Digital Marketing

If marketing creates and satisfies demand, digital marketing drives the creation of demand using the power of the Internet, and satisfies this demand in new and innovative ways. Digital Marketing has changed the world in which we sell. It is not a new marketing channel; instead, it creates a new paradigm for the way in which consumers connect with brands and with each other. The complete scope of digital marketing is practiced on the Internet – products and services are positioned and promoted, purchased, distributed and serviced.

Brands build loyalty among users who love their products or services. Users fall in love with products and services when their experience is tailored to their needs, and not the needs of the brand. More than any other type of marketing, digital marketing is measurable. This gives brands the opportunity to build tailored, optimized brand experiences for consumers.

Our Digital Marketing objectives are SMART:

  • Specific – the objective is clear and detailed, rather than vague and general.

  • Measurable – the objective is measurable so that you can gauge whether you are attaining the desired outcome.

  • Attainable – the objective is something that is possible for your brand to achieve, based on available resources.

  • Realistic – the objective is sensible and based on data and trends; not exaggerated or overestimated.

  • Time-bound – finally, the objective is linked to a specific timeframe.

Digital Marketing Tools

Search Engine Optimization

This is the practice of optimizing a website to rank higher on the search engine results pages for relevant search terms. SEO involves creating relevant, fresh and user-friendly content that search engines index and serve when people enter a search term that is relevant to your product or service. SEO has a key role to play in acquisition, as it ensures your organization's offering will appear in the search results, allowing you to reach potential customers. A site that is optimized for search engines is also a site that is clear, relevant and well designed. These elements ensure a great user experience, meaning that SEO also plays a role in retention.

Social Media Optimization

Social media, also known as consumer-generated media, is media (in the form of text, visuals and audio) created to be shared. It has changed the face of marketing by allowing collaboration and connection in a way that no other channel has been able to offer. From a strategic perspective, social media is useful for brand building, raising awareness of the brand story and allowing the consumer to become involved in the story through collaboration. Social media platforms also play a role in building awareness, due to their shareable, viral nature. They can also provide crowdsourced feedback and allow brands to share valuable content directly with their fans.

Search Advertising (PPC)

In pay-per-click or search advertising, the advertiser pays only when someone clicks on their ad. The ads appear on search engine results pages. The beauty of search advertising is that it is keyword based. This means an ad will come up in response to the search terms entered by the consumer. It therefore plays a role in sales, acquisition and retention. It allows the advertiser to reach people who are already in the buying cycle or are expressing interest in what they have to offer. We ensure that in your PPC (pay per click) campaign or search advertisement keywords are selected carefully to reach potential customers to maximize ROI.

Video Marketing

Video marketing involves creating video content. This can either be outright video advertising, or can be valuable, useful, content marketing. Since it is so interactive and engaging, video marketing is excellent for capturing and retaining customer attention. Done correctly, it provides tangible value – in the form of information, entertainment or inspiration – and boosts a brand’s image in the eyes of the public. Video marketing needs quality video production and at the same time requires technical know how to create its distribution. Making it viral so that it reaches the target audience and serves the purpose.

Email Marketing

Email marketing is a form of direct marketing that delivers commercial and content-based messages to an audience. It is extremely cost effective, highly targeted, customizable on a mass scale and completely measurable. Email marketing is a tool for building relationships with potential and existing customers through valuable content and promotional messages. It maximizes the retention and value of these customers, ultimately leading to greater profitability for the organization as a whole. A targeted, segmented email database means that a brand can direct messages at certain sectors of their customer base in order to achieve the best results.

Online Advertising

Online advertising covers advertising in all areas of the Internet – ads in emails, ads on social networks and mobile devices, and display ads on normal websites. The main objective of display advertising is to raise brand awareness online. It can also be more interactive and therefore less disruptive than traditional or static online advertising, as users can choose to engage with the ad or not. Online advertising can be targeted to physical locations, subject areas, past user behaviours, and much more. It is important to choose the right online advertisement as the engagement with the ad mostly depends on the target segment, product type and price point.

Affiliate Marketing

Affiliate marketing is a system of reward whereby referrers are given a ‘finder’s fee’ for every referral they give. Online affiliate marketing is widely used to promote eCommerce websites, with the referrers being rewarded for every visitor, subscriber or customer provided through their efforts. It is a useful tactic for brand building and acquisition. Affiliate marketing can be used to promote any type of website – there just needs to be an agreed-upon action resulting in an affiliate earning commission. Different types of merchants will have different required actions. The actions and the type of commission can be summed up as:

• Cost per Action (CPA) – a fixed commission for a particular action.
• Cost per Lead (CPL) – a fixed commission for a lead (that is, a potential sale).
• Revenue share (also CPS or Cost per Sale) – an agreed-on percentage of the purchase amount.
• Cost per Click (CPC) – a fixed amount for each clickthrough to the website (although this forms a very small part of the affiliate marketing mix).