Saturday, April 1, 2017

Marketing Requires a Cohesive Plan, Not Just Isolated Efforts

Digital marketing has become overwhelming. And it seems to be evolving at an accelerated rate. Even experts in the field find themselves scrambling just to keep up with the latest paradigm shifts, theories and industry reports. So how is the average business owner go about understanding digital marketing?



Where there used to be a standard stepping-stone process for digital marketing, today's agencies are blurring the lines between one tactic and another, overlapping them as they push the limits of conventional thinking.


Many business owners today are thinking to themselves, “Why do I need to waste money on a digital marketing plan?”

In the 1990s (and into the early 2000’s) business owners were asking “Why do I need a website?”

In 2015 they are asking “Why do I need a branded mobile app?”


The Internet has made the world more competitive than ever before. And when you consider that by 2013 that seventy percent (70%) of all local searches were done on smartphones, you begin to recognize the power of technology.

Consumers can now find what they want, when they want it -- and find it on the spur of the moment. This is great for businesses, especially local businesses ... provided that they are not invisible online.

If you built your business in a basement, you’d certainly have spent the money to place a sign out front, yes? The same applies in the digital world.


The difficulty for many is that knowing the components of digital marketing does not a marketing plan make. Even if you know how some of the components work, and/or how to deploy those efforts yourself, you still need a marketing plan. (continue reading this article here).


However, SEO is excellent for increasing your digital presence, pushing your links to the top of search results, as well as -- in conjunction with social media -- pushing brand awareness to stimulate customer engagement.

But digital marketing strategies change based on the indusctry sector your business is in. For example, the way you would promote a local bistro/ bar/ restaurant would be very different from promoting an E-commerce site. Even the impact of 3rd party apps for E-Commerce vary from other types of busineses.