Digital marketing platforms are the backbone of digital marketing plans, optimization and management. They offer a simple set of tools that help businesses connect with their customers on a more personal level. Some platforms are more managed than others, such as data management, analytical systems and CMSs. Others are entirely online platforms that provide businesses with every feature imaginable. The tools are usually grouped into four categories: performance measurement, insight into customer behavior, direct advertising and digital networking. The last two are very closely related, but their roles in digital marketing strategies are somewhat different when compared with performance measurement and insights into customer behavior.
Insight into customer behavior is another important metric to look for in digital marketing platforms. Marketers should be able to segment their audiences based on age, gender, location, age group, industry, browsing habits and credit card type. These segments can then be linked to sub-categories, such as shopping lists and demographics. While these tools may not capture everything that consumers do online, they can tell which activities are popular and which are not. Marketers can then target specific groups for their campaigns.
Digital marketers also need to have their data sources ready at any time. Integrations allow marketers to access customer and application data sources from anywhere they are. Some of the most common integration points include social media campaigns, content networks and mobile analytics. Having data ready to go when it is needed makes it easier to run campaigns, create adverts and analyse campaign performance.
Social media engagement is a vital part of any digital marketing platform. Marketers need to get active users to subscribe to their channels. They can also encourage users to share information about their products. Building a social media presence is a gradual process. Marketers must ensure they build and maintain their presence across all available channels. This will help them rank higher in the major search engines.
Building links is an important part of any digital marketing platform. Many platforms have integrated data sources with their affiliate programs. Integrations allow marketers to buy leads and place them into their campaigns. Links will help them make their campaigns appear more professional and generate more leads. Having these types of links will help marketers climb higher in the search engines.
Digital marketing platform with Google Analytics provides a comprehensive dashboard that includes information on user behaviour, engagement and click-through rate. A person can set up custom reports which give insight into the success of a campaign. Google analytics also integrates with many other social media platforms including Twitter and Facebook. The insights provided by the analytics platform can prove to be invaluable to digital marketing campaigns.
The internet has changed the face of digital mediums dramatically. Marketers are continuously pushing the boundaries to create new avenues for growth and success. While the traditional marketing strategies have evolved to target younger consumers, digital mediums are targeting people of all ages and across a plethora of age groups.
Marketers understand that customer experience is paramount to their success. They use analytical reports to understand consumer behaviour and engage with their customers in an effective way. A digital marketing platform with Google analytics provides detailed reports on user behaviour, product insight and decision-making. The reports help marketers plan campaigns that work and the strategies that don’t. Marketers can gain a competitive advantage by using a blend of traditional and digital mediums.
Social media allows users to connect and share information with the world. Users can take their influence onto their own personal brand. The power of sharing through digital channels like YouTube, Facebook and Twitter can go a long way in creating a buzz about a product or service. Branding strategies are no longer relegated to print, television or radio. A digital strategy with Google Analytics will help you understand user behaviour and determine if your message is resonating with your audience.
By combining traditional marketing with digital channels, marketers get the best combination for better engagement and conversions. Brands with a clear strategy can focus on their customers. They can focus on their core users, their most profitable customers. They can identify what their ideal customer will do and why. With a comprehensive digital campaign, you can leverage your social media presence, search engine optimization, and online analytics to drive targeted traffic and improve conversion performance.