Digital Marketing – what is it?

Digital marketing means communication, and not as many people think, technology. Its objective is to generate awareness, create engagement of the user, drive action and foster loyalty. The well-known marketing 360°, where digital marketing was only one of the elements, evolved into marketing 720°, where digital marketing has its proper game of layers.       Marketing 360 is the marketing strategy where the company covers all possible touch points with the customer: Branding Direct marketing Media Advertising PR CRM Event Digital   Given that digital evolved significantly through the years,...

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Principles of digital marketing

Principles of digital marketing can be split in 4 areas: concepts traditional and digital marketing 3i principles and digital channels       Concepts   Let’s reformulate a bit what is digital marketing: it is a use of a digital technology or new media to achieve company’s or individual’s marketing goals. There are several concepts of digital marketing:   Inbound/outbound   The inbound concept (called also a “pull strategy“) provides a relevant and helpful content to attract leads and organically leads to engagement. The outbound concept (called also a...

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SMART objectives – for a results-driven strategy

SMART objectives SMART objectives are applied to develop a pertinent, results-driven marketing strategy. SMART objectives – let’s decode it:         Specific: a clear and well-defined goal stating exactly what should be achieved. Answers: WHAT (what needs to be accomplished), WHY (why it is important), WHO (who is involved), WHERE (where the goal is located) Measurable: a goal which can be obtained and quantifiable described. Measurements include metrics, milestones, results, budget. Achievable: means that the objective can be achieved with suitable skills, resources and known...

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Digital research – why it matters

Digital research can be confined to 5 areas: Audience research Audience listening tools Cultural research Competitive research Industry trend research     1. Audience research: its size, composition and characteristics. Types of data usually are: Demographic: location, income, age, gender, occupation and education Psycho-graphic: lifestyle,  life goal, beliefs, opinions, musical taste, personality Behavioral: product use, product adoption, product testing, online activities and retail experience The most common place for audience research are social media platforms. They are accompanied by a...

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Buyer’s journey

Buyer’s journey – what it is exactly? It is simply a process the buyer goes through before purchasing a product. It involves awareness, evaluation/consideration and finally a purchase of a product or service.         It contains basically 5 phases (although exist models with more than that): Awareness The customer becomes aware that there is a problem which needs to be solved and perceives a product as a possible solution. In this stage marketers concentrate on visibility and brand recognition.   Interest The customer is looking actively for options which could solve the problem....

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Marketing functions – achieve the competitive advantage

Marketing functions can be divided in 5 areas. This are various roles in a marketing team helping the brand to achieve a competitive advantage towards competitors. The functions are summarized as: planning awareness conversion retention analysis and optimization   Planning It’s purpose is to set time-bound actions which will allow to achieve marketing objective. At this stage the marketing team works closely with the product and business team to align the goals. Planning provides insight on the direction which has to be taken and adds value to the decision making process by including...

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360° marketing: the full circle

360° marketing means the full circle, without leaving one single channel. It covers the entire buying cycle, utilizing every marketing medium; providing an integrated and consistent branding strategy. Benefits of 360° marketing are: covers the entire buying cycle uses every point of contact implements in parallel the traditional and digital marketing optimizes for relevance and scale enables successfully measure outcomes Components of digital marketing Awareness and Interest: use content marketing, display and video marketing and social media marketing. Content is the king. It attracts...

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