Close to $100 billion is going to be spent this year in digital advertising and marketing by leading brands. And as the race for customer engagement across mobile and web platforms increases, what’s in store for the small medium business (SMB) sector? How can SMBs manage the rapidly evolving digital marketing strategies and techniques? And are there good digital marketing examples for business owners who want to ensure the best bang for their money?
Moreover, most successful, big budget digital marketing campaigns use a multi channel approach that includes, organic media and paid media on social media, content, search engines, affiliates, email and industry referral sites. How can SMBs stand up against deep pocketed brands and grow their businesses? Let’s see the options and the solution.
Evolving Channels For Customer Reach
With advent of new media, there are many digital marketing examples where brands are reaching their customers directly, connecting across multiple media channels. This not only helps is cutting down time to market, it also generates the best returns for the marketing budget. Add artificial intelligence, machine learning with marketing automation and a well strategized marketing campaign, the game now is more interesting. Let’s see some examples.
Programmatic Advertising: The Lacoste Example
Big brands are using automated media buying and activity based targeting to reach right audiences at the right time. The cost of such campaigns is approximately 5 to 10 times lesser than traditional online media buying. And as the consulting group BCG found, programmatic advertising is 30% more efficient.
Shouldn’t small medium businesses gain the most out of it? Let’s see what it takes to get the best out of programmatic advertising….
Lacoste, the iconic fashion brand, does programmatic advertising to sell more. Mentioned below is a snapshot of their campaign results from the summer of 2016, source: DMA.
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- Objective: Online reach and brand impact
- Channels: Amazon and Facebook
- Creative: Continuous improvements with A/B testing and fine-tuning to optimize results
- Strategy: Audience analysis, profile building, targeting and re-targeting custom audiences
- Result: Generated 19,749,380 impressions and 2,290 sales across its key markets
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What’s Needed for Programmatic Marketing
For a small medium business marketing team, success in PMBA requires these core tools,
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- Specialist skills on programmatic technologies and user data analytics.
- Consumer insights for micro analysis of buyer needs and key touch-points.
- Optimized roll-out on the right digital platforms for maximum impact.
- Personalized communications with target buyers using automation tools.
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Is your business using programmatic advertising to grow sales? Is the cost per customer acquired justifying your investment when compared to other “organic marketing” strategies?
Organic Marketing: The Amazon Example
Organic Marketing refers to the act of getting your customers to come to you naturally over time, rather than ‘artificially’ via paid links or boosted posts. – Quora
Larger brands are smartly using paid media with organic (earned) media. Optimally used, such a marketing mix leverages their strengths and opportunities. And content on the website, blog, social networks and other sites becomes the tool to drive traffic to your sales funnel. While tracking performance of each content asset helps analyse and focus on most effective one for enhanced results.
Shouldn’t small medium businesses gain the most out of it? Let’s see what it takes to get the best out of organic marketing….
Everyone knows Amazon. And one of the most rewarding digital marketing examples is Amazon’s organic marketing strategy. Mentioned below is a snapshot of their campaign results, source: DMA.
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- Objective: Online reach and brand impact
- Channels: Search engines, social media, email
- Creative: Content for blogs, emails, updates, etc. on user intent
- Strategy: Search engine optimization, social media optimization, conversion optimization
- Result: Amazon.com makes 57% of sales from keywords outside of the “popular” terms
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What’s Needed for Organic Marketing
For a small medium business marketing team, success in organic marketing requires these core tools,
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- Audience targeting, to reach the right customers profiles based on intent
- Content development that keeps engaging target audiences without expiry date
- Process optimization to make each asset perform to its optimal levels
- Channel selection to reach the right target audiences and generate maximum impact
- Personalized communication strategies to aid prospective customers towards conversion stages
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Is your business using organic marketing advertising to grow sales? Is the cost per customer acquired justifying your investment vis-a-vis “paid marketing” campaigns?
Best Marketing Solution for SMBs
Organic marketing examples when compared with the paid alternatives are known to offer the best support for every business to stand out among stiffest of competition. And when organic marketing strategies are coupled with the paid marketing examples, it helps generate more customer engagement opportunities for lower costs.
Not sure where to start or how to implement the best digital marketing strategy for your company? Want to engage more customers who are already looking for what you have to offer?
See Aidasinc’s free to start digital marketing service offer for best solution.