Digital Marketing is not a one time strategy

Digital Marketing is not a one time strategy

Digital Marketing is not a one time strategy, it is a daily effort with a sincere idea to add value to end users. 

It has to be consistent, valuable and sincere. The focus should be to have a connect and conversation and that too in real time.

Many marketers and brands confuse digital marketing and social media and presume it to be the same thing. There is a distinct difference between digital marketing and social media marketing.

On similar lines, brands and marketers often approach “Digital marketing” as a one time strategy or a quick get rich scheme. Nothing could be farther from the truth.

Digital marketing needs to be a well planned, designed and constantly monitored approach wherein the following aspects play a crucial role in it’s campaign SUCCESS:

Content Marketing: Content is not just about interesting and resourceful anymore. It also needs to be relevant, engaging and insightful. Generating valuable content not only assures your expertise and confidence in your industry, brand, products and services, but also sends a vivid message to your customers and prospects that you care enough to create information that they could find to be useful for their day to day lives in connect with your industry. Also, today, brands need to generate content that tells a story while keeping it fresh and original at all times.

Instant Gratification for brand ambassadors online: Brands are no longer in control of their online brand mentions. Users and consumers take up the role of being the voice of the brand with or without their permission. So it is required that brands take their time out to showcase and acknowledge their brand ambassadors and reward or award them in some way to show appreciation in the form of INSTANT GRATIFICATION. This goes a long way as these brand ambassadors become powerful brand influencers and loyal referrals over a period of time!

Analytics: Big Data and social media metrics with consumer research and online behavior insights: Data is no longer about hits, likes, followers, reach, traffic, etc. It’s about what the customers and prospects are saying or expressing out there. It’s about understanding them better. By understanding their online behavior, today, brands across  industries, especially in the case of Retail and Lifestyle can use this metrics to provide more customized services to their prospects and customers. Thus, brands can leverage and empower customers online shopping with multimodality Omni-Channel Approach for Omniscient Consumers . On similar lines, in the field of education, tourism, hospitality, real-estate, finance, health and wellness, etc data plays a crucial role as the core is not just about the data, but rather, data that is relevant to your industry and digital marketing goals.

Clearly defined specific Goals: Have clear goals. ROI using social media and digital marketing is not just a dream. It’s a reality. You can have a look at various case studies across industries  and countries that showcases how to use digital to deliver ROI for corporate brands. So, specific goals mean, “Increase in 25% footfalls at the restaurant in the next quarter” and not just “increase in sales” which is very vague. Also, having clear and specific goals helps to design strategies that are more focused and well executed. 

Right balance between automation of social media and real-time engagement using digital marketing tools: Sometimes, it’s alright to automate industry tweets, news, posts, messages etc.but to the extent possible, always focus towards conversations in real-time. 

Balance between Organic search through SEO and Paid search through Pay Per Click campaigns: SEO is not just online, as a digital marketer, you need to focus towards organic results online and offsite too. At the same time, pay per click (PPC) campaigns can no longer be ignored. It’s competitive to the core and bidding across the right set of keywords can empower great ROI focused results for your digital marketing campaigns as it helps you to deliver messages at the right time, at the right platform to the right set of target audiences. 

Digital marketing encompasses power packed strategies, process, features, functionalities and most important of all, well monitored campaign ideas planned over a specific period of time. 

So ensure to use the power of digital medium, achieve success across your digital campaigns,connect with your customers & prospects and grow as a brand.

Source: http://bit.ly/2eURMYS

 

Top digital marketing course in chennai

Job description of a Digital Marketer

Essential functions:

• Based on strategic priorities, develop digital email strategy and recommendations, lead and manage email marketing campaigns; track and analyze metrics for measurement and insight.
• Provide counsel, training and support around digital strategy and technical requirements; serve as a high-quality, technical troubleshooter with internal clients.
• Based on strategic priorities, create, manage and develop high-quality, strategic and brand compliant website content and design to support the Association marketing plan, including: manage content, design and graphic creation, updating homepage and all corporate pages of the website, provide branch page updates when necessary, and manage/oversee development and placement of Association digital signage/creative assets.
• Drive/lead collaborative and forward-thinking relationships with critical digital partners
• Lead thinking and collaboration around new website and email functionality and proactively serve as a subject matter digital expert.
• Train staff on web updates, new tools and upcoming campaigns.
• Analyze traffic trends and develop recommendations and strategies for improvement.
• Lead process and manage systems to assure timely updates to all association web pages and provide branches with tools to the do the same.
• Support and guide on digital branch strategies.
• In conjunction with the Metro Marketing team, support and manage efforts to format and inventory email/web assets (photos, images, content).

Leadership Competencies

Collaboration: Works effectively with people of different backgrounds, abilities, opinions, and perceptions. Builds rapport and relates well to others. Seeks first to understand the other person’s point of view, and remains calm in challenging situations. Listens for understanding and meaning; speaks and writes effectively. Takes initiative to assist in developing others.

Operational Effectiveness: Makes sound judgments, and transfers learning from one situation to another. Embraces new approaches and discovers ideas to create a better member experience. Establishes goals, clarifies tasks, plans work and actively participates in meetings. Follows budgeting policies and procedures, and reports all financial irregularities immediately. Strives to meet or exceed goals and deliver a high-value experience for members.

Personal Growth: Pursues self-development that enhances job performance. Demonstrates an openness to change, and seeks opportunities in the change process. Accurately assesses personal feelings, strengths and limitations and how they impact relationships. Has the functional and technical knowledge and skills required to perform well; uses best practices and demonstrates up-to-date knowledge and skills in technology.

Qualifications

  • Bachelor’s degree in related area.
  • Proficiency in CMS and ecommerce websites/platforms.
  • Hands on experience/proficiency in industry email platforms.
  • Proficiency in Adobe Photoshop, Adobe Creative Suite and Microsoft Office.
  • Experience in HTML.
  • Excellent verbal, writing and presentation skills.
  • Energetic, multi-tasker.
  • An independent, self-directed, proactive team player.
  • Experience managing digital projects within agreed-upon budget parameters.
  • Experience working with cross-functional teams.
  • Experience with project management software and ability to learn Association specific software applications.
  • Proven competence in developing relationships at multiple levels and across functions of an organization.
  • Strong proven ability to operate independently and prioritize assignments to meet deadlines in a fast paced environment.
  • Ability to balance competing priorities and to adapt to changing requirements.

Job description of a Digital Marketer

Job description of a Digital Marketer

Essential functions:

• Based on strategic priorities, develop digital email strategy and recommendations, lead and manage email marketing campaigns; track and analyze metrics for measurement and insight.
• Provide counsel, training and support around digital strategy and technical requirements; serve as a high-quality, technical troubleshooter with internal clients.
• Based on strategic priorities, create, manage and develop high-quality, strategic and brand compliant website content and design to support the Association marketing plan, including: manage content, design and graphic creation, updating homepage and all corporate pages of the website, provide branch page updates when necessary, and manage/oversee development and placement of Association digital signage/creative assets.
• Drive/lead collaborative and forward-thinking relationships with critical digital partners
• Lead thinking and collaboration around new website and email functionality and proactively serve as a subject matter digital expert.
• Train staff on web updates, new tools and upcoming campaigns.
• Analyze traffic trends and develop recommendations and strategies for improvement.
• Lead process and manage systems to assure timely updates to all association web pages and provide branches with tools to the do the same.
• Support and guide on digital branch strategies.
• In conjunction with the Metro Marketing team, support and manage efforts to format and inventory email/web assets (photos, images, content).

Leadership Competencies

Collaboration: Works effectively with people of different backgrounds, abilities, opinions, and perceptions. Builds rapport and relates well to others. Seeks first to understand the other person’s point of view, and remains calm in challenging situations. Listens for understanding and meaning; speaks and writes effectively. Takes initiative to assist in developing others.

Operational Effectiveness: Makes sound judgments, and transfers learning from one situation to another. Embraces new approaches and discovers ideas to create a better member experience. Establishes goals, clarifies tasks, plans work and actively participates in meetings. Follows budgeting policies and procedures, and reports all financial irregularities immediately. Strives to meet or exceed goals and deliver a high-value experience for members.

Personal Growth: Pursues self-development that enhances job performance. Demonstrates an openness to change, and seeks opportunities in the change process. Accurately assesses personal feelings, strengths and limitations and how they impact relationships. Has the functional and technical knowledge and skills required to perform well; uses best practices and demonstrates up-to-date knowledge and skills in technology.

Qualifications

  • Bachelor’s degree in related area.
  • Proficiency in CMS and ecommerce websites/platforms.
  • Hands on experience/proficiency in industry email platforms.
  • Proficiency in Adobe Photoshop, Adobe Creative Suite and Microsoft Office.
  • Experience in HTML.
  • Excellent verbal, writing and presentation skills.
  • Energetic, multi-tasker.
  • An independent, self-directed, proactive team player.
  • Experience managing digital projects within agreed-upon budget parameters.
  • Experience working with cross-functional teams.
  • Experience with project management software and ability to learn Association specific software applications.
  • Proven competence in developing relationships at multiple levels and across functions of an organization.
  • Strong proven ability to operate independently and prioritize assignments to meet deadlines in a fast paced environment.
  • Ability to balance competing priorities and to adapt to changing requirements.

ingredients for digital marketing success

Five essential ingredients for digital marketing success

Senior client-side marketers from a wide variety of industries were invited and asked to come up with ideas about what a digital marketing department should do to increase customer engagement and boost brand loyalty.

Below are the five key topics discussed along with details about why these are the ‘ingredients’ for digital marketing success.

1. Integration

Participants on the day were emphatic that integration was essential for one main reason, consistent messaging.  

They felt that without integrating channels, brands risk posting one message on, say, the website, and not following through with it on another, like social media.

Integration also helps with customer experience in a couple of ways.  First, off, integrating channels ensures that the customer has a single view of the company and it helps the company get a single view of a customer. 

Attendees noted that a single view is useful for messaging, but even better for providing appropriate customer service.  A customer who has made it clear that she is irate via email will become even more so with a cheerful hello from an uninformed operator in the call centre.

To make this level of integration a reality, marketers must first know what channels their customers use and how they use them. 

Then, they need to make sure the data from the channels is available throughout the organisation so that the company can manage the customer relationship in a coordinated fashion.

One marketer pointed out that sharing data may cause problems for firms in heavily-regulated industries such as pharma and finance. Everyone, however, agreed that all organisations will benefit from some level of channel integration.

2. Segmentation

Another digital marketing function which attendees felt was key to success was audience segmentation.

Customers and prospects can be segmented in many ways.  Some participants said that they stick with simple attributes such as geography or interests. Others felt that behaviour was more important and delivered a better return on investment (ROI) than demographic targeting. 

Several marketers, however, said that the best way to segment customers was by where they were in the buying cycle.  

In their opinion, marketers should engage prospects differently if they were just finding out about the company (awareness), showing interest, trying out the product or service, or near to purchase.  

Then, once the consumer becomes a customer, any communications with them should focus on encouraging loyalty, advocacy, and re-engagement with the brand.

When asked how they segment their customers in practice, participants said that they typically started with a customer relationship management (CRM) system linked to their email engine and, later, personalised the website. 

Then, for continuous engagement, they created custom audiences on social media with customers’ email addresses. These audiences then were targeted with posts crafted for each segment to optimize engagement. 

3. Content

Apart from integrating channels and segmenting audiences, attendees felt that marketers need to create content which drives engagement. Brands were advised to avoid publishing general purpose content which just drives traffic to the site.

Instead, all content should answer the question, ‘why would someone want to do business with you?’

One participant said that for ecommerce, the answer to this question is simple – the site offers better prices or a superior shopping experience.  For most brands, it is not quite so easy; they must find a unique value proposition and communicate it consistently.

This value proposition could be simply that the company has superior technology or is more efficient than competitors, but regardless of what it is, companies should agree on it and use it repeatedly.

Some delegates noted that behavioural segmentation can help with delivering content as well. They suggested that brands can categorise customers according to what content they have clicked on before and ensure that the future content they see addresses their interests.  

Doing so helps improves engagement and accelerates the buying cycle, according to one participant.

4. Automation

The fourth key ‘ingredient’ to digital marketing success, according to attendees, is marketing automation.

Most organisations, participants argued, work in silos so there is little inter-departmental communication about customers.  

Marketing automation breaks down company silos and ensures that every department is using the same customer information and delivering a consistent message.

Doing so ensures that messaging and content are coordinated and that segments do not receive different messages from different parts of the organisation.

With automation, then, even the most disjointed organisation can create a single ‘virtual channel’ of communication with the customer and deliver the single value proposition mentioned previously.

5. Key Performance Indicators (KPIs)

The final characteristic of a successful digital marketing department is agreed-upon key performance indicators (KPIs).  

KPIs let everyone in the department know what is important and to what extent they are accomplishing goals of both the marketing department and the business.

For the marketing department, KPIs should indicate whether the customer is engaging with and responding to the content. Engagement figures should also be linked to business results, noted one attendee. Likes and shares are nice-to-have, but performance metrics such as clicks and conversions are preferred.

According to one participant, KPIs should also be tracked against a particular channel or a piece of content.

Known as ‘attribution’, knowing whether, say, a web page or a particular ad is driving more conversions is critical to making improvements. Without understanding what activity is delivering more clicks, page views, and conversions, marketers will struggle to make improvements.

For the business, KPIs should help management understand how marketing is helping them realize their financial goals.

Participants felt that customer lifetime value (CLV) and marketing-assisted sales were two of the most important figures which marketers could deliver to the business.

Demonstrating ROI from marketing efforts was also the best way for marketers to enjoy continued investment in the technology, such as marketing automation, as well.

Source: http://bit.ly/2gMIArc

Harley-Davidson Boosts Digital Marketing With AI

The Harley-Davidson brand of motorcycles is an American icon. But this iconic brand didn’t go it alone: It got a marketing boost from artificial intelligence.

Harley-Davidson of New York City is responsible is responsible for all deliveries purchased from its two New York showrooms (in N.Y.C. and Long Island City) within the New York and New Jersey areas. The company has an e-commerce website managed by an internal team, and it sends emails to existing customers.

Asaf Jacobi, president of Harley-Davidson of N.Y.C., realized that this approach wasn’t cutting it. “We are in one of the top markets in the world, but our sales weren’t competitive with the other top markets,” he observes.

He realized that though the company’s target market amounted to only two percent of the population in the New York City area, reaching them through traditional advertising entailed also targeting the 98 percent of people who were not their market. “This was very expensive and not very effective,” he reports.

Jacobi decided that digital marketing was the way to go. The problem was working out how to approach it. “I’m not a marketer,” he says. “I’m a motorcycle guy. Sales, business operations—that’s what I do.”

After doing some research, Jacobi discovered artificial intelligence technologies working in the sales and marketing space. Among them was Adgorithms with its AI platform, “Albert.”

“Then I had a synchronistic moment,” Jacobi recalls. On a walk, he met “this guy, Or, and started chatting with him.” That was Or Shani, the CEO of Adgorithms. When Shani explained what he did, Jacobi “told him I had been planning to be in touch with him.”

So it was the combination of planning and serendipity that formed the basis of the business relationship between Harley-Davidson and Adgorithms.

An All-in-One Campaign Dashboard

Harley-Davidson NYC started using Adgorithms in the spring of 2016. That entailed integrating its leads metrics and prospect data from the Hubspot content management system with the sales data and analytics from its website and CRM system to achieve an “all-in-one campaign dashboard.” The company now runs all digital campaigns through Albert, including paid search, display, email and social media efforts.

Using existing customer data, Albert comes up with what Jacobi describes as “lookalike customers,” who have “similar demographic and behavioral profiles as our highest-value customers.” After the AI system identifies the lookalikes and their behavioral patterns, it learns what these individuals do and don’t respond to.

This is a very fast process. “We’re not talking about months or years of observation,” he says. “This is hours and days.” That fast turnaround brings fast and dramatic results for the business.

Albert also works to identify customers and micro-segments. For example, Jacobi says that the program might look for a “segment of users who spend one to two minutes on the site, and begin targeting them, knowing that they’re engaged prospects.” It can also disregard visitors who leave the site within 15 seconds because that indicates a lack of interest in the product.

The AI system can customize responses, determining which calls-to-action and creative combinations work for individual customers. It also can extract information about particular segments, such as, “This group of customers is responding to headline A.” Then the integrated system is used to deploy what is effective without needing to have a person direct it.

Key Metrics of Success

That kind of agile responsiveness makes the system work well both for ongoing marketing and burst campaigns. A burst campaign was the first one done with Adgorithms.

In late spring, the company typically has stock it wants to move. Jacobi said the team came up with the “48 Bikes in 48 Hours” campaign as a way to move more inventory than usual—just 5 bikes on the best of weekend sales. The company tripled that with the campaign, which was considered a great success.

Beyond that burst campaign, Jacobi shared other metrics of success after the first three months of deploying Albert. They include the following:

• The company credits 40 percent of motorcycle sales to Albert.

• It’s in the process of hiring a team (approximately 6 new employees) and building a call center to manage potential new customers.

• The average daily website visits have increased by 566 percent.

• Leads increased by 800 percent during the first month, and 15 percent were lookalikes (valuable leads resembling previous buyers).

• Leads increased by 2930 percent the third month, and 50 percent were lookalikes.

That track record was enough to inspire several other Harley-Davidson franchises to consider applying Albert—and for Jacobi’s company to expand its resources to accommodate the leads it’s generating. He hired a six-person sales team and is working on building a call center.

However, Jacobi does not anticipate having to invest in more technology. “The idea behind Albert, which I’ve experienced firsthand, is that you can start decreasing the number of marketing technologies you need, rather than increasing them,” he explains.

“This not only makes my life easier, it’s also the most effective all-in-one solution that I’ve ever had.”

Source: http://bit.ly/2gogB0T