Digital marketing, often known as online marketing, is
the promotion of companies via the use of the internet and other types of
digital communication to interact with potential clients.
Not only does this encompass email, social media, and
web-based advertising, but it also covers text and multimedia messaging as a
marketing channel. Essentially, digital marketing is any marketing effort that
utilizes digital communication. In 2022, the number of smartphone users in the
world stands at 6.7 billion, which translates to 84% of the world's population
owning a smartphone. (Statista, 2022) People spend an average of 3 hours and 15 minutes on
their phones every day. Digital marketing initiatives, seek to leverage this
reality in the promoting of products and can be a successful tool in the
building of coffee consumption in producing countries.
There are many considerations for the design of
a digital marketing campaign. Some of
these are presented below.
Search
engine optimization (SEO) refers to strategies aimed at increasing the quality
and quantity of internet traffic from search engines to a website or web page. If
the use of a website is part of the chosen strategy for increasing domestic
coffee consumption, then employing SEO techniques will be beneficial
SEO focuses on unpaid
traffic (often known as "natural" or "organic" results)
rather than sponsored or direct traffic. SEO is a science which necessitates
extensive study and weighing of many contributing factors to promote the
highest ranking possible for a website when an internet search is
conducted. Some of the most significant
factors affecting the optimization of a web page include:
There is no definable standard or consistent rule for ranking highly in SEO as Google's algorithm changes continuously, it is hard to make precise forecasts. It would be prudent to enlist the services of a digital marketing professional for assistance. This professional should provide regular updates on the traffic to your page/site from google analytics. These reports will give details of visits to the website, from which the level of engagement can be assessed, and the information used to improve traffic and engagement on the website.
Content
marketing is a type of marketing that focuses on generating, publishing, and
distributing content online to a targeted audience. By generating and sharing
great free material, content marketing draws new consumers. It assists
organizations in developing long-term brand loyalty, gives essential
information to consumers, and fosters a desire to acquire items from the
company in the future.
The
first step in content marketing is determining the demands of your consumer. The content may then be provided in
a number of ways, such as news, videos, e-books, infographics, email
newsletters, case studies, podcasts, how-to manuals, question and answer
pieces, photographs, blogs, and so on.
The
use of social media platforms and websites to advertise a product or service is
known as social media marketing. While the words e-marketing and digital
marketing continue to be prominent in academics, social media marketing is
gaining popularity. Most social media
networks provide data analytics tools that allow businesses to track the
development, performance, and engagement of advertising efforts.
Companies
use social media marketing to reach out to a wide range of stakeholders,
including present and future customers, current and potential workers,
journalists, bloggers, and the general public. Strategically, social media marketing
includes managing a marketing campaign, governance, determining the scope
(e.g., more active or passive use), and establishing a firm's intended social
media "culture" and "tone."
Social
networks are, in many cases, viewed as a great tool for avoiding costly market
research. They are known for providing a short, fast, and direct way to reach
an audience through a person who is widely known.
Identifying your targeted audience is important to defining which social media platforms are best to use. For example:
Has a more mature audience. It has a strong advertising platform that allows detailed targeting, engagement with audience, and click-throughs to your desired website.
Is popular with millennials aged 26 to 40. It is a content intensive platform pushing photos and videos in a variety of modes. This content heavy theme benefits the use of content marketing and Facebook’s robust advertising platform (Facebook owns Instagram).
Is the market leader for Gen Z. Founded in China, it has become a global phenomenon with over 1 billion users. The platform uses short form, user-generated videos, and trends to keep people engaged – along with an unlimited scroll which forever promises another video. Its advertising platform is not yet mature and short on features, however, its social algorithm ensures eyes on every TikTok video posted making organic reach relatively easy.
Is known as the town hall of the world. Recently acquired by Elon Musk, it engages public discourse by giving people 280 characters to discuss any and all topics they desire. For brands and public figures, it offers instant feedback from a cross-section of the population that could be potential customers or supporters. Advertising on Twitter utilizes a low cost per click, pay for performance model which can be tailored to a specific audience. The magic for Twitter however is in its potential for organic engagement and virality.
Revolutionized the internet and has grown into one of the foremost video distribution platforms in the world. A content factory that allows everyday people to post their content for billions to see, YouTube is responsible for 25% of all global video streaming traffic. With over 4 billion hours worth of video viewers every month, YouTube has the eyes. Its advertising is a market leader for social media advertising.
Creating new coffee consumption habits in coffee producing countries will require strategies that meet the consumer where they are most receptive: on their phones and to a lesser extent, their computers, in many jurisdictions. Deliberate thought and research should be put into defining a digital presence and content with a mind on the age, gender, location, and psychological motivations. Navigate to the downloadable templates page for help creating your digital marketing strategy.
