Digital Communication in 2021

December 24, 2020

Digital Communication in 2021

Have you decided to go out for dinner but aren’t sure where to go? Do you want to change your mobile phone but aren’t sure which model to choose? You already know the answers to these questions: The internet.

Today, consumers’ buying decisions are heavily influenced, from the first moments after initial entry by brand reputation, blogs, reviews and opinions online.

This is one of the biggest factors that drive companies to integrate their marketing strategies with the activities of the web to go along with the user of the digital age.

Digital marketing refers to all activities of promoting a brand and marketing products and services through one or more digital channels.

The integration of digital marketing will allow you to reach a targeted audience, and you will be able to interact with that audience, regardless of the geographical area in which you are located.

You will be able to monitor and control the actions of your users in real-time to improve and optimize your day-to-day marketing strategies. How?

First of all, you need to start from the basics and implement a good digital marketing strategy. Study your audience, determining exactly what they want and what they need.

Also:

· Define your value proposition

· Set goals to achieve and set priorities for your business

· Track the data generated by your users and commit to generating qualified and profiled contacts to best meet their needs

· Use the tools best suited to your needs.

Digital Marketing Strategy

Let’s get more specific: What are the tools offered by the internet that digital marketing uses?

Publicity

By advertising, we mean all paid activities of commercial promotion and/or sponsorship of a brand.

In particular, you will hear about SEM and Pay Per Click (PPC) advertising. This type of activity will allow you to gain immediate visibility through online auctions for the various keywords you decide to use.

Ads will come in handy for you to compete against other online competitors, increasing your chances of gaining visibility.

If used correctly, they will produce a return on your investment (ROI), thereby generating profits for the business.

SEO and User Experience (UX)

Search engine optimization includes activities aimed at optimizing your site’s performance in terms of organic visibility and search engine positioning.

Google, Bing, and other search engines reward sites with the best content and design and that are easy for users to navigate.

Make your site easy to find, clear, beautiful and enjoyable:

· Make the structure of your site intuitive

· Optimise it for mobile devices

· Improve its performance

· Offer an eye-catching design

· Provide relevant content that responds clearly and completely to specific keywords.

All of the above will increase your chances of generating qualified traffic.

Content Marketing

Content marketing includes all activities related to creating and distributing content, including blogging and article writing. The goal of content marketing is to attract qualified users to your site by prioritizing relationships over transactions.

Interesting content can become a goldmine for growing your business in terms of SEO and acquiring contacts and traceable data. The latter, if analysed correctly, will give you the ability to guide your users through the conversion funnel.

Digital Public Relations

Do you have a new product, offer an innovative service or are you a new brand? It's time to let the world know!

Digital PR is a tactic used by brands to increase their online presence by building relationships with bloggers, online journalists, and social media audiences.

A digital public relations strategy helps to increase and improve a company’s reputation in online communities by giving visibility to the brand. If used correctly, it has positive effects on search engine optimization and conversion rates.

Social Media Marketing

Social media marketing concerns the activities of promoting products, services and brands through social networks that allow direct interaction between the user and the company.

Social channels can become a powerful machine for engaging users, and are a great way to lead them to your website.

Choose social platforms suited to your target audience. It is not necessary to be present on all social channels, but it is important to monitor those you have chosen. Getting there takes time, strategy, and creativity, just like content marketing.

Finally, listen to your audience and track the results using data. Doing this will enable you to optimize your performance by improving it daily.

Conversion Marketing

Conversion marketing includes all techniques used to convert new visitors into real paying customers and new customers into loyal customers.

How? Through a mix of data analysis, creativity, technology and business.

By bringing these elements together, you will be able to increase the number of conversions on your site.

By reading the data, you can analyze all of the things that influenced user interactions with your site.

ou can then translate the collected data into structural changes in the architecture and design of your site. Finally, thanks to A/B testing, you will be able to optimize your site to support several users in the conversion funnel.

Marketing Automation

Marketing automation enables marketing actions that are usually manual to be automated using software such as Eloqua or Salesforce Marketing Cloud.

Software such as this allows you to optimize your web marketing strategies by qualifying your contacts, generating new sales opportunities and accelerating the cycle.

How? By automating repetitive actions, updating and segmenting your database, managing the sending of your emails and registering points of contact with your potential customers.

Email Marketing or Direct Email Marketing

Email marketing is the process of sending emails and newsletters as a way to communicate directly with your prospects and potential customers for business and retention purposes.

A well-thought-out email is the perfect way to connect directly with specific audience members, offering a personal and captivating touch.

Email marketing automation tools, such as Mailchimp, will help you segment your target group and automate the sending of your newsletters.

Mobile Marketing

Mobile marketing includes multi-channel marketing activities designed to reach audiences directly on mobile devices such as smartphones and tablets.

It uses tools such as responsive websites (optimized for mobile navigation), GPS tracking, SMS, social media and apps.

This is a fundamental practice for a successful marketing strategy: since 2016, the percentage of Swiss people connected to the internet via mobile devices continues to increase to the detriment of those who are connected via desktop computers.

EWM. possesses in-depth expertise in digital communication.