© Posted by Arif Kazi, founder and editor of Dust Value at Financial Express .Arif Ghazi
Marketing has enabled organizations to thrive by understanding customer pain points and providing valuable solutions. However, measuring engagement performance in legacy mass communication marketing efforts has received little recognition. In the new digital age where an average adult spends around 5-6 hours on the internet between devices, computers and mobile phones, digital marketing has played a role in attracting the attention of brands. It provides a functional, real-time interactive environment that allows brands and customers to communicate effectively with each other.
As the internet moves to better connect the world, ever-changing consumer behavior and new business models lead to the need for a robust and reliable marketing mix that new age digital marketers can rely on. With changing times, a strong digital marketing strategy requires a new marketing mix that emphasizes producer-to-consumer focus. How to create a meaningful digital marketing strategy to maximize your brand impact:
As a business, you need to know who your target audience is before you can market your products/services. You can learn from your customers through analytics on your brand website, email marketing tools, social media brand profiles, surveys, feedback polls, and conversations with your company's sales and customer service teams. This will help you improve your product and promote the main USPs of your products and how they address common consumer problems.
Beyond growing your user base and expanding your business, there should be a bigger goal your business is striving for. Marketing by defining SMART - a specific, measurable, achievable, relevant and time-limited approach to achieving your goals in a linear and controlled environment. For example, a quarterly product newsletter offering of 10,000 leads to an increase in the consumer database for brand newsletter subscriptions in the first quarter of the fiscal year.
- Revisiting past campaigns and starting something from scratch can sometimes feel like shooting in the dark. Revisiting your past campaigns that have done well can be helpful in helping you understand what you need to do to market effectively. You can also reuse existing materials and marketing assets and do the same if you need to attract new and existing consumers. Let's say you need to design a slogan to promote your product on social media. You can view excerpts from a blog post on the subject that was recently posted on the site.
- Measure Your Spend How much money you can afford to spend on your digital marketing efforts is critical. You shouldn't waste your income promoting your products. In this case, there are significant risks that lead to the closure of the business. Consider how much capital investment you can save on your digital marketing efforts. Learn about the different digital marketing channels: content marketing, search engine marketing, SEO, affiliate marketing, email marketing, social media marketing, and more. And choose which channels will maximize the effectiveness of your brand Limit the costs you want to incur. Participation in the costs of digital marketing.
Keeping all the points mentioned above in mind, start by measuring how well your efforts match the expected results. From customizing your audience to defining your goals, finalizing the channel and spending you want to cover, it's time to put it all together on one canvas and see how your overall campaign performance is performing. Maintain logs evaluating campaign performance over a period of time. Things may not go as planned, but you need to be patient with your campaign and learn from failures.
Digital marketing covers almost all industries in the current scenario like telecom, travel, IT, publishing and many more. With the above points in mind, let's look at some examples of brands that are leading the way with high performance in their digital marketing strategy.
Zomato
We all know this social media food service gathering game and how important it is to use words time after time on current world/national events. Zomato recognizes the public's preference for consuming content on social media and engages with them by posting trending topics in meme format. This increases user engagement and discussions and also helps in reviewing certain posts. With the push of a fun button, the aggregator focuses on meme content to increase brand recall and user social media community engagement. Zomato continually engages with its customers through effective subject lines and calls to action in its email marketing strategy.
Discussion
His online travel agency (OTA) is a leader in content marketing. Provide blog posts on the website to generate interest among travelers looking to plan their next vacation, highlighting key points to consider. A content marketing strategy is about getting to know the customer better and helping them know what they want to know through OTA as a channel.
A riot
A daily email newsletter providing the brand's most popular subscription to relevant, topical and personal news on technology, business and culture. Each of The Hustle's newsletters is carefully crafted with simple yet compelling wording as a comprehensive and unique repository of information. One thing leads to another and The Hustle knows it perfectly. Only 5-6 words will interest buyers of the topic. It's cute and fun to have someone open the newspaper. Once that's done, the rest of the body content follows a similar style — a clean, uncluttered conversational style, with additional information clearly reflected within the call-to-action button.
The author is the founder and CEO of Dust Value.
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