Digital Marketing: The Bigger Picture
Most of today’s marketing happens in the digital world.
Central to this space is your website, your on-line home. Next, all the various channels and content that expand your market voice, broadcasting your message onto the internet, and finally the measurement and analytic centers that help align, adjust and forecast the return on your marketing investments.
Let's take a look at each of these:
The Command Center
Your website is, most often, the control center for your marketing activities, on-line and off -- a de-facto funnel for lead generation, customer acquisition and audience intelligence.
The brand pages on your social platforms can also be considered centers for marketing activities.
Communication and Outreach Tools
Digital outreach strategies combine any number of on-line communication activities that share content with the market. Posting, email blasts, digital publishing, asset sharing, advertising, on-line presentations, white papers and more.
These are all the tactics and strategies that are employed to communicate with your marketplace, promoting your business and expanding your voice.
Today there are dozens of analytic tools that consolidate, measure forecast and help marketers and businesses determine the importance of product information and services, as well as hierarchy of content and relevancy.
Position, pricing, product, and placement can all be measured and adjusted in real time through new marketing technology.
- What gateway did the customer come through? (Social, an advertisement, a landing page)
- How many times has your customer visited?
- Did they contact your call center? At what point?
- Did they leave your website?
- What page did they leave from?
- Have they visited your website before?
- Did they purchase a products?
This is part of your omnichannel marketing, and it gives business a picture of the customer journey, and with this information, helping to create "short-cuts" in the sales cycle through the repositioning of content.
The customer journey is part of your marketing sales funnel.
Digital marketing helps measure non-digital marketing through integrated engagement like QR codes and other text message opt-ins, landing pages and more.
Digital helped remove the abstract from the world of marketing, translating efforts into behavioral analytic data, shortening the sales cycle and enhancing conversion.