In Part 1 I roughly skimmed over what search marketing is all about. However, I didn’t get a chance to elaborate on how you can use it as leverage to help grow your business.
In summation, these are websites that we use a reference to culminate information that we seek. “Google” ranking as most popular as a search engine.
Google currently processes over 40 000 search queries every second, and no other search engine gets close to that.
I can guarantee you that a large proportion of those searches are related to finding or learning more about products and services, and that is why search engines are the perfect platform to help promote your business.
There are two ways to leverage search engines to your company’s advantage, and that is through search engine optimisation (SEO) and search engine marketing (SEM).
The search engine depends on your team focus as well adapting the structures and content of the website to improve its rankings.
Search engine marketing is when you, your team or a marketing agency spends money on ads that feature in search engines that can help promote your business, products, and services.
I explained in part 1 that digital marketing is not limited to online companies or e-commerce stores, but expands as far as offline or local businesses that may benefit greatly by tapping into the digital realm.
With that in mind, in this article, we will be digging into how you as a solo entrepreneur, business owner or marketing manager can utilise search engine marketing to your advantage.
1Search Engine Search Network Ads
How often have you used Google to search for something? Have you ever noticed that the two or three positions usually say “ad”?
Well, those ads have been paid for by ‘someone’, ‘someone’ that is trying to promote a service or product related to your search query.
Let’s say you were searching for “red Nike running shoes,” the first two ads might be from a company like Takealot.com or Total Sports trying to showcase their running shoes.
Because it’s in the first or second position, most users think they are the most relevant results, and therefore click through to the website that has paid for the ad.
If you are using a laptop or desktop, then search ads can also appear on the side. These are usually less effective as fewer people pay attention to the side of their screens, however, they are still utilised.
I’ve mentioned before that 66% of all search traffic goes to the first five positions in Google, with that said, it’s crucial that you rank well either ‘organically’ or ‘through paid’ advertising to ensure you are not losing out to competitors.
3 Best features of search ads that can help grow your business
1. DRIVE TRAFFIC TO YOUR WEBSITE
One of the most popular reasons that companies use search ads is that they can drive customers directly to their site, or any related page for that matter.
This is the perfect example of the “red Nike running shoes” search query that I explained above.
This is not only an innovative means to increase brand awareness, but it’s one of the best ways to convert online shoppers into customers.
2. GET DIRECTIONS TO YOUR BUSINESS
Now, I know that the above example is mainly aimed at an online business or e-commerce store, but there are other great features specifically designed and tailored for the needs of local businesses or offline stores that will attract customers to your business.
If you’re a local panel beater in Sandton for example, you can run a search ad campaign to target only people in the Sandton area that are searching for an affordable panel beater to help them fix their car.
With that said, once the customer sees the ad, they can click to get directions to your workshop.
Now, do you see why I always say that digital marketing is not only for online focused businesses?
3. PHONE CALLS TO MAKE BOOKINGS OR ASK SPECIFIC QUESTIONS
Another great option for both offline and online companies are the phone call feature.
If you’re a local restaurant, you can make your services pop up to customers in the area looking for places to dine.
Once they see the ad, they will have the option to phone your restaurant and make a booking.
The same goes for hairdressers, dry cleaners or literally any other business for that matter.
2Search Engine Display Network Ads
As mentioned in Part 1 of our Beginners Guide to Digital Marketing in South Africa, display ads are different to search ads in the way that they can show an image or a video with your message on it to the potential customer.
Have you ever wanted to advertise your services or products on a popular website? Well, with Google’s Display Networks Ads you can.
One attractive feature of display ads is that it allows you to reach more users as it extends beyond the user’s search terms.
It’s also an affordable way to increase brand awareness due to the fact that the image can be designed around your brands corporate identity.
How display ads work
Google’s Display Network is a collection of more than a million websites, blogs, mobile apps, videos and other online destinations that show Google Adwords Ads.
This allows you to put your brand and product in front of over 80% of the wos internet users who have a specific interest.
For instance, imagine that you are a travel agency this is not only looking to increase awareness about your agency, but to also promote your specials. Well, with the Google Display Network you can target users that are interested in traveling, and who are also in the market to booking a holiday.
This works similar to search ads, but take into account that the presentation of ads is different.
Instead of showing up in Google search results, your banner,ad or video will be shown on any website that is running Google Adsense, but only the user interested in booking a holiday will see your ad.
As an alternative, you can also choose where your ads get displayed, for example, websites related to traveling.
Display ads provide you with a powerful conduit to reach customers who want to hear your message.
Imagine there were a way that you could reach customers that hadn’t visited your website in a while?
What if there were a way to reconnect with a customer who wasn’t ready to make a purchase the first time around?
Or maybe you just want to increase your brand awareness, and want to make sure people see your brand message often. Well, with Google Retargeting Ads you can do all of that.
The feature I love most about Google Remarketing is that your brand and message can be displayed to your previous site visitors wherever they might be browsing.
Not only does this help your brand remain fresh in the cuomers mind, but it can also help capture lost sales.
A while ago one of the biggest problems in digital marketing was that there was no way to follow up with a website visitor, especially if they didn’t buy anything.
This helps you, as a business to remain in the consumers mind subconsciously, without lifting a finger or incuring any detremental cost to your company.
How does one charge for these ads?
COST PER MILE (CPM)
CPM stands for cost per mile. However, it’s actually cost per thousand impressions. An impression is each time the ad gets shown to someone.
This means that you will pay each time that the ad gets shown to a thousand people.
You can manually set this in Google Adwords, and you can programme Google to what you are willing to pay each time that your ad gets shown to a thousand users.
Google will provide you with a suggested bid, and you can then decide what you are willing to pay.
Bidding too low can result in your ad getting outbidded every single time and therefore never airing.
Bidding too high can result in your ad winning every bid and running out of budget quicker than you can say Mississippi.
COST PER CLICK (CPC)
This is what you, the advertisers are willing to pay each time a user clicks on your ad.
If your daily budget is R100 and you are willing to spend R5 a click, then worst case scenario is that you receive 20 clicks on your ad.
I say worst case, as the CPC can be lower than the bid you provided. It’s possible to bid R5 a CPC, but that doesn’t mean that you are going to spend R5 every time.
This only means that you are willing to compete with a competitor for the ad space as long as the value of that click is no higher than R5.
COST PER ENGAGEMENT (CPE)
Cost per engagement might sound similar to CPC as it if a user engages with your ad he is clicking on it right?
Correct. However, you might want to drive the user to the website. What happens if he clicks on directions and then leaves.
That would mean he never visited the website, but you still paid for the click.
For some advertisers this is not ideal, so Google launched CPE.
If you’re a local business wanting people to give you a call, then you will only be charged each time someone clicks the telephone icon.
That would be your CPE.
Target your audience based on demographics and more
The best feature of Google Adwords and other search engine marketing solutions is that you can target people based on where they live, their age, what they are interested in as well as what device they are using to search or browse the internet.
This is especially handy for local businesses looking to target people in a given area.
On the other hand, if your business mainly sells makeup, then you will mainly be using the gender specific function.
These are simple and very basic functions that most digital advertising platforms have, but they are most definitely underrated when it comes to their overall influence.
5 Main Reasons why Search Engine Marketing Ads should be a part of your marketing campaign
1. YOUR CUSTOMERS AND CLIENTS ARE ONLINE, DEAL WITH IT.
Stats from Statista.com show that 26% of online shoppers spend 5 hours or more on the internet.
But it’s not just online shoppers that spend time on the internet, Statista concluded that of the number of shoppers that spend time on the internet, 19% were offline customers.
Below is the percentage of South African customers that spend their time on the internet:
30 Minutes or More
- Online shoppers = 7%
- Offline shoppers = 14%
- Online shoppers = 12%
- Offline shoppers = 18%
- Online Shoppers = 22%
- Offline Shoppers = 21%
- Online Shoppers = 18%
- Offline Shoppers = 17%
- Online Shoppers = 16%
- Offline Shoppers = 11%
- Online Shoppers = 26%
- Offline Shoppers = 19%
So, if your customers are online and browsing and searching the internet, why aren’t you using this opportunity to talk to them?
2. IN-MARKET AUDIENCES
When driving, I see a ton of billboards representing car companies showcasing their new models that have just been released.
How many people do you think drive by these billboards on a daily basis? Probably thousands.
But, have you ever wondered how many of them actually have the intent to buy a car?
If you were a car dealership, how great would it be to be able to advertise to someone who had the intention of buying a car? Well, with search engine marketing you can, and it’s called in-market audiences.
In-market audiences from Google can decipher when a customer is in the market to purchase a product as opposed to when they are just simply browsing.
Google surmises this by looking at a users search history. If that user has been browsing reviews from different car manufacturers, performed price comparisons, and clicked on certain ads related to buying a car, that user becomes an in-market user for your car dealership.
And the best part is you can now show the user your ads which provide you with the chance of a sale you probably didn’t have before.
3. SEARCH ENGINE MARKETING IS AGILE
I would say one of the biggest benefits of search engine marketing is that it allows you to change your message in real time.
What I mean by that is, that back in the day, if you wanted to advertise a product, you would have had to get your creative team to work on some artwork first.
From there you would have to send it to the printers and then wait 3-4 weeks before the ad was live in the magazine that was presented on the shelves. The same goes with old fashion billboards etc.
Don’t get me wrong waiting is not necessarily a bad thing, but what if the ad had been planned to run for two months and the supplier ran out of stock of the product you were advertising?
If you don’t have stock, you can’t supply the customer, that means that all the money and time spent creating and not to mention paying for the ad would be in vain.
When it comes to search engine marketing, and search ads specifically you can easily change your message without having to wait for anyone.
The moment you perceive that your campaign is not generating the wanted results you can manipulate the outcome. For example, if you run out of stock of the product being advertised, you can just change it to another product, to your own convenience.
Having an agile marketing solution can go a long way, keeping you ahead of the competition and narrowing the timeframe between an idea and execution.
4. INSTANT RETURN ON INVESTMENT
Most marketing campaigns can take anything between three to twelve months to show a positive ROI (Return on Investment). However, with search engine marketing (if executed correctly), you can spot a positive change in sales within as little as a few days.
Maybe you spotted that sales on a particular product have slowed down? Or maybe you are just looking for a quick and affordable way to upscale your business?
Well, search engine marketing is the answer.
5. CALCULATED RISKS & UPSCALING
Back in the day, upscaling meant one thing, investing a ton of money. Whether it was in stock, staff, warehousing or marketing for that matter.
It meant that you had to reinvest your capital before you could reap the rewards.
With search engine advertising (or most digital other digital advertising solutions) one can analyse which channels are bringing in the biggest ROI and increase that channels budget.
The odds are that your specified channel would be able to bring in the same ratio of ROI just on a larger scale. With the extra profits, you can then decide if it is necessary to allocate more money into resources to help cope with the demand.
This is what I call calculated upscaling.
SEM is a very powerful tool that can help you take your business to a whole new level.
It’s sad that most marketers or agencies don’t use it to its fullest potential.
Search ads are a great way to help find the ideal customer, not to mention that you can advertise to them at the correct time.
By targeting users based on their demographics and interest, you will have a higher chance of your ROI should be positive.
Display ads are a great way to stay on top of mind in today’s competitive space, and it’s a cost-effective way to get previous website visitors back to your platform.
With that said, this concludes Part 3, I sincerely hope that this has changed your perception of search engine marketing.
A Basic Guide To Twitter Analytics, How It Works, and How It Can Help Your Marketing
As a business owner, your marketing efforts on Twitter can now be tracked via the new Twitter Analytics tool, which shows engagements & impressions on each tweet.
In 2014, Twitter finally launched Twitter Analytics, which allows the more serious user to track their tweets from a marketing perspective. Using this tool, you can see which tweets reached the most users, how many impressions it received, and the overall reception for specific marketing campaigns. Here is a simple guide to using Twitter Analytics.
Using this tool means that you can gauge tangibly and transparently the reach of each marketing campaign you launch. The launch might have been long overdue, but since then Twitter has been updating their analytics tool little by little and improving the user experience.
They have since launched a Twitter Analytics standalone app called Engage. They also launched Twitter Moments, which allows users to edit multiple tweets and stitch them together into a single slideshow or video. This is another excellent tool for concluding or summarising a marketing campaign from beginning to end for prosperity and marketing purposes – for example, Rocket Ellie, the flying elephant billboard in Cape Town, South Africa.
For any regular Twitter user, you might have given Twitter Analytics a quick look when it first came out, but unless you’re interested in evaluating the reach a sponsored tweet would have versus a regular tweet, it won’t mean much to you. Just a glance shows that you can view impressions and engagements, but unless you know how to use this tool to its full potential, it might as well be useless.
How To Use Twitter Analytics
This tool can be found in the drop down menu underneath your name on the homepage. Here you’ll also find options for your profile, Moments, Twitter Ads, settings and more. With this tool, you can see your Twitter engagement rate. This is where you can view how many people saw your tweet, how many new profiles have followed your account, and how many likes, impressions and retweets each tweet has gained. It also includes replies and how many clicks your links or hashtags received. This is very helpful to see if your content is getting the desired reaction, and maybe you should take your hashtag back to the drawing board.
What’s the point in posting content that your audience isn’t interested in? This tool is an excellent way to evaluate how your target audience has received your content. You can use it to see what works, and what doesn’t. Your audience will tell you if they like your content, but it might not be as blatant as you would prefer. Therefore, using this to drive your content and marketing strategies provides a massive benefit when launching future campaigns, if you want them to be successful.
Use it to better connect with your audience, and at the end of the day, more prospective buyers will become real, paying customers who are interested in your business, and who will help further your brand.
Impressions vs Reach
A Twitter impression is how many times your content has appeared on someone’s timeline. Twitter’s new algorithm has made this easier by posting your tweets onto other users’ timelines if many accounts they follow have liked or replied to your content already. The point of this algorithm is to help people engage with others who are like-minded, which means that if five like-minded people enjoy your content, the chances are high that some of their followers will enjoy it too. However, the number of impressions doesn’t tell you how many accounts, if any at all, actually interacted with your tweet. Therefore, how do you know how many people you are reaching with your content?
If impressions tell you how many times your content appeared on people’s feed, then your reach is how many users have the potential of seeing it. When your content appears on the timelines of people who do not follow your account, as stated before, that is your reach.
So how do your tweets perform on this platform? The tweet activity tool allows you to see, in a chart, if your tweets are achieving their goals. For many users, a question they ask themselves frequently is how their tweet took off so suddenly, in comparison to others? Even regular accounts who use Twitter for the social aspect of it, can spend time constructing the perfect joke only for another to perform better. There are tools available that can analyse your followers or recommend what time of day, or day of the week, is best to post your best content. However, the easiest way to answer the question of performance, and how to get to know your audience, lies within your own account data.
There are two ways to do this: you can either post tweets in groups within a particular time frame or analyse the activity on specific tweets individually. The latter is simple – when you select one of your own tweets, along the bottom bar, next to the attach images, GIF and emoji tabs – picking the bar graph icon shows the number of impressions, likes, clicks and retweets that single tweet received. It can be time-consuming; however, it provides valuable information according to what your audience likes. For example, your tweets with images or video content attached may receive more impressions than tweets without, meaning that you should post more content like that, more often.
In Twitter Analytics, under the tweets tab, you can customise your tracking to show only a certain period – for example, the weekend where most people receive their salary, or over the Christmas holidays – to see how your tweets performed during that time.
Using Twitter Analytics, you can do so much more than what has been mentioned. You can track your followers, and more specifically, the types of people who follow you. If you notice that a large portion of your followers is stay-at-home mothers between the ages of 28 – 35, you can customise your content according to the interests of that demographic. You can also learn about Twitter ads, how to promote your business, what works and doesn’t work, and if it is even worth the money. Twitter Analytics is an untapped oil reserve when it comes to tracking and gauging your audience’s reaction to your content, and adjusting your content and marketing strategies accordingly. Take the plunge into Twitter Analytics; it’s worth it!
The Top Ten Marketing Trends To Look Out For In 2019
With 2018 behind us, there is no better time to start looking to the future.
Most people start making their new year’s resolutions this time of the year, goals to make things better for themselves in the coming year. This is something that businesses need to look at doing too.
Running a digital marketing agency means one needs to keep ones finger on the pulse.
The world is continually changing and developing, and if businesses want to survive and thrive, then they need to grow and develop too.
As with everything else, marketing is also continuing to change over time, so it is important for businesses to be on top of the newest trends. Even if 2018 was a successful year for you and your marketing team, don’t get left behind by ignoring the latest trends. Make the necessary adjustments to ensure that 2019 is just as successful.
Maintain an advantage over your competitors by preparing yourself and adjusting your marketing strategy before they do. Whether your current marketing strategy is working for you or not, this article will help you by identifying the top ten marketing trends that businesses should look out for in 2019.
The first few trends look at technology that you have likely already heard of, but with constant advancements in technology, it is still worth taking a look at.
1. Chatbots and live chat
Although this is not a new technology, chatbots and live chat is becoming very popular with businesses all over the world. People are interacting with more and more chatbots on a daily basis. This technology has become so popular because of the benefits it offers businesses in terms of customer interaction and better customer service.
In a very conversational way, chatbots message back and forth with customers for a number of tasks, such as suggesting products to customers and ordering the items. Chatbots enable businesses to provide a 24-hour service to customers by providing customers with an instant response to questions, providing an easy form of communication, resolving complaints quickly and providing a good customer experience. It is a lot easier for customers to communicate with chatbots online than it is for the customer to phone or send an email to a company representative.
According to research, live chat makes it three times more likely that customers will complete the purchase process. With so many benefits to businesses, it is very likely that the use of chatbots and live chat will continue to grow in 2019 and beyond.
If you want to experience chatbots, feel free to visit this link and click on the chat button that appears on the screen.
2. Enhanced personalised recommendations
This technology has already stared becoming the way of the future. Personalising the customer experience is a trend that most businesses are already starting to implement, whether it is recommending movies or series when watching Netflix or recommending other products that the customer might be interested in based on previous buying behaviour, this technology can help businesses enhance the customer experience by giving the customers more of what they want.
This artificial intelligence algorithm is constantly being bettered and is making more accurate recommendations as time goes on. This is a trend that should not be ignored in the coming year.
3. Facebook and Instagram adverts
The trends around paid social media ads are constantly changing. With these changes it is becoming obvious that businesses prefer to focus their attention on Facebook and Instagram ads over other social media platforms.
Social Media Examiner published the following data to show how ads on social media sites like Snapchat and Pinterest are becoming less popular with businesses, while Facebook and Instagram are growing in popularity.
As we know, Instagram is owned by Facebook, so it is not a surprise to see these two social media sites growing in popularity together. Businesses are able to manage ads on both these social sites in the same place. The format of these sites make it much easier for businesses to create ads that target the right audience, based on its needs.
Although it is a good idea to advertise on as many social media sites as possible to ensure that you are reaching the largest audience possible, it would be wise to focus most of your attention on these two top trending sites. If you are only looking at making use of paid social media ads in the coming year, then these two sites are the ones to start with.
4. Voice search
Voice recognition software has been around for a while, but the technology is evolving at a steady pace. Google Home now has a 95% word accuracy which shows how the technology is gradually getting better and more accurate. Voice search makes it easier and faster to search apps, to conduct web searches and even conduct image searches. Very soon, voice searches may represent the majority of total searches.
With voice search technology, people are searching for information, making purchases and even interacting with websites using only their voice. In time businesses will need to rethink how information is presented to audiences and may even be forced to come up with entirely new structures to keep up with this change.
In was reported that as of January 2018, voice searches were conducted 1 billion times a month, and in 2019 this figure is expected to grow. As a business, this should be flagged as technology of interest.
5. Mobile payments
Marketing your products and reaching potential customers is only half the battle won, the other half is completing the sale. Being able to offer customers a variety of payment options is something all businesses need to look at. A growing trend in this regard is mobile payments, so this is another option that businesses need to look at offering customers.
One portion of mobile payments allows customers to pay for goods and services directly from a mobile app, another portion of mobile pay comes from alternative payment options.
In 2018 an estimated 440 million users across the globe used contactless pay options, and this number is expected to increase in 2019.
The following graph shows exactly how this trend has been growing.
Your business should be prepared to accept these types of payments because consumers are getting used to it. If you don’t have their preferred payment option, they may take their business elsewhere.
Related: Free Sample Marketing Plan Template
6. Interactive video content
Video marketing is a trend that has been on the rise for many years. More and more videos are being uploaded to social media and websites as part of marketing strategies. Video blogs (vlogs) have also been taking off in this regard. In 2019 we will start seeing changes to the way video is consumed with an increase in interactive videos.
An example of an interactive video is a 360-degree video that allows users to view the whole area being discussed in the video by clicking the navigation button in the top left-hand corner of the screen while the video is playing.
This 360-degree video was uploaded to YouTube by Washington Post.
Offering interactivity with videos means that more people can engage with your content. Interactivity also makes your videos more exciting for your viewers to watch than traditional videos. Research has shown that 360-degree videos have a greater click-through rate than traditional video formats, offering a higher return on your investment.
This is a trend that will continue to grow due to its popularity, so it definitely worth looking into now.
Instagram has decided to re-envision mobile video with the introduction of IGTV. This new standalone platform has been developed specifically for mobile phones. Instagram has caught onto the fact that people these days are watching less TV and more videos. They have decided to develop this trend and cater to the growing wants and needs of the masses.
Instagram is definitely evolving with the times and its popularity has continued to grow because of this since its launch in 2010. Instagram currently has over 1 billion active users on its site, so even if a small percentage of these users download IGTV, it is still a large audience for marketers to target.
It will be highly beneficial to have an active presence on both Instagram and IGTV in order to use the large number of current users to your advantage. With the IGTV platform being so new, try to get a step ahead of competitors by getting to know the platform and producing content for it.
8. Beacon technology
In a mobile era where mobile apps are becoming more and more popular, businesses need to get onboard with the latest technology if they want to stay current. Beacon technology is a great way for businesses to improve the profitability of their mobile app. This new technology works in a similar way to GPS, just not quite as complex.
Firstly, with this technology retailers need to encourage their customers to download their mobile apps. Once the customer has downloaded the app on their mobile phone, the app will be able to track their location. Retailers can then strategically place beacons around the shop so when the app users walk past a beacon, the business will know exactly where the customer is and what the customer is shopping for. With this information businesses can then send the customer a promotion via push notifications.
This technology can even be used by businesses that only have an ecommerce platform. Beacons can be placed in public areas relevant to what the business offers. Promotional push notifications can then be sent to the user when they are in the vicinity of the beacon.
Below is a visual representation of how the beacon technology works.
2019 Will see a rise in popularity with this technology because of the rise in popularity with mobile apps.
9. Predictive analytics
Predictive analytics is very much related to personal recommendations in the sense that it uses a variety of statistical techniques that analyse current and historical facts to make predictions about the future. Businesses can use predictive analytics to gain a competitive advantage by uncovering new opportunities. Predictive analytics are used to determine customer responses or purchases and help businesses to attract and grow their customer base.
Technology like this can be so beneficial to a business, and that is why more businesses are making use of it. Its popularity is growing and will definitely continue to grow throughout the coming year and many years to come.
10. Artificial Intelligence and machine learning
Artificial intelligence (AI) and machine learning is by no means new technology, in fact, many of the trends discussed in this article make use of AI and machine learning. It is so important for businesses to learn the marketing skills needed to survive in this age of AI as it is the fastest growing technology and no business can afford to ignore it. Ignoring developments in technology could mean that businesses will not be able to keep up with competitors.
It is so important for all businesses to recognise the newest trends and to keep developing their marketing strategies along with new technology in order to be able to compete in such a competitive, ever-changing market.
2019 Is sure to be a very big year for marketers so I hope that by following these trends, your business will find success in the coming year.
Now’s The Time To Go Digital
The digital age has completely transformed the way businesses market their products and services to their customers. As a result, the playing field of industries both big and small has forced companies to relook their strategies.
- Call: 086 142 8710
- Visit: www.digitalschoolofmarketing.co.za
Digital marketing is a broad term covering digital channels that people use to market their products. But what makes digital marketing different and unique compared to traditional marketing channels?
It gives the marketer or advertiser the opportunity to hone in on specific audiences that are more likely to purchase or see value in their offer, says Lisa Schneider, Managing Director at the Digital School of Marketing.
“Because digital marketing is computerised, it allows the marketer to get accurate analytical data about their campaigns, both in the research phase and when their campaign has finished. This makes digital marketing an easy way to gauge ROI of marketing and advertising efforts.”
Do you know how to market your businesses online?
Regardless of the size of your business, to remain successful, you need to have a good understanding and grasp of what digital marketing is and train your organisation on the skills it involves. According to Lisa, digital marketing skills encompass aspects that include:
- Analytical skills
- Social media skills
- Search marketing skills
- Copywriting skills.
“Without a doubt the most important element is understanding who your customers are and what makes them tick. One of the biggest advantages by far in digital marketing is the ability to market to an audience, assuring that your message will be seen, heard and appreciated,” says Lisa.
“The technology that is made available to market products in the digital realm is sophisticated software that allows the marketer’s message to be seen as widely or as granularly as they would want. A solid understanding of your target market is absolutely one of the most fundamental and important elements of digital marketing.”
Advance digitally without breaking the bank
Marketing is an expensive exercise no matter how you look at it, says Lisa. “Digital marketing requires a solid understanding of many different areas that are quite broad, and how to manage and understand a multitude of platforms and analytical data is imperative. This will allow the marketer to extract the most value without burning a hole in their pocket.”
As a business owner, you must look at what is out there in terms of online education providers. It’s important to do your homework about the company and what accreditation and endorsements the company holds.
Lisa suggests contacting the accreditation body to find out the legitimacy of the educational provider. The Internet provides a wealth of information regarding different institutions and how their courses can benefit the company.
What defines a reputable online marketing education provider?
Authentic online education providers have a third-party accreditation or endorsement. In a nutshell, accreditation means that a third party, that is usually government regulated, has looked through the institution’s educational material and internal business procedures to see that it has met their standards of approval.
What this means is that the education provider is not self-governed but is regulated by higher government authorities. This makes your course more credible, recognised and respected compared to a non-accredited provider.
For best results, choose the experts
“The Digital School of Marketing stays on top of trends through solid research,” Lisa explains.
“Google is constantly updating algorithms and adjusting their online marketing platform capabilities. Social networks also come and go and adjust their marketing and advertising platforms.”
Related: Free Sample Marketing Plan Template
DSM prides itself on the ability and appetite to constantly research trends by reading industry journals, attending workshops and seminars, but only publishing what is relevant and has longevity. “We also benchmark the changes that are made on online learning platforms, so we can offer our students an experience that is unique and truly fulfilling on their educational journey,” says Lisa.