Tag Archives: Digital Marketing

DIGITAL MARKETING: 10 Reasons you need it.

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1. You’re directionless

I find that companies without a digital strategy (and many that do) don’t have clear strategic goals for what they want to achieve online in terms of gaining new customers or building deeper relationships with existing ones. And if you don’t have goals you likely don’t put enough resources to reach the goals and you don’t evaluate through analytics whether you’re achieving those goals.

2.  You won’t know your online market share

Customer demand for online services may be underestimated if you haven”t researched this.  Perhaps, more importantly, you won’t understand your online marketplace: the dynamics will be different to traditional channels with different types of customer profile and behavior, competitors, propositions and options for marketing communications. See online marketplace methodology post.

3. Existing and start-up competitors will gain market share

If you’re not devoting enough resources to digital marketing or you’re using an ad-hoc approach with no clearly defined strategies, then your competitors will eat your digital lunch!

4. You don’t have a powerful online value proposition

A clearly defined online customer value proposition will help you differentiate your online service encouraging existing and new customers to engage initially and stay loyal.

5. You don’t know your online customers well enough

It’s often said that digital is the “most measurable medium ever”. But Google Analytics and similar will only tell you volumes of visits, not the sentiment of visitors, what they think. You need to use other forms of website user feedback tools to identify your weak points and then address them.

6. You’re not integrated (“disintegrated”)

It’s all too common for digital marketing activities to be completed in silos whether that’s a specialist digital marketer, sitting in IT or a separate digital agency. It’s easier that way to package digital marketing into a convenient chunk. But of course, it’s less effective. Everyone agrees that digital media work best when integrated with traditional media and response channels.

7. Digital doesn’t have enough people/budget given its importance

Insufficient resource will be devoted to both planning and executing e-marketing and there is likely to be a lack of specific specialist e-marketing skills which will make it difficult to respond to competitive threats effectively.

8. You’re wasting money and time through duplication

Even if you do have sufficient resource it may be wasted. This is particularly the case in larger companies where you see different parts of the marketing organization purchasing different tools or using different agencies for performing similar online marketing tasks.

9. You’re not agile enough to catch up or stay ahead

If you look at the top online brands like Amazon, Dell, Google, Tesco, Zappos, they’re all dynamic  – trialling new approaches to gain or keep their online audiences.

10 You’re not optimizing

Every company with a website will have analytics, but many senior managers don’t ensure that their teams make or have the time to review and act on them. Once a strategy enables you to get the basics right, then you can progress to continuous improvement of the key aspects like search marketing, site user experience, email and social media marketing. So that’s our top 10 problems that can be avoided with a well thought through strategy. What have you found can go right or wrong?

SOURCE: Dave C. (2017). View Link.

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Small businesses are often faced with limited time and resources for digital marketing. However, overlooking digital marketing altogether can have negative effects on a company’s growth. If you find that your time is limited, we recommend utilizing email marketing as your primary digital marketing channel. Incorporate these 6 must-have features into your monthly e-newsletter and you should see a return on investment in no time.


According to an infographic from Mainstreethost, ‘secrets’ is the most clicked lead nurturing subject line word. Start your email off on a strong note with a powerful and enticing subject line. Remember that the subject line is the first line of defense and without a good one your users won’t even make it to the real content. Ensure that your subject line is 3 things:

  • Informative
  • Attention-Grabbing
  • Persuasive


Linking back to your website is one of the smartest things you can do with your emails. This ensures that your website receives traffic and your users have the chance to dig deeper. Plus, you can set up Google Analytics and really track how your subscribers are moving through your website and whether or not they converted.


If you are active on any social media sites, ensure that you have ‘follow’ or ‘share’ icons in your email template. This is a subtle way to advertise your social sites and to encourage your subscribers to share with their friends.


One of the most important features of a modern email design is mobile-friendliness. Mainstreethost’s infographic reveals that 80.9% of users report reading email on mobile devices. What’s more, ReturnPath’s “Email in Motion” infographic found that 63 percent of Americans would either close or delete an email that’s not optimized for mobile. Not having a mobile-friendly design puts you at risk for having your e-blast deleted before it has even been opened! Make sure that you emails are mobile-friendly before you begin sending out large campaigns.


If you really want to stand out from the competition, customize your email template to meet your branding and content needs. From large images to multiple columns, design a layout that will work with your content. Also, be sure to brand your template so that users will know immediately who they are receiving the email from. Include your company colors, logo, font styles and more so it really meshes with your other digital and print marketing materials.


From images to bullet points, make sure that your emails are easy to scan. 65% of respondents prefer emails that contain mostly images (Mainstreethost). By adding in several images, videos, and finding other ways to break up the text, you can keep subscribers’ attention longer.

SOURCE: Informatics (2015), View Link.

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