Digital as feedback to the consumer segment.

                         DigitalMarketing is one of the most intrinsic concepts around which the contemporaryworld of business and commerce revolves. To put it simply, it is the procedureto promote brands or products using one or the other form of electronic media.It makes use of electronic gadgets like computers or Smartphone to get engagedwith the probable customers. It usually makes use of an array of latest digitalapplications, like a.                 Email b.                 Various Social Media platforms and c.                  Mobile apps, etc. In fact, asfar as reality is concerned, lots of business organizations aptly combine bothconventional and digital marketing strategies to promotebusiness.

                     Page | 334.1 Why Important  There was atime in the long past when there was no instant and authentic feedback on aproduct or a service. In fact, the manufacturer or the service provider aloneused to send whatever information that was thought necessary as feedback to theconsumer segment. In striking contrast to that today, the digital media is sovibrant and simultaneously dominant that authentic and verified feedbacks onany service or product reach out to the global society within minutes of theirlaunching.

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 In fact,consumers around the world depend more on these feedbacks than anything else,while assessing any product or service. Customers – in general – preferbrands that they can trust and that are renowned. These apart, customersideally look for offers that are tailor-made to suit their specific needs.

 Consideringthese latest developments in the society, it is obvious that digital marketingis one of the most crucial entities, for any corporate organization, to achievesuccess in the contemporary times. 4.2Digital Marketers  Professionalswho deal with the given aspect are often referred to as digital marketers.These professionals – by virtue oftheir professional responsibility –often have to monitor certain things. These include elements like, what isbeing viewed and that for how long and how often, which content works and whichdoes not, and sales conversations, etc. Some of the common tools that are usedin this aspect include •       Internet •       Electronic billboard •       Mobile instant messaging •       Wireless text messaging ·        Mobile apps and ·        Podcasts, etc.               Page | 344.

3 Successful Digital Marketing Strategies  As such,conducting successful digital marketing strategies revolve around three corefactors. These can be summed up as-  •       Managing complex customer relationships across boththe conventional and digital channels of communication •       Initiating and/or responding to dynamic interactions with customer base •       Extracting values from big data to facilitate the process of takingbetter decisions faster  4.4Common Trends  Implementingsuccessful strategies in this vocation involves great deal of creativity andinnovation. However, there is one fundamental factor to success that remainsconstant all through. The main purpose of digital marketing campaigns is to extendthe customer base of a client. All strategies of digital marketing that are tobe implemented should ultimately facilitate this aspect. Some of the significant components of digitalmarketing include,  •       SMO •       SEO •       CRO and •       ORM, etc.

    4.4.1 Social Media Optimization  The SocialMedia explosion has created the opportunity to promote one’s client to ahand-picked audience. Social Media has developed to an impressive extent. Infact, it can help to promote a business to a selected group of audience. Actually,there is a subtle equation existing between the network, its broader audienceand the targeted audience.             Page | 354.

4.2 Search Engine Optimization  SEO is apopular component to implement digital marketing. In fact, it is a strategy toensure online traffic to a web portal from organic, natural, editorial and freelistings on the Search Engines.

Major Search Engines, including Google and Binggenerate SERP pages in response to a search query.  In thislisting, a Search Engine displays those links that it thinks most relevant tothe entered search query. Websites possessing higher ranks are listed on thetop. People have this peculiar nature of clicking on those websites that areranked higher on a Search Engine Result Page. This mode of digital marketing isexceptionally prominent in the world these days. 4.4.

3 Conversion Rate Optimization  CROis another intrinsic digital marketing strategy that is popular worldwide. Thebasic of this concept is all about converting internet browsers into buyers. Infact, there are various tools that are available to gauge the deficits of awebsite. These include ·        Google analytics –this provides authentic information on online traffic, set of keywords andother numeric and analytical information for a website. ·        Facebook Pixel- this tool provides the marketer asocial media insights about the targeted customers, their likes and interests,habits and various analytical information to enable for the marketer to get in-depthknowledge of targeted consumer. •       Scroll map and hit map – These inform about what the visitors are clicking on and abouthow far of a webpage they are actually scrolling.  4.4.

4 Online Reputation Management  This onceagain brings us back to the core of digital marketing concept. As it has beenalready mentioned above, for any commercial commodity the aspect of customerfeedback is crucial to generate business. Thus, reputation is a major element,in the contemporary times, to achieve success. In addition to these, reputationis a perishable entity.          Page | 36Therefore,the concept of ORM revolvesaround understanding and influencing reputation of an individual or that of abrand across the Social Media platforms.

In fact, all the major corporateorganizations, as well as commercial brands allocate huge funds for thisaspect.  Some of thecommon strategies that are commonly applied to implement Online ReputationManagement include, •       Prompt responding to customer queries •       Using online feedbacks to promote a product in the market and •       Censoring adverse feedbacks related to a product or service, etc. 


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