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    A Comprehensive Guide to Digital Marketing Strategy
    A Comprehensive Guide to Digital Marketing Strategy
    A Comprehensive Guide to Digital Marketing Strategy
    Ebook135 pages1 hour

    A Comprehensive Guide to Digital Marketing Strategy

    By Neil Kokemuller

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    About this ebook

    Are you a small-business owner or entrepreneur on a limited budget? Do you run a new company or one mired in traditional marketing strategies? Perhaps you are a marketing professional looking to enhance your understanding of new media, or a brand influencer wondering how to leverage your online following to earn revenue?

    Whether you identify with any of these descriptions or simply want to learn as much as possible about digital marketing strategy, this book it is for you! Written by a college marketing professor, it offers a comprehensive overview of the primary components currently used in a complete digital marketing strategy.

    Learn about digital marketing basics, the role of websites, user experience, content marketing, buyer personas, buyer journeys, search engine optimization, customer relationship management, analytics, email marketing, mobile marketing, digital advertising and much more!

    Use this book to help create your own comprehensive digital marketing strategy for your company or yourself!

    LanguageEnglish
    PublisherNeil Kokemuller
    Release dateJan 1, 2018
    ISBN9781370073269
    A Comprehensive Guide to Digital Marketing Strategy
    Author

    Neil Kokemuller

    Neil Kokemuller has been an active writer and content media website developer since 2007. He wrote regular feature articles for LiveCharts for three years and has been a college marketing professor since 2004. He has several years of additional professional experience in marketing, retail and small business, and he holds a Master of Business Administration from Iowa State University. His writing has been featured in many publications, including: AZRepublic.com Auto Guides AZ Central Business Chron Small Business LiveCharts.co.uk Opposing Views People The Nest Budgeting Zacks Finance Chron Work Global Post Seattle P-I Synonym.com Top5.com

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      Book preview

      A Comprehensive Guide to Digital Marketing Strategy - Neil Kokemuller

      A Comprehensive Guide to Digital Marketing Strategy

      By Neil Kokemuller

      Self-Published by the author

      www.GuidetoDigital.com

      © 2018 Neil Kokemuller

      All rights reserved. No portion of this book may be reproduced in any form without permission from the publisher, except as permitted by U.S. copyright law. For permissions contact:

      mailto:neil@GuidetoDigital.com

      Foreword

      Investment in digital communication strategies has now surpassed television for the lead in total marketing spend in the United States. As companies recognize the power to leverage data, affordable and efficient promotional strategies, and results-tracking, they continue to pour more money into digital options with a high return on investment.

      Successful marketing has always been driven by your ability to meet targeted customers on their turf. Digital technology enables companies to acquire more insight not only on where that turf is, but how the marketplace engages with it.

      The tools available to implement digital marketing constantly evolve. Trying to keep up with this ever-changing environment is a tall task. However, understanding the framework of a complete digital marketing strategy gives your business a tremendous advantage.

      You need to know how digital media blends with traditional channels to optimize your reach, impressions, response and return on investment. Within the digital space, there are several critical components that form a comprehensive strategy.

      This book is intended for small-business operators, entrepreneurs, marketing professionals, agency representatives and college students learning about digital strategy, along with any other company reps looking to build an optimized strategy for their business. It provides a total view of the major elements of digital marketing, with strategies, insights and concepts you need to know.

      Chapter 1

      Digital Marketing Basics

      You can define digital marketing in a variety of ways. The simplest approach is to describe it as the use of digital media channels to plan and execute marketing strategies. For this definition, you must first understand a complete system of marketing.

      Marketing is a process that includes research, solution development, communication, sales, service and customer retention. Digital media offers you the capabilities of executing across this entire process, often in more affordable, efficient and effective ways that traditional or off-line media.

      Digital research includes the collection of profile data on prospects and customers, including demographic, geographic and firmographic inputs. The ability to capture transactional and behavioral data is a tremendous advantage, though, relative to traditional media. You can track the way users engage with your website, apps and other digital touch points.

      Leveraging deep data insights, you can improve the relevance of your solutions by targeting them to people that could benefit the most. Companies want to get away from inefficient mass communication strategies when more segmented approaches yield a higher return on investment.

      By building rich market segments and buyer personas, you can craft creative communication plans that attract intention and interest from your ideal customers. This attention and interest as prospects enter the buyer journey allows you to build rapport up until the point at which more direct sales engagement is appropriate.

      The correlation between marketing and sales functions is critical to success in digital marketing. It is typically the responsibility of marketing to attract leads and manage customer relationships, while salespeople nurture qualified prospects to drive conversions.

      Customer service and customer retention are also integral within customer relationship management, which is arguably the most important long-term piece of a comprehensive digital strategy. Your ability to optimize revenue and profits over time is based on driving loyalty, and maintaining customers at a low-cost while you increase sales.

      Digital as a Subcategory of Marketing

      You can also define digital marketing as a subcategory of marketing. However, this approach is commonly debated by long-term marketers who have concerns about isolating digital platforms from traditional media.

      While the conversation in marketing in recent years has heavily emphasized the role of digital media, successful branding is based on consistent strategies and communication across all integrated media channels.

      In some cases, businesses with limited budgets or a powerful connection to the marketplace through digital media focus entirely on this new media category. However, large corporations and other firms with larger budgets still want to make use of the benefits of traditional broadcast and print media options.

      When a well-crafted marketing plan makes use of a variety of media, synergy is often created in a way that leads to the best possible return on advertising investment.

      Components of a Complete Digital Marketing Strategy

      While some other elements will be addressed later in this book, the focus here is to prioritize the conversation on critical pieces that currently contribute to a thorough digital marketing strategy.

      In particular, this book offers a thorough view of:

      The Role of Websites
      Content Marketing
      Search Engine Optimization
      Social Media Marketing
      Customer Relationship Management (including Analytics)
      Email Marketing
      Mobile Marketing
      Digital Advertising (including Pay-per-Click)

      Additional topics related to the successful development and execution of a digital marketing plan will also be covered. For instance, any business that engages its marketplace within the digital ecosystem needs to consider the importance of online reputation management.

      People talk about their view of your brands on social media, in blogs and on other electronic platforms. You need to listen to these comments, and with a plan in place, engage with parties involved in the most effective ways.

      Why Digital Marketing Matters

      Investment in digital marketing strategies has now surpassed television ad spending in the United States. Projections from top recent firms expect the gap between digital media and other categories to increase significantly in coming years.

      The following are some of the primary contributors to growth in digital spending:

      Tight marketing budgets
      Interaction and engagement
      Analytics
      Immediacy
      Accountability
      High audience awareness

      Chapter 2

      The Role of Websites

      Social media, mobile devices and search engines dominate much of the conversation in digital marketing. However, websites still play a vital role in your success at attracting and retaining customers in cyberspace.

      The best view of your website in the current climate is that of a home base. Regardless of how you engage prospects and customers through other channels, driving website traffic is still a priority for most companies that operate online. This point is true whether you are an e-commerce provider, nonprofit, media firm or a corporation offering useful information.

      For e-commerce providers engaged in selling products and through their sites, the importance of websites is relatively clear. An optimized user experience is the single-greatest factor to converting visitors into customers, and earning loyalty.

      Corporate, media and other sites must also optimize the user experience to achieve the desired results of having a web presence. Consider the common mistake of having outdated information on a website. Businesses often invest a lot of money in communication strategies to drive traffic, but then make a less-than-optimal first impression.

      A website that is clunky, unattractive and hard to use will not make the brand impression you want. Pages that load slow could cause you to lose a majority of visitors before every page element is even in place on their screens.

      When people visit a company’s history or contact page,

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