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Be a marketing success in today's digital world ; MY VIEW [Derby Evening Telegraph (England)]
[October 29, 2014]

Be a marketing success in today's digital world ; MY VIEW [Derby Evening Telegraph (England)]


(Derby Evening Telegraph (England) Via Acquire Media NewsEdge) THE world is changing and the boundaries are blurred between online and traditional techniques.

To create an effective digital marketing campaign we need to have public relations skills, marketing management experience and direct marketing tactics to give us the communication capabilities we need.

Digital marketing may not yet be widely understood but is something we all need to be working with and it can be very rewarding if co-ordinated and delivered in the right way.

One of our clients has recently seen an increase in visitors to their website of 300% through a combination of search-engine optimisation, ad-words, improved website content and social media engagement. To be effective we need to move beyond technophilia and into plain English, concentrating on four marketing fundamentals.



Firstly, it is vital to create gateways to your company. A recent survey shows that one-third of UK smartphone users buy at least once per month via their devices and twice as many use them to compare prices and products. Easy access to products and services empowers the customer and increases the importance of having good reviews and public relations online.

Secondly, you need to increase visitors to your website.


You can find every shade of opinion about the relevance or otherwise of keywords, tags, links, feeds, blogs and forums. But have your site's hierarchy, platform and content been optimised correctly in the first place? It is not enough to attract those tentative clicks, it's what you do with visitors once you get that far. That's where you start making a tangible difference to your pay- back. At the very least, make sure you have installed Google Analytics to find out who's visiting.

Thirdly, you must inspire customers. Most of the time, you have only one chance to inspire people so actively engage them in your brand and you'll have a whole new salesforce who could spread your messages by sharing your information online.

Finally, be sure to generate value. Skilled analysers of web data have mastered the tools and processes to know what customers are seeing, what they are doing, and what they are saying to others. By utilising this market intelligence, they drive performance to generate value.

Ultimately, digital marketing makes you think strategically.

Every digital interaction can be a means of delivering value back to the business.

Marketing has always been a mechanism for understanding what consumers want and it has never been more relevant.

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