About Digital Marketing

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NOVEMBER 24, 2016SOHEL MAHBOOB

Digital Marketing

Digital Marketing has replaced traditional marketing like the LED TV’s have replaced the CRT TV’s, if not obliterated in full in the present context. People are hyper-looped into the world of internet, unfortunately many marketers are yet to recognize the full spectrum  of it. Gone are the days of print and traditional media to push your products and services. Nowadays people are drawn to brands, they would like to hear a story and be referred to it by friends and reviewers. No longer it is effective to push it in the face of a customer. They don’t like it any more. A person from Bangladesh will go to Kuala Lumpur and visit the Marks and Spencer store, find a product, call her sister in London, check price of it online, and make a purchase decision, being not at all search savvy. This happened. I know, as she is my wife! A cheap mobile phone seller at a Dhaka shop, when asked how much the phone is in other shop, quickly checks online the price and offers his best price. Selling is tough, these days, unless you are with the trends.

There are certain elements while doing the digital marketing. These are:

1. Creativity. No one likes to read mundane stories. Do you? No, you don’t! Therefore you have to be able to write something with a twist of creativity.
2. Real Time Element: The sense and congruence of real-time. The writing need to be fresh, relevant to the minute. Old content is useless. In the world of internet, everyone likes to know what’s happening now, about anything and everything.
3. Analytics. Analytic helps to find what works and what doesn’t.
4. Basic knowledge on web development, a bit of video and image edition is important.
5. Willingness to learn on a continuous basis. The best idea about digital marketing is the learning never ends! The more you learn, the better you are. It really depends on you.
6. Strong social skills. You  need to love communication. You need to be people oriented in order to be successful in digital marketing.
7. Passion. One who likes to do the digital marketing should have a love for it. You want to buy a steak from someone who makes it the best, right? Same goes for digital marketing, someone who is really good at it must have passion to nurture it, work it out. This is a relentless process.

Email Marketing:

1. Find a reputed online email service provider.
2. Make an attractive email template for your brand.
3. Make A/B test for your email campaigns and collect subscribers.
4. Make effective segments and try each periodically.

Social Media Marketing:

1. Make sure your brand name is unique and have it to your disposal.
2. Make a good looking Twitter account for your brand.
3. Make an attractive Facebook page for your brand, product list or services.
4. Collect fans from your existing Facebook friends.
5. Make timely tweets in twitter.
6. Connect your blog post to your Facebook page.
7. Try to get a follower base on Twitter.
8. Make a daily report on your subject to gain traction.
9. Build a strong network using your LinkedIn profile. Start writing every day on it about your brand.
10. Twitter account should be kept live in the tabs.
11. Viral social media content should be useful.
12. Keep the element of real-time in all your activities.
13. Make creative contents.
14. Use analytics to fathom effectiveness and rule out non performing campaigns.

Pay Per Click (PPC)

1. Make a Google Adwords account in Google.
2. Send traffic to your landing page.
3. Improve the quality of your content on a daily basis.
4. Try to get help from some PPC skilled experts.
5. carefully select your keywords for the PPC campaign.

Content Marketing: 

Content marketing is very useful to create new customer, retain existing ones and increase brand value. People love reading (more watching) new things, about almost everything that interests them. They are more drawn to a brand if the content is engaging. Therefore, interesting, thought-provoking and timely content is crucial to increase brand value and awareness. When you watch the VW car commercial, in which the young boy tries to activate his toys with his ‘magic’ and suddenly sees the car revs up seeing his ‘command’, actually triggered by his father’s remote action, you love the commercial and may even go out to buy the car! That is content marketing!

1. Make a corporate blog for your brand or services.
2. Send your blog contents to social hubs.
3. Make social sharing a regular activity.
4. Make an e-book for your brand.
5. Create an info-graphic.
6. Make one editorial regular calendar entry.
7. Write about others to make meaningful relationships across the pond.

Analytics

1. Find out your campaigns which are not making expected performance.
2. Make a custom dashboard reporting panel.
3. make note on Google analytics and IBM Watson cognitive analytics.
4. Set up conversion goals and pathways.

Optimize Your Conversions

1. A/B test should be conducted for your landing page.
2. Make CTA for each and every page of your website.
3. Useful customer feedback must be sought.
4. Look for inbound traffic from relevant sites and sources.
5. Carry out 5 second test of your landing page.
6. Rate your page conversions on a regular basis.

Organize SEO/SMM

1. Use webmasters tool from Google.
2. Make your site search friendly. Using alt-tags for images for example.
3. SEOMOZ is very useful to improve ranking.
4. Build relevant authentic links. Avoid spammy links.
5. Make your keyword research a priority.

Generate Effective Leads

1. Use useful RRS feeds.
2. Make a list of your email subscribers.
3. Give gifts and free stuffs.
4. Answer questions in Yahoo, Quora and other sites.

Digital Stratery in Marketing

Introduction: Tiger Tours is a river cruise tourism promotion service in Bangladesh with the objective to promote the riverine natural beauty of Bangladesh and her immense waterways all over the country. This is will be facilitated by a master vessel, completely air conditioned having all modern amenities and security and safety measures on board. Local and foreign visitors and dignitaries have already availed the facility of this ship and we hope this will pave the way to promote river based tourism in Bangladesh.

Scope: To promote Tiger Tours cruising facility using digital marketing platforms.       

Website: A website is crucial in order to keep the business afloat. There are half a billion websites in the world as of now, that is one webpage for every 14 people in the world and they are increasing every hour every day. It is therefore increasingly difficult to compete with the website content as the competition is always intensifying. To remain at the top of the relevant keyword with which people search for anything like river cruise in Bangladesh, the webpage needs to be optimized. Primarily a site audit will be done to check the health of the website. SEO/SEM will them have to be carried out to optimize the site.

Site Audit: A site audit is important to determine how the site is performing in terms of search result. Appropriate keywords are crucial to have the site remain at the top. But keyword competition is steep. There are already competing industries are vying for the top position on their sites for relevant keywords, like river cruise in Bangladesh.

Link authority. The site needs to be reputed. This is not easy to make the site reputable in the steep competition for reputation as leading tourism site in Bangladesh for example. Constant SEO, both on page and off page needs to be done, monitored and analyzed for customer experience and interaction, and responding when they are most receptive.

Building organic traffic. Traffic building is important in order to let the major search engines know that the site is connected, vibrant. Dormant sites are likely to lose grip if they don’t have traffic to their sites, especially organic traffic.

Keywords. Keyword are the like DNA of your website. If it’s not in the right proportion, you are in trouble. The search engines have travelled a long way and these days they are smarter than ever to spot black hat SEO attempts. If you cram the website with keywords, you will be penalized. If you don’t have the right keywords, you would not rank higher. So the keyword research and application is extremely useful in order to bring your webpage to the people who are looking for your business services. The keyword research is a constant process.

Meta tags. Meta tags are used to describe your web page to the crawler bots. The appropriateness and brevity is the crux of that Meta description.

External links. External links can make your site seem trusted by the search engine. They are after all machines and (the robots that crawl your websites and links, that too a software robot). If the site links to highly reputed websites, at least more reputed than yours, then the website will certainly rank higher.

Load time. If your site takes more than 2 sends to lead, you are gone. People will switch and bounce away from your website and to your competitor. Losing business.

Mobile responsiveness. If your website takes more than 2 seconds to load, you will definitely lose clients. People are super freaks, when it comes to speed of the websites. They want huge graphics, but they also want the page to lad faster. You have to keep in mind both the requirements, as your competitors are doing just the same.

UX. User Experience is about aesthetics. People love beautiful things. If the website is attractive, people remember and come back inadvertently at times when they remember about the website. Here lies the creativity and ingenuity of the web developer to provide lasting user experience memory which makes the visitor remember the site more often than not.

UI. User Interface is the bridge between the man and the machine and how their interaction one with the other. Needless to say, user interface is important to make the interactions seamless. The nice navigability, the sitemap and other aspects that give the site visitor a clear pathway is a very good method to provide easy user interface.

Social: Social platforms are very cost effective and extremely effective in attracting potential clients to the business by means of personal reference. Twitter, Face book, Pinterest, Instagram, LinkedIn are all very powerful social tools that can be optimized to bring clients to the business. This will be done by making timely and relevant posts about the services to keep the visitors constantly engaged to the business with social interactions. Now people are not interested to be pushed with information. They know that there’s information for anything on the internet. It’s just that when they want to know, giving them information in that nick of time is crucial. For that, remarketing and giving them information right at the time when they are most receptive is important. How to k now when they are most receptive? It’s by analyzing their social interaction, people talking about it, trends and calculation of their spending time on your site, social pages are important.

Facebook. It’s the fastest growing social platform for business promotion as of today. Facebook is used by all major brands to promote their business. No wonder they have 1.5 billion people having the Facebook account and they provide of the most cost effective ways to promote business with their boosting post strategy.

Pinterest. The world of ideas is all there in Pinterest. Plenty times I watch Pinterest and feel a sadness of not doing enough to come out in the world with so many brilliant ideas that are there in Pinterest. People look for pictures of their ideas in Pinterest. So pictures of your business in Pinterest are a brilliantly picturesque idea indeed.

LinkedIn is like the Harvard alumni of influencing people, who really matter. Needless to mention, being surrounded by those people will jump start your matters at hand. Having a business and not having a LinkedIn account is not a good idea at all.

Instagram, snap chats are also very useful to promote business, especially to the younger generation who would like to

Twitter. A hugely popular micro blogging site to promote thing happening on the go, literally. These are used by brand to promote event to the followers and these days as in adverts too. A cost effective means to promote business.

YouTube. Now everyone is a TV producer. Get that? CNN can produce news and so can you. How you beat the CNN is all that matters. It’s not impossible to beat the competition given the playing field is level, like a golf tournament. You can play with Tiger Woods; it’s just that you need to pay as good! These days, huge animation videos, use of CGI are making videos reach a new dimension. Therefore video ads, with the YouTube channels are very useful to promote content to people who are always watching things.

Other video channels. There are multiple other methods with which animation and video may be used to promote a product.

1.       PPC/SEM. Pay per Click is the smartest way Google is making money from us all. Researches abound that nowadays people do a 70% times online research before making any purchase decision. They ‘search’ for what they are looking for. When they are searching for ‘river cruise in Bangladesh’, you don’t want to be missed out from those queries! But there are several competitors already there in the result page; you know they say, the best place to hide the dead body of the person you just killed is the second page of Google! PPC or pay per click will get your clients what they are looking for; it’s like putting in front of them a platter of gourmet dish when they are hungry for food!

2.       Mobile. People are hyper connected these days, and mobile phone is the best way to remain connected as, the set is handy, the charges remains throughout the day and people can always search for information whenever their sweet will gets activated! Shopping, search for information and local search is extremely useful with mobile phones. Google even penalizes a site if it’s not mobile responsive and delays to load!

3.       Email. Email is not dead and that’s correct. Consider yourself one day of using the internet and not checking your email account. True, your email is full of junk and may be one in 10 emails are useful, yet if you happen to get a mail that really matches your interest, you will open it. Having a subscriber base and a likeminded clients’ list for your weekly email blast is useful. In the end, with email people will look for your services. Therefore, usefulness of email can’t be over emphasized.

4.       Contents. Websites are about contents. It’s like a good book to read. If you find the page useful, relevant and about something you are really keen to know, you can say the content is good. Now there is no dearth of information on the internet. In the explosive growth of information availability, quality of content and the importance of it are extremely crucial. People bounce off from your website if the content is not good. These days, even the context of the content is analyzed and they rank better in the search for relevant material in the internet.

5.       Analytics. All marketing efforts must be analyzed to find out which works better than the rest and constantly customizing the best options working at that moment in time. AB testing, customer behavior, measure monitor and test performance. This will improve customer experience and resulting marketing return on investment. Marketing budgets are always elusive and it’s difficult to measure which efforts are most effective. Therefore analytics are required to glean marketing insights from structured and unstructured data.

6.       Conclusion. Needless to say, digital marketing strategy is a fastest and most cost effective means to promote business of any size, from mom and pop store to worldwide enterprise. From Nike, Boeing, Grameenphone to corner shop ecommerce store, everyone is using the new strategy to remain competitive.

7.       Recommendation. It is recommended that tiger Tours to implement digital strategy to promote the business. No matter how noble and successful the business model might be, without promotion, meaning if the people don’t know about it, any business is bound to not excel as expected or worse, die down from the onslaught of new entrant’s competitive advantage. It is incumbent on all business to embrace digital strategy and with the right mix. Constant supervision and efficient analytics, the cost savings will surely increase the business potential of any business.

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