Digital marketing is an essential part of a brand’s marketing strategy, but many businesses haven’t caught up yet. If there is anything that the COVID-19 pandemic has taught us, it is that we can – and should – focus on online activities as this is where our clients / audiences are.
Marketing has always been about connecting with your audience in the right place and at the right time. Because digital marketing has so many options and strategies associated with it, you can get creative and experiment with a variety of marketing tactics on a budget. Depending on the goals of your marketing strategy, you can support a larger campaign through the free and paid channels at your disposal.
We’ve recently spent some time with a new client on implementing a digital marketing strategy for their brand. Below are some of the questions they had and what we could share with them.
What is the biggest challenge you see companies are facing in embracing digital marketing?
A lot of brands are overwhelmed with the different options available and how to determine which is the best for their brand.
How would a brand determine which digital marketing strategy or activity would work best for them?
The best place to start is to evaluate your current overall marketing strategy, your key messages, and regular channels to determine which, if any, are still relevant. An online marketing strategy is never complete; it can always be improved upon and the only way to do so is to have the hard evidence of statistics showing you how your campaigns are faring and how your audience is responding.
How can a company reach their digital audience?
It’s now more important than ever to have a complete digital strategy with a holistic online marketing plan. All too often, companies are investing heavily in select buzz words like social media or search engine optimisation. The components of online marketing should never be discussed as a strategy in isolation.
Do you think traditional companies will be able to compete going forward and into a fully digital future?
With digital being the primary option for doing business during the lockdown period, it’s critical that companies fully integrate it into their business models. Digitisation allows them to be more productive and save on travel time and have found that online meetings can be very effective. Many brands will adopt these measures as the new norm.
It’s also become the key medium for marketing and customer communication. One should be cautious in that businesses that fail to keep up now will be left behind later.
What is the one piece of advice you can give a brand who is considering changing up their digital marketing strategy?
If your budget allows for it, having a digital marketing agency who understands your business strategy is invaluable.
Whether you want to increase conversions, traffic to your brand’s website, or both, we can help you design a digital marketing campaign that can help you reach your goals.
Image by Freepik.