Digital marketing encompasses a much wider scope than Social Media Presence.

Have you ever wondered how every time you look at a specific car on a Japanese import site, that same car seems to follow you around the internet?

From the time you read your news all through the while you scroll through your social feed. Digital Marketing is the use of new media or digital technology to achieve marketing goals. The main methods through which digital marketing strategy is executed are:

  • Search Engine Marketing (SEO, PPC).
  • Content Marketing.
  • Email marketing.
  • Social Media Marketing.
  • Mobile Marketing.

Search Marketing is two dimensional in its approach, it Involves both Search Engine Optimisation (SEO) as well as Pay Per Click (PPC) advertising.

SEO is the process which ensures your product or service ranks higher in organic search results. This increases your brand visibility in search results, and increases the likelihood of your product/ service appearing in a favourable position on the first page of search results.

SEO is an ongoing process which requires the creation and curation of content that is relevant and useful to your target audience.

PPC involves the use of search engine advertising placements to generate traffic for your website and complete predetermined conversions on your website. PPC typically involves Search and Display advertising. Search advertising involves the placement of text ads that appear at the top of search results when your product/ service or keywords related are searched for.

The Digital Marketing Institute defines display marketing as graphically rich online advertising presented in consistent size formats. The main types of display advertising include remarketing, website placement, target by interest, Contextual targeting and topic targeting.

Content marketing involves the creation of useful, relevant and consistent content to attract and retain a targeted persona. The ultimate goal is to drive a pre –determined customer action, this may be a sign up or purchase of your product/service.

The content to be shared varies across platforms depending on your target audience as well the nature of the channel on which it is to be shared on.

Typically examples of content marketing materials include blog posts, infographics, images, ebooks.

Email can be used to communicate with commercial and non commercial messages to a targeted audience. And are a powerful tool for remarketing. It’s typically three dimensional in its approach:

  1. Sending emails to enhance relationships with existing customers as well as rekindle relationships with previous customers.
  2. Sent to acquire new customers or convince existing customers to purchase more of your products/ services.
  3. The last scenario involves keeping your audience in touch with your services and products.

We use social media platforms to promote a product or service. The core activities involved in social media include the management of marketing campaigns, engagement with customers/prospects and the general public, and the dissemination of content to audiences across relevant platforms.

Social Media gives an organisation the opportunity to establish its desired social media “culture” and “tone”, maintain top of the mind awareness, and most importantly gives the opportunity to address customer queries and concerns in real time.

Mobile Marketing is a multi-channel approach that reaches a targeted audience on their mobile devices typically via smartphone or tablet.

The channels that are typically used to approach mobile audiences include Social Media, Mobile Applications, Websites and Email.

Mobile marketing allows business to provide customers information and content that is personalized whilst being time and location sensitive.

The long and short of the story is that digital provides numerous touchpoints for your audience to experience your brand whilst enhancing customer relations.

The modern marketing landscape no longer allows the latitude to exist outside the digital realm. This doesn’t mean abandon your traditional marketing activities. It merely gives progressive local brands the opportunity to be pioneers of the next frontier in marketing.

In the next few years the local digital scene will take the quantum leap to catch up with global best practice occurs. In the era where Zimbabwe is open for business your brand needs to have a holistic approach to marketing that is well grounded in local context yet facing the dynamic future and its opportunities.