5 Rules for Digital Marketing

Since the beginning of the digital revolution, the world of marketing has had to learn and adapt quickly. Digital and social platforms are now not only commonplace but also essential for companies, particularly B2C, to beat their competitors as well as prosper as businesses. The marketing landscape has shifted; with digital agencies expecting a 30% growth in 2014, it’s clear that more companies are taking digital marketing seriously.  

Below are 5 fundamental rules for digital marketing:

1. Focus the target

With almost 3 billion Internet users in the world, it can be tempting to try to target anyone and everyone. No matter what product or service you are offering, it will not be right for everybody. It’s important, as with any campaign, to target the appropriate markets - this rule also applies in the noisy and overcrowded digital space. 

2. Make sure content is appropriate and captivating 

The difference between digital marketing and traditional marketing is the ability for digital content to go viral. However, with over 270 million pieces of content shared each day, it’s difficult to stand out. People will only share pieces they relate to – making sure your content is something that others will want to share is the first step to a potential snowball effect.

3. Be innovative, surprising and varied

Digital marketing provides an opportunity for organisations to re-evaluate their marketing strategy. Repeating the same key messages can quickly become stale in the ever-evolving world of digital. Keep the content original and use a wide variety of engagement tools and tactics such as infographics, competitions, Q&As and video content.

4. Don’t just join the conversation, spark it

This rule is particularly prevalent for social media marketing. With social media, feedback and interaction is on going and constantly changing. Asking your social media audience questions is a great way to understand them and their opinions on key issues. Rather than just waiting for a conversation to happen, initiate it and you will stay informed. Remember to stick to topics relating to your niche and keep the conversation focused. Sparking conversations also encourages your audience members to debate and speak among themselves.

5. Adapt for mobile

Mobile is one of the hottest digital trends of 2014, with 35% of all search engine traffic coming from mobile devices and over 70% of Britons owning a smartphone. Digital marketing practices must be optimised for mobile - whether that is an app, mobile banner advertising or a mobile optimisation strategy. UK mobile users are more likely to buy goods through their smartphones than any other European country – therefore having a mobile optimised site or a dedicated app ensures you demonstrate a key understanding of the modern consumer’s digital expectations.