Digital Strategy, Digital Marketing Strategy and Digital Marketing
We sometimes use these terms interchangeably. Let's see why it's important to use the right terms.
Clarity in our communication helps us manage client’s expectations. Getting rid of the industry jargon helps however due to its specificity, it is sometimes not possible. So this first blog aims to clarify some of the terms the business owner will see out there. A sort of glossary, in layman terms.
Digital Strategy. It is not about technology, it’s about how technology has facilitated the disruption of established business models.
Think how Airbnb has impacted the hospitality industry revenue
As George Westerman (MITSloan) puts it “digital strategy is a better business strategy enabled by digital transformation” across all the organization.
Digital Marketing Strategy is the process setting up a digital marketing plan to define a direction with a clear strategic goal (i.e. gain new customers). The process starts with situational analysis of your business, a clear definition of your client value proposition, market research, client segmentation, defining the target audience and thoroughly understanding what your competition is doing.
And finally, Digital Marketing.
Digital Marketing is the use of digital channels and tactics to promote or market products and services to consumers and businesses. Those channels are:
○ Search Engine Optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s natural, organic or unpaid search results. On further posts we can talk about what’s on-page and off-page optimization.
○ Search Engine Marketing or Pay Per Click (PPC) is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (Google) when the ad is clicked. It is defined simply as the amount spent to get an ad clicked.
Digital Display Advertising (DDA) is a type of advertising that typically contains text, logos, photos, videos, and location maps.
○ Email marketing is a structured systematic process to deliver marketing messages to targeted subscribers. This is my personal favorite for its high conversion rates. Why? 66% of people have made a purchase as a result of an email vis a vis just 20% via Facebook
○ Mobile marketing offers the potential for brands to harness several unique strengths including personalized content, 24/7 internet access, immersive apps, shopping, geo-location and social sharing.
○ Social Media Marketing is the process of gaining traffic, attention and interaction with customers through social media to drive direct and indirect sales.
Not all these channels are used at the same time, each one of them adds value along the buyer’s journey. But that’s material for another post.