The Digital Marketing Environment: Essential Components for Today’s Digital Marketer

I have been the head of marketing at a Florida real estate brokerage, EXIT 1 Stop Realty, for over four years. Over my years in this role, I have come to rely on utilizing all the components of the digital marketing environment to best optimize my company’s marketing campaigns. In today’s digital age, it has become increasingly important for brands to master omnichannel marketing, and this is an effort I have pursued at my company. However, to do this a marketer must fully understand and explore all the components of the digital marketing environment. I will discuss these components below and give a brief insight on how each one has contributed to the success of my overall digital marketing strategy.

Online Content and Blogging

The ability to master content marketing is one of the most powerful tools in a digital marketer’s toolkit. One of my first projects at EXIT 1 Stop Realty was to create a blog brand that has its own unique identity independent of the company, with a mission to publish content on a variety of topics that would most interest our company’s target market. I created Top of the Coast, www.topofthecoast.com, to do this. The blog’s tagline is, “the art of living on the First Coast,” and the subject matter I publish on the blog is mainly focused on hyper localized subjects. I realized that the main market segments for the company were either people who currently lived on the First Coast or those who were thinking of moving to the area. Therefore, all the content published on the blog addresses events, businesses, insights and other subjects as it relates to the greater Northeast Florida area. The blog has continued to be a successful digital marketing tactic for the company for over four years.

Social Media Management and Listening Digital marketers must also have a deep understanding of how to best optimize social media to achieve their marketing goals. I advise marketers to do as I have done at EXIT 1 Stop over the years, which is to use research about which platforms are relevant for your industry and then gain a deep knowledge of those individual platforms. It is important to understand the types of content, topics, trends and target advertising that works best on each individual platform. Some types of content work better on Instagram, for example than Facebook, and Tik-Tok has a different audience than Twitter, and so forth. I have also found social listening and engagement with a brand’s target audience essential aspects of successfully managing social media marketing.

Email Marketing

Email marketing is one of my personal favorites of the digital marketing components perhaps due to my background in journalism. I have found that it is best for marketers to find the right email marketing platform for their brand. I have used Mailchimp for years, but I have recently jumped onto a new platform, Flodesk, with great results. One of my tips to master email marketing is to have the right segmented lists and to craft your subject matter to address each segment accordingly. Another vital aspect of email marketing is understanding how to fit quality content and an effective marketing message into an aesthetically pleasing packaged email. I have found these tactics to be successful in my most recent email marketing project, my company e-newsletter, the Door to Door in 904 news. I have seen consistently high open and click through rates in the months since we launched this campaign. Lastly, I believe a clearly identified call to action paired with an easy to click button is another important tip for successful email marketing.

Search Engine Optimization

SEO has consistently been a fundamental component of the digital marketing environment. To best utilize SEO in digital marketing marketers should have a knowledge of how to best use both organic and paid search. I have found that keyword research is the first step marketers need to take to best utilize these components. After one has done the right keyword research, the results can help guide marketers on the types of content and key words and phrases they should use to optimize their organic search results. As far as paid search is concerned, marketers must learn how to master Google Ads and Google Analytics and stay on top of their paid search campaigns and insights frequently in order to adjust their audience, timeline and budgets accordingly.

Mobile

Another vital component in the digital marketing environment is the mobile platform. Over the years, consumers have increasingly opted to use their mobile devices over desktops. Modern marketers should have a deep understanding of how to alter their content to best fit a mobile device. In addition to formatting the right content to publish on mobile, marketers should consider utilizing mobile apps, text message marketing and mobile loyalty programs. The types of mobile marketing mentioned will help digital marketers take advantage of using the mobile platform in their marketing strategies.

Web Analytics

The final component I will address is web analytics. Digital marketers should consistently analyze the data they receive from their web analytics tools to measure the success of their campaigns and adjust them for optimization accordingly.

The components of the digital marketing environment I mentioned above are just some of the essential items that makeup the modern digital environment. In today’s digital age, marketers should consider that their customers use technology for research and purchase decisions now more than ever. Therefore, marketers need to consider that the customer journey and personalization based on data have important roles on all of the components mentioned above. The end result is a more effective overall digital marketing strategy. 

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