Which Digital Marketing Components Are Right For Your Business?
In today’s business world an online presence in some form is a must for most companies, but with so many digital marketing options and acronyms out there from SEO to SEM, PPC, SMM, CRM and CX, just to name a few, it can be hard to know where to start. That’s where it becomes important to assess which of the wide range of digital marketing components available align best to your organisational goals and marketing plan.
If your goals are to increase repeat purchase from existing customers then a customer relationship management (CRM) and e-mail marketing program that keeps your brand top of mind, updates clients on your latest innovations and cross-sells your products via your website, could be perfect.
Maybe you’re a B2B company that has traditionally relied on word of mouth, but would like greater control over your brand perception, rather than leaving it to others to describe. A well-designed website that reflects your brand 100% and provides a great user experience (that is reflective of the importance you put on your customer’s interaction with your company), can be a critical cornerstone to your online presence.
Or perhaps you’ve been online for some time and want to attract more of your target market to your website, as you know that this can directly increase sales. A content marketing plan that uses YouTube, a blog and Facebook to inform, assist and entertain your potential customers (not to mention increase your SEO) could work wonders. As could implementing some search engine marketing (SEM) such as Google Ads (previously Adwords) or some pay per click (PPC) online display advertising.
An example from a digital marketing plan recently created
Below is an example of the components used in a digital marketing strategy that was recently created (along with a content marketing plan) for a client who knew they needed a website to establish their brand presence online, but weren’t sure which other digital elements they should be utilising once their site was launched. They also wanted to know which promotional methods would drive the right type of traffic to their site.
This graphical representation of a bespoke digital marketing strategy suitable for their business, gave them the confidence to start building their website knowing what to include from the start (highlighted in blue) and which other online elements they would be able to use to help drive traffic to their site once it was launched (highlighted in green). It is also important to know which components to leave out so as to not waste valuable resources on platforms that aren’t going to perform well for your business.
Navigating the digital marketing landscape at the moment can be confusing, but with clear objectives, solid brand positioning and a little pre-planning, a clear digital marketing strategy can be created and quickly functioning in an efficient and optimal way.
To help you make your way through the current digital landscape, below is a handy list of some of the digital marketing acronyms that you may come across if you are looking to build a website, working with a digital media schedule or if you’re thinking about a content marketing plan. Enjoy!
API: Application Program Interface
AR: Augmented Reality
CMS: Content Management System
CPA: Cost Per Acquisition
CPC: Cost Per Click
CPL: Cost Per Lead
CPM: Cost Per Thousand
CPV: Cost Per View
CR: Conversion Rate
CRM: Customer Relationship Management
CTA: Call To Action
CTR: Click Through Rate
CX: Customer Experience
DNS: Domain Name System
GA: Google Analytics
HTML: Hyper Text Markup Language
HTTP: Hyper Text Transfer Protocol
HTTPS: Hyper Text Transfer Protocol Secure
ISP: Internet Service Provider
PPC: Pay Per Click
PPV: Pay Per View
PV: Page Views
QR Code: Quick Response Code
QS: Quality Score
RON: Run Of Network
SEM: Search Engine Marketing (eg Google Adwords)
SEO: Search Engine Optimisation
SERP: Search Engine Results Page
SM: Social Media
SMM: Social Media Marketing
URL: Uniform Resource Locator
UI: User Interface
UGC: User Generated Content
UX: User Experience
WYSIWYG: What You See Is What You Get (my personal favourite!)
You can read about the digital marketing services that we provide here: Digital Marketing