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Deciphering the grey areas of marketing

No question is a silly one, and, in marketing, there are so many grey areas that we encourage all our clients and partners to ask away!


In this blog post, we answer your most common questions:


WHAT IS DIGITAL MARKETING?


Digital marketing is simply the categorisation of marketing activity that takes place on a digital channel. This can include email, PPC, SEO, display ads, affiliate, content, and social.


WHAT IS PPC AND SEO?


PPC stands for 'Pay Per Click', which is the advertising model by search engines. Ever noticed how when you Google something, the top results always have a little 'Ad' button underneath them? These are PPC ads.


WHAT IS THE DIFFERENCE BETWEEN PPC AND SEO?


Both activities drive traffic to your website; the fundamental difference is that PPC is a paid activity, whereas SEO is organic. The latter is a more passive option with less of a guarantee compared to paying and bidding for traffic with PPC, but of course if this is done well, it means you get a higher ROI because it didn't cost you in the first place.


WHAT IS A CUSTOMER PROFILE?


Knowing your audience is just as key as knowing yourself when it comes to effective marketing. Of course, at the start, you have less to go off, but you'll still have at least an idea of who you're targeting, and as your business grows, you'll build a clearer picture of them, to therefore better service their wants and needs.


Basic demographics include characteristics like age, gender, and location, but of course people are far, far more complex than this. The more you can find out about your customer - what music do they like? What do they do with their free time? What do they care about? etc. - the better for your business.


WHAT IS A MARKETING PLAN? (And why do I need one?)


A marketing plan, different to a business plan, is a practical guide that outlines exactly how your marketing strategy will be effectively implemented - underpinned by your business goals, your target customer, your branding, and the overall marketplace. The marketing plan provides a blueprint for the company, using a combination of resources to achieve your business objectives like sales targets or customer acquisition.


WHAT DOES "FULLY INTEGRATED" MEAN?


Fully-integrated marketing means - simply put - everything under one roof. The DMA defines integrated marketing as: "an approach to creating a unified and seamless experience for consumers to interact with the brand; it melds all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force."


They go on to say: "It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centred on the customer."


WHAT IS FUNNEL MARKETING?


This is a very simple and helpful system for you to track your marketing efforts, measure results, and make better optimisations. You simply take all your marketing activity across the top - email, social, SEO, events, etc...


Then identify the numbers across all these platforms at the most "basic" level - so, for example, in email you'd start off with your total subscribers. The numbers you'll have across the top will naturally be your highest figures, at the awareness level.


You then whittle down those numbers as you go along (to use the email example again: from total number of subscribers, this would then go down to your opens, then it would be the click-throughs), and finally - at the end conversion point, where everything convenes on the same metric, is the heavenly SALE.


Simple enough, right?


Well, one important thing to mention here is that most think that's the end - eyes on the prize. This is quite incorrect and short-sighted in fact, when it can cost you on average 5X MORE to acquire a new customer than to look after an existing one - so it pays to look after them! Past conversion you have loyalty, and then advocacy, turning your customers into the true goal - your champions.


WHAT TYPE OF MARKETING DO I NEED?


Whilst the term 'marketing' today is erroneously synonymous with 'digital' (see above) - or, simply, 'social media' - it's important to first have an awareness of all the options out there, before you begin to assess what type of marketing it is that you think you may need...


In terms of channels: the digital space at large is comprised of SEO, PPC (or Google Ads), display, email, content, affiliates, social, and influencers. Whilst not as sexy, do not overlook the offline channels. These can include direct marketing, events, print, or traditional advertising like outdoor, TV, radio, and press.


Once you have a base knowledge of the landscape, you then need to understand what relevancy each of those channels hold, and - more importantly - with which demographics are they most popular? Always bear in mind your target customer, and plan accordingly (again, see above). If you're a cosmetics brand for millennial females, chances are Instagram is going to be your top channel. If you're an equestrian brand for wealthy individuals, press and sponsorships might be more relevant.


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Bloom exists to support startups and early-stage entrepreneurs. With our agile team structure and media-agnostic approach, we act as outsourced marketing


To have an easy, no-obligation chat with one of our team, simply contact us on info@bloomltd.co.uk or 020 3914 9434.

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