Managing digital marketing communication is a task for a digital marketing manager. How can he do this task successfully? And how can he help his company succeed? Find out below.
What is Digital Marketing Communication?
Digital marketing communication encompasses all online communication with customers, including:
- email correspondence,
- video presentations,
- social media forums
- and more
This also includes using a company blog to create brand awareness by educating prospects about the products or services offered by the company. A blog can serve as a lead generator by giving prospects information about a product or service they are interested in. Then, the blog can then provide additional information such as prices or contact information. Or it can direct the prospect to another site to make a purchase. Blogs can also be used for customer service purposes.
Managing Digital Marketing Communication
Managing digital marketing communication is not always easy. First, there is the question of who should be responsible for it. Second, how do you get the word out? Third, how do you make sure that that word is being heard and seen?
A digital marketing manager is charged with communicating with internal as well as external audiences. He has to create an overall digital marketing communication strategy, then manage the execution of that strategy. Also, he needs to keep up with current social media trends and develop a strategy that will work for his company.
This digital marketing communication should have a specific goal, such as:
- informing customers about new products and services,
- maintaining a company’s presence in social media and online communities,
- promoting sales through online advertising and direct marketing,
- or creating brand awareness among prospects.
Digital marketers must anticipate what their customers want to hear from them before customers know they want to hear it. Customers are looking for information on specific topics from companies they trust. And if they don’t find what they want, they will look elsewhere.
This is why digital marketers need to be able to create content that engages and informs while also being entertaining and interesting. Content should be developed in four different areas: video, print (written), audio, and social media.
Then, all content should be search engine optimized (SEO) so it will rank highly on search engines such as Google when people are looking for information on specific topics related to your business domain name (see this article on SEO).
So, digital marketers must also continually evaluate their performance data and make adjustments based on what they learn from their audiences. It must be targeted content that reaches the appropriate audience at the appropriate time and place.
The Bottom Line
The bottom line is, managing digital marketing communication is more than just sending out email blasts. It involves staying on top of current trends in social media, as well as keeping an eye on what content is trending, and how people are interacting with that content.
Thus, digital marketers should be creating engaging online content that speaks to their target audience, while also enticing them to take action by interacting with it. Also, they should be using the data they collect to adjust their digital marketing communications accordingly.