You are reading the article Using Digital Marketing To Improve Your Ecommerce Visibility updated in December 2023 on the website Daihoichemgio.com. We hope that the information we have shared is helpful to you. If you find the content interesting and meaningful, please share it with your friends and continue to follow and support us for the latest updates. Suggested January 2024 Using Digital Marketing To Improve Your Ecommerce VisibilityHow online coupon and comparison site Dealhack have re-established themselves
Dealhack launched back in 2005 and proved popular with users in creative careers.How have Dealhack marketed themselves?
Through market research and competitor analysis, the company positions itself as the gap between coupon and comparison shopping sites that have thousands of entries and insider blogs like Engadget or Gizmodo. The discount company serves both as a shopping guide and a source for special deals, thus shortening the customer lifecycle as they are able to research and buy on the same site.
Dealhack also has regular weekly features that its users enjoy, like Top 10 CDs, Top 5 DVD Sales and Rentals, Top 10 In-Demand Book Titles, and highlighted “Dealhack Favorites.”What Dealhack do?
Today’s shoppers look for value for money when purchasing products as retailers struggle due to brand loyalty and increased competition. Coupon sites have helped to decrease the gap between online retailers and consumers. Dealhack makes it easy for consumers to find and use coupons thanks to six locations around the world who provide 24-hour deal testing.
By building shopping guides and encouraging brands to offer better deals, Dealhack improves the online shopping experience while increasing both engagement and brand integrity.
Customers will find thousands of coupon codes, promotions, and deals that are tested and added daily. It tests the deals when they go live, and, for extended offers, it tests them every 90 days after that or sooner if a user reports a problem.
Every deal is given a score between 1 and 100 based on a methodology they created. So you don’t have to dig through 50 deals to find the best one.
Their goal is to make the service the most reliable source for discounts on the web. They achieve this by employing teams of people in several different time zones so that someone is always working around the clock to locate and source the best coupons and deals for the thousands of categories, brands, and retail stores that they feature on their website.Which brands does Dealhack work with?
Dealhack works in collaboration with the most popular stores on the web to add their deals and coupons to our collection every day. Brands include; ASOS, Amazon, Billabong, Boohoo, Gap, Jack Wills, Levi’s, Reebox, Ted Baker, Tommy Hilfiger, Uber, Apple, Vimeo and lots more.
The best times to find deals on Dealhack are in the days leading up to holidays like Black Friday, Cyber Monday, Christmas, Boxing Day, Valentine’s Day, Mother’s Day, and Easter.Global Team Provides 24-Hour Deal Verification and Support
The Dealhack team are based in Toronto, and the company features more than 1000 Canadian, US and global retailers from six countries.
The team works around the clock to provide site maintenance and support to its customers who have queries and problems with deals.Dealhack offers a $1500 annual community volunteer scholarship
They also offer a $1500 annual community scholarship to a University or College student for volunteer help in their community. The submission date for the next round is June 30, 2023.
To apply, students must:
Be enrolled full-time at a college or university in the USA or Canada for the 2023-2023 academic year.
Be in good standing with their current academic institution.
Exemplify outstanding community volunteer involvement.
Have permission from a parent or legal guardian if they are under the age of 18.
To apply for this opportunity fill out the application form, include your name, email address and the name of your school and place where you volunteer.
Include the name, phone number, and email address of at least one reference that can verify your volunteer involvement.
Use your answers to fully describe your community volunteer involvement and what it means to you to be a volunteer. Questions include:
How do you help in your community?
How long have you been volunteering?
Why do you volunteer?
What does volunteering mean to you and what has it taught you?
What plans do you have to volunteer in the future?Digital barriers the company has overcome since its re-launch
After shutting down in 2011, new owners bought the site from the previous owners in 2023 and the site features on daily deals (mostly tech & electronics) but had trouble scaling; they were able to bring it back and grow it quickly by scaling the deal sourcing and focusing on longer-term discounts and promo codes.How successful have they been?
Since the website was re-launched in August 2023, there has been a steady growth from looking at SEMRush data.
The company contributes a significant portion of their growth to focus on sharing discounts with specific groups like military, teachers, first responders, students and seniors. Their targeted guides have received an incredibly enthusiastic response from those groups. Their savings guides are said to have spread like wildfire.
You're reading Using Digital Marketing To Improve Your Ecommerce Visibility
Every online retailer wishes to boost traffic and conversions. However, even after you’ve put up a basic plan and strategy, deciding on the best Digital Marketing Tips for eCommerce Websites or other marketing methods to attempt might be complicated.
One of the most successful ways to market your e-Commerce business is through digital marketing. If you want to be found online, you must sell yourself online. You should employ many digital marketing tactics for e-commerce to generate visitors to your site, improve sales, and brand your firm if you have an e-commerce site.
That’s why, for your convenience, we’ve put up a list of efficient Digital Marketing Tips for e-Commerce Websites and the tips that are chosen and used worldwide for better results and sales. The concepts themselves range from simple consumer acquisition to increase repeat purchases from an existing customer base.
For the next two weeks, try to practice one of these suggestions every day. Take stock on the last day of your sprint and determine which techniques were most effective in generating new sales.What is The Concept of eCommerce Marketing?
Ecommerce marketing is the process of driving visitors to your online store, converting that traffic into paying consumers, and keeping those customers after they’ve made a purchase.
Ecommerce marketing, particularly digital e-commerce marketing, has been shown to increase brand awareness and product orders for companies like yours. Your organization may employ cost-effective channels like search, email, and social media to grow your business using e-commerce website marketing.
A comprehensive e-commerce marketing plan includes both on-site and off-site marketing methods. A well-thought-out marketing strategy can help you raise brand awareness, develop client loyalty, and boost online sales.What Are A Few Benefits of eCommerce Marketing? 1. Purchasing Time is Reduced
Customers will be able to spend less time shopping for their desired items. They may quickly look through a large number of goods at once and purchase what they want. Customers can find things that are available in physical stores far away from them or that are not available in their area when they shop online.2. Reduced Cost
One of the essential benefits of e-commerce to businesses is cost reduction, which keeps sellers interested in selling online. Many vendors have to pay a lot of money to support their physical store running, and they may be required to pay more up-front costs such as rent, repairs, store design, merchandise, and so on. Even after investing in services, inventory, maintenance, and a crew, many vendors do not achieve the required profitability and ROI.
Try out a free digital marketing course offered by the industry best to build your e-commerce brand to the next level!3. Advertising and Marketing at a Low Cost
To promote their items, sellers do not need to invest a lot of money. There are various inexpensive and quick ways to market online in the realm of e-commerce. Sellers can really show off their products in e-commerce marketplaces, which are visual mediums. Amazon merchants, for example, can leverage Advertising capabilities to include videos, infographics, and high-resolution photos.4. Customer’s Flexibility
The ability of sellers to provide flexibility to customers is a significant benefit of e-commerce for businesses. One of the highlights is that the goods and services are available 24 hours a day, seven days a week. As a result, the seller can sell his thing at any time and in any location.5. Comparison of Products & Prices
Sellers can compare products using tools or on their own in e-commerce. This gives them a good notion of the product options accessible, as well as the standard rates if a product requirement isn’t met.6. Responding to Buyer/ Market Wants More Quickly
When you start selling online, everything happens faster. Ecommerce marketplaces provide a more efficient logistics and delivery mechanism, and this signifies that the buyer’s order will be delivered quickly. Another benefit that can be handled promptly is product returns management; you can either refund the funds or provide a replacement.7. There are Several Payment Options Available
Personalization appeals to buyers, and the same is true when it comes to paying for their orders. UPI, cash on delivery, card on delivery, net banking, EMIs on credit or debit cards, and pay-later credit are all options available on e-commerce marketplaces.
Now that we understand the benefits of e-commerce websites and marketing, let us dive into the best digital marketing tips for e-commerce websites.Top 11 Digital Marketing Tips for eCommerce Brands
Here are the top 11 digital marketing tips for eCommerce brands you must try out for your eCommerce business;
Join Hands With Google Ads
Preserve The Email Addresses
Instagram is The New Digital Market
Customer Experience by Personalizing
Live Chat Feature
Content Marketing Campaign
Artificial Intelligence [AI]
Make Use of Retargeting Ads
Gain More Customer Feedback
Now, we have got to know what are the digital marketing tips for eCommerce brands in India. Let’s dive into and know more about it in-depth.1. Join Hands With Google Ads 2. Preserve The Email Addresses
There is no better person to target than someone who has already bought the product from your company or has opted-in to receive additional information about what you have to offer. These individuals are already familiar with your business and are responsive to your marketing message, making them perfect prospects.
Collect email addresses from anyone who makes a purchase on your website, and encourage visitors to subscribe to an email newsletter. As part of your e-commerce website marketing plan, you may leverage your database to send out email campaigns and special coupons and offers.
Here are a few basic improvements that are frequently forgotten or ignored, resulting in lost conversions and purchases.A. Emails of Welcome:
A welcome email strengthens the bond between your company and its customers, and it increases the likelihood of future targeted offers and upsells.B. Provide Helpful Hints and Information:
This is referred to as lead nurturing in marketing jargon. Maintaining interest in your prospects without bombarding them with sales pitches goes a long way toward developing trust. Providing relevant and intriguing content puts your brand at the forefront of your customers’ minds.C. Discounts and Coupons Should be Sent:
Every shopper enjoys a good bargain. In one experiment, a merchant who sent coupons across all social media channels saw a 272 percent increase in conversions.D. Request Feedback:
Email surveys are a great way to learn more about your consumers and your company. Before asking for input, don’t take this step lightly and follow best practices. You will get invaluable knowledge.E. Reminders for Your Wishlist:
The wish list of your customers is an undiscovered treasure. Reminders, price decreases, birthday wishes, and low stock notices will keep them interested. It gives you direct access to your customer’s mind, which you can monetize fast.3. Instagram is The New Digital Market
Instagram is one of the fastest-growing social media platforms, with over 500 million daily active users connecting consumers, influencers, and marketers.
You’re well on your way to creating a significant Instagram following of individuals who are interested in your items if you take captivating photographs, use hashtags effectively, and post at the proper times. Engagement with your followers is the key to mastering your organic Instagram presence.
What are some methods to interact with your Instagram followers? To promote your product development process, you may hold contests or go behind the scenes. On Instagram, you may also pay to play. Adding products to your Instagram posts and stories for e-commerce marketing gives your followers a direct path to purchase, which is crucial for increasing your online sales.
Bonus Read: Top 10 Instagram Marketing Hacks4. Mobile-friendly Website
Many consumers now use mobile devices to surf the Internet and make transactions, so you must ensure that this is allowed on your site. Responsive design is the best method to accomplish this.
Customers will be able to explore your site and purchase your products from nearly anywhere in the planet. Furthermore, as of April 2023, Google considers mobile-friendliness to be a significant ranking criterion. That means that for e-commerce marketing, a mobile-friendly design is a must if you want users to find you on search engines.5. Customer Experience by Personalizing
Although numerous digital marketing suggestions are available on the Internet, this vital point does not appear nearly as frequently as it should. We live in a world driven by eCommerce and technology, which is why you must be very selective about whatever digital marketing strategies you use. The goal is to demonstrate to the client why your brand is different and why they should become a devoted customer.
Personalization is one of the essential brand differentiators. As businesses compete for customers’ attention and purchases, e-commerce has evolved into “me-commerce”. Shoppers have learned to demand
Customers can be addressed by name while browsing online retailers, and they can be offered similar products, coupons, and upsells when they make a purchase. They can stay in touch after their purchase by sending birthday wishes, asking for feedback, offering unique discounts, and promoting new things to keep them engaged throughout the year.6. Live Chat Feature
Use Live Chat and contact details to engage visitors to your online store.
Below given image shows how Simplilearn uses live chat to keep their audiences engaged without any questions or doubts arising.
Outside of email, there are other high-impact ways to engage site visitors and consumers. You could, for example, use live chat to interact with customers on your website.
Many live chat tools allow you to target browsers on specific pages after they’ve spent a given amount of time on your site, or even after they’ve come via an email newsletter.
Live chat also allows you to have direct dialogues with your consumers, allowing you to respond to and address their issues while they are considering making a purchase. This helps in building customer loyalty and customer satisfaction at the same time.7. Content Marketing Campaign
Every e-commerce store should consider blogging on a regular basis to stay in touch with customers and improve their search engine rankings. Consider promoting your blog on your online store if you’re already providing the content.
Don’t forget that content marketing may be used in more ways than just blogging:
Start a podcast to showcase your expertise or to strengthen your community.
Guest posts on other websites and blogs to raise visibility and gain backlinks are beneficial to SEO.
Create long-form content and tutorials to assist clients to get the most out of your products.8. Artificial Intelligence [AI]
Photo by Andrea De Santis on Unsplash
Artificial intelligence (AI) can have a big impact on your e-commerce sales. It can gather data and utilize it to precisely forecast a customer’s reaction based on previous behavior. Measurable metrics like conversion rates, bounce rates, and engagement rates can give you a lot of information about your site’s effectiveness and how people use it.
You can use data to obtain information that can help you enhance your site and increase conversions and loyalty. Customers are more likely to return, recommend your items, and leave favorable reviews if they have a positive experience.
Algorithms anticipate which things returning visitors will want to buy, making it easier for them to shop on your site. The products are prominently displayed. You may also utilize AI to optimize your back-end logistics so that your customers have a positive experience from purchase to delivery.9. Flexible Delivery
Limiting delivery options is an excellent method to encourage cart abandonment. When they discover that the delivery options do not meet their demands, 45% of online shoppers abandon their carts.
People want to pay and know that their purchase will arrive as soon as possible. At the same time, customers may want to know that if they don’t need their purchase right away, they can choose to pay less for delivery.
This does not imply that you must join the drone delivery craze, and it simply means that you should think about how you may prioritize speed and efficiency while keeping cost in mind.10. Make Use of Retargeting Ads 11. Gain More Customer Feedback
Customer Feedback Shall be Managed
Without reviews, you can’t have a digital e-commerce marketing strategy.
Reviews can help your products appear in relevant searches if you sell on Amazon.
Reviews can also assist individuals in making purchasing decisions and build confidence between your company and its customers.
Even if you receive a few poor reviews, the right response can turn an irate shopper into a happy customer and demonstrate to other customers that your company values customer feedback.
Paying attention to your audience can substantially assist your business, whether you focus on Amazon, Facebook, Google, or other platforms.Encourage the Creation of User-Generated Content (UGC)
Nothing sells a product more effectively than a satisfied consumer. UGC offers first-hand knowledge from customers who are now living in and utilizing your products. According to Salesforce, 54 percent of customers are more likely to trust a fellow consumer than your own marketing.
Here are two simple ways to use user-generated content;
Including hashtags in all of your social media posts
Making it simple for customers to leave reviews on your websiteConclusion
Ecommerce digital marketing tactics assist firms in making the transition to the online world and reaching a larger audience. You should employ many digital marketing tactics for e-commerce to generate visitors to your site, improve sales, and brand your firm if you have an e-commerce site.
Hiring a well-known digital marketing agency such as echoVME could help e-commerce brands establish a strong online presence and apply numerous digital marketing techniques.
Replying at the earliest is one of the digital marketing tips for eCommerce we follow sincerely.
blog / Digital Marketing How to Learn Digital Marketing? 6 Top Strategies to Success
In the fast-paced world of digital marketing, the only constant is change. With the imminent arrival of the Metaverse and Web 3.0, staying ahead of the curve in this ever-evolving field has never felt more crucial. So, it’s important for all aspiring and even experienced digital marketing professionals to continue learning and upskilling. And if digital marketers are wondering how to learn digital marketing, look no further: This guide looks into some of the most effective strategies on how to learn digital marketing.What is Digital Marketing?
Digital marketing is a set of strategies used to promote a product or service using digital channels. These channels include social media, search engines, email, and websites. This approach, therefore, is designed to help businesses reach and engage with audiences to drive results such as website traffic, lead generation, and sales. Furthermore, digital marketing aims to build brand awareness, increase customer engagement and loyalty, and drive revenue growth.Digital Marketing Specialization:
Some of the key digital marketing specializations include:
Social Media Marketing:
Using social media platforms to promote products and services, build brand awareness, and engage with audiences.
Building and maintaining customer relationships through targeted email campaigns and personalized messaging.
Creating and distributing valuable content to attract and engage a specific target audience, ultimately driving profitable customer action.
Now that you know what digital marketing is let’s move on to how to learn digital marketing.
ALSO READ: What is Digital Marketing? Strategies, Benefits, Types, and Careers
How to Learn Digital Marketing?Step 1: Enroll in an Online Course
The first step in how to learn digital marketing is to sign up for online digital marketing courses. These courses provide structured learning to build a strong foundation and stay updated with the upcoming trends. Moreover, completing a digital marketing course with a certificate will also add credibility to a digital marketer’s portfolio and enhance opportunities. To gain access to expert knowledge and upskill, explore these digital marketing courses by Emeritus.Step 2: Learn from Experts
There is no better way to gain insights into the field than by learning from those who have already established themselves in the industry. Connect with experts through networking events, industry conferences, and workshops. In addition to networking, consider following digital marketing online. Furthermore, the years of experience of digital marketing experts can be found in digital marketing books. Here are three best books on marketing that are worth reading:Step 3: Read Digital Marketing Blogs
In addition to books, blogs are a great way to expand knowledge about the field. These blogs can offer deeper insights into the topic, highlight new strategies, and keep readers informed on the latest trends. Moreover, reading blogs can inspire and motivate, as aspirants can learn from these success stories and case studies covered in them. Some of the valuable digital marketing blogs to check out are:Step 4: Create a Personal Digital Marketing Project
The best part of digital marketing is that one doesn’t need any assistance to enhance skills and knowledge: do it on your own! Create a personal digital marketing project and start with hands-on learning. Determine the marketing specialization that interests you and create a personal project. Start by creating a blog on any preferred topic or creating a social media page and engaging content. This helps professionals learn all the aspects of digital marketing that one can only learn by doing it oneself. Moreover, creating a personal project can help showcase one’s digital marketing skills to potential employers or clients.Step 5: Listen to Digital Marketing Podcasts
Podcasts are an engaging and effective way to stay up-to-date and learn from top leaders in the field. They are also excellent for gaining ideas, learning about real-life experiences, and discovering new techniques and tools. Additionally, podcasts are convenient to listen to while commuting, exercising, or doing household tasks. All this makes it easy to fit learning into a busy schedule. Here are some podcasts to check out:
Online Marketing Made Easy
by Amy Porterfield
by Jenna Kutcher
by Neil Patel and Eric SiuStep 6: Watch Videos and Webinars
Lastly, watching videos and webinars is a great way to learn digital marketing, as they provide visual examples and explanations. This makes it easier to understand the concepts. YouTube is an excellent platform for finding digital marketing videos from experts covering various topics. Furthermore, many organizations and companies host webinars and live streams on their website or social media platforms. These webinars and live streams provide a great opportunity to learn from industry experts, ask questions, and interact with like-minded professionals. Some of the best digital marketing YouTube channels to subscribe to are:Frequently Asked Questions 1. What are the Different Types of Digital Marketing?
Social Media Marketing:
Creating engaging content and campaigns to promote a product or service through social media platforms such as TikTok, Instagram, and Facebook.
Creating valuable content, such as videos or blog posts, that attract and engage audiences to boost trust, credibility, and traffic.
Email campaigns such as newsletters and promotional emails promote a product or service, communicate with the audience, and build relationships.
Search Engine Optimization (SEO):
Optimizing a website’s content, structure, and other factors to rank higher in search engine, boost organic traffic, and brand visibility.2. How Important is Digital Marketing for a Business?
Digital marketing has become crucial for organizations to grow and thrive. By embracing emerging technologies and digital platforms, businesses can build strong connections with target audiences and gain a competitive edge. Additionally, digital marketing helps them to reach a larger audience, build brand awareness, and drive traffic and sales.3. What are the Top Digital Marketing Skills?
Content marketing, social media marketing, video marketing, traffic acquisition, and SEO are some of the top digital marketing skills. Learn about these top skills and how to apply them to your resume to stand out.
ALSO READ: Top 6 Skills for Digital Marketing Resume to Get Hired
To conclude, we hope this article has offered a better understanding of how to learn digital marketing. However, please remember that learning is an ongoing process; there is always more to discover. So, continue upskilling and gaining knowledge to stay ahead of the competition. Furthermore, take your career to the next level; explore these digital marketing courses by Emeritus.
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In recent years, Snapchat has become a significant participant in the field of digital marketing. Snapchat has developed into a sophisticated marketing tool used by companies of all kinds to engage with younger audiences after first being perceived as a platform exclusively for teens to post fast, fleeting content. The number of daily active users on Snapchat exceeds 280 million, making it impossible for marketers to ignore it.
Brands have access to cutting-edge methods for producing interesting content and connecting with their target audience because of the platform’s distinctive features like filters, lenses, and geotags. To stay relevant and competitive in the current fast-paced digital scene, an increasing number of companies are using Snapchat in their digital marketing efforts.Demographics and User Behaviour on Snapchat
Understanding Snapchat’s user base and demographics is key to using the app effectively for digital marketing. Observe the following important details −
Snapchat is popular among younger demographics − Although Snapchat’s user base is wide, it is especially well-liked by this group. Snapchat is a useful medium for companies targeting the 18 to 24 age group because 78% of this demographic use Snapchat?
Users interact with Snapchat frequently − In contrast to users of other social media platforms, Snapchat users frequently interact with the app throughout the day. Because of this, businesses have a rare chance to produce timely, relevant information and interact with users more intimately.
Snaps have a limited lifespan − Snaps on Snapchat are intended to vanish after a little while. Users feel pressured by this to read and interact with the material before it vanishes, therefore marketers must produce content that is both attention-getting and memorable.
The use of creativity is essential − Snapchat’s filters, lenses, and geotags give marketers unique opportunities to interact with their audience. Developing original and captivating content that conveys a brand’s personality and values is a common component of successful Snapchat marketing.
Influencer marketing is successful − Influencer marketing is a well-liked tactic on Snapchat, where firms team up with influencers to market their goods and services. Influencers may aid brands in expanding their reach and fostering user trust and authenticity.Snapchat’s Benefits for digital marketing
Reach a younger audience − As previously established, Snapchat is particularly well-liked by younger age groups, with 78% of those between the ages of 18 and 24 utilizing the service. Businesses now have a great chance to connect with a younger demographic that could be challenging to reach on other social media sites.
Utilise special creative features − Snapchat’s geotags, filters, and lenses give companies special creative tools to produce interesting and memorable content. On the platform, these elements can assist companies in standing out and developing distinctive brand identities.
Use the Stories feature − Snapchat’s Stories feature enables companies to produce longer-form content that consumers can view for 24 hours. Businesses may find this to be a useful tool for showcasing their goods or services and telling their brand’s narrative more interestingly and dynamically.
Analytical measurement of outcomes − Snapchat’s analytics tools give businesses information on the effectiveness of their campaigns, including views, reach, and engagement rates. Businesses can use this to assess the success of their efforts and make data-driven changes to boost their performance.
When it comes to connecting with a younger audience and producing interesting, memorable content, Snapchat offers several special benefits. Businesses may design efficient Snapchat campaigns that meet their marketing objectives by utilizing the platform’s special features and analytics tools.Guidelines for Designing Successful Snapchat Campaigns
Snapchat initiatives that are successful must be carefully planned and carried out. When building Snapchat campaigns, have the following best practices in mind −Focus on storytelling Use a consistent brand voice
Establishing a strong brand identity on Snapchat requires consistency. To establish a sense of familiarity and trust with your audience, use a consistent brand voice throughout all of your material.Be concise and to the point
Due to Snapchat’s brief lifespan, you only have a few seconds to grab the attention of your audience. To increase engagement, keep your material succinct, sharp, and to the point.Don’t be scared to try new things
Snapchat’s innovative features offer countless chances to try out various kinds of content. Never be afraid to experiment and learn what works best for your audience.Promote user-generated material
On Snapchat, user-generated content may be an effective technique for increasing engagement and developing a sense of community. Encourage your audience to produce and distribute original material about your company or campaign.Plan for longevity
Even though Snapchat content is transient, it’s crucial to consider durability when developing your overall Snapchat strategy. To improve your strategy over time, create a long-term content plan and constantly review your performance.
You can develop interesting and powerful content that connects with your audience and helps you meet your marketing objectives by adopting these best practices into your Snapchat campaigns.How to Overcome the Obstacles to Using Snapchat for Digital Marketing?
Users can exchange photographs and videos with their friends and followers on the well-known social media site Snapchat. Even though it can be a helpful tool for digital marketing, it also offers a few difficulties that must be solved to fully realize its potential.
The fleeting nature of the content is among the main difficulties. Because Snapchat material vanishes after a predetermined period, unlike other social media platforms, it can be challenging to establish an enduring brand identity or maintain track of KPIs. Furthermore, reaching out to older or wealthier consumers on the network may be difficult because of its younger user base.
Businesses can concentrate on producing interesting, aesthetically pleasing content that promotes sharing and participation to get around these problems. To make their material more relevant and tailored for particular audiences, they may also make use of Snapchat’s geolocation filters and other capabilities. Finally, companies may add to their Snapchat campaigns and develop a more thorough marketing plan by utilizing other marketing channels like email or influencer marketing.Final Thoughts
Snapchat can be a helpful tool for digital marketing, particularly if your target audience falls within the app’s main demographic of younger users. Its features, including filters, lenses, and tales, have the present potential for creating compelling and interactive content. However, it’s crucial to think about whether Snapchat fits with your business and marketing objectives as well as whether you have the means to consistently produce high-quality content. In the end, your choice to use Snapchat for digital marketing should be driven by a rigorous analysis of your unique requirements and target market.
Examples of essential questions to ask when structuring a digital marketing audit
Auditing your digital marketing activities is an essential technique to start a digital marketing strategy. But they’re also useful for finding opportunities to improve your digital marketing by identifying priorities you need to act on to get better results.
Knowing where to start and what to include can be difficult since although you may have your own area of expertise such as search, social media or business, you may not know about other topics. In this article, we’ll provide a comprehensive checklist you can use for your business based on the Smart Insights RACE Digital marketing framework. Each of the five parts of RACE is broken down into five to give a comprehensive evaluation of digital marketing for which I outline questions in this post.
I developed this framework nearly 15 years ago based on my experience of consulting and training in digital marketing for businesses in a range of sectors and in companies of different sizes from small to large. Our auditing approach is a data-driven audit using tools to compare to your competitors and using your Google Analytics to assess the effectiveness of your marketing communications.1. Plan – Auditing your resources and strategy process
How you manage digital marketing is often forgotten in a digital marketing audit that often focuses on channels, but it’s important to consider your overall process, strategy and resources, so you should start here, whether reviewing with a small business owner or the person responsible for digital marketing in a larger business. Issues to consider are:
Performance – Do you have a dashboard to report performance? Can you break down performance by channel standardised using Analytics UTM tracking to track email marketing for example?
Marketplace analysis – Who are your target customers? Have you defined personas? What is your success in reaching and converting them? Benchmarking visits and where possible conversions against competitors?
Capabilities – these include your team – who is responsible for digital marketing – internal staff and agencies? What are their strengths and weaknesses? Are there any training gaps? This also includes marketing technology and tools which we cover in our essential marketing tools download.
Strategies – Is there a strategy in place? How does your brand positioning compare to competitors? What is our defined target audience. Is there a 90-day planning or quarterly business review process?2. Reach – The Media audit
This review should compare your techniques for using Paid, Owned and Earned media (POEM) for acquiring traffic. Start by reviewing measurement of media and conclude by creating and digital acquisition plan with priorities.
Organic search sources – What is the split of brand vs non-brand search terms? Are International, Local and Mobile vs Desktop as expected?
Organic search checklist – Domain authority based on backlink profile of unique-linking domains. Use of on-page ranking factors. Our SEO Learning Path explains the details on these and references our organic search audit template
Paid search – What is the split of brand vs non-brand ad traffic for different sources, what is the Return on Advertising Spend (ROAS) for each? How does the quality score vary across campaigns?
Earned media – How are we using digital PR and influencer marketing? Is it a structured or ad hoc approach?
Social media – How does traffic volume and quality compare for paid and organic social for each of the main social platforms you use?3. Act – Auditing website customer journeys and content for lead generation
After reviewing the success of your media channels in driving traffic, the logical next step is to audit the effectiveness of the customer journeys on the site in supporting content engagement and lead generation. This is the main aim of the Act stage. Key factors to assess are:
Content marketing strategy. Is there a defined content marketing strategy to serve relevant content throughout the customer journey to meet your objectives?
This is a vital activity since Content Marketing is at the heart of digital marketing and impacts not only customer journeys and conversion and is based on audience needs, but also media techniques for content distribution like organic search, paid search, social media and email marketing automation.
A content marketing strategy defines:
Your goals for CM
Your audience personas
Content selection mapped against customer journeys and lifecycle
Editorial calendar for content publication
Content distribution plan including POE media and influencer outreach
Tracking to achieve ROI
Landing Page effectiveness – First impressions are important, we don’t want our visitors to leave immediately, so the audit should review whether landing pages optimized in line with best practices using a structured improvement approach?
Lead capture and audience profiling – Are we following best practices for lead capture and profiling, scoring and working to improve them in a structured way? This is covered in our e-learning topic on this activity.
Campaign and Content Planning – Do we have a clear campaign planning and improvement approach so that digital campaigns are integrated with marketing campaigns. Access our toolkit which has templates to help you plan and manage campaigns better to improve results: Marketing Campaign planning4. Convert – Auditing conversion efficiency
Success factors to review within the RACE framework for conversion are based on these questions:
Retargeting. Are you using on and off-site retargeting to convert your audience to sale?
It’s a common situation that a visitor will only interact with a website or brand once, even after subscribing. This makes retargeting or reminders which are powerful and cost-effective technique to encourage people to return and ultimately buy.
Web Personalization. Are personalized containers used on the site with recommended product, content or offers?
On-site personalisation is also a technique that is commonly used on retail and e-commerce sites, but under-utilised on other sites. The options and some of the technologies are covered in our e-learning.
Mobile experience. Are the techniques used for interaction and conversion effective on mobile?
This question applies across all the previous ACT and CONVERT sections, but are referencedhere since conversion is a specific problem on mobile.
Multichannel selling. Are offline interactions prompted to encourage visitors to convert?
Direct interactions with real people, your employees, almost always have higher conversion rates than unassisted on-page website conversion. This is why options like Livechat have increased in popularity.
Conversion Rate Optimization (CRO). Is there a programme of structured testing and improvement for conversion?
Using a test-learn-refine approach across the best practice techniques discussed above WILL produce uplift if the programme is sustained since not every AB test will produce a positive result.5. Engage – Customer Engagement
‘Engage’ is aimed at achieving long-term customer engagement. In digital marketing, there is a tendency to focus too much on the short-term engagement, but it’s the long-term engagement that matters to results.
Customer Onboarding and growth. What is the quality of the online customer onboarding?
These are similar to the welcome sequence for retargeting, but within a different goal – to develop brand preference, gain feedback, e.g. through reviews and ratings and encourage repeat purchase.
Customer Digital Experiences. What are the processes and tools you use to review and improve the customer experience?
These are activities that tend to be better setup in larger organisations, but they are equally important in smaller businesses!
Customer Service and Success. How are customer service processes and quality of support content assessed?
How can people, process, tools and measurement be used to improve quality of experience?
Customer Email marketing. How is the quality of email marketing improved across the customer lifecycle?
This is a major activity which is impacted by many of the other activities in this audit.
We have a separate Email marketing audit we recommend you review as part of this activity.
Given the importance of email marketing, we have a separate toolkit covering how to create an email marketing strategy and practical templates to improve your email marketing:
Improve social media marketing. How is the quality of social media marketing improved across the customer lifecycle?
Like email marketing. This is a major activity which is impacted by many of the other activities in this audit.
We have separate Social media audits we recommend you review as part of this.
Given the importance of social media marketing across each part of RACE, we have a separate toolkit covering how to create a social media strategy and practical ‘Smarter’ guides for each of the main social media platforms.Summary
When completing the digital marketing audit, make sure that you cover both strategy, customer acquisition and retention. The most important aspects to consider are Reach and Act since success in these is essential to power your digital marketing.
What can we learn from these examples of failed digital marketing strategies?
There is a tendency for both brands and agencies to accentuate the positive in case studies and write-ups of campaigns and case studies. It’s understandable to take this positive approach to hide bad news out of sight of investors, clients and consumers. However, we can often learn more when marketing failures are reviewed. In this article I’ll take a look at 4 examples of digital strategy failures that highlight good practices by showing poor practices.
Despite the fact that chúng tôi went spectacularly bust over a decade ago, it still offers a unique insight into one of the biggest and most costly digital business failures in European history. chúng tôi aimed to become a first-to-market global brand selling sportswear and designer clothes. The business launched in 18 countries in the autumn of 1999, spent £125 million in six months – including £500,000 a month on product photography, significant sums on their own fashion magazine, funding for offices in five countries and $22.4 million on marketing and PR. It then looked for further funding to increase it’s global reach and cover its spiralling costs. They presented expected growth figures in a meeting with respected venture capitalist Larry Linehan, but when they were unable to answer basic questions on conversion rates, customer acquisition costs and required visitor numbers, he’s reported to have told them – “Sorry for my bluntness, but I think you’re going to be out of business by Christmas.” He was wrong. They held out until 18th May 2000. You can see more about the failed approach in this article by Dave Chaffey reviewing Boo as an example of a failed digital strategy. Key lesson: chúng tôi clearly had a weak digital marketing plan/team. If chúng tôi had a better handle on their key metrics and ecommerce levers such as customer life time value (CLTV), the cost to acquire a customer (CAC) derived from the CLTV and a decent view on traffic sources and conversation rates then they might have been slower to expand and controlled their incredible “burn rate”.3. Joost 4. Ecomom
Ecomom gives us a more recent example of a failed digital strategy showing that some lessons from the chúng tôi era haven’t been learned. Ecomom was a startup internet retail company selling earth friendly mom and maternity products including food, toys, apparel, and other baby related items. With headquarters in Las Vegas and San Francisco and a third-party fulfillment in Los Angeles, any volume could be shipped within 24 hours. Founded in 2007, by 2011 it had turnover of just over $1 million. This post describes how Ecomum made some fundamental financial management errors in running a business. An accountant joining the company in 2011 found that it had a contribution margin of –48% which he identified when he joined the company. In other words, for every additional $60 average order shipped the variable cost was $89 and the company lost $29. This situation was caused by heavy discounting with common use of 50% discounts on daily deal sites like Groupon. To make matters worse, although discounts were meant to be one time only, the company couldn’t limit them by customer, so every discounted order has a 50% reduction regardless whether they were from a new company or an existing company. To make matters worse, The company sales manager was paid based on sales achieved before discounting… Lessons from this example: This example again shows that it is essential to set the right KPIs to review and control a business. The danger of over-reliance on discounting and sales promotion as a sales tactics is also shown the importance of having a balanced management team with different skills and experiences.
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