If you have not considered digital marketing for your business, then there is definitely something missing. Not only is your marketing strategy going to have gaps, but it will give you limited options in executing result-oriented marketing strategies. For starters, digital marketing gives you a chance to widen your target market reach, understand your customers and prospective as well as personalize your brand to the wider market.

Below are some of the ways that will help you thrive in your marketing campaigns in the digital era:

1. Use the Right Team

Marketing is a matter of identifying needs, stating objectives and goals, communicating the benefits and presenting deliverables that appeal to a brand. If the deliverables are not profit-oriented, then you will need to change your marketing strategies. You need a team with roles that include the knowledge of marketing in the digital era that gives you exactly what your business wants. An ideal digital marketing team should be chosen on the basis of

• Possession of effective creative ideas
• Be technologically and digitally savvy
• Possess the best marketing and sales practices
• Have fluent communication

2. Use the Right Tools

Not to freak you out, but the current era of marketing requires you to incorporate tools that can either make or break your business. The results of advertising your business online will depend on the effectiveness of the tools used. Your business needs to be on different platforms at the same time. Despite the fact that this sounds tricky, it is possible with the right digital marketing tools. Depending on your marketing objective, below are some of the digital marketing tools by strategy:

• Organic social media
• Paid social media
• Email marketing
• Display retargeting
• Website testing and marketing
• Content creation and curation
• Search engine optimization
• Affiliate marketing
• Customer service
• Programmatic advertising

3. Use the Right Platforms 

Many digital marketing and advertising agencies in Kenya will agree that to be competitive, a business needs to be present across multiple digital channels and platforms. While there are specific tools meant to address specific goals and objectives, platforms have been designed to support a variety of functions. However, it is important to combine both online and offline strategies with an omnichannel perspective in order to meet consumer demands. If you are looking for digital marketing platforms to consider for your digital marketing campaign, I got you covered:

• Social media marketing platforms
• Influencer marketing
• Email marketing
• Content marketing
• SEO marketing
• PAY-PER-CLICK
• Affiliate marketing

4. Stay Trendy 

Everyone knows that being trendy gets you noticed; the same is applicable to marketing strategies and campaigns. Currently, the digital marketing trends revolve around humanization of the content and the technical aspects of SEO. On one hand, humanization will help you customize your content and brand to suit your target market. On the other hand, the technical aspects and SEO trends will help you make your content work by positioning it at a better place for your target market. Below are some of the hottest digital marketing trends to look forward to in 2021:

• Local SEO
• Personalization
• Inclusivity
• Customer segmentation
• Voice and visual search
• No click searches/ featured snippets
• Automated and smart bidding

5. Build on Loyalty 

If no one has never told you, your network is your net worth. You need to position your brand in a way that will make it thrive on the network you have as a brand. It is one thing to attract customers to your business, and it is another thing to retain them. As much as a marketing strategy may focus on customer attraction, you need to include a customer retention strategy in order to have consistent growth. Here are some of the ways to better your customer loyalty:

• Better online customer service
• Transparency in business operation
• Using social media platforms to create communities that encourage user-generated content
• Open communication with customers that allows follow-up after purchases, feedback, and updates on new products, sales promotions, and new stocks.
• Use of digital influencers to widen your reach
• Personalize your marketing campaigns

In conclusion, marketing in the digital era is a trick that needs to be adopted by most businesses and organizations. As much as digital marketing is technical and demanding, it is easy, effective, and most of all productive with the right team.  Go beyond the traditional marketing system and strategy and get initiate a strategy that is suitable for your business and customers in a way that is current and effective.