A practical guide to digital marketing to take your business to the next level
Richard Bishara
Digital marketing is the phrase to be heard in every organization. What is it exactly? Digital marketing is a form of advertising through digital channels such as social media, mobile applications, emails, search engines, websites, or any digital platform. Simple!
Why is Digital Marketing?
The answer is, why is marketing? Marketing is to connect with potential customers to sell products and services. Where are potential customers? Undoubtedly, they are on digital platforms. Thus, digital marketing is the crux to simplify the road map, from a product to the consumer.
Google and Facebook are its two core strengths. As they are generating more revenues, the digital marketing industry is also growing at the same pace.
Two pillars of digital marketing1. Online marketing: Online marketing means using the internet for marketing opportunities like targeting audience, lead generation, lead nurturing, and conversions.
Seven aspects of online marketing:
i. Search engine optimization ii. Search Engine Marketing iii. Content marketing iv. Email marketing v. Social media marketing vi. Pay-Per-Click Advertising vii. Affiliate marketing
2. Offline marketing
Offline marketing methods are general and not much in demand. As they are self-explanatory, here is the list:
• • • • •
Television marketing Phone marketing Electronic billboards Recorded videos Calling and texting
Digital Marketing Team Management:
It would help if you had a functional organization for digital Marketing team management. Specialists like digital marketing executives such as Richard Bishara, social media managers, SEO analysts, copywriters, client delivery managers, graphic designers, software/website developers, and content managers head the plan. The business team creates a product management structure, and the marketing team builds a customer management structure. The teams collaborate to keep track of campaigns’ performance, customer engagement, and operational management.
Important metrics to track:
1. Measure the total visits of new or existing customers to your website or landing pages. 2. Determine and track the conversion rate, which means customers, subscribers, or resource downloaders after a campaign. 3. Check the cost per conversion (CPC). Suppose 1000 people out of 10000 converted from your campaign. The per-person price you spent on 1000 conversions is the divide of the total paid amount with the number of conversions.
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