DIGITAL MARKETING IS A TERM WHICH DESCRIBES THE USE OF MARKETING TECHNIQUES IN A DIGITAL ENVIRONMENT. THIS IS EVERYTHING FROM CREATING ADS, COMMUNITY MANAGEMENT CAMPAIGNS, CONTENT MARKETING TO VIDEOS AND SEO. DIGITAL MARKETING IS A VERY GENERAL TERM. IN THESE SERIES OF POSTS, I SHALL ATTEMPT TO PRESENT DIGITAL MARKETING STRATEGIES TROUGH EXAMPLES AND THEORY.

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What is a digital marketing strategy? It is a map, an idea of how to get from your current position to your goal. With a strategy you can plan your long term goals such as getting a 1000 likes on your Facebook page (which is a horrible goal for other reasons). In order to call something a strategy it has to have:

• A goal.
• A clear way how to get to the goal.
• Needs to be based on research.

Now that you have an idea of what a strategy is, you should also try to keep to some other pointers when creating a strategy. These pointers might seem logical, but they could elude you. In order to create a quality campaign these things need to be taken into consideration:

• Understand your possibilities
• Do market research and understand your market
• Understand your consumer’s desires
• Understand the potential challenges you face
• Timing is of great importance when planing a strategy
• Understand the limitations and capabilities of your channels (i.e. platforms)
• Measure and evolve your strategy (reevaluate and adjust it)
• Gain buy in

I shall talk more in detail about these factors in later blog posts. Next we shall cover the most basic marketing principal and conclude the blog post with it, the 4P.

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THE 4P

One of the first things everyone learns about marketing is the 4P. 4P stands for price, product, place, promotion. Why is this so important? It is because these 4 factors are essential for marketing success.

Price is the factor which dictates the price of the product you wish to sell. You need to understand the purchasing power of your buyers and what price would seem appropriate in order gain some revenue. It is best to consult with your CEO on this one. After all, marketing as well as digital marketing is a multidisciplinary field which needs different experts to get things right.

Product refers to the product you are selling. It is important to be aware that not all products are sold the same way as people use them differently. You need to see where the product would make sense in a marketing campaign. Video games make sense if they are sold online on various platforms such as Steam. However, selling mattresses there wouldn’t really fit. Also, you should consider the idea of customizing the product for each platform. Some people like to buy music on CDs, others like streaming.

Place might seem a weird factor when talking about digital marketing as there is no physical place where you set up your store, right? There might not be a physical place, but there is a digital one and you want that one to be at the top of Google’s search page. Your audience should be able to easily find you just like a real store. If there is no sign, nobody will know it is there. In the digital world, if you have badly written content Google will read it and not understand what you are trying to do. There are various SEO techniques how to help with ranking your site, but that is another story.

Promotion is the one thing people think of when you say marketing. Yes, this is creating ads and placing them on key points. In digital marketing these ads are referred as below the line or targeted ads unlike above the line which are more general. Below the line would be keyword specific ads, targeted demographics on Facebook or Google, while above the line would be TV ads, newspapers etc.

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DIGITAL MARKETING COULD SEEM LIKE A CHEAPER ROUTE COMPARED TO THE STANDARD FORMS, HOWEVER IT REQUIRES A LOT MORE PLANING AS THE DIGITAL LANDSCAPE CHANGES ON A DAILY BASIS. DID YOU FIND THIS POST HELPFUL? WHAT WOULD YOU MENTION TO SOMEONE WHEN THEY ASK ABOUT DIGITAL MARKETING? DID I MISS ANY BASIC KEY POINTS? LET ME KNOW IN THE COMMENTS BELOW.

*Text originally written by me on February 20, 2017, taken from my blog *