Digital Marketing in its simplest definition is the use of electronic devices to engage with consumers and business partners. Under the digital umbrella you'll find:
- SEO and SEM / PPC
- Social Media
- Email Marketing
- Other Advertising & Digital opportunities (including listings, banner ads etc)
Traditional Media is all of the other ways we market including:
- Print (Newspapers, Magazines including flyer drops)
- Door to Door
When you get the marketing mix right they should both complement each other. It's important to recognise and understand that digital and traditional have two completely different capabilities. While message consistency is vital, so is ensuring you are tailoring the message to best suit the platform you are delivering it from.
For example digital gives you the opportunity to use movement and sound components to your marketing, while print offers demands either strong branding or call to action.
One thing that is guaranteed in 2013, if your website is not current, relevant and providing excellent useability for your potential clients, whatever medium you choose to market from will not work as well as you would like and in many instances you will be torching your money.
Your website is the face and communication portal for your business. There is a major difference between having a 'web presence' and a 'website'. There needs to have certain components that are essential in any website; which include:
- A strong Lead capture system (to generate sales leads and increase your database)
- Relevant and current content
- The right design and development functionality
- Links to your social networks
- Relevant content details
Next week stay tuned as we will explore print advertising and digital and how to best structure your marketing to compliment both of them.