DIGITAL MARKETING OVER VIEW TOPIC-1

1-TOPIC

DIGITAL MARKETING OVER VIEW 

The content marketing model

Digital marketing is more about deliberately choosing a set of activites to engage in sustained value creation and less about running yet another Facebook compagin amassing.this article presents a model that can help you craft and execute a digital marketing strategies to get real on your business purposes.

Digital mind set:

                   Ways.the rules of the digital game are very different

• It is about engagement:it is more about conservation.
• It is about experimentation :it is more about trying things out and less about                               being perfect.
• It is measurable:-it is more about using data to make real time adjustments and improve things and less about submitting 200-page analytics re management.

Review/carry out External audit :

                An external Audit is a detailed study on customer and competitors.List down the                      market threats  and opportunities.who are your target customers and what do they value? who are your competitors and what are they up to? typical source include PEST analysis, competitor analysis, customer feedback and social media listening report.

Set Digital Objectives:

                                          Digital objective​s are clear and concise statements on what you're going to achieve, for example X%increase in people signing up for the testing program Y% increase in inquires.The key discussion​ here is to ensure that digital Objectives​ align with DUMB method for identifying digital objective​s:

                   

• D=Doable (can it be completed?)
• U=understandable (is it easy understand)
• M=Manageable (can it be done with the time and resources available?)
• B= Beneficial (will it improve the business?)

Target segment:

                        Identify the customer segments you are after.this may seem easy at first , but a mistake

Here can have direct consequence.it's better to be overly careful than sorry.Not all segments may be useful to your business.the following criteria select segments.

• Measurable (can the attributes can be identified?)
• Substantial (is it big enough to engage?)
• Accessiable (is it easy to engage?)
• Differentiable (is it different from other segements)
• Actionable (can it be served?)

Design initiatives:

                                This is where the fun begins!when it comes digital,the trinity of search,content and social reign supreme.any initiative should address how we attract,engage and measure activities with in the trinty.

	SearchMore about being relevant and authentic and less about using black hat tactics.	ContentMore about content that tries to inspire, educate, inform or entertain and less about content that tries to peddle products and services.	SocialMore about valuable exchanges and less about product or company updates.
sAttract	SEO, SEM	SEO, Social Media, Email, Offline…	SEO, Sponsored ads, Campaigns, Apps, Offers…
Engage	Landing page optimization, Fulfilment…	Video, webinar, article, whitepaper, Infographics…	Q&A, polls, support, conversations…
Measure	Cost per click (CPC), Cost per acquisition (CPA)…	Cost per acquisition (CPA), Recency, Loyalty…	Comments, Social mentions, Sentiments, Loyalty…