Digital Marketing Strategy summary

Introduction

Digital Marketing Strategy by Simon Kingsnorth This book guides you through the diverse world of digital marketing strategies. Do you ever wonder how businesses succeed online? In today's connected world, digital marketing is essential for growth. The internet weaves its way into our daily lives.

The need for marketing to go digital is increasingly clear. Professional marketers, business people, and observers know this. They all agree that digital marketing is the future, but simply knowing that is not enough. You cannot just wade into digital marketing unprepared.

If you want your marketing to be successful, you need to understand the field. It is important to grasp its full diversity. That is where these chapters come in. From SEO to social media, paid search to personalization, they survey the world.

They explain digital marketing with clarity. They show how you can navigate it too.

Social Media Conversations

Social Media Conversations. Whether your business has a social media presence or not, one thing is almost certain. Some of your customers certainly do. According to research by We Are Social in 2015, about 3 billion people worldwide use the internet.

Two-thirds of them use social media. Odds are, your customers are among them. For that reason alone, it is hard to justify not having a social media presence. It is important to be where your customers are.

If that means joining Facebook and Instagram, so be it. But you cannot just approach these platforms with your usual marketing techniques. A few things set social media apart from other forms of digital marketing. The key message is that social media allows a new kind of customer relationship.

Trying to influence potential customers is nothing new for marketers. This is true whether digital or otherwise. What is novel about social media is that it allows businesses to be influenced. Rather than a one-sided monologue, social media turns marketing into a constantly unfolding conversation.

This situation presents businesses with both opportunities and challenges. KLM, the Netherlands-based airline, knows this firsthand. During the World Cup, the Dutch soccer team knocked Mexico out of the tournament. In celebration, KLM posted a tweet saying adios amigos to the fans.

The public backlash was immediate. Of the 90,000 responses to its tweet, over 70% were critical. But KLM soon turned its social media reputation around. It made a point of publicly answering all social media queries and complaints.

This was true no matter how negative they were. In addition, it reduced its average social media response time to just 22 minutes. KLM's story is one of a company learning from its mistakes. It discovered that social media is a place where companies should listen.

They should listen just as much as they talk. It is also a story about the importance of developing the right social media personality. Instead of overhauling your brand's identity, keep your social media personality on brand. If you strive to be a caring, customer-focused airline, communicate that on social media.

Do not taunt the defeated fans of rival soccer teams.