Digital marketing is overwhelming for anyone who looks at the phenomenon with all its complexities. However, marketers are aware that you can’t carry everything on your own. When it comes to departments of digital marketing, you get the following:
- SEO (Organic Search)
- PPC/Google Ads (Paid Search)
- SMM (Organic and/or Social)
- Email Marketing
This list can go on and be further divided into sub-levels with each comprising managers such as performance marketing, etc.
We all know that before last year, things weren’t as streamlined in the cyber realm as they are today. This brings us to wonder what exactly has made the market so evolved and how do we keep up with it.
Let’s begin by looking at the first part of the problem, i.e. what has changed?
What Has Changed?
Prioritization of Taking Things Digital
As soon as the pandemic hit, we all knew that everything was going to shut down. This prompted shopping for groceries and shopping for business essentials to be done on platforms like Amazon. Since the online market, which was already flourishing, evolved, the mechanisms involved along with the strategies changed as well. Simply put, you couldn’t just expect to post something online and hope for sales to generate themselves.
Rise of Online Platforms
Every platform that was once limited to engaging users started utilizing the traffic they’re getting by placing ads. They allowed advertisers to engage their audiences not just organically but also through paid marketing campaigns. To cut to the chase, we now have multiple platforms that each have their own organic and paid marketing.
The Need to Establish Credibility
Moreover, since these platforms have a responsibility to their users to provide them with authentic, credible, engaging, unique and creative content, they can’t help but distinguish some over others. What this means is that you have to become a popularly recognized entity before you can expect to convert audiences.
The changing pace of the market doesn’t seem to be slowing down. It’s only logical that we use division of labour and cut out pieces of the market that we need to target. What’s important here is that we understand what works and what doesn’t. Although it’s pretty clear, there are a few things that might help make things easier.
What Works in Digital Marketing 2021?
Search Engines
Search engines operate on keywords and process them as queries. Nowadays, Google has released guidelines and protocols prompting marketers to ensure they satisfy not just the keyword queries, but also the implied search intents of the user.
What this means is that whether you’re doing PPC or SEO Dubai, make sure you understand your target audience. Someone searching for, “Smart LED TV” isn’t really someone that is interested in buying your 32” Samsung Smart LED TV where you would want to put your ads. Although it may be a good idea to compete on this keyword organically, your ads would be better placed for queries like, “32” Samsung LED TV for Sale”.
Incorporating smart keywords while satisfying user intent with unique content will inevitably help you establish a credible identity. This will go a long way in helping your website dominate search result pages.
Social Media
There are dozens of social media platforms and even more in the making. We know that Facebook marketing is an awesome way to reach out to millions of potential audiences worldwide. However, did you know that a Quora has 300 million active monthly users, of which 43% are females and 35% of it all are Americans?
As you can see, different platforms specialize in engaging with specific types of audiences. Obviously, if you’re targeting audiences interested in the gaming industry, you’d have much better luck on platforms like Twitch. However, that doesn’t mean that you should restrict audiences or their behaviours to specific platforms. Who says motorcyclists aren’t gamers and engaging on Twitter, Twitch and some Facebook groups as well?
You can actually use the insight knowledge gained from one platform to another. These are known as cross-platform insights and work on various different levels to boost your business marketing. Since your target audience is a constant that you’re looking for, you need to look for the same audience on every platform. This implies that they’re probably engaging in the same behaviour, interested in the same things, etc.
As it’s probably clear, the digital marketing realm isn’t anyone’s cake. You need to think long and hard and work longer and harder to achieve a good reputation. Moreover, it’s essential that you work with a digital marketing agency that can help you. Otherwise, you’ll spend most of your time redirecting your efforts without a proper strategy.
