Digital Marketing Perth: Utilising the Power of Technology
For organisations to stay competitive, whether to deploy internet technology should not be questioned however how to deploy internet technology should be considered. Digital marketing is defined as the marketing of products or services using digital mediums to reach a target market and its key objective is to promote a brand through digital channels. In regards to a digital marketing strategy its purpose is to provide consistency in the direction for an organisation’s online activities so that they are in line with other marketing activities and overall business objectives.
Traditional marketing and digital marketing are very similar in a sense that they both aim to:
- Give all digital marketing activities direction for the future.
- Analyse the organisations internal resources, external environment and its capabilities to inform strategy.
- Outline digital marketing objectives and help support marketing objectives.
- Provide a variety of strategic options to achieve digital marketing objectives and to create a differential competitive advantage that is sustainable.
- Address the target markets, discover where it is positioned in the market and discover how it fits in the marketing mix.
- Address the strategies not worth pursuing and determine which tactics are not suitable to implement.
- Specify the deployment of resources and organisational structure to achieve the strategy.
A digital marketing strategy defines how a company should establish channel-specific objectives and develop a differential channel- proposition that is in line with characteristics of the channel in use and the target markets requirements. The strategy should focus on how to exploit this channel to support existing marketing strategies and how it will harness its strengths and manage its weaknesses. Organisations should also focus on using it in conjunction with other channels as part of a multichannel marketing strategy. The multichannel marketing strategy will outline the different marketing channels and integrate them to support each other in regards to proposition development and communication.
When analysing the scope of a digital marketing strategy it is important to consider a broader focus then just the development of a website functionality. Although a website may be a central part of a digital marketing strategy, broader issues should be examined. A digital marketer should consider how to:
- Harness the benefits from teaming up with bloggers, social networks and other online intermediarys.
- Harness the websites user generated content, and main social media platforms such as Facebook, Google, LinkedIn and Twitter.
- Use tools such as email, mobile, apps and customer relationship management tools to integrate with other marketing communications.When developing a digital marketing strategy, business processes may need to be redesigned to integrate with suppliers and distributors in new ways. This can occur when companies align online strategies with business goals. For example, to satisfy a business objective on cost reduction and value chain efficiencies a business to business supplier may turn to the internet to sell their products via the internet to reduce service calls. A company may also use extranets to partner with distributors and satisfy an objective of channel partnership. In regards to satisfying communication and branding objectives companies may decide to develop a website to help service their customers.
Digital marketing blends together with various elements of marketing and information technology strategies. A common element that digital marketing has with marketing is that they both must determine the best value proposition to offer the target market and figure out a way to integrate with other channels to achieve the strategic goals and objectives. A digital marketing strategy also has similar concepts to an it Strategy where they both involve determining the most appropriate investments in software and hardware technology and resources to improve customer experience and provide an infrastructure to achieve better results from digital channels. However, media channel selection becomes a greater strategic decision when developing a digital marketing strategy. In traditional marketing media was based on its ability to deliver the objectives of a specific promotional initiative. In the case of digital marketing strategies and selecting media investments they often require a longer-term view as the strategies used to attract visitors to a website are often continuous or “always on” activities.