In our 1st episode, we introduce you to the fundamentals of digital marketing.
- What is digital marketing?
- Problems facing digital marketers in Dubai
- Offline and online components of digital marketing
- The currency of digital marketing is attention
- Digital marketing contextualized: the marcomm framework
- The marketing mix
- Consumer psychology and digital marketing
- The importance of setting KPIs
- Our focus: online marketing
- Resources to understand digital marketing
Click through to read the complete show notes.
What is Digital Marketing?
Digital Marketing is the marketing of any producst or services to your customers through electronic devices.
This is quite broad, so it is important to clarify exactly what the client needs when they come to you for help with digital marketing.
Problems facing Digital Marketers in Dubai
Traditional marketeers don’t necessarily know how digital marketing fits into the “textbook” marketing framework.
Many digital marketeers don’t have a traditional marketing education.
When most people think or speak of digital marketing what they really mean is online or internet marketing, not the broad definition mentioned earlier.
You will generally find digital marketeers more aware of the tools and tactics of the trade, as opposed to the underlying framework and strategy.
Digital Marketing has Offline and Online Components
Offline – radio, TV, print media, mass media, mobile.
Online – internet.
Example of offline digital marketing: billboards
- Before: one advertisement only
- Improved to: rotating panels allowing up to three ads
- Now: LED screen allowing many ads
The Currency of Digital Marketing is Attention
Marketers have shiny object syndrome and tend to overestimate the impact of new things.
They also understimate the power of traditional consumer behaviour.
Digital Marketing Contextualized: the Marcomm Framework
So, Digital Marketing will fall under Customer Relations:
- Four Ps – product, price, promotion, place
- Direct Marketing
- Personal Selling
The Marketing Mix
Based on our experience with clients, budgets for digital marketing have grown around 300%.
(Sheyaf thinks the 4 Ps of marketing are please, please, please, please.)
Brand marketing is still required to keep the audience’s awareness high.
As brand awareness drops, so does the performance of digital marketing campaigns.
Digital Marketing works on a last click attribution model.
This means what is measured is the last action of the user.
So, it’s difficult to accurately measure the effect brand marketing has on digital marketing performance.
Consumer Psychology and Digital Marketing
Someone who sees your digital ad, if they have no idea who you are, won’t click through.
Brand marketing helps warm up the users before they see your digital ads.
Difficulty of Measuring Effectiveness of Brand Marketing
You can’t precisely measure the results buying a billboard on Sheikh Zayed Road will have on your business.
Not so with digital marketing – everything is measurable, and what gets measured gets managed.
Remember the old adage, “50% of your marketing budget is wasted and you don’t know which 50%.”
Corollary: Big corporations wouldn’t spend 7 figures a month on brand marketing if they didn’t know this expense would have a positive ROI.
The Importance of Setting KPIs
For example, in an ecommerce business the hard goal of a digital marketing campaign is to increase revenue.
You can also have a soft goal like how many people visit your website.
Another example, in a brand marketing scenario you would be tracking how many people saw your advertisement or shared it on social media.
Our Focus on Digital Disruptors: Online Marketing
- Search Engine Optimization
- Search Engine Marketing
- Content Marketing
- Social Media Marketing
- Pay Per click
- Affiliate marketing
- Email marketing
And we’re going to cover each of these in upcoming episodes.
Digital Marketing Made Simple: a Step-by-Step Guide – Neil Patel
The Noob Guide to Online Marketing – Unbounce
What is Digital Marketing? – Marketo
Recent Case Study on Digital Disruption
Joy Villa’s publicity stunt at the Grammys caused her album sales on Amazon to grow 54,350,100% and her Amazon sales rank went from #543,502 to #1.
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