Digital Marketing
• Definition
Digital marketing is the use of
digital sources based on electronic signal like Internet, digital display
advertising and other digital media such as television, radio, and mobile phone
in the promotion of brands and products to consumers. Digital marketing may
cover the more traditional marketing areas such as Direct Market by providing
the same method of communicating with an audience but in a digital fashion.
• Company
use digital marketing
Great Success
A maximum accumulation of a
variety of related hard work we have done. andthat's when the maximum benefit
obtained.
Didn’t get great success
A circumstances in which the
accumulation of all work performed does notreach its maximum level and just
being at a low level.
• Factor Success :
1) Master the basics; Whilst
social media, mobile and other channels are dominating discussion in the
digital landscape it is important to master the basics. Email is one channel
which many marketers are still utilising the spray and prey approach. By deploying
a more sophisticated strategy in the email field, organisations can gain far
more value from their database asset.
2) Play the field; It is
important when developing a digital strategy not to rely on one singular
channel to drive the majority of site traffic. This is important for a few
reasons. The first is that there are inherent risks involved in relying on
channels like organic search as a Google algorithm change can cause a
significant decline in visitors overnight. The other key reason is that different
digital channels support the achievement of different goals – for example email
marketing is a key part of any retention strategy online whilst PPC is a core
acquisition strategy.
3) Become a publisher; Content
makes the web go round and brands which invest in delivering valuable and
unique content will excel online in social and search and even email.
4) Focus on site not just digital
marketing; Digital success is derived from utilising a combination of digital
marketing strategies and delivering a good user experience. Often organisations
throw more and more money into their promotional activity without optimising
their site experience.
5) Give digital the talent it
deserves; Many organisations in Australia
are hiring junior resources to champion digital and drive value from the
channel. Brands that are successful online will be those that invest in the
senior professionals who are experienced in monetising the channel and that can
drive organisational change.
6) Manage with an analytical
mindset; As most things in digital can be measured it is important that
decision making is based on analysis of individual channel performance. My
personal tip is to establish dashboards for major digital channels that you are
investing in to monitor outcomes and identify tactical changes / next steps to
improve channel performance.
7) Be sceptical of buzz; Before
investing in particular initiatives / channels understand the implications of
your decision. A classic example is the assumption marketers are making about
iPhone being the most popular handset in Australia . The truth of the matter
is Android is growing and Nokia is still the most popular handset in Australia – so
why is everyone building an iPhone app and ignoring the need for a mobile site.
Some digital trends gain more media attention than others so it is important
not to take things at face value and become well read within the digital space.
8) Dedicate some of your time /
resources to experimentation; To get ahead in digital you sometimes need to
push the boundaries and do something a bit different to be noticed. In Australia , this
may even mean going digital in the first place.
·
Factor Failure
:
Entering the digital markets is
similar to starting a new business. Both require the same level of business
research and planning. Global business venture failures often result when
cultural due diligence is not completed and factors such as national politics,
societal attitudes, technological differences and economic barriers are not
considered. For example, regional political uncertainties such as terrorism or
war can result in increased business costs including the hiring of security or
buying business insurance.
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