Deepak Babani, CEO, Eros Group, outlines the building blocks to success in marketing via digital platforms.
Nowadays, entrepreneurs book the domain name and create social media pages even before they form the organization or register their trade. Creating a digital footprint is very important for any organization but like any other media vehicle it is important to choose the right product. The digital space is vast and spreading yourself thin with presence across various products will do more harm than good. ‘Like us’, ‘Follow’, ‘Watch’, ‘Pin’ etc.. may look good on the visiting card but the company/brand needs to have live and relevant content so when any of your clients decide to ‘follow’ or ‘like’ or ‘watch’, they see a dynamic and active organization and not outdated content.
It is very important to address four points while developing your digital presence.
1. Is your business built on a B2B or B2C model?
This is most important as each model brings different products into play. In a B2C model, social media sites like Facebook, Twitter and Pinterest play a vital role in engaging with your audience. They also allow you to keep your audience updated daily with the latest activities, offers and other benefits. In a B2B model, social media sites play a lesser role and it is better to make a digital presence through a well-developed and up-to-date website (this is also important for B2C) and online business directories which will help in SEO. Using sites like LinkedIn to put out regular articles or even creating a blog would be highly beneficial in regularly interacting with your clients on latest developments and technology changes.
2. Have you allocated budgets for the digital realm?
While the digital revolution started as a cheaper alternative to traditional media it has evolved quickly into an important media vehicle by itself. It is important that budgetary allocations are studied and planned for digital presence and for marketing too. Professional agencies specializing in web development, community management and SEO optimization bring a lot to the table. It is better to start early on this front and rein in professional agencies so as to seamlessly integrate the digital story into your business plans.
3. Analyse your digital activity:
This part provides the best cost benefit aspect of the online medium. You can analyse all your digital activity with a historical perspective as well as in real time. Measurement and analysis tools like Google Analytics and SocialBaker amongst others, allow you to analyse your activities, as well as site positivity on most digital areas. This provides a much needed flexibility in allowing you to modify your communication in order to get the desired results.
The fast evolution of the digital space has made ‘word of mouth’ marketing seem like a snail. Virality is a key component to ensure growth and visibility for your activity. However a misstep can result in negative virality and that sometimes takes much longer to overcome. In UAE it is important to be socially and culturally aware as the country is home to over 180 nationalities.
This is just a brief overview of the digital landscape as you go about laying the building blocks of your organization. It is important to remember that the online world is fast evolving and the next big thing is always just around the corner. It might just be, you.