Modern day marketing is a very difference beast to its ancestors. It’s demanding, multi-channelled, hard to control, difficult to predict but can offer uncapped rewards; the like of which old school marketing could only ever dream of. So how do we harness the true power of the internet and use it to promote our business, products and services, and more importantly, just what is Digital Marketing?
Target Market Analysis
Social Media Marketing
By acknowledging the progression from traditional to digital 212 Republic are able to amalgamate your existing marketing strategies with optimal online options. Far from tolling the bell on traditional marketing styles, todays intelligent marketer knows how to use the skills developed by our foregoers, combining them with todays technology to create campaigns which are relevant for todays audience.
212 Republic implement numerous digital and marketing models in our quest of ‘strategy evolution’. Our clients are commonly aware of some of the traditional marketing styles (models we cite include Kotler, Ansoff, Boston etc) we consider when planning our strategies, but are rarely aware of how these models implement to a digital marketing strategy.
The Digital Touchpoints model is one that was initially explored by Google, and highlights the consumers journey through marketing assets. The five section of the model highlight the stages your customer will go through in their life cycle with your brand – Awareness, Consideration, Purchase, Retention, and Advocacy. By tailoring our marketing strategies through this life cycle we can ensure your audience remains engaged through each step of their journey, as they become an advocate for your brand.
We are well educated when it comes to traditional marketing styles. In fact, our Marketing Director earned a degree at Manchester’s finest business school. Traditional marketing represents an understanding of deeper routed psychology and management styles. Theories such as Philip Kotler’s 4Ps are still relevant to todays audience once updated to the channels available. Traditional tools such as Competitor analysis, Positioning, Branding and PR are all highly relevant and required for success. By building your marketing strategy from the ground up we can build a vision for its future and outcome, ensuring all aspects of your campaign are considered for optimal exposure and reward.
Modern digital marketing is an unyielding beast, often difficult to tame. The digital market moves quickly, and as such your marketing agency needs to respond quickly to changes. Remember MySpace? Neither does anyone else. By identifying upcoming channels and making shrewd market predictions we can ensure we connect with your audience at the most opportune time. In addition to staying ahead of the market, Digital marketing channels also offer incredible feedback on user demographic and audience interaction, allowing us to deeply monitor which campaigns your customers connected with, and at what times, feeding our plans for future campaigns.
As technology progresses our ‘eyeball time’ is used on different mediums; whereas traditional media would have warranted magazine placements for increased exposure todays smart marketer knows his readership has gone elsewhere. Whilst this does not mean the death of traditional marketing it does highlight the needs for businesses to be smart in how they place their ads. In combining this with Digital marketing we can create marketing strategies designed for todays audience. 212 Republic are experienced in understanding where your audience resides online, and we have the skills to ensure our campaigns connect with them to build a stronger relationship. By identifying with your audience and monitoring the feedback from each campaign we can improve your brand exposure past anything seen before.Contact us here for more information on digital marketing in Manchester.
Further development of this concept leads us down the path of the digital marketing funnel, an extension of the digital customers journey through their sales process. By planning our own strategy through a Plan, Reach, Act, Convert and Engage funnel, we can affect consumer driven decisions such as Exploration, Decision Making, Purchase, and Advocacy.
Defining a Digital Strategy
Due to the complexity and consideration for each campaign we can begin to understand how a one-size fits all model can never be the solution to a digital marketing strategy. Through considered research and understanding of your target audience we can being to track your customers journey, and increase the volume on relevant digital marketing tools.
212 republic have many tools at their disposal to ensure success with your digital marketing strategies, a tool set which continues to grow as search engine and internet users evolve. Please browse our site for information on how content marketing, social media, SEO, and a host of other techniques can increase your online exposure, and begin to return real profits from your marketing endeavours.
Why Hire Us?
Our online marketers are always on the lookout for the very best way to make the internet work for our clients. Trends change and search engines update, but we are confident that with solid research and clear direction, any business can become successful simply by using the internet to their best advantage. As our resident Chief Internet Tamer says: ‘Any online marketing campaign is like a centrifuge; once momentum has been built, a strong marketing campaign will generate its own traction.
Search Engine optimisation, also known as SEO is a term representing the mastery of many digital skills. Experts require an understanding of how Google’s algorithm determines which websites should rank for particular queries, and the ability to build the required metrics in to each website they build/work with. There are currently more than 200 known metrics used to determine your search position, from the technical (which includes items such as page load speed, and canonical usage), through to off site data (including back link profiling and social signals). Due to the speed at which the algorithms evolve, SEO experts must be passionate in remaining ahead of the curve, lest there skill set becomes irrelevant in a quickly changing world. SEO is also the discipline which ties together the creative aspects of digital marketing with the technical.
If SEO is technical, then content marketing is creative. The two disciplines compliment each other equally; if your work is technical but not creative people will tire of it. Creative but not technical and nobody sees it. Creativity is essential when it comes to content marketing strategy, and the birth of the internet has given us some truly unique viral videos which show companies what is possible with a little ingenuity. Thinking out side of the box will help in creating content which speaks to your audience on a personal level, resulting in interaction never available in off line media. The content marketing portfolio is also diverse with options including written content, video, info graphics, images, podcasts/audio, and even integration with offline media. The key to success lies in understanding how your audience consumes their media to create content designed for them.
Social marketing is your voice in the modern world, and allows for a dynamic, instantaneous connection with your customers. Whilst this can be dangerous (many in the digital marketing world remember a certain ‘big brand’ jumping onto a hashtag about a global crisis to offer cheaper clothing. The backlash was humorous at best, and devastating at worst), if done correctly you can build a strong relationship with your consumers to keep them coming back time and time again, and improve your SEO at the same time. Todays digital marketer has access to an almost unending stream of social marketing options, from Facebook, to Twitter, Google+, FourSquare, Pinterest.. the list goes on. Success in your social media marketing requires an understanding of if, when, and how your audience interacts with these channels.
PPC, or Pay Per Click, is a form of paid advertising which provides valuable information to todays digital marketer. At best, it can provide a direct return on investment with calculable metrics to show ROI. Deeper metrics can highlight precisely which ads are converting to sales, allowing pure optimisation of a marketing budget. The information gained from PPC advertising can also be used to identify the most relevant SEO, Content and Social marketing opportunities, further optimising budgets in the long haul. PPC then is not only a great place to begin driving relevant visitors to your website, but also part of the end game, allowing your business to refine its goals to pinpoint precision.