Brain pickings on digital and beyond
Whilst no stranger to most of the major international markets, internet marketing (a.k.a. online marketing, digital marketing, e-marketing or web marketing), is at long last making a name for itself in South Africa, and it brings with it massive potential.
Many people though are still uncertain as to what it actually is or how it works. In a nutshell, it builds your brand and allows people to find your website by utilizing a number of different online tools. This includes Search Engine Optimization (SEO), PPC (pay per click) ads, web PR, ORM (online reputation management), social media management, email marketing and promotions and competitions.
One of the major attractions of internet marketing is that campaigns are tailored around your specific company requirements and goals. At Lima Bean, dedicated e-marketing specialists determine (after a full website analysis) which internet marketing tools would work best, based on your current website and what you want to achieve.
Ultimately, it may not be necessary for a website to have a full 360° digital strategy, as each of the internet marketing tools mentioned above can be used as separate, independent campaigns and you might only want to focus on certain tasks.
Another reason why internet marketing has caught on so fiercely is that it allows for highly targeted advertising. Take for example PPC campaigns. These can literally be used to target any age group, demographic, geographic, hobby/interest, profession or income bracket. With direct marketing you simply aren’t afforded those options.
This means that your marketing budget can be used to focus on an exact target audience, which is a lot more cost effective than traditional marketing approaches.
If your business is online, as opposed to being brick and mortar, then you’re going to need internet marketing. Unfortunately, no matter how beautifully designed, functional and user friendly your website is if people don’t know it exists, they won’t visit it. And if they don’t visit it, then you can’t expect to get business from them. Suddenly, it becomes much clearer how an effective internet marketing campaign works to drive traffic to your site and helps convert visitors into paying customers.
Added to this, internet marketing is cost effective and extremely measurable, so you can track how each task works and ultimately performs. When you consider the fact that the vast majority of people spend time and do business online, it makes sense for you to take advantage of what this open platform can offer your business.
To give you an example of the potential of internet marketing, take a look at these ‘before and after’ metrics (taken over a period of 7 months) from South Cape Coins, one of our 360° digital strategy clients. We implemented their campaign after fully redesigning and re-developing their website.
When we started, Google Analytics showed that South Cape Coins had: