What I can do for you as a Digital Marketer

Alas, it is the end of the quarter and the end of my Junior year at Western Washington University. My interest and knowledge of digital marketing has grown immensely because of all of the reading and writing that I have done on related topics. Although I still have much to learn, I feel much more adequately prepared to speak with digital marketing experts, form my own opinions in this realm of knowledge, and possibly even use many of the strategies that I have learned for my own benefit and the benefit of others.

With that being said, based on the knowledge that I have accumulated, here are just a few of the main things that I can do for you as a digital marketer:

Help you optimize your website for search engine results. One of the best ways to drive site traffic is to be easily found on the results page of a search engine. I have discussed many topics in this blog, but SEO is one of the most practical. As a digital marketer, I would first evaluate the content and UI/UX of your website, knowing that high-quality relevant content and a positive user experience is one of the best strategies that can be used to get found. One of these vital components is the relevancy, intuitiveness, and quality of your landing pages. Second, I would examine and make changes to the website’s use of relevant keywords and use of JavaScript, knowing that Google crawls through webpages looking for certain keywords in coding language that it can read, JavaScript not being one of them. Third, I would employ a software program like Google AdWords in order to discover which keywords your website is best getting found for, and to set up a paid search campaign to complement other SEO strategies. All of these components would make it easier for potential customers to find your business offerings, which will increase traffic to your website and hopefully conversions.

Manage your social media campaign. Another important and valuable piece of the digital marketing puzzle is social media. As a digital marketer, I would first start by assessing and modifying the content of your social media posts. As with any medium of marketing communications, relevant content is the foundation to a successful campaign. The content posted on a social media website should be interesting, friendly, and engaging to customers and potential customers. As such, I would make sure that the content being posted matches the persona of the people who would be viewing that content on that particular site, knowing that social media is best utilized with content that shows corporate personality and makes the company relatable to consumers. Second, I would help manage your social media campaign by responding quickly and appropriately to customer inquiries, complaints, and comments, knowing that creating and nurturing company relationships with customers through social media helps cultivate customer loyalty and satisfaction. Third, I would employ some form of social media management software, like Hootsuite, to streamline and optimize the capabilities and effectiveness of your social media campaign. Tools like this can make all the difference in maximizing effectiveness by allowing you to create and time posts across multiple platforms, while also recording important data and reporting on the performance of your campaign. That brings me to the next point…

Evaluate campaign performance. One of the most important pieces of any campaign is the ability to measure its effectiveness. As a digital marketer, I would use all of the tools at my disposal to evaluate and understand the performance of your digital marketing campaign so that the steps towards optimization can be made. I would use my knowledge of tools such as Google Analytics and Google AdWords to determine what areas of digital should be improved and then use my knowledge of digital marketing best practices to help improve those areas to the best of my ability. One helpful tool for evaluating the effectiveness of a web page is A/B testing and I would utilize this tool in attempting to improve the UI of your website and its landing pages. The ability to identifying patterns and ask the right questions is an important characteristic for any analyst to have, and I would do my best use these characteristics in evaluating and continuously improving the performance of all areas of your digital marketing campaign.

Blog Performance

Because digital marketing is essentially about driving site traffic and conversions, it would only be appropriate for me to evaluate the traffic (or lack thereof) that I have generated on this blog site. Although I was not actively seeking to accumulate views and visitors, I am rather curious to see how my blog performed at doing so with little effort on my part. Ladies and gentlemen, the results are in! Across my blog I wrote a total of 13,799 words and received 105 views, 38 visitors, and obtained one follower. My most viewed blog post was the one that I create about A/B Testing, and my second most viewed post was on SEO. Something that certainly surprised me was that someone was directed to my UI & UX blog post from an organic search result! Compared with most blogs on the web, these stats are rather pitiful, but I was happy to see that I was able to get as many views as I did. If I were truly trying to drive traffic to my website, I should probably go meta and use all of the different strategies and advice that I have given in this blog. Then I would be able to show that not only do I possess knowledge of digital marketing, but that I also know how to translate that knowledge into action.

Mobile Marketing

As with most of the topics discussed in this blog, mobile is one that I could easily spend a great deal of time talking about. Mobile devices provide an incredible and invaluable opportunity for companies to increase points of interaction and engagement with consumers wherever they are at. It is also becoming an increasingly popular digital medium with which consumers are engaging. Mobile interaction is on the rise, still fairly new, and there remains a lot of untapped potential in this realm of digital marketing. In this post I will barely scratch the surface of this incredibly interesting and broad topic.

Before we dive in, however, I must specify that “mobile” or “mobile device” does not only refer to smartphones. Mobile also refers to other hand-held internet connected devices such as tablets or iPods. This was a point of realization for me, most likely because the only mobile device that I own is my smartphone. Granted, the term “mobile” does not exclusively refer to smartphones, but smartphones make up the heavy majority of mobile device usage at 75% of the mobile market. With that clarification in mind, let us explore why mobile is so important.

The Importance of Mobile

Since the invention of the internet, the advent and usage of mobile devices has created the most significant shift in the digital sphere. This is because mobile devices create and provide consumers with the ability to connect with the internet throughout their entire day. Internet usage is no longer confined to a desk at work or at home, but can happen virtually anywhere. Because of this shift, marketers are provided with endless opportunities for connecting with and engaging consumers through these devices. Marketers are even leveraging this mobile shift to determine consumer locations and integrate this information into their marketing strategies through geofencing technology. With that in mind, the wealth of rich data and knowledge that can be gained about consumer behavior because of this medium is immense. And that is only a taste of the possibilities that mobile provides.

Consumers are increasingly using multiple platforms, particularly mobile, to interact with digital media and are quickly becoming the majority in the market of internet users. In fact, mobile accounts for approximately 60% of all internet usage and has surpassed the amount of desktop internet usage. Of this mobile market, 88% of smartphone internet usage is accounted for by internet connected apps, with 82% of tablet internet usage being accounted for by apps, as of June 2014. This means that mobile devices, and more specifically mobile apps, are the primary medium used for accessing the internet. With this in mind, businesses should seriously consider ways to leverage this medium to accomplish their objectives.

Considerations for Leveraging Mobile

Implementing a successful mobile marketing strategy is not necessarily easy, but if done right, it can lead to amazing results. Starbucks is the perfect example of a , company that has used mobile to increase sales, promote positive relationships with customers, and cultivate customer loyalty. Starbucks has been successful, in part, because it combined its mobile app with its rewards program. This created a valuable incentive for customers to download the the company’s app. Customer interaction with the Starbucks app is also fueled by the high and constant demand for the products that Starbucks has to offer. Coffee is an “essential” and constant part of many people’s lives and because this product is perishable and continuously consumed, some customers may be driven to engage with the app as frequently as one or more times each day.

Considering all of this, in order to launch a successful mobile app campaign businesses should attempt to make it an integral and supplementary part of the buying process. There should be clear and obvious incentives for using the app. Once businesses then establish a solid foundation of app usership, they can build on their success by adding useful features that will drive more app adoption. Companies also need to evaluate their business objectives and business model so that they can implement a mobile strategy that will best fit company and customer needs. Not every corporation sells consumable goods, and for those that don’t, it may be harder to drive app or mobile engagement. Therefore, those companies may need to come up with more creative ways of making their application valuable and interesting to customers, so that the appropriate company goals can be met.

Although mobile web search accounts for much less internet usage than mobile apps, mobile SEO and website optimization is another important piece of leveraging this medium. Mobile is such a large portion of site traffic nowadays that it is important to consider ways to optimize sites for mobile interactions, making them more mobile-friendly. As with mobile apps it is important for a business to evaluate its goals in order to determine the type of content that should be placed on a mobile website. What best fits the company’s corporate business model and what would target customers best respond to and engage with?

Valuable content is important in any form of digital medium, but what makes mobile different in the realm of web and search engine optimization? First, mobile device screens are typically much smaller than desktop screens, so it is important to know how a website will look on a mobile device. A smaller screen can create potential issues relating to content navigation, viewability, and user friendliness. What might look amazing on a big screen might send users running on a smaller one. Particulary for SEO, this might mean that less results appear above the fold. Therefore, if a company wants to initially appear on the search results of a mobile device, they might have to work a little harder. Second, mobile devices are used sometimes at different times and in different places than traditional desktop devices are. This should be taken into consideration when developing content for a mobile site. Businesses should develop content that users would want to view casually when they are on their smartphone or tablet. This will help drive site traffic and hopefully more conversions on mobile devices.