Digital Marketing Essentials- what’s your strategy?

19 August 2015

digitalDigital Marketing has exploded and most UAE marketeers whilst they understand the inherent opportunities it affords are racing to catch up on their knowledge and creative application , especially in Dubai where sadly we still lag behind other countries at the forefront of innovation. The increasing jargonistic nature of the digital marketing landscape doesn’t help those seeking to learn either…frankly it can be quite off putting. For as little as 100 dollars you can gain a dubious qualification in Digital Marketing but woe betide the employee who finds their latest recruit really only has one or two tricks up their sleeve and doesn’t really have a) a solid marketing background and b) little idea of the scope of tools that need to be brought into play and how, where and when.

Digital Marketing can be used ad hoc but it yields far better sustainable results when proper planning is put in place. 50 % of companies have no clearly defined digital marketing strategy and I am guessing this number is higher in Dubai. Before you implement your digital marketing plan brainstorm your key strategies for growing your online business. A well thought out goal will provide focus for your digital marketing efforts.

How to Reach Prospects and Customers

There are lots of ways to reach customers digitally through social media marketing; SEO; mobile marketing; email marketing; pay per click and content marketing to name a few. Clearly you will not be using all the channels but will select those that reach your target audience with greater return on investment. What are your competitors doing and how can you stand out?

 How to achieve interaction

A dynamic dialogue with customers can give a boost to Search Engine Optimisation as well as Social Media Optimisation. Ultimately you want your business to become customer focused, so that they drive the business and traffic for you.  The customer can participate by reviewing your products, requesting information or commenting and suggesting improvements or expressing interest but unless your communication channels are monitored the dialogue will quickly close. E.g. If a customer subscribes to an email newsletter or makes a first purchase a welcome to your company or products should follow to open the communication.

How to convert to leads or sales

Do you have a marketing funnel in place? When you have a lead, how can you encourage them to purchase?  If a customer shows an interest you should be able to move them through the marketing funnel and convert their interest and desire to action. This can be done with lead magnets, calls to action and offers and providing them with additional relevant information to help in their decision making. In Dubai I get increasingly frustrated when I call clearly interested in a product and no-one ever calls or emails me back.

How to engage consumers through time.

You need to think in terms of fostering an active passionate online community around your product. Your customers not only form relationships with your brand but also with peers and they share their experience with your service. Provide them with intuitive tools to talk to you also, whether it is open honest feedback on social media or a live chat line on your website or the development of an app. Loyal customers account for 80% of your business. They can become staunch brand advocates and value truly good customer service.

If you would like to learn more about Digital Marketing please get in touch, ISM Training are running their first Digital Marketing programme in September in Dubai and we have an excellent UK instructor on board. You can find the brochure here /docs/Digital%20Marketing%20Essentials.pdf

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