Digital Marketing in Today’s Ecosystem

Digital marketing is getting more complex every single day. There are more channels becoming available to marketers as well as all the various devices and other formats that needs to be adapted to. This begs the question: where should you start with your digital marketing so that you can be as effective as you can possible be?

The best answer to this question is that you should maximize the strategy that’s already working. If you already have existing marketing campaigns, make sure you’re investing into maximizing the profitability and setting up resources to have it run smoothly. Once you’ve done that, you can start to expand your sights on other web designed channels to capitalize on.

After you’ve already have maximized your efforts in a specific channel or you’re close to doing so, you should look for other channels that complements what you’re already doing. If you’re already doing well with SEO, you may want to make social media and content marketing the next channels to focus on. Content marketing will help you generate links while social media will help you proliferate your content.

Figure out a strategy that makes various channels integrate and work synergistically with each other. Digital marketing today is about marketing on a holistic level. Companies are starting to realize that everything is interconnected on the web in one way or another. Social media updates are sent by email, blog posts are shared on social media, content is spread through blogs, and content helps websites rank higher in the search engines..

But what should you do about all the other emerging channels like Vine and Periscope? It’s difficult to create space for new channels that may have a lot of potential for your business. As mentioned earlier, you want to make sure that the channel can complement your existing efforts. With that said, there are always exceptions to the rule.

If you really think that a new channel can add immense value to your business, you do want to spread out your resources a little and invest on experimenting with the new channel. The big mistake that companies often make is not doing enough or experimenting enough to figure out if the channel works in the first place. Many business put in a paltry effort and presumptuously determine that the channel doesn’t work for them.

Another idea is to work with a digital agency to help your marketing or work on aspects of your marketing. For example, if your company is already doing a great job with email marketing but not doing well with search, you can let the digital agency take care of the search engine optimization. This is a great decision for many companies because they may have the budget but not have the time, knowledge, or resources to pull it off.

Overall, the big lesson is to start with a few primary focuses for your marketing. While all the various channels and digital marketing strategies may be tempting, it’s a better idea to build a foundation and expand from there. And again, it’s a smart idea to create space to experiment with new channels to find new revenue sources for your business.

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