The head of online marketing for a prestigious brand is in the unusual position of celebrating a milestone as he looks ahead to the next phase of digital marketing. At the same time, he is also looking back to the glorious past, and paying tribute to the team of marketers who came before him. In this article, we’ll take a look into the methods and philosophies of Tim Good, Head of Online Marketing at Web Digital, and how he is using his position to shape the future of digital marketing.
A Brief History Of Digital Marketing
For those who are unfamiliar, digital marketing is the umbrella term used to describe all forms of marketing that take place online. It includes everything from email marketing to SEO, and everything in between. While traditional marketing may still take place offline (i.e., via magazines, newspapers, and billboards), all digital marketing takes place online. Simply put, online marketing is the practice of marketing products or services via the internet.
The rise of the digital age was inevitable. As soon as computers became commonplace and easy to use, marketing departments began to transform. Instead of relying on print-based marketing (i.e., magazines, newspapers, and billboards), which is difficult to measure and contains a relatively small audience, marketers sought out new ways to draw in audiences and encourage them to action. This is when digital marketing truly came into its own. With the help of new technologies like SEO and PPC, which are discussed below, marketers were able to draw in huge audiences and keep them engaged once they were there.
The Challenges Of Digital Marketing
While the internet makes all kinds of marketing easier, it also makes it a whole lot more complicated. For one thing, there is a lot more competition. Thanks to the increased ease of digital marketing, anyone can become an “expert” in the field and get in on the action. More importantly, though, the internet gives us a glimpse into people’s innermost desires, problems, and struggles. This makes marketing a whole lot more complicated. It’s not simply about selling a product or service anymore; it’s about engaging with your audience and understanding their needs, which may be different from what you think they want.
There are a lot of challenges associated with digital marketing, not the least of which is keeping up with all of the new technologies that are available. With every new generation of smartphones and tablets, the industry is forced to update its tactics and strategies. While this may not sound difficult, it can be incredibly time-consuming. In order to keep up with the times, you must be constantly learning and adapting, or your marketing will become obsolete.
Search engine optimization, or SEO, is one of the fundamental building blocks of any digital marketing strategy. Just like traditional marketing, SEO involves generating interest in your product or service among a target audience, which you can then turn into action, be that visiting a website or making a purchase. The key difference between SEO and normal marketing, though, is that SEO is focused on driving organic traffic to your site, while normal marketing usually involves paid ads.
Why go organic? Well, first off, SEO is free. Second, it is based on merit. Third, and most importantly, customers are able to discover your products and services without any kind of manipulation, trickery, or gimmicks. When customers arrive at your site via organic search results, they are generally more engaged with your content and more likely to take action, both of which increase your commercial appeal.
Making Money In Digital Marketing
Organic search and paid search, or PPC (Pay Per Click) marketing, are the two main components of digital marketing. Organic search refers to free, natural search results on search engines, like Google, while paid search refers to the sponsored search results that you see on search engines. Making money in digital marketing is a relatively straightforward process; you simply have to know the right keywords, build a following, and then engage with your audience. In order to do this, you need to determine your target audiences (i.e., individuals or groups of people interested in your product or service) and create content, including video content, that they will find useful, interesting, or, at the very least, mildly entertaining.
There are a variety of methods that you can use to make money through paid search, some of which are more effective than others. One of the best and most effective ways to make money through paid search is through affiliate marketing. In affiliate marketing, you essentially promote a product or service and earn a commission when a purchase is made via your affiliate link. You can use almost any digital marketing tool to find affiliates that are already established in the industry you are entering and then introduce them to your audience using your blog, for example. When a product or service is purchased via the link you provided, you earn a small commission.
Video Content Is On The Rise
If you’re new to marketing or simply looking to increase your knowledge, video content is a great place to start. Videos offer a variety of benefits, including the ability to connect with and educate an audience that is much more inclined to watch and engage with video content than they are with text-based articles. Thanks to smartphones and the wide distribution of high-quality, affordable video cameras, you can now record and edit video content quickly and easily. What’s more is many platforms, including YouTube, offer free storage in order to increase the creation and sharing of video content.
While video content is becoming more and more crucial to any digital marketing strategy, it is something that can and should be integrated slowly. First, identify the type of video content that your audience desires most; if they prefer funny videos, create more of those. If they like to learn about new products, create more educational videos. Whatever it may be, determine what your audiences wants and needs and then create video content that will satisfy those needs. The more you integrate video content into your strategy, the greater the chance of attracting and retaining a bigger audience. At the same time, the more you integrate video content, the more you increase your skill set as a marketer and the more you increase the chances of successfully carrying out your strategy.
Thanks to the advanced statistics available through platforms like Google Analytics, it is now possible to track the results of our efforts, whether they are paid search, social media, or email marketing, across all platforms, instead of just one. This makes it much easier to pinpoint the effectiveness of each component of our marketing strategy. For example, if you are running an email marketing campaign and notice that the open rates for your emails are lower than they were in the past, you can determine, with a great deal of certainty, that either your subject lines are ineffective or your email marketing isn’t drawing in the results you were hoping for. Using cross-platform measurement tools makes it easier to pinpoint exactly which aspect of your marketing strategy is causing your results to dwindle, instead of spending your valuable time and effort trying to figure out which platform is causing the problem.
If you are reading this, it’s probably safe to assume that you’re either a marketer, an executive in a marketing firm, or a commercial brand that relies heavily on marketing to drive sales. Data has become all the rage in marketing, especially as marketing budgets have increased and companies have begun to realize just how much data they have access to, and how much power it holds. Thanks to platforms like Google Sheets and Hootsuite, it is now possible to access a mountain of data, including commercial feedback, which can then be used to inform future marketing and commercial decisions. This can mean the difference between a successful and profitable campaign and one that barely breaks even or loses money. Data provides the evidence to support the decisions that are being made, showing exactly what is working and what needs to be changed.
Personal Branding Is The Key To Career Success
There is a wealth of knowledge, resources, and experience out there for those who are willing to learn. One of the best things that can help you achieve career success is a strong personal brand. Personal branding is the process of making the most out of your interpersonal skills and establishing yourself as an expert in your industry through self-awareness, self-control, and self-determination. Personal branding is essentially your reputation; what others think and say about you, both good and bad. In order to establish and grow a personal brand, you must first understand what it means. When done right, personal branding can help you land the job you want, support you during job transition, and even help you succeed in your current role. It is essential, however, that you build a personal brand that is congruent with your abilities, strengths, and values.