If you have always\u00a0wondered how to tackle the basics\u00a0of\u00a0“Digital Marketing”, this should help you get started…<\/p>\n
First things first – Do you have a good sense of your target customer<\/strong>?\u00a0What does he or she look like? What kind of phone do they\u00a0use? What would their education levels and sophistication with Technology be? Where would they likely spend most of their time? So on, and so forth…<\/p>\n Marketing is, essentially, about addressing customer needs in a relevant manner. And, digital marketing is no exception. You need to go where the customer is, and offer your product or service to them in a manner that they can identify with.\u00a0Don’t make the mistake of assuming your customers look like you and behave like you do.\u00a0The key is to understand their<\/em> needs and wants<\/strong>, and try to offer the\u00a0solution that best matches those needs.<\/p>\n Digital\u00a0may\u00a0not be\u00a0the answer you’re looking for. If your target group\u00a0shows poor\u00a0adoption of online media, you may only get limited results\u00a0from spends on digital avenues. For instance, if your customers get\u00a0most of their\u00a0information from a newspaper, advertise there (or\u00a0post an insert if you’re on a budget).<\/p>\n Once you’ve established that Online is the right vehicle for you, here’s how you can go about it.<\/p>\n The digital modes of communication available at your disposal include:<\/p>\n Each of these modes may exhibit\u00a0dimensions<\/strong>\u00a0of Own, Rented and Bought.<\/p>\n For example, Own Email<\/em> means\u00a0email ids of your own customers and prospects (filling your lead forms), whereas Rented Email<\/em> refers to email campaigns you can run on other databases (if you have the permission to reach them). Similarly, Own Social<\/em> means your very own Facebook fans or Twitter followers, whereas\u00a0Bought Social<\/em> includes paid advertising on Facebook.<\/p>\n Don’t try to be everywhere at once.<\/strong> Instead, choose one or two modes that you think you can manage well, and run carefully-thought experiments on them. Think of the metrics you want to focus on, so you can capture relevant data from day one. Before you begin spending, you should have some sense of what success (or failure) will look like for your promotion or lead generation exercise.\u00a0Rinse and repeat for every new mode of promotion.<\/p>\n If all this is too overwhelming, or you simply don’t have the resources for it, hire a professional<\/strong> who understands this space and<\/em> the objectives your business is trying to achieve.<\/p>\n A\u00a0word of caution:\u00a0It helps to have a sense of\u00a0how your\u00a0suppliers’ business model works. e.g. If your agency or platform of choice makes money based on the throughput of emails on your behalf, it may put a premium on increased\u00a0email deliveries, and less on privacy, customer engagement, efficiencies, etc.<\/p>\n Remember,\u00a0the\u00a0mode you choose to promote your product or service on, should depend on your understanding of the target customer behavior. As always, go where your customers are<\/strong>. And speak with\u00a0them in a language they\u00a0follow…<\/p>\n Real engagement is built brick-by-brick\u00a0with each honest\u00a0interaction – not through a spray-and-pray campaign.<\/p>\n","protected":false},"excerpt":{"rendered":" If you have always\u00a0wondered how to tackle the basics\u00a0of\u00a0“Digital Marketing”, this should help you get started… First things first – Do you have a good<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[1],"tags":[9,26,11,14],"class_list":["post-2125","post","type-post","status-publish","format-standard","hentry","category-blog","tag-quality","tag-resources","tag-technology","tag-work"],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/naveen.bachwani.com\/greymatter\/wp-json\/wp\/v2\/posts\/2125","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/naveen.bachwani.com\/greymatter\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/naveen.bachwani.com\/greymatter\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/naveen.bachwani.com\/greymatter\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/naveen.bachwani.com\/greymatter\/wp-json\/wp\/v2\/comments?post=2125"}],"version-history":[{"count":1,"href":"https:\/\/naveen.bachwani.com\/greymatter\/wp-json\/wp\/v2\/posts\/2125\/revisions"}],"predecessor-version":[{"id":4068,"href":"https:\/\/naveen.bachwani.com\/greymatter\/wp-json\/wp\/v2\/posts\/2125\/revisions\/4068"}],"wp:attachment":[{"href":"https:\/\/naveen.bachwani.com\/greymatter\/wp-json\/wp\/v2\/media?parent=2125"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/naveen.bachwani.com\/greymatter\/wp-json\/wp\/v2\/categories?post=2125"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/naveen.bachwani.com\/greymatter\/wp-json\/wp\/v2\/tags?post=2125"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n