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Digital Marketing-Overwhelmed Yet?

(Posted on Jun 9, 2014 at 12:06PM )
If you are actively seeking to understand digital marketing you already have an idea of how complex it has become. And you might have also read a horror story or two about false prophets dressed up in outdated and/or less than effective or ineffective garb touting quick fixes and cheap ineffective marketing techniques they market to the unaware and uniformed.

First of all if you are not familiar with a product or a service you should be seeking information and advice from various knowledgeable sources in order to make the right decision for you and your business. If you don’t, as with anything, you open yourself up to investing in subpar or ineffective products.

Digital Marketing is an ecosystem where the seamless integration of a systems components is essential for its functioning - a central point where all the elements converge. Today you must approach it holistically.

The complexities and constantly changing landscape of digital marketing takes the right tools, specialization and constant study to be able to properly navigate, participate and be effective within it.

To help you better understand this complexity, here are a few points that highlight some of the intricacies of Digital Marketing and its constant evolution.

Having a Plan That Works

Its location culture, ideals and its people make every business unique. Every marketing strategy, therefore, must also be unique and to do that you must understand your company and your market.

You must have a strategy to generate interest for a specific product, service or idea. It’s an assessment of each individual company, and a constant work in progress in determining which forms of digital marketing will work best for you.

Is your website up to date technologically with website design that is easy to navigate?

Just to scratch the surface on updated search engine algorithms did you know that bad web design and poor navigation will get you poor search rankings. Search engines are now watching people’s habits in an effort to produce better search rankings.

So with that thought in mind sites that have good content, navigation and design are rewarded with higher organic search rankings because they stay longer and navigate deeper.

Compare that to a poorly designed web site that people simply land on the site and leave within seconds because of its look and or poor navigation – Google and the others as well, will now penalize poor design by lowering its ranking on the organic search lists.

Link Building

Did you know that it has become apparent that with the new algorithms used today, some types of link building can land you in trouble with search engines and possibly penalized you with lower page rankings and possibly being removed from search engine listings.

Today, if you want to improve your search engine rankings and attract new customers you need to engage people with good relevant content. This engagement will create the type of indirect links that the search engines are looking for today through comments, sharing and social interaction in its many forms.

It can’t be all about you anymore it also needs to be about what is important to them-How they feel about something and what is going to draw their interest. It is about bringing them to you not just you going to them.

And don’t think of web traffic as just coming from sites like Facebook, Twitter and Google Plus –to name a few - Because these are just a part of driving web traffic as you will see in a report released by Sharaholic on Organic Search traffic vs. Social Referrals covering November of 2012 thru November of 3013.

In the report they analyzed data collected over this 13 month period across their network of 200,000+ sites that reach more than 250 million unique monthly users. tracking the amount of traffic the top 5 search engines (Google, Yahoo, Bing, Ask, AOL) and 5 top ranked social media sites (Facebook, Pinterest, Twitter, StumbleUpon and Reddit) drove to publishers.

On average, according to the report, social referrals accounted for just 15.06% with Organic search traffic accounting for 41.45%.

But the importance for both is documented in a recent article on Search Engine Watch that research from Forrester tells us that social networks today have become a critical discovery platform and are now the second most popular channel for website discovery only behind organic search.

Citation Building

Citations are defined as references to your business name and address on other web pages, even if there is no link to your website.

Citations are a key component of the ranking algorithms of the major search engines. Businesses with a greater number of citations will probably rank higher than businesses with fewer citations.

Are yours uniform and up to date?

Web Site Optimization

Today this could be defined as a seamless integration of system components which is essential to be able to function properly - a central point where all the elements converge. The coordination required to synchronize all the functions of a web site can be overwhelming.

Are you overwhelmed yet?

Picture Web Page Optimization

“The web page is the most important social media development of all time. This is a weighty statement... but it’s also a true one.” Says Steven Aresenault, CEO of One Big Broadcast.

“No other form of content sharing has had such a dramatic--and long-lasting--impact on companies. These pages serve to inform and attract. They are the first impressions and the final thoughts. And using Search Engine Optimization (SEO) will reinforce what they do. Web page SEO is meant to increase a brand’s visibility.”

Social Media Integration

The world of Digital Marketing is constantly changing. Consumers are flocking to the Internet seeking information about their favorite brands and products. They want the immediacy of networking; they want the ease of web site posts; they want instant communication. 

And they’re willing to give their loyalties (as well as their dollars) to companies that offer these things through social integration.

Social integration is the process of linking media forms to the Internet. It’s meant to increase a brand’s reputation, as well as subtly promote specific products or events.
Consumers are now spending their time--and their money--online. They’re seeking out company web sites, utilizing social media as a way to learn and buy. 

Social integration is linked to consumer awareness. Companies that embrace networking, blogging and more become part of an ever-expanding circle of accounts. They are connected directly to the demographics they need, bringing traffic to their sites.

A business that isn’t integrated is a business that’s losing money.

SEO and Social Automation Platforms

There are SEO and social automation platforms available that can save valuable time which translates into valuable resources. But the key to how they function is in their design and the team behind it who will be consulting on a consistent basis on changes and new developments and strategies that will keep you at peak performance.


Measure, measure, measure. Analytics are an essential component required to measure the effectiveness of you marketing. You must be able to gauge where your marketing is being the most effective and adjust accordingly.

Your marketing company should be consulting you on a regular basis to help you understand the information contained in the analytics that they provided and work with you on adjusting to increase you marketing’s effectiveness.

One article I read that made a good point that a company that does not offer analytics is a company be should avoided-. Good advice. And another pointed out that if they don’t want to do an audit of your current marketing platform before they start making suggestions or giving you prices-Walk away-More good advice.

As a business you must understand the enormous impact of all this is too great not to have some knowledge so you can at least ask the right questions and stay informed on a continual basis. This is not something that without some knowledge you just sign up for and forget-it is a process that must constantly be monitored and adjusted to maintain and improve its effectiveness.

These are only some of the components that are involved in structuring and executing an effective online presence and digital marketing program. Content and strategies must be constantly changing and adjusted to keep up with new Technologies, Social Trends and Changes in search engines sophisticated algorithms.

Hopefully this made you aware of the complexity of the rapidly changing digital world of marketing and that you will delve deeper and get specialized competent advice to help make the best decisions for you.

William Cosgrove