December '20

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6 THE SHOP DECEMBER 2020 A s an introduction to this article, we wanted to start with a quick overview of what digital marketing really is, as we've had so many people define it as simply paying to run Google or Facebook ads. Yes, that is a big part of it, but there's so much more. 1 REVIEWING FOR MAXIMUM ROI There's no point in doing online marketing if what you're promoting isn't built to convert casual visitors into loyal cus- tomers. Your website needs to be built with customer conversion in mind—otherwise, you're not going to hit your maximum ROI (return on investment). So, before you invest your time and money into promoting your business and start worrying about getting the best ROI out of your marketing efforts, assess your current marketing strategy. Start by looking at the journey your visi- tors are taking when they land on your website. Are you giving them what they are looking for? Is your website built with conversion in mind? Does it focus on the customer's needs? If you answered no to any of these ques- tions, take a look at how you can further assess your marketing strategy and drive your website traffic into making conversions. 2 ASSESSING YOUR AUDIENCE For a marketing strategy to work effectively, you must know your audience inside and out. The best way to understand your Digital marketing is more than just Google or Facebook ads. By Barry Alt The purpose of a digital marketing plan is to help your business succeed online. Digital marketing is the component of marketing that utilizes internet and online-based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Digital marketing campaigns have become prevalent, employing combi- nations of search engine optimiza- tion (SEO), search engine marketing (SEM), content marketing, influencer marketing, eCommerce marketing, social media marketing, email mar- keting and display advertising, to name a few. Digital marketing extends to non-internet channels that provide digital media, such as television, mobile phones (SMS and MMS) and callback. The extension to non- internet channels differentiates digital marketing from online marketing. —Wikipedia " "

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