Archive for January, 2013

Digital Marketing Explained

Posted by Chuck Bankoff On January - 21 - 2013


It used to be about websites and search engine optimization. Now it’s about total web presence optimization. The digital landscape comprises of a mix of different channels such as social networks, websites, email; mobile devices such as smartphones or tablets; videos, widgets, kiosks, and gaming consoles. These mediums help marketers to build relationships with consumers, publicize their brands, and also sell their products or services.

Digital marketing arrived on the scene more than 15 years ago but has evolved rapidly in the last couple of years. Social media has significantly transformed consumer behavior. It has facilitated sharing of information with prospective buyers like never before through online advertisements, videos, blogs, tweets, and more. The digital space has clearly caught the fancy of savvy marketers thanks to factors such as its:

  • Huge impact on brand reputation
  • Potential to quickly launch online campaigns
  • Interesting mix of marketing technologies
  • Ability to engage prospects in dynamic exchanges that influence buying decisions
  • Measurability and cost-efficiency
  • Creative potential of platforms such as rich media, gaming, and mobile applications

Let’s take an in-depth look at how digital marketing has evolved over the years and how understanding it can help you influence consumer behavior.

The Evolution of Digital: A Convergence Story

Digital media has progressed rapidly due to the convergence of technology and easy availability of consumer technologies. This has paved the way for interactive mediums that engages the audience, something that traditional media did not provide.

It commenced with advancements in Internet technology that led to the launch of thousands of websites. This was still a passive communication medium since sites were not interactive. Then came email, the first dynamic medium that enabled direct communication between consumers and businesses in a cost-effective and meaningful manner. The revolution finally took off when ‘search’ became a part of the user experience. It was the arrival of social media, however, that made the digital landscape ‘interactive’ forever.

The success of social media sites such as Facebook, Google+, YouTube, Pinterest, LinkedIn, and Twitter indicate how well connected today’s users are across multiple geographies. The digital experience has switched the role of users from a passive receiver to an active participant, circulating relevant, useful information and influencing buying decisions.

The convergence of mobile technologies with location-based services and smart devices has now made real-time interactions a reality. Consumers are spending more time and money on these devices for their personal and business consumption. This means an increased opportunity for sellers to create interesting mobile applications that engage users.

Marketers can now gain insight into the nature of information being accessed and shared. Since consumers are interacting through various digital channels, they play a critical role in building or demolishing a brand’s reputation. This makes it imperative to identify the most relevant consumers and understand their behavior in order to target the right audience and deliver the intended message.

The Reality of the New Digital Landscape

Digital media has emerged as a reality that is continuously challenging marketers. Adopting and promoting an apt digital strategy is easier said than done. It requires a shift in the way marketing functions approach digital media.

Here are some guidelines to help you successfully navigate the digital landscape:

  • Clearly define your business goal – is your focus brand building or lead generation or both?
  • Identify the channels that will help you achieve your goals
  • Define your target audience
  • Set the right expectations with stakeholders about what a digital strategy can achieve
  • Integrate your offline and online strategy
  • Provide engaging and consistently valuable content
  • Engage with the right agency that can tailor digital solutions to suit your customers’ needs—and it is okay to start small!
  • Implement the right analytics and automation tools to understand your target audience behavior
  • Review your plans over a defined period to measure progress and results
  • Have a backup plan: the biggest boon of digital media could be its biggest bane as well. On one hand your customers can be your brand ambassadors, but on the other they can damage it irreversibly. Ensure that you have a backup plan or team to respond to crisis situations.

Since the digital landscape is vast, success lies in having a consumer focused strategy and clear business goals. An effective integration of both with an overall marketing strategy can help organizations reap benefits and develop strong relationships with the consumers.



If you don’t dominate the search results for your own company name, you have some work to do.

How do you dominate the search results for your own company name when your website can only show up one time? Simple, you have to show up for more than one website. The good news is they already exist.

Face it, no company has just one website anymore, they have many websites. Those sites are their LinkedIn profile, their Facebook and Twitter accounts, external company blogs, review sites, Business directories, review sites likes Angie’s List and Customer Lobby. Even other websites that mention your company by name can occupy valuable real estate under your name on the search results.

Get Started Building Your Web Presence

There are all sorts of opportunities to expand your companys web presence…just take a look at the wide range of search results on the Kreative Webworks screenshots. Let’s start with some the ones that you have the most control over… Your social profiles.

Step one is to create your standardized profile. You want to establish this upfront so that all your profiles are consistent so the search engines have a high degree of confidence that all those websites you are about to claim are actually yours, and you get full credit. Use your keywords appropriately in your description.

Step two is to “Claim” all your Social Profiles. We use our “Claim You Brand” spread sheet to methodically go through all the top social networks, claim them and keep track of all the login credentials. This is the same tool we use for all our clients. Contact me and I’ll be happy to share it with you.

Step three is to go through each of your new web assets and fill out EVERYTHING. And I do mean everything. It’s extremely important that everyone of your profiles is at 100% if you want those social channels and search engines to take you seriously. Most of them will have an indicator letting you know your percentage of completion and what’s missing.

HINT: Be prepared with pictures and videos to go along with your profile.

Now comes the interesting…but time consuming part…actually doing something with your profile to drive it to the top of the search results. If you have a moderately unique company name and you do a good job of filling out your profile, you stand a chance of making a reasonable showing…perhaps not dominant, but certainly a hit and miss showing with some valuable real estate that you have control over.

In most cases you are going to need to give it a push. Most people don’t realize this, but many of the same factors that optimize a web page also work for social profiles:

  • Keyword rich content (including your company name)
  • Links from other web properties around the Internet
  • Updates
  • Traffic, comments, Likes, follows, etc.

As you may have noticed on the screenshots of the search results for “Kreative Webworks” it’s all about diversification. More content in more places means more customers.

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