Allowing businesses to reach global audiences in a cost-effective way, digital marketing has grown exponentially in recent years and is showing no signs of slowing down. From improved ROI to easy and effective monitoring of campaigns, digital marketing can offer a huge range of benefits for your business. Some of the key areas within digital marketing are outlined below.

Market research

The first stage of building a successful digital marketing strategy is to perform market research to gain an in-depth understanding of your target audience, competitors and the market in which your business operates. When it comes to market research, there are 4 key areas to consider:


Content is king. It’s what can really differentiate your business from your competitors and help you to build stronger relationships with your customers. Your content should be engaging and educational, offering value to your audience about the topics they care about the most. An effective content strategy will have a clear framework in place which segments the content by subject, format, objective and channel and should be managed using a frequently updated content calendar.


Each channel will offer different benefits and fulfil different roles and objectives, so it’s important to understand exactly which ones to use and when. Some examples of marketing channels include:


Social media: including platforms such as Facebook, LinkedIn, Twitter and Instagram.

SEO: search engine optimisation is what will help to increase organic traffic to your website and get you ranked above your competitors in the search engine results page. The key elements of SEO are on page optimisation, link acquisition and technical SEO.

Email: this channel is great for building relationships with your audience and encouraging sales. Your email marketing campaigns can include anything from subscription newsletters to welcome emails.


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