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The first step to embracing Digital Marketing as a means for promoting your products and services for achieving higher sales and profits is in understanding what Digital Marketing is and how you can fit it into your plans.
One of the most popular definitions of Digital Marketing is:
“The promotion of products or brands via one or more forms of electronic media. For example, advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via digital and television and radio channels.”
Some sources define Digital Marketing as an umbrella term wherein the promoter uses all or any of the electronic media – television, internet, mobiles phones and electronic billboards for the purpose of achieving sales or building a brand image that benefits businesses.
It is not uncommon for businesses these days to incorporate Digital Marketing in their marketing plan. The reasons for embracing it in the marketing mix are varied from a user’s perspective.
Chiefly the reasons are:
It is effective in getting ideas across to the customers in the digital world that is expanding exponentially. It is effective because customers are more than just willing to embrace technology to keep themselves engaged in a competitive world.
The competition is already there and you cannot afford to ignore it. Digital Marketing for the present is future-proof though not in its entirety until a different technology comes into use. Further it is a trending feature where you will necessarily to be present.
There is little limitation on geographies a business can access with Digital Marketing as compared to the print media. It is thus cost effective even as it is able to reach across a bigger section of consumers. With bigger sales come larger profits and more profits means more investments in research and development and hence more market share.
The unit cost of spreading a message is far lesser compared to other media and there is more variety to it – email, social media and one-on-one engagement are some of what businesses can think in favour of Digital based marketing.
Protect brand reputation more ferociously. Brand image is what drives businesses worldwide. With a concerted Digital Marketing effort, businesses can counter criticism and prevent bad publicity. The advantage for businesses they are able to engage the consumer directly in social media and put forth their defense in an organized manner.
There is vast information on how businesses have been able to use Digital Marketing to grow. With this, launch times get shorter and it is even possible to sell online even without the customers touching or feeling your products.
Of all reasons, the best can be attributed to the multi-media capable mobile phones and internet growth. Putting the power to order goods and services virtually on the hands has had its own dramatic efforts.
It is worth noting that no less than 50% of all online sales takes place in the digital space with trends indicating that this figure is likely to go up in just a few short years. If that happens as it seems likely, then the future of business will have digital too signalling the demise of physical stores. Businesses know this and that is the reason why there is a beeline towards adopting Digital Marketing as the primary force multiplier.
The short answer to the question “Is keyword a necessity?” is a big “yes.” This is because there isn’t any way to tell the relevancy of a particular webpage, and search engines don’t have a better technique either to rank a page for SERP. It should therefore be clear as crystal to businesses in Dubai to focus on targeting the most relevant keywords to ensure that they receive more visitors through SEO. CubeReach is a search engine optimization Dubai based company that renders SEO services on a global scale.
For the sake of brevity we can say that keywords is a single word or a string of words that your visitors use to find websites like yours in the internet. When these words are present in your webpages, search engines present your webpage to the visitor. This is the basics but not everything to it. You should however know that you are not alone in the internet for a particular keyword or a string of words. In fact it is not uncommon for millions of webpages to target the same keywords as you are targeting. Here in lay the trouble for website owners.
Not all webpages can hope to be in the first, second or at least in the third page. It is a contest between competing webpages and search engines have the final word on which page to connect with the search engine user. So it pays to go by the rules of the search engines if you wish to be placed high on SERP. The rules can be extremely complex (and not so transparent) that only expert search engine optimization Dubai companies can do.
Choosing the most appropriate keyword or phrases is a tricky affair and only experts are able to do it. It is both scientific and an art. Scientific, because you can study search engine patterns systematically and art because you need to guess visitors’ behaviours which can be erratic and constantly shifting from time to time. In spite of good efforts, things can go wrong at times if you don’t target the best of keywords and phrases.
Do not ever try to include more than one target keywords or phrases; it can confuse the search engines, and confusing the engines can result in poor SERP. We will suggest that you leave this part to SEO companies in Dubai to get the best result. Mostly likely majority of websites will want to be ranked for multiples of keywords and phrases to bring in most visitors.
Writing without keywords is the worst thing that you can do to your business webpages, but if you have no monetary expectations, you can do without it. Search engines have the capacity to infer keywords based on text content. This is one of the reasons why we recommend your business website should have keywords lest the search engine supply the wrong ones. Wrong keywords or phrases can literally destroy your website’s image.
CubeReach is a highly competitive search engine optimization Dubai based company that has global footprint. They can be contacted for SEO services, and to give you an initial appraisal of your website.
It is not the intention of this article to elaborate on the definition of PPC (pay per click). It is more about making a PPC campaign successful. If you are here, you probably also know what it is all about and have a clear idea about what you plan to achieve. The objective is to provide you a few tips that will help you to score success.
Here are the tips.
Unless you define your objectives, you may not be able to measure your successes in PPC. It is not always the objective to increase sales from your website – your objective can be to increase brand awareness. Non sales objectives may include: lead generation, market survey or providing access to a download. Once you have decided an objective, the next step will be deciding the keywords. Everything about PPC will be on the keywords.
Researching a keyword is itself a speciality and will mostly depend on the objectives you set. Keywords for PPC will fall in one these categories – brand terms, competitor terms, product or service terms or generic terms. Generic terms are among the most expensive and sometimes ambiguous while brand terms are among the least expensive. Generic terms run the risk of bring traffic in tons but brand terms are reputed for producing higher conversion ratio.
Since so much of PPC depends on your visitors, you need to know them deeply. Some information you will need to collect include: demography, social status and income group information. Do not aspire to reach all segments with in a single campaign program – chances are you will not reach your message to any of them. Try to focus and be specific. Indiscriminate clicks only lead to extra expenses without a corresponding benefit to you.
Put yourself in the place of your customers and see what they will want. The more you are able to guess their purpose, the more you will be able to sharpen your campaign. The objective of PPC is not to bring unwanted traffic, it is intended to bring customers who will take actions you want them to.
Guessing keywords is an unenviable task we agree. There is room for going astray but that you should strive not to make. You are not without help. Google’s Keyword Planner tool is available that you can use to target the right words for your purpose. We will personally recommend you to choose the paid version because it has richer features and makes your job easier.
Google’s Keyword Planner’s utility far exceeds its purpose other than for PPC. It is also an ideal for SEO (search engine optimization) purposes. Using the tool by itself will not produce expected results, there is more to it, and more importantly, you must strive to setup your account properly. You are better off by seeking professional help to setup the account.
In PPC you can really waste a lot of money if you don’t keep a tight control over the budget. There are pits falls in both the ways you can travel – spending too little and spending too high. By spending too little don’t expect to benefit proportionately. But setting your budget too high will mean lower rate of return (ROI). There is a median; the point at which you are able to match ROI to money expended. You will need a professional and some experimenting to locate this point.
Do not shy away from asking for professional assistance. Professional assistance does not come free, we agree, but you should not mind the money you spend on them considering that they can deliver results consistent with your objectives.
One of the best ways to get a higher ROI in PPC is by keeping out negative keywords. In brief we describe negative keywords as those words that don’t trigger your ads. Identifying keywords that don’t work or guzzles money is an art. But once you are able to identify, they should be moved instantly. It is possible that some keywords are going bad and you are not able to identify them on time.
What works today or what worked yesterday may not work for tomorrow. Keywords are not eternal – they are known to go through a lifecycle. It should be your constant effort to identify them both for repealing and for introducing at the most appropriate time.
Cube Reach in Dubai is one of the top class PPC campaign managers based in Dubai and having a state-of-the-art production facility in India, Coimbatore. To their credit, hundreds of businesses around the world seek their PPC services to optimize their spending on advertising. They are among the top companies that deliver what they promise.