Websites: A Key Asset For Any Business

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As consumers habits have changed many now favour the ease of searching online for information therefore a website is a key asset for any business or organisation. Nowadays often the first impression for any organisation is their website therefore it is essential for almost all organisations to have a high quality website. A high quality website should enforce the message of the business and enhance their brand online.

A high quality website must make sure technical aspects such as ease of use, navigation, speed, responsiveness and security are balanced with visual design to make a graphical appealing website.  More than ever before, customers judge the credibility of an organisations just based on their website. If a website is of substandard quality then visitors may leave, never to return again. Many decisions are now based solely from looking at a website and without seeking information from any other sources.

Organisations also need to make sure that they have a consistent offline presence as well to support and enhance their online presence. Consistent uses of branding, colours and imagery are essential to reflect a company’s goals and appeal to the desired consumer.

Digital Marketing and Social Media: Why Bother?

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Many companies and organisations look at digital marketing and social media and consider why bother? Is it worth our time and investment? With real social relationships migrating to the virtual world online communities have developed that bring people together across the globe. Organisations know they should engage in online activities and be part of these online communities but many still don’t. A journal article by Maria Tiago and Jose Verıssimo considers just that, ‘Digital marketing and social media: Why bother?’

While there are many journals arguing the case for engaging with customers online and how beneficial it is for customers there are very few that consider the reverse of this. I found this article interesting as it looks at digital marketing and recent digital trends but mainly looks at how companies and organisations might benefit from online investment.

Written from the perspective of a business or organisation this journal first lays out an understanding of digital marketing and social media usage as well as its benefits and inhibitors before considering the investment required. An area often overlooked by organisations is that developing a digital strategy and social media strategy requires investment from organisations in terms of time and finances. The most interesting part of the article is the author’s research into where companies plan on investing, the table below shows their results;

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(Tiago, Verıssimo 2014:706)

81% of businesses want to invest in social media. Social media is seen as the way forward for many businesses. In addition to this the next biggest area of Investment is email marketing, despite this area having a bad reputation and often producing poor results.

For any organisations Return on investment is important (ROI) but for digital marketing calculating the return can be difficult. Although several models have been proposed there have been no widely accepted models to measure engagement and return on investment. Considering how dynamic and fast paced digital marketing is with web trends are emerging all the time digital marketing does require on-going substantial investment in order for business to remain competitive.

If you are interested in social media and digital marketing then the paper is well worth a read. Another good book on the topic is ‘Profitable Social Media Marketing’ by Tim Kitchen and Tashmeem Mirza, they consider how to get the best return on investment from Facebook, Twitter, Google Plus and Linkedin.

What digital marketing area are you wanting to invest in during 2015? leave your comments below.

Tiago, M., Verıssimo, J., Jones, M., and Prybutok, V. (2014) ‘Digital Marketing and Social Media: Why Bother?’. Business Horizons (57), 703-708

Written by Matthew

Why digital marketing is important

 

Digital marketing is the promotion of brands, products via electronic media.  Examples of electronic Medias include Internet, CD, DVD and many others that portable like tablets, and IPad.

Key formats for digital media include:

  • Websites and Search Engine Content
  • Blogs
  • Internet Banner Ads
  • Online Video Content
  • Pay-per-click Advertising
  • Email Marketing
  • Social Media Marketing (Facebook, Twitter, LinkedIn ect.)
  • Mobile Marketing (SMS and MMS)

These tools have helped companies to analyse their marketing campaign. Due to advancements and technology, people are now able to share, comment and generate information online to social media. This growing number has led to marketers to think about “digital reputation” which is based on blogs, reviews, ratings and videos. It was found that a business with 5star rating (a good reputation) can generate 20% more revenue than a business with 4Star rating (Yuhong, L, 2014).

It is a useful tool for businesses to calculate the result of investments through per click, per likes, and per visits on a page. It assists businesses to gather feedbacks and enhance information and allows a business to save running costs imagine a business trading their goods online from US to Europe through e-commerce can help it to save office/store costs thus generate competitive advantage. It’s also assists business to tailor the marketing mix to reach its target audience in an efficient way as information put by customers can help to understand the demographics, choice, behaviour, lifestyle, and geographic location.

Digital marketing not only helps businesses but also the consumers in various ways;

Rapid growth of Web-based platforms that facilitate online social behaviour has significantly modifies the nature of human activities, habitats and interactions. Real-world social relationship have been migrated to virtual world, resulting in online communities that bring people together from across the globe à From consumer perspective, use of digital marketing helps to increase the efficiency, convenience, broader selection of product, competitive pricing, cost reduction and product diversity.

Digital marketing is considerably affordability for businesses compared to traditional promotional tools. With the analytical tools available business can know how to allocate their communication budget to ensure that they get maximum return on investment. Using traditional methods it can be hard to calculate the effectiveness of a campaign. On television advertising it is hard to track the number of viewers accurately whereas this can easily be calculated when using digital media.

There are many challenges digital marketing might present as it not helpful to generate loyalty and trust due to the amount of content available which can easily influence customers. Digital marketing is a dynamic sector that is always changing therefore it can be hard for business to keep up to date with current trends.

No doubt digital marketing has become wider for both small and large scale organisations. Digital marketing is a rapidly growing sector that forms the future of marketing. Digital marketing methods are becoming increasingly favourable compared to traditional marketing tools.

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