Digital Media

Digital Marketing working for you yet?

There is a wave of jobs floating around in the market for Digital Marketers. Over the last 20 years marketing has become a craft. It is not all about “who you know” any more. I remember the days when personal networking was an integral part of a sales person role in an organization. Nowadays businesses hire digital marketing firms to do their networking.

A good digital marketer needs to understand how to track and achieve  Key performance Indicators (KPIs). KPIs are measures of performance that your company can use to assess the success of its digital marketing. A common KPI is conversions – the more conversions a campaign achieves, the more successful it’s been. Channeling traffic to the website is a bygone. It is all about conversions, conversions, conversions. Businesses are looking to grow their bottom lines bigger and fatter. Understanding your company’s KPIs is one of the most important aspects of digital marketing management. Does your company want to increase its brand awareness and attract more fans on social media? Does it want to generate more sales leads? Every company has different goals, and understanding how these goals are being achieved by your marketing strategy is essential for success. By using conversion tracking, it’s easy to see how your strategy is achieving your company’s goals.

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Are you using these components of Digital Marketing?

  • Content marketing/ creation
  • Adwords
  • Search Engine Optimization (SEO)
  • Paid Search (PPC)
  • Email marketing
  • Social Media Marketing
  • Web Analytics and Reporting
  • Mobile optimization Marketing

After weighing in to the above you can easily assess if your digital marketing strategy is working for your business effectively or not. Most importantly if the business is able to generate adequate profitability with the current strategy in place – there is still much work to be done. Digital marketing strategy has to be reassessed and revamped to ensure success. Remember there isn’t much room for complacence in this day and age.

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Paid Search: Debunking the SEM Myth

“What can you tell me about ‘Paid Search’?” This is how my recent interaction with an apparently senior marketing official of a local company started with. I briefly touched upon Paid Searches and talked about organic search, but most importantly the main objective of Search Engine Optimation (SEO) and Search Engine Marketing (SEM): maximizing conversions for a business by driving productive traffic to their websites. I talked about a team effort in optimizing SEO/SEM and not just an individualistic role as no big business can achieve SEM opulence without a team. However, my answer did not satisfy this self- proclaimed guru and the conversation abruptly proceeded towards “Quality Score” (QS) and  “Influencer marketing.”

In retrospect, when I think about how marketing professionals on-contract for businesses are approaching the SEM world it makes me ponder about their sling- shot strategy.  Do they actually believe there is a magic formula, to discover for maximizing Quality Scores on their websites. Let me break your bubble Mr. Pro marketing official. There is NO perfect score to get higher ad rankings.

Google, Bing, Yahoo and other search engines constantly update their algorithms as a rebuttal to these marketing guru’s out there whose claim to fame is to know the secret for “the perfect SEM Quality score” which  in reality does NOT exist. Google states the higher the QS the better. Remember though: QS is not used at auction time to determine Ad rankings. If the marketing guru’s can understand this simple request from Google they will not be out their searching for the ideal QS score.

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If I play the devil’s advocate for a minute, I get why these guru’s are so focused on achieving optimal quality scores. They want to prove to the stakeholders in the business they know how to get the optimum score to continue winning the next contract. The truth is a minor update in the algorithm can bury your website down to oblivion.  Allocation of hefty advertising budgets towards improving quality scores, CPCs and Click- through- rates can prove to be an exercise in futility if are stuck in the QS bubble.

Quality Scores as per Google depend on three basic factors : CTR, Ad relevance and the landing page loading and quality experience. QS is simply a general estimate based on average past performance. It is not a short cut to Paid Search success.

I hope this helps marketing officials to debunk the myth that SEM Paid Search triumph is not measured in a unilateral quality score based world. It depends on a number of factors. As a webmaster is very important to keep on top of both Organic and Paid searches to stay ahead of the game.