Understanding digital marketing

measured and analysed

Written by: Johann Barnard

So you’re considering this thing called digital marketing? You might have heard it’s cheaper than traditional marketing. Maybe you’ve been told it’s the next big thing? Or maybe you’re simply ahead of your time.

The thing with digital marketing is that it’s evolving all the time. Marketers have many decades worth of evidence to explain why certain types of traditional marketing work. Digital marketing is still fairly new, and with new platforms and tools emerging all the time it can be difficult to know where to start.

Two of the most powerful benefits of digital marketing are audience identification and measurement.

Segmenting and customising messages
It is relatively easy to gather useful information about your digital audience. From their current location, recent brand interactions, and likes and dislikes.

More importantly, you’re able to target these people according to a wide range of factors from location and income bracket to general interest in the types of products or service you sell.

Digital marketers suggests that market segmentation should be used not to segment the communication channels you use, but rather how they can enable and work together with traditional marketing activities.

The segmentation is very useful, however, to create messages targeted specifically at those market segments.

Measurability
Almost every action on the web can be tracked, captured, measured and analysed. Digital platforms can therefore help you pinpoint the success of campaigns down to the channel, audience segment, and even time of day.

This is key to you understanding which messages are the most effective on each different channel, and with each different market segment.

Digital marketers suggest that a successful digital campaign requires the following four steps:

THINK: develop your strategic plans based on consumer insights, research, concept development, budget and channel planning.

CREATE: this relates to creating web assets such as your web site, social media assets, mobile development, and social media integration.

ENGAGE: drives traffic and builds relationships by relying on search engine optimisation, email marketing, and social media and campaign management.

OPTIMISE: is about continuous improvement. It delivers insight and lessons through analytics, data mining, conversion optimization and testing.