Digital marketing is a broad term used to cover all efforts designed and implemented to increase awareness, interest, and consideration of your brand across online platforms and devices connected to the internet. This means a targeted mix of campaigns across websites, social media platforms, search engines, applications, and a growing number of new, innovative channels set to improve the communication between businesses and their potential customers. The common components of a successful digital marketing campaign is a rigorous strategy built around business objectives, creative content paired with technical expertise, and consistent, transparent reporting and analysis to refine for better performance.

Given the large amount of digital marketing channels available, it can be overwhelming to decide which is best to achieve your business’s marketing goals. Simply jumping headfirst into all of them can spread your resources too thin and leave you struggling to see healthy returns. Equally, limiting your efforts to only a corner of the options available can leave a large portion of your potential audience untapped.

Modern business is conducted online, and without a refined, high performing digital presence, it is likely your operations could rapidly fall behind the competition.

Websites, social media accounts and other digital platforms create a convenient way for consumers to search for new products and services, as well as find valuable content to keep them engaged and entertained for hours every day. Businesses across the world are leveraging this fact, and the internet is now filled with flexible, creative channels allowing businesses of all sizes to better target and interact with their ideal audiences in real-time. With this data and a range of sophisticated capabilities available, it also makes marketing more affordable and effective with unlimited reach potential when compared with traditional advertising methods.

When a proper strategy is developed incorporating your specific business objectives and industry features, your business can maximise the appropriate tools available to you to increase return on investment in generating new leads or sales.

Given the large amount of digital marketing channels available, it can be overwhelming to decide which is best to achieve your business’s marketing goals. Simply jumping headfirst into all of them can spread your resources too thin and leave you struggling to see healthy returns. Equally, limiting your efforts to only a corner of the options available can leave a large portion of your potential audience untapped.

The key is to identify your ideal customer and learn where they are spending their time online. In other words, who do you want to purchase your offerings, and where would they most likely be searching for them? This could be through digital media buying, over search engines, specific social media channels, or perhaps they require a more indirect, nurturing content marketing campaign with a constant stream of information across multiple platforms. Every business is different and will require a unique marketing mix to achieve their goals alongside available budgets.

Digital marketing campaigns perform best when they are erected around a marketing funnel model. This can get quite technical, but essentially a funnel works towards structuring digital marketing efforts attracting as many people as possible within a target audience, building their engagement, and nurturing them towards completing a specific sale or objective. We do this by tailoring campaigns and content created within them to build brand awareness, pique the interest and spark consideration of your offerings within that audience, and then continuously deliver frictionless, high-performing customer experience until they are ready to make a purchase, submit an enquiry, or complete another task you desire from them.

Given the versatility of digital marketing campaigns and the myriad goals they are trying to accomplish, the time it takes to see results will naturally vary. For example, search engine optimisation (SEO) is a long-term investment requiring patience and refinement before exponential benefits can be achieved. Paid digital marketing campaigns, however, such as Google Ads or Social Media Advertising, can use the consumer insights and keywords captured by the respective platform to deliver more immediate results from your campaigns. Depending on your industry competition, individual business goals and available resources, results can range from being achieved in a matter of hours, days, weeks, or months. The differentiating factor will be the skill at which a campaign is delivered.