile and behavior, competitors, propositions and options for marketing communications. See online marketplace methodology post. • 3 Existing and start-up competitors will gain market share If you’re not devoting enough resources to digital marketing or you’re using an ad-hoc approach with no clearly defined strategies, then your competitors will eat your digital lunch!

5. 4. You don’t have a powerful online value proposition A clearly defined online customer value proposition will help you differentiate your online service encouraging existing and new customers to engage initially and stay loyal. • 5. You don’t know your online customers well enough It’s often said that digital is the “most measureable medium ever”. But Google Analytics and similar will only tell you volumes not sentiment. You need to use other forms of website user feedback tools to identify your weak points and then address them. • 6. You’re not integrated (“disintegrated”) It’s all too common for digital to be completed in silos whether that’s a specialist digital marketer, sitting in IT or a separate digital agency. It’s easier that way to package digital marketing into a convenient chunk. But of course it’s less effective. Everyone agrees that digital media work best when integrated with traditional media and response channels.

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