Traditional marketing is not dead! People watch television (although commercials seem to be dominated by cell phone service providers, automobile manufacturers and insurance companies). People still listen to the radio and read magazines. Some see the ads in the few newspapers still in print. Direct mail and brochures are successful for some companies.
However, more and more, we are living in a digital world. We “tape” shows on DVR’s and skip through the commercials; we get our news from on-line newspapers and magazines; we visit websites and Social Media Pages to learn about companies and products we are interested in.
Consider this: Avon, Mary Kay and Fuller Brush all started as companies relying on personal selling through large sales forces. Today, all of these companies have websites; May Kay and Avon both have a strong presence on Social Media.
The reality is that whether you provide a local, personalized service or sell products nationally, in today’s marketplace Digital Media Marketing must be part of your plan.
Here are four indispensable digital marketing tools that every company needs to consider:
- Website. $ 1.1 trillion of all retail sales in 2011 were “web-influenced.” (Source: Forrester Research) Just having a website is no longer enough. Websites have to be attractive to both search engines and human viewers. Websites must open quickly, have useful content and have an intuitive navigation system. Finally, they must translate well to mobile devices. 48% of users say that if they arrive on a business site that isn’t working well on mobile, they take it as an indication of the business simply not caring. (Source: MarginMedia). As website users become more attuned to what a good website looks like and how it functions, companies that try a DIY approach may be losing customers – and money.
- Social Media. 71% of Consumers are more likely to make a purchase based on Social Media Referrals. (Forbes) Social Media platforms have become the premier places for word of mouth advertising. They are virtual referral and leads groups. These sites are where people hang out, find out about new products and services, read reviews and get referrals from their friends. They are where people decide whether a company is worth doing business with. Add to this that Facebook, Twitter and Google Plus are all indexed on search engines (Google Plus posts often appear before websites for company searches on the Internet) and you will understand how important having a professional, who understands how to get the most out of these sites, handle your Social Media is for your overall success.
- Blog. 61% of online consumers have made a purchase based on recommendations from a blog. (Source: BlogHer) Blogging is one of the most important things you can do to give your business visibility on search engines. Each blog becomes an indexed web page, which could give you Page 1 Google results for your key words. It also establishes you as a thought leader, builds relationships with consumers, enhances your brand and builds credibility. Blogs can give you a vehicle for communicating with your customers, your employees and the general public. A good blog can become the online equivalent of print, TV and radio advertising, reaching a targeted audience far more economically than other media choices. Every blog post is a long-term investment that will remain in “cyberspace” and continue to promote your products and services.
- Email. Email marketing has an ROI of 4,300% (Direct Marketing Association). Whether email addresses are collected via your website, Social Media forms or by personally collecting business cards at tradeshows or networking events, opt-in email marketing is a great way to promote products, services and events to an interested audience. Email can be used as an interactive connection to nurture customer relationships. Email marketing campaigns can be executed quickly and economically; are more cost-effective than traditional direct mail or banner ads; and can be easily measured (opens, click throughs, etc.) This gives marketers the opportunity to adjust strategies to improve future results.
Finally, measuring results is an important part of the marketing function in deciding what is working and what isn’t on each of the platforms. Understanding the ROI of each marketing tactic is important to the overall health of any business. However, it is important to consider each of these functions as interwoven into the larger marketing picture. Measuring the overall success of your company – in terms of new customers, added revenue and overall customer satisfaction – might be the most important element to consider.
“Not everything that can be counted counts, and not everything that counts can be counted.” (Einstein)
Also, keep in mind that change is inevitable. What works today may not work tomorrow. Staying ahead of the curve by gauging customer response, adjusting to new features of existing platforms and evaluating new platforms as they become available are all important marketing activities as the “playing field” seems to shift and change almost daily.
Business Articles | Business 2 Community
(332)
