Digital marketing 101: Digital Marketing Strategy (part 2)

Written by
Adam Meikle

In the previous blog post, we covered some of the fundamentals of putting together a cohesive and effective digital marketing strategy for your business.

In this second blog post, we take a look at choosing your digital marketing platforms, the overall digital ecosystem, and overcoming the risks and limitations of the online marketing space.

Carefully select your digital marketing platforms:

When selecting elements of your digital marketing strategy, make sure that you are using the most suitable digital platforms and tools to promote your business to your intended target audience. Here are some key considerations you should keep in mind:

  • Free versus paid: Many free online tools and services exist for your digital marketing campaign. Subsequently, there are also inexpensive paid services to aid you. But just keep in mind your budget, technical skill and your specific objectives.

  • Social networks: There’s large number of social media networks and platforms out there for you to choose from. Consequently, there are risks involved with social media marketing. Not every brand is suited to every social network. Therefore, you need to consider that your target markets may not use certain social media networks as well. The keyword here is research!

The digital marketing ecosystem

No digital marketing channel should be used in isolation and this is for a very good reason.  Digital marketing is holistic and an interconnected approach to marketing where all your digital elements work together is required. Basically, in theory, it’s all an ecosystem of digital marketing channels working towards your specific goals and objectives.

Overcoming the risks and limitations of the online marketing space

There are a number of risks and limitations associated with the online marketing space, and this is especially true in South Africa with low connectivity and unreliable internet connections.

Here are some things to consider:

  • Have a reliable server: Be certain that you’re hosting your website with a reliable service provider as a slow loading website could be the death of your business.

  • Keep regular back-ups of your website.

  • Consider data limits and bandwidth associated with your website. You have so much server space.

  • Remember the data limits of your own internet connection.

Keep your eyes on our social media feeds for the final part of this blog series and the overall Digital Marketing 101 series. Check out the rest of our blog!


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