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Zusammenfassung von Digital Marketing Strategy

Name: Digital Marketing Strategy
Rating: 4.1 (169 reviews)
Author: Simon Kingsnorth

Simon Kingsnorth

An Integrated Approach to Online Marketing

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What’s in it for me? Learn how to market in the digital age.

Digital marketing is an enticing field. As the internet weaves its way into more and more aspects of our daily lives, the need for marketing to go digital has become increasingly clear: professional marketers, career businesspeople, and observers alike all know that digital marketing is the future.

But simply knowing that isn’t enough: you can’t just wade into digital marketing unprepared. If you want your marketing to be successful, then you need to understand the field in all its diversity.

That’s where these blinks come in. From SEO to social media, paid search to personalization, they survey the world of digital marketing with clarity – and show how you can navigate it too.

In these blinks, you’ll learn

how a Dutch airline angered tens of thousands of Mexican football fans;
how content marketing helped Hertz drastically boost its revenue; and
why personalization in marketing is both promising and troubling.

Social media allows you to develop a new kind of relationship with your customers.

Whether or not your business has a presence on social media, one thing is almost certain: some of your customers do. According to research conducted by We Are Social in 2015, about 3 billion people worldwide use the internet, and two-thirds of them use social media. Odds are, your customers are among them.

For that reason alone, it’s hard to justify not having at least some social media presence in this day and age. It’s important to be where your customers are: if that means joining Facebook and Instagram, so be it.

But you can’t just approach these platforms with your usual marketing techniques. There are a few things that set social media apart from other forms of digital marketing.

The key message here is: Social media allows you to develop a new kind of relationship with your customers.

Trying to influence potential customers is nothing new for marketers, digital or otherwise. But what’s novel about social media is that it allows businesses to be influenced. Rather than a one-sided monologue, social media turns marketing into a constantly unfolding conversation – a situation that presents businesses with both opportunities and challenges.

KLM, the Netherlands-based airline, knows this first-hand. When the Dutch soccer team knocked Mexico out of the World Cup and KLM tweeted “Adios Amigos” in celebration, the backlash was immediate: of the 90,000 responses to its tweet, over 70 percent were critical.

But KLM soon turned its social media reputation around. It made a point of publicly answering all social media queries and complaints, no matter how negative they were. In addition, it reduced its average social media response time to just 22 minutes!

KLM’s story is one of a company learning from its mistakes – discovering that social media is a place where companies should listen just as much as they talk. It’s also a story about the importance of developing the right social media personality.

Instead of overhauling your brand’s identity to suit the network in question, you should keep your social media personality on-brand. That means that if you strive to come across as a caring and customer-focused airline, you should communicate that on social media too – and not taunt the defeated fans of rival soccer teams!

Consider your keywords very carefully.

As a digital marketer, it’s impossible to avoid the field known as SEO, or Search Engine Optimization. As soon as you develop any kind of online presence, from a website to a social media page, SEO begins to matter – a lot.

The aim of SEO is actually pretty simple: to secure a prominent position for your website among search results. It’s the digital equivalent of securing a location with constant, heavy foot traffic: being prominent is desirable because greater visibility can often lead to greater sales.

Site hierarchy, site content, and mobile optimization all play a role in SEO.

So, we’ve looked at how to choose your keywords. But that’s not all there is to search engine optimization these days – far from it.

Yet in the early days of the internet, SEO was pretty straightforward. Back then, it was easy to boost your place in Google’s results: creating hidden content stuffed with repetitions of your keyword could earn you a top spot if you were determined enough.

Paid search is a simple and attractive digital marketing tool.

SEO isn’t the only way to increase the traffic your website gets from search engines like Google. There’s an easier way to increase your prominence – but this one costs money. It’s called paid search, and it’s pretty self-explanatory.

When you Google “hotels in Havana” and see a few ads at the top of the results page, you know that the companies in question are making use of paid search. In short, they’re paying Google to advertise their websites when relevant keywords are entered.

Personalization is powerful but problematic.

Back in 2014, Facebook faced a global backlash after it emerged that it had subjected unwitting users to a secret psychological experiment: it had subtly manipulated user news feeds, curating the content they saw in an effort to change their moods.

When Facebook reviewed those same users’ own posts, it found that the experiment had been a success – exposing people to curated content could indeed influence their emotional states. But, in marketing and reputational terms, the experiment was a dismal failure: the Guardian, the British newspaper, published a poll showing that 84 percent of respondents had lost trust in the social network as a result of its experiment.

Content marketing can be game-changing.

Content is a word you often come across in the field of digital marketing. And yet despite its significance, it’s a word that seems to refer to just about anything. Blog posts, videos, reports, podcasts, and so on – all of these fall under the very broad heading content.

So, what exactly is content then? In short, it’s media designed to engage the attention of potential customers. It generally tends to be less on-the-nose than traditional advertising and tries to attract the attention of customers in a softer, more engaging, and less direct way.

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Worum geht es in Digital Marketing Strategy?

Digital Marketing Strategy (2016) is a guide to effective marketing in the digital age. From content marketing to social media and SEO, it offers a whistle-stop tour of the latest techniques and developments in this fast-moving and exciting domain.

Wer Digital Marketing Strategy lesen sollte

Businesspeople interested in the ever-changing world of digital marketing
Entrepreneurs who want to take marketing into their own hands
Anyone puzzled by jargon terms like “SEO,” “paid search,” and “functional content”

Über den Autor

Simon Kingsnorth is a speaker, consultant, and author, as well as CEO of Simon Kingsnorth Consulting. His areas of expertise include SEO, paid search, and social media, and he’s also the author of The Digital Marketing Handbook.

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