What is digital marketing and how does it work? - NZ Digital
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How to get in front of your customers with digital marketing

 

Your customers are online browsing social media, news sites, watching videos and researching brands. Digital marketing will get you in front of them.

Adam Harris

Posted 18 June 2019
by Adam Harris

Internet users are growing by an average of one million every single day. Active social media users were up 9% from January 2018 and January 2019 and the average person spends 6 hours and 42 minutes a day on the internet. All this is according to the Global Digital 2019 report published by We Are Social and Hootsuite.

What does this mean for your business? Your potential customers are online scrolling through news feeds, watching videos, reading the news, and researching services they need at an increasing rate. And if the digital space is where your customers are, you need to be marketing to them there. If you’re still a bit unsure of what digital marketing is and how it works, we’ve got the answers.

It all starts with a digital marketing strategy

Digital marketing has many moving parts and requires ongoing monitoring and optimisation of these different components in order to achieve results for your business. Start by developing a strategy that ties in closely with your business objectives, whether that be getting more people to know who you are or generating more enquiry for your staff. Once you’ve got a sound strategic direction, you can begin to focus your efforts on activity that will help you achieve your business goals.

Download our eBook on developing a digital marketing strategy that grows your business.

Digital marketing components

There are many different components that make up a digital marketing strategy, and you won’t necessarily need to engage with all of them. It’s important to work closely with digital marketing experts who can let you know what kinds of channels you should be directing your time and money towards for the best results. Depending on your budget, the demographic you’re targeting and what stage of the customer journey they’re at, your digital marketing could involve:

  • Building a fully functional and responsive website
  • Demographic information (age, location, occupation, marital status, gender)
  • Search Engine Optimisation (SEO) and Search Engine Marketing (SEM)
  • Pay-Per-Click advertising
  • Content marketing (webpage content, blog content, downloadable assets, infographics, video content, and much more)
  • Social media activity (including organic posting and paid advertising)
  • Remarketing
  • Email marketing

Our handy infographic gives a bite-sized overview of the different components of digital marketing.

There are many different components that make up a digital marketing strategy, and you won’t necessarily need to engage with all of them. It’s important to work closely with digital marketing experts who can let you know what kinds of channels you should be directing your time and money towards for the best results. Depending on your budget, the demographic you’re targeting and what stage of the customer journey they’re at, your digital marketing could involve:

  • Building a fully functional and responsive website
  • Demographic information (age, location, occupation, marital status, gender)
  • Search Engine Optimisation (SEO) and Search Engine Marketing (SEM)
  • Pay-Per-Click advertising
  • Content marketing (webpage content, blog content, downloadable assets, infographics, video content, and much more)
  • Social media activity (including organic posting and paid advertising)
  • Remarketing
  • Email marketing

Our handy infographic gives a bite-sized overview of the different components of digital marketing.

components_2

At the heart of your digital marketing efforts lies with website. This is the hub you’ll be directing people back to time and again, whether you’re sending out an email to your database or setting up a Facebook ad campaign. If your website loads quickly, has a responsive design, and is optimised for conversion, you’ll stand a better chance of getting great results from your digital activity.

Digital marketing campaigns

A digital marketing campaign should be set up to meet a core objective, whether that be lead generation or brand awareness. Set up a campaign landing page on your company’s website and plan to direct people back to this page so that you can accurately measure the success of the campaign.

Before launching a digital marketing campaign, you should also ensure you have Google Analytics set up on your website, so that you can see where your campaign traffic comes from. If you plan to run Facebook ads, consider setting up Facebook Pixel, which will provide you with additional insights into your ad performance.

Utilise user personas and demographic data you’ve collected about your target audience to plan your campaign activity according to the platforms and devices your target audience uses and the times of day they’re most likely to be active.

A lot goes into setting up and implementing a digital marketing strategy, and when you’ve got a business to run there’s only so much time in the day. That’s why it pays to have a trusted expert in your corner.

Come and chat to our friendly digital marketing experts and get your digital marketing off the ground.

Have a chat to us about how we can help. 

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