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In this column, we'll look at ten key areas of digital marketing knowledge and prospects of digital marketing fundamentals that you should be aware of.
1.
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Understanding Your Digital Presence – All Of It
Sure, you have a good handle on your owned media.
After all, these are the pieces of content, listings and profiles, websites, and other assets you created yourself.
You should also be aware of where and when your brand appears in paid online placements.
Earned media, on the other hand, can be problematic.
Do you truly have a comprehensive image of your web presence as a whole if you're not continuously monitoring for brand mentions, relevant social material, online reviews, and inbound links?
"Earned" doesn't just refer to what you actively sought out to construct.
You can assess and monitor your whole web presence with social listening, search insights, and reputation tracking.
2. The Basics Of Search Engine Operation
SEO has gone from a single digital marketing channel to the organization's business information nerve center.
Knowing how search engines work will enable you and your team to not only optimize content for discovery, but also to gain a better knowledge of how people search, learn, and consume information.
Understanding the complexities of search engine crawling and indexing will help you structure your websites and pages for optimum visibility.
Knowing how search algorithms rank content – and what the algorithm cannot do – can help you better optimize content and more quickly diagnose issues when your analytics point to them.
Don’t forget that Google is not the only search engine game in town, too.
3.
Customer Journeys And Digital User Experience
The phrase "build it and they will come" may have worked in the movie Field of Dreams, but it doesn't apply to digital marketing.
To attract an audience, you must first have a thorough understanding of who those individuals are and what problems you can address for them.
Google is well aware of this, and its algorithm improvements are increasingly focused on improving people's online experiences and removing friction from each customer's path.
The modern consumer recognizes that the loss of privacy that comes with online tracking is a worthwhile trade-off.
In exchange, they expect tailored experiences.
This holistic view across the customer lifecycle will be table stakes going forward.
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4.
Competitor Analysis: The Fundamentals
It is the fourth digital marketing fundamental.
Competitor analysis is a growing art and science; in the online world, competitors may not be who you believe.
Yes, you're in competition with other businesses who sell similar items and services for "airtime." However, in today's more rich and diverse search results, businesses must compete against media outlets, social networks and forums, map pack business listings, video and photo assets, and more.
Competitors have a rising number of possible touchpoints as well, including podcast and video commercials, geofencing-based push alerts, influencer marketing, and augmented reality in physical settings.
5. Digital and Content Marketing
Marketing agencies and businesses are now acquiring their own content studios since the content is so important to their success.
MCQ's acquisition of creative production studio Brave Spark and WPP's acquisition of Made Thought are two recent examples of this trend.
You might not be able to afford to construct or purchase a whole in-house studio.
The ideal production plan will be determined by the size of your company and the scope of your content requirements.
Some companies do this by hiring in-house writers, editors, videographers, photographers, and other creatives.
Others prefer to hire an agency or freelance creatives to supplement their in-house marketing teams, or even outsource production entirely.
What matters most is not how it comes together but that your brand has the people, processes, and tools in place to create and promote optimized content at the scale your audience’s demand requires.
It’s essential that you have a clear view of who is getting in front of your customers and how.
Not so you can replicate their efforts – that’s no way to stand out.
Competitor analysis will inform budget allocation to the content types, ad networks, and campaigns that will keep your brand top of mind and positioned ahead of the pack in every possible channel.
6. Online Advertising
Hard-won, long-lasting organic search results are valuable but most digital marketing strategies have an element of paid promotion, too.
On the paid side, there are a plethora of alternatives, ranging from display and search engine marketing (SEM) to native ads, social media advertising, out-of-home (OOH) and digital out-of-home (DOOH), and beyond.
Understanding the following concepts will help you expand your knowledge of online advertising fundamentals:
CPM and CPC are examples of paid media pricing models.
The marketing platforms and strategies that are available in your area.
Text, video, and graphics are all examples of ad creativity.
Ad technology advancements, such as Smart Bidding.
The influence of privacy concerns on the quantity and quality of data available to you.
Staying current on what’s happening in the ever-evolving paid media landscape is essential for all digital marketers – not only those directly responsible for campaign management.
For SEO pros, email marketers, content marketers, and the CMOS who drive strategy developing a deeper understanding of paid media can help you make better use of it for complementing and augmenting all types of campaigns.
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7.
Use of Social Media
Social networking is still a powerful tool for attracting new clients and connecting with existing ones.
Business features differ on each platform, but your company should at the very least claim all available profiles and listings.
Use the description or attributes to direct prospects to your more active channels if you're less active on some.
Some people overlook the fact that Twitter, LinkedIn, Facebook, and other social media platforms all include search functions that customers may use to identify relevant businesses.
Consumers want brands to be genuine and responsive on social media.
Before converting, they may read reviews on Facebook or specialty social networks, so keeping an eye on fresh reviews and responding to them is critical.
Workflows and permissions should be in place to guarantee that front-line social marketers are authorized to interact while also protecting the brand.
To ensure that each interaction is as positive and beneficial as possible, have clearly defined customer service and issue escalation channels available.
8. The Basics Of Analytics
Many a marketing organization learned the dangers of depending entirely on historical data to guide future performance during the Coronavirus outbreak.
In a world where technology advances, financial and socioeconomic issues, and more may shift the company landscape in the blink of an eye, having access to real-time (or as close to real-time as possible) analytics is critical.
Again, this is an area in which you may not be completely knowledgeable - and that's fine.
To put Google Analytics 4 to work for your company, you don't need to be an expert.
Rather, you should have a basic awareness of what analytics tools are accessible, which types of data provide the most useful insights, and which types of people are best suited to drive your analytical operations.
This understanding will aid you in forming a team and choosing the tools you'll need to feed the next important aspect of digital marketing on our list: business intelligence.
9. Using Data to Gain Business Intelligence
As the number and frequency of consumer contacts grow, marketing professionals are discovering that unconnected point solutions are no longer sufficient.
The types of insights and optimizations that genuinely move the needle are driven by having access to descriptive, diagnostic, predictive, and prescriptive analysis inside a single, user-friendly dashboard.
Organizations must be able to see beyond themselves in order to spot new opportunities and money that is being squandered.
Customer behavior, competitor analysis, real-time search insights, and macroeconomic trends are all factors that influence business decisions.
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10. Automated, programmatic, and machine learning
Automated media buying is not a new concept, but it is rapidly gaining traction, with programmatic ad spending predicted to reach $100 billion by 2022 and it is one of the most important digital marketing fundamentals.
As we move beyond predictive analytics and advised adjustments to actually having technology assist in tailoring content in real-time, machine learning and artificial intelligence are making organic media more exciting.
AR/VR is strengthening customer-brand relationships and delivering more seamless, immersive experiences.
In truth, the metaverse, that untapped virtual cosmos into which we'll be able to incorporate components of our physical world, is on the verge of widespread adoption.
The consequences for marketing are unknown at this time, but the excitement is strong.
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What should I learn SEO or digital marketing?
What are the 6 marketing fundamentals?
2. The Basics Of Search Engine Operation
3. Customer Journeys And Digital User Experience
4. Competitor Analysis: The Fundamentals
5. Digital and Content Marketing
6. Online Advertising
