Marketing is one of the most intrinsic concepts around which the contemporary
world of business and commerce revolves. To put it simply, it is the procedure
to promote brands or products using one or the other form of electronic media.
It makes use of electronic gadgets like computers or Smartphone to get engaged
with the probable customers. It usually makes use of an array of latest digital
Various Social Media platforms and
Mobile apps, etc.
In fact, as
far as reality is concerned, lots of business organizations aptly combine both
conventional and digital marketing strategies to promote
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4.1 Why Important
There was a
time in the long past when there was no instant and authentic feedback on a
product or a service. In fact, the manufacturer or the service provider alone
used to send whatever information that was thought necessary as feedback to the
consumer segment. In striking contrast to that today, the digital media is so
vibrant and simultaneously dominant that authentic and verified feedbacks on
any service or product reach out to the global society within minutes of their
consumers around the world depend more on these feedbacks than anything else,
while assessing any product or service. Customers – in general – prefer
brands that they can trust and that are renowned. These apart, customers
ideally look for offers that are tailor-made to suit their specific needs.
these latest developments in the society, it is obvious that digital marketing
is one of the most crucial entities, for any corporate organization, to achieve
success in the contemporary times.
who deal with the given aspect are often referred to as digital marketers.
These professionals – by virtue of
their professional responsibility –
often have to monitor certain things. These include elements like, what is
being viewed and that for how long and how often, which content works and which
does not, and sales conversations, etc. Some of the common tools that are used
in this aspect include
Mobile instant messaging
Wireless text messaging
Mobile apps and
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4.3 Successful Digital Marketing Strategies
conducting successful digital marketing strategies revolve around three core
factors. These can be summed up as-
Managing complex customer relationships across both
the conventional and digital channels of communication
Initiating and/or responding to dynamic interactions with customer base
Extracting values from big data to facilitate the process of taking
better decisions faster
successful strategies in this vocation involves great deal of creativity and
innovation. However, there is one fundamental factor to success that remains
constant all through. The main purpose of digital marketing campaigns is to extend
the customer base of a client. All strategies of digital marketing that are to
be implemented should ultimately facilitate this aspect.
Some of the significant components of digital
4.4.1 Social Media Optimization
Media explosion has created the opportunity to promote one’s client to a
hand-picked audience. Social Media has developed to an impressive extent. In
fact, it can help to promote a business to a selected group of audience. Actually,
there is a subtle equation existing between the network, its broader audience
and the targeted audience.
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4.4.2 Search Engine Optimization
SEO is a
popular component to implement digital marketing. In fact, it is a strategy to
ensure online traffic to a web portal from organic, natural, editorial and free
listings on the Search Engines. Major Search Engines, including Google and Bing
generate SERP pages in response to a search query.
listing, a Search Engine displays those links that it thinks most relevant to
the entered search query. Websites possessing higher ranks are listed on the
top. People have this peculiar nature of clicking on those websites that are
ranked higher on a Search Engine Result Page. This mode of digital marketing is
exceptionally prominent in the world these days.
4.4.3 Conversion Rate Optimization
is another intrinsic digital marketing strategy that is popular worldwide. The
basic of this concept is all about converting internet browsers into buyers. In
fact, there are various tools that are available to gauge the deficits of a
website. These include
Google analytics –
this provides authentic information on online traffic, set of keywords and
other numeric and analytical information for a website.
Facebook Pixel- this tool provides the marketer a
social media insights about the targeted customers, their likes and interests,
habits and various analytical information to enable for
the marketer to get in-depth
knowledge of targeted consumer.
Scroll map and hit map – These inform about what the visitors are clicking on and about
how far of a webpage they are actually scrolling.
4.4.4 Online Reputation Management
again brings us back to the core of digital marketing concept. As it has been
already mentioned above, for any commercial commodity the aspect of customer
feedback is crucial to generate business. Thus, reputation is a major element,
in the contemporary times, to achieve success. In addition to these, reputation
is a perishable entity.
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the concept of ORM revolves
around understanding and influencing reputation of an individual or that of a
brand across the Social Media platforms. In fact, all the major corporate
organizations, as well as commercial brands allocate huge funds for this
Some of the
common strategies that are commonly applied to implement Online Reputation
Prompt responding to customer queries
Using online feedbacks to promote a product in the market and
Censoring adverse feedbacks related to a product or service, etc.