Digital Marketing
What is digital marketing and why do I need it?
Digital marketing is, quite simply, marketing. Taking the definition of marketing from the Chartered Institute of Marketing:
The management process responsible for identifying, anticipating and satisfying customer requirements profitably.
Digital marketing tools and techniques are amazingly powerful and often highly cost-effective. Used intelligently as part of a marketing strategy, they enable businesses of all sizes to reach more customers and to engage with them more profitably than has ever been possible before.
How will a digital marketing consultant help you?
A good digital marketing consultant will work with you to ensure that your resources provide you with the best possible return.
That means NOT pushing generic and inappropriate products and ‘solutions’ on you because they are easy money for the consultant. An aggressive Google Ads campaign may be perfect and highly profitable for one client, while other clients may be better focused on Facebook ads or on email marketing. For one client, a market-leading website might be a great investment, while for others a more basic website is more appropriate with an emphasis instead on campaign-level landing pages.
At Kent House, we typically use the APIC framework to identify the best options for a new client.
Analyse
Assess your business strengths and weaknesses (internal analysis), look at opportunities and threats (external analysis). See the 'PESTEL' framework below for one approach to this.
Plan
Identify objectives, supporting strategy and tactical mix of tools, platforms and investment.
Implement
Put the plan into action and manage resources. Budgets, schedules, checklists.
Control
Measure and review performance against objectives and targets.
PESTEL Analysis
PESTEL is a tool to analyse your external marketing environment and the factors that have an impact on your business. It’s just one of the tools and frameworks we use to build a profitable, personalised, digital marketing plan for every client.
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