A Web of Possibilities

Digital marketing and communication are opening up a multitude of new ways for businesses to reach consumers. However, there is a danger of losing oneself in this labyrinth of possibilities. In order to present online customers with the right offer and the relevant information at the right time, decision makers need one thing above all else: a clear strategy.

Sending tailored messages to cell phones, spreading the latest business information by Twitter and RSS feed, placing advertising messages on social networks through games, advertising through Google AdWords and online banners: the possibilities of digital and mobile marketing are numerous and have a marked influence on a company’s advertising and corporate communication. Thanks to new web technologies and media integration it is easier than ever before to speak to customers in a targeted, efficient way. More and more companies are now trying to take advantage of these new possibilities.

We want to have a web presence, but how?
Investment in Internet-based activities is growing, and order books in the online industry are full to the brim. According to the numbers published by the German Online marketing Group (OKV), gross advertising spent on digital and mobile marketing in 2011 exceeded – for the first time ever – 6 billion Euros, of which online marketing averaged over 21 percent.

So which online channels are the most promising? How does one reach one’s target groups on the Internet? Is banner advertising still effective? Or is mobile marketing the right solution? The variety of media, instruments and activities offers as many wrong tracks as it does opportunities. The challenge lies in choosing the right media and activities from the broad portfolio, and in connecting with the target group at the right time through the right communications channel and with the right information. This requires some fundamental knowledge of the different media channels and their possibilities, and – above all – a thoroughly thought-out communication strategy as well as clear goals.

The right strategy is key to success 
Step one requires a classic definition of communication and marketing goals, target groups and messages. In the interest of a clear success check later on, it is always advisable to formulate measurable goals. This demands a fundamental analysis: how well are the current communications activities performing? How is the business/brand perceived? What is the desired perception? Is the definition of the target group correct? And, above all, which media do the target groups use? How Internet-savvy are they overall? What are their interests? What trends do they follow? What are their expectations?

These questions are particularly important considering the new ways in which Internet usage has developed since the advent of Web 2.0. Now users not only control how and when they receive what information, but they also create content themselves. That means they are not just the recipients of messages, but also send messages themselves. They use social networks, blogs or Twitter to spread their opinions on products, services and businesses within the online community – and thus influence the purchase decisions of others.

Within this new communications environment, companies can profit if they engage with their digital partners, listen to them, take them seriously and find intelligent ways to enter into a dialogue with their consumers. Creating an authentic and attractive brand presence for the Web 2.0 generation can significantly improve the image and market value of a business.

In this context, it becomes obvious why it is necessary to set clear goals and develop a well thought-out strategy for all digital communication and marketing activities. Only when this foundation is laid does it make sense to define communication channels, develop communication activities and enter into a direct dialogue with the target group.

Your own website is a good start
The basis of all online activities is your own website. The perfect website reflects the business in a consistent, attractive way. The website should be clearly laid out, easily navigable, and offer visitors attractive, useful content. A multimedia site creates higher visibility and enhances the visitor experience, for example through films, podcasts, webinars, links or dialogue elements like (journalistically) moderated chats etc. 

Through web analysis, businesses can check how their performance is perceived by visitors of the website. An analysis of visitor behavior on a site uncovers weak points, identifies popular offers and thus provides meaningful data for website optimization and, with that, connected marketing offers. Furthermore, web analysis solutions allow for automatic management and results checking in digital marketing campaigns.

For marketing departments, search engine optimization is one of their compulsory tasks. This is about first optimizing your website so that it occupies one of the upper places in search machine rankings – this is still where the majority of Internet activity ultimately begins. Search engine marketing as well has become a standard today: search engine users receive offers which have been pre-booked as ads through Google AdWords  and that match with their search terms.

Huge scope for good ideas: the activities
There is a broad portfolio of activities within digital marketing campaigns to be chosen from. According to one study seventy-one percent of German marketing decision makers still choose banner advertising. The trend is clearly moving towards targeting: Web analysis software allows advertising offers and information to be tailored not only to a specific target group but also to individuals. That is how, for example, a football fan who visits a football website will see a banner ad for stadium tickets displayed on the homepage of his email provider. 

Social media marketing, too, is strongly on the increase. It uses social networks like Facebook, Xing, etc. for marketing activities, for example through individual company profiles and related activities. The general rule is: Advertising on social networks is particularly accepted and positively picked up if it is authentic and offers a certain amount of fun or value. Originality and creativity are appreciated. One shampoo manufacturer, for example, sent a call-out to YouTube users, asking them to upload pictures of their haircuts. This very successful activity proved that digital marketing not only uses new channels but, ideally, also brings new ideas into the game.

Knowing and using the possibilities
It’s a fact that digital communication and digital marketing offer today’s businesses many, and individual, ways to engage with consumers. Whoever wants to use these should prepare well, because without a clear strategy one can quickly become lost in a “web of possibilities”. It is extremely important to fine-tune activities to suit the demands of the target group, since the online consumer is independent and wants his needs to be taken seriously. Both the business and the customer profits from authentic offers that are either fun or have some value for the recipient.

Author: Iris Westermeier, Managing Director, rheinfaktor.

Glossary

Affiliate marketing: cooperation with other online channels or websites, in order to e.g. increase the reach of one’s own activities or facilitate cross-selling opportunities.
Digital marketing (also described as online marketing): the sum of all online-based marketing activities.
Display advertising: banner advertisements on websites.
Email marketing: direct marketing in the form of emails, which are sent to potential or existing customers or other interested parties.
Microblogging: blogs in the form of shorter, SMS-like text messages (mostly less than 200 characters), which are spread e.g. via SMS, email or over the Internet. The most well-known microblog service is Twitter.
Mobile marketing: marketing activities that use mobile devices, such as cell phones, smart phones, and PDAs.
Push-pull communication: In push communication, a consumer receives unsolicited offers in the form of adverts, mailings etc. In pull communication, the consumer himself initiates the contact, asking for e.g. information or a newsletter or by clicking on a website advertisement.
Social media marketing (SMM): the use of social networks like Facebook, Xing, StudiVZ etc., for marketing purposes.
Online monitoring/Web monitoring: regular observation of the Internet, e.g. blogs, forums, Twitter and online portals.
Search engine optimization (SEO): measures that serve to ensure websites appear in higher positions on search engine rankings.
Search engine marketing (SEM): advertising placement on a search engine.
Targeting: targeted, personalized online advertising (through banners, emails etc.), including:
- Behavioral targeting: related to Internet-surfing behavior of a visitor and how he interacts with the content of a website.
- Regional targeting: related to the regional location of a visitor.
- Re-targeting: targeted communication with a visitor after they leave a website or terminate a purchase process.
Video marketing: advertising through the use of videos (on websites, as banners etc.) or, alternatively, on video portals such as YouTube.
Viral marketing: spreading unusual advertising offers (such as video, podcasts etc) that are so remarkable, funny or unusual that they are passed on by users themselves. e.g. advertisements for the Super Bowl.
Webinar: a seminar on the Internet.