In today’s connected world, people interact via a whole range of devices and media. PCs, laptops, tablets, smart phones and mobile phones are the conduits through which messages can be exchanged and apart from these, emerging technologies in gaming consoles, wearable devices, etc are being included in the mix. Promoting, advertising and communicating with this target audience via social networking, the Internet, email, blogs and micro-blogging, radio and TV are features of digital marketing, where content and messages are received via digital channels.
Digital marketing is in fact an off-shoot of direct marketing since it is delivered personally to the target audience and it’s possible to quantify and analyze the results based on individual responses. Clients who want to grow and develop their brand, change or modify their marketing strategy, use the power of social networking, improve their revenue model and translate news and views into sales.
Customers connect with advertising in different ways – either they pro-actively search for information/content/products via search engines, e-mail, texting, websites, blogs, etc and most of them prefer news about new products, offers, discounts, sales etc rather than mere content or information. Their objectives are more “need-based” rather than “good-to-know based.” Another strategy for attracting customers is the traditional “cold-call” method where you convey messages regardless of whether the customer has asked for it or needs it. This is a less effective method but is invariably used as part of any suite of digital marketing strategies.
Unless you have in-house experts who are competent and experienced in this field, your best bet is to hire a reliable, capable, top-quality digital marketing agency that will take care of your needs both present and future. They can tweak your existing strategies or completely revamp them, create a new media plan and provide on-going support.
They usually work on a step-by-step basis: identifying and connecting with customers, making presentations, informing and educating them and finally transforming those clicks into revenues for your company.
An agency can put in an efficient SEO strategy to increase the visibility and efficiency of your website, provide statistical data on customer response and feedback, harness the potential of social marketing which is all the rage today, use methods like the Pay Per Click where you pay for ads only when customers click on them, analyzing customer behavior and motivation etc. Another service offered by a good digital marketing agency concerns using a multi-pronged approach. Since customers use many different channels to look for information, your company needs to establish its presence on as many of these as possible. Tracking your customers, following their purchasing and information-seeking habits and ensuring that they make the right decisions is the goal of your digital marketing strategy. Data analysis and regular reporting should also be provided by your digital marketing company