As thousands of new businesses and brands emerge around the world every year, competition in the digital realm is becoming more stringent than ever before. Brand owners are gradually moving away from traditional marketing and embracing digital marketing as their primary approach.
Digital devices provide a chance to reach a broader market. However, almost 50% of the marketers in working on their brands right now do not have a strategy for the digital approach.
They have inducted their brands on Facebook, Twitter, LinkedIn, Google and all other possible platforms, but they do not have a sound strategy to utilize all available resources to promote their brand or products.
2018 is a critical year for all brands on the digital platforms, and 2019 is going to seal their future depending on the resources they acquire and leverage. The changing trends in advertising and promotions have attracted the attention of some of the world leaders in marketing.
Even the veterans, who started out with storyboards and print advertisements back in the glory days of advertising have contributed iconic dialogs regarding the evolution of the digital medium.
“Stop selling. Start helping.” – Zig Ziglar
Any attempt at blatant selling is less successful than content that is helpful and informative. The modern audience is smart, and they want to access sites that have value-adding content. The era of keyword stuffing for the sole reason of appearing on top and pushing a product for sale is long gone. Every digital marketing campaign needs to be a smart blend of informative content, customer research, and SEO. Unless you are ready to offer something unique to your customers, you cannot expect them to spend their hard-earned money on your products.
“The best marketing doesn’t feel like marketing” – Tom Fishburne
It is the truth about digital marketing that the best efforts do not look or feel like blatant promotions. Every aspect of a digital approach needs to be subtle, smart and appealing. People should feel drawn to a campaign because it is genuinely impressive. You should not have to bribe them or pay the search engine to push your content to the top.
“Mediocre marketers think regarding campaigns. Great marketers think in terms of growth frameworks” – Neil Patel
Digital marketing spans beyond campaigns and strategies. In case of traditional marketing, reaching the potential customers with a tangible product is a landmark in the marketing efforts. However, digital marketing consists of several destinations and touch points. Creating a customer journey and a growth framework is mandatory to support the growth.
“In the time you took to read this sentence, 20m emails have been sent” – John Wattson
This epic quote highlights the magnitude of communication in 2018 and the importance of it in marketing. Email marketing is a prevalent form of digital strategy that helps brands reach out to millions with their offer proposals and promotions.
“It’s much easier to double your business by doubling your conversion rate than by doubling your traffic.” – Jeff Eisenberg
Digital is not about pouring money into perfecting the placement of banners and boosting visibility using paid campaigns. It is about increasing your brand’s organic reach. The only way to reach the real customers is through boosting your company’s organic traffic and conversion rate. Paid traffic is not going to contribute to the returns as much as organic traffic does.
“Think about what the user is going to type” – Matt Cutts
When you are optimizing a website and a product for your online audience, always think about user intent. The only way to be ready for new customers is by investing in keyword research and search engine optimization. Knowing what your target audience is looking for right now can help you prepare your site for the potential searches.
“There’s a problem with the word ‘social.’ Social is not just Twitter, FB, etc. Social is a language.” – Andrew Gill
Social media marketing is everywhere, and almost every person on the leading platforms is parts of it. Therefore, if you are trying to go on Facebook or Instagram, know that your presence will not be limited to these platforms. Cross-platform sharing, cross-media promotions, and SEO will take you beyond social with each step you take.
“Tell Stories” – Seth Godin
This short and sweet message from Seth Godin is powerful and essential. It is no longer enough to be stark, visible and prominent like it was in the era of the Mad Men. Having the biggest billboard in town will not help you garner the attention of the relevant audience. You need to leverage great content to be able to attract the prospective paying customers to your site. Paid campaigns and boosting ads do not work as well as good brand stories, and well-researched content does.
“Good marketing makes the company look smart. Great marketing makes the customer feel smart.” –Joe Chernov
With the ease of accessing the web via mobile phones and laptops, it is easy for people to find companies that offer excellent customer service. A great brand has a sound customer service in place that addresses their concerns. All the best brands around the world have excellent customer satisfaction rates. Almost 84% of potential customers check online reviews before commissioning the service of a brand. An outstanding customer satisfaction rate is like having a seal of approval that works as a recommendation for all future customers.
“It’s hard to find things that won’t sell online.” – Jeff Bezos
Unless you have been living under a rock for the last two decades, you have to know who Jeff Bezos is. He is the founder of Amazon, and it is indeed possible for him to sell anything online! One of the real wonders of the web is that you can find almost everything for sale there and merchants can sell anything from a score of erasers to million-dollar Swarovski diamonds. If you know how to reach your customers, there is no stopping you.
From these ten digital marketing quotes from some of the brightest minds of marketing and e-commerce, it is easy to see that all a company needs is a brilliant team of digital marketers.
It is indeed possible for a new brand to make a dent in the saturated online market, but they will need a detailed knowledge of the marketing metrics, digital toolset, and the digital audience before entering the battlefield.