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There’s nothing else to be said for it, the world is run by the internet. The globe has never been more connected than it is right now. The digital nature of the information age changed the landscape of human behaviour forever, not least of all where business and enterprise are concerned.
These days if businesses want any measure of success and prosperity they have to rely on digital marketing, there’s just no two ways about it. And why not? The internet is a massive place, and its wildly unique social dynamics create some truly singular opportunities for marketing and communication. The business owner who can adapt to these new forms of advertising and marketing will celebrate near boundless success and be able to grow their business to the sky.
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What is Digital Marketing Strategy?
There are actually two things that can be meant by “digital marketing strategy.” The first is more akin to a plan of attack along the lines of what, where, and when. What kind of advertising or marketing platform will be used? Where will it be put up/uploaded? When will it go up/be uploaded? These are all vital questions, and these answers should present themselves over the course of your market research. The second meaning of digital marketing strategy is the marketing approach or tools you might use, such as Pay-Per-Click ads, video content, or podcasts.
This blog is more concerned with the latter, where we’re going to be discussing the most popular methods of marketing thus far in 2023.
How to Implement a Digital Marketing Strategy?
Everything in life has a process and digital marketing is no different. As with anything it all starts with a plan, something that outlines what your goals for the strategy are. This can be anything that addresses a problem area in your business. For instance, if you’re not satisfied with the sales you’re making, then you want to build a strategy around guiding people to your storefront or your website’s shop page.
A successful digital marketing strategy focuses on one or two attainable goals, concentrating its efforts across platforms on one unified idea. There are some stellar digital marketing strategy examples out there, possibly one of the most well-known was Old Spice’s “The Man Your Man Could Smell Like” campaign.
Featuring a handsome, muscular man, aptly known as “The Man Your Man Could Smell Like” consisted of the title character explaining to women that while they can’t be with TMYMCSL, if they stopped buying “lady scented” body wash at the store and instead switched to Old Spice, then their husbands and boyfriends could at least, smell like TMYMCSL.
The campaign highlights several key digital marketing ideas and techniques. First of all, it’s an extremely targeted ad, designed to appeal specifically to women featuring a very attractive man with a deep voice, and presenting him as the ideal. Throughout the first ad, he goes from wearing a towel fresh out of the shower, to being on a boat presenting viewers with an oyster carrying “two tickets to that thing you love” before the tickets abruptly turn into diamonds, before TMYMCSL end the advertisement on a horse on a beautiful beach at sunset. It highlights the typical ideas of the ideal partner for a woman, someone handsome, with access to wealth, who is sensitive and romantic. It also attacks the idea of the typical man, highlighting that TMYMCSL is all the things that the woman’s partner is not – but at least he can smell like the ideal man.
Second, it’s visually appealing. Watching the quick-change transitions that TMYMCSL goes through throughout the advertisement is incredibly entertaining and well done. Combined with TMYMCSL’s rapid-fire dialogue the effect is humorous and easily gets the attention of viewers.
Speaking of dialogue, the third point comes down to the fact that TMYMCSL is impeccably written. Addable, confident, and charming the character speaks directly to the point and the way he talks is easy to go along with.
The Man Your Man Could Smell Like became a hit, and several other ads with the characters were made, and even a series of interactive videos, where customers would send questions to the Old Spice Twitter page, and Old Spice recorded a series of short videos featuring TMYMCSL answering them.
Obviously not every company can achieve something the scope of The Man Your Man Could Smell Like, however, the basic concepts are the same. Focus on an audience, address their pain points, and be memorable.
Digital Marketing Strategies
There are many digital marketing initiatives out there, it’s simply a question of knowing which one may be the best for you. This is where companies like Traffic Radius can help, as we consist of teams of people who are trained in and understand the digital marketing best practices. When engaging the digital marketing services of a company like Traffic Radius, it’s more than likely that their consultants and creators will be using one of these 5 methods to carry out your campaign.
SEO (Search Engine Optimisation)
Most business owners will have at least heard of this term. Search Engine Optimisation or “SEO” for brevity, is an extremely common digital marketing strategy example. If your website is your I.D on the internet, SEO is what lets search engines like Bing and Google know that you’re legitimate, and therefore make them more willing to recommend you.
Getting on Google is all about where you’re ranked. Less than 10% of people go to the second page of Google, and around 30% of people click the first result in the SERPs (Search Engine Results Pages). By using keywords and key phrases, SEO optimises your website to ensure it appears in the top results of the first page of a search engine’s SERPs, thereby increasing your web traffic, and increasing your conversion rate.
This form of digital marketing strategy can sound counter-intuitive at first. After all, you’re here to make money, not lose it, and PPC advertising is exactly what it sounds like. Whenever your ad or webpage gets clicked, you pay an amount of money (called a “bid”) to whatever search engine you’re running the ads on. You do this in exchange for top billing in the SERPs.
Google Ads is well known for its PPC advertising, and the Google Auction, the method by which Google ranks its PPC ads, is often praised for its fairness – judging websites based not only on the amount of money in the client’s bid, but also the relevance and quality of the content on the website.
This is possibly the most common digital marketing strategy behind SEO. Content consists of multiple forms of media being used to communicate, promote, and inform directly to your audience. Remember those videos we mentioned earlier of The Man Your Man Could Smell Like answering Twitter questions earlier? That was content. This blog? Content. (If you didn’t think a marketing company was going to market to you then we’re just not operating on the same level of respect.)
The purpose of content is to be continually promoting, and to treat the internet as an “investment” if you will. Once you put something on the internet it’s there forever. Even if you take it down later it will exist in some form. So putting out content regularly that is relevant to your audience means that you will forever take up that space on the internet, and the more space you take up, the easier you’ll be to find.
This is a very situational type of digital marketing strategy that most people use in tandem with other strategies. This is the type of marketing that uses the mailing lists you create using your website. The goal is to get customers to sign up to a mailing list so that they can receive promotional and informational emails from you or the company.
This kind of marketing is great because it opens up a direct line of communication with the buyer, as well as keeping them in the loop and in your customer’s mind. Your emails should be a friendly, conversational reminder that you and your business exists, as well as a method of delivery for vouchers and other promotional offers.
Social Media Marketing
Literally, billions of people are on social media, and we know that a minimum of 2.9 billion people are active users. Most social media platforms have some kind of digital marketing infrastructure in place, making it exceedingly easy to tap into such a massive global audience. Social media marketing is one of the more recent digital marketing examples but it’s no less effective and can be downright incredible in its scope.
If you’re interested in using any of these digital marketing techniques, Traffic Radius can help. You can contact us here, or call us on 1300 870 901, and we’ll be happy to answer any queries you might have.