Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Digital marketing strategies include the use of one or more online channels and techniques to increase brand awareness among consumers. As digital marketing is dependent on technology which is ever-evolving and fast-changing. Following are the features of digital marketing developments and strategies.
Search engine optimization (SEO)
Search engine optimization techniques is used to improve the visibility of business websites and brand-related content for common industry-related search queries. The importance of SEO to increasing brand awareness is correlated with the growing influence of search results and search features like featured snippets, knowledge panels, and local SEO on customer behavior.
Search engine marketing (SEM)
SEM, also known as PPC advertising, involves the purchase of ad space in prominent, visible positions atop search results pages and websites. Search ads have been shown to have a positive impact on brand recognition, awareness and conversions. 33% of searchers who click on paid ads do so because they directly respond to their search query.
Social media marketing
70% of marketers list increasing brand awareness as their number one goal for marketing on social media platforms. Facebook, Instagram, Twitter, and YouTube are listed as the top platforms currently used by social media marketing teams.
56% of marketers believe personalized content – brand-centered blogs, articles, social updates, videos, landing pages – improves brand recall and engagement. According to Mentionlytics, an active and consistent content strategy that incorporates elements of interactive content creation, social posting, and guest blogging can improve brand awareness and loyalty by 88%.
Influencer marketing is becoming an important concept in digital targeting. Influencers allow brands to take advantage of social media and the large audiences available on many of these platforms. It is possible to reach influencers via paid advertising, such as Facebook Advertising or Google Adwords campaigns, or through sophisticated CRM (social customer relationship management) software, such as Microsoft Dynamics 365 Sales.
Collaborative marketing is done between the technology service provider, and digital agencies to optimize effort, resource sharing, reusability and communications. This marketing generate data is called user-generated content. Using this method of acquiring data and developing new products can foster the organization’s relationship with its customer as well as spawn ideas that would otherwise be overlooked.
Users generate a lot of data in every step they take on the path of customer journey and brands can now use that data to activate their known audience with data-driven programmatic media buying. Without exposing customers’ privacy, users’ data can be collected from digital channels. Brands can also collect data from real-world customer interactions, such as brick and mortar stores visits and from CRM and sales engines datasets. Also known as people-based marketing or addressable media, data-driven advertising is empowering brands to find their loyal customers in their audience and deliver in real time a much more personal communication, highly relevant to each customers’ moment and actions.
Remarketing plays a major role in digital marketing. This tactic allows marketers to publish targeted ads in front of an interest category or a defined audience, generally called searchers in web speak, they have either searched for products or services or visited a website for some purpose.
Advantages of Dynamics 365 Marketing
Dynamics 365 Marketing is a marketing automation application under Microsoft Dynamics 365 Umbrella that helps turn prospects into business relationships. The app is easy to use, works seamlessly with Dynamics 365 Sales, and has built-in business intelligence. Use Dynamics 365 Marketing to:
- Create graphical email messages and online content to support marketing initiatives
Customizable templates for emails and landing pages amplify your digital voice. Intuitive drag-and-drop design tools simplify content creation, from personalizing the message to setting up lead scoring.
- Design interactive customer journeys to nurture leads with personalized experiences
Use the drag-and-drop journey designer to create an automated, multi-channel campaign that sends personalized email messages, generates follow-up activities, launches workflows, and more. Each contact in the target group travels down a customized path that reacts to their interactions and identifies your best prospects. Track campaigns and analyze results to build profitable long-term relationships.
- Tap into LinkedIn’s business prospects
Quickly target and connect with the right LinkedIn audiences by importing leads generated with LinkedIn’s lead tools directly into Dynamics 365.
- Share information across teams
Securely share information about leads and contacts across your business and understand how every interaction affects your results. Connect sales and marketing processes to automate follow-ups and track the progress of every lead.
- Know your leads better
Develop a deeper understanding of your market with a 360-degree view of every lead and customer. Connected processes and a single source of information ensure that both sales and marketing have the latest data, including key contacts, recent activities, past purchases, and open opportunities.
- Organize and publicize events
Keep all the information about your event venues, logistics, ticketing, sessions, speakers, sponsors, and more in one place so your whole team can coordinate while working on them. Host webinar events with ease using built in Microsoft Teams integration. Then generate an online event website where attendees can review event information and register online. Integrate your events into your marketing email messages and customer journeys to help get the word out.
- Analyze and document your marketing return on investment (MROI)
Use dashboards and reports to track the performance of your marketing initiatives, and to identify your best lead sources and marketing activities. Bring together sales and marketing results to track and increase their impact on your business.
- Prioritize leads for more wins
Set up automated lead-scoring rules that automatically identify your hottest leads based on how they interact with your events and customer journeys. As soon as a lead meets an agreed-on sales-ready score, the system automatically routes it to a salesperson to follow up while the lead is still hot. Route the most promising leads to sales when they reach an agreed-on sales-ready grade.
- Make survey results more actionable
Easy-to-create surveys help you gather actionable feedback from customers. Understand individual customer needs and expectations so you can grow relationships and revenue.
- Configure and expand the application
Customize the application to fit your specific business needs. Make basic customizations by using tools built right into the app. Expand its capabilities and add new features by installing third-party packages from our thriving marketplace—Microsoft AppSource. And it’s easy to connect with Dynamics 365 partners to get expert help. The Marketing app is built on the same platform and database as the Sales app, so both teams share the same records, and customizers can leverage their existing knowledge when adding custom features.
As companies look for innovative ways to respond to changing customer demands, Digital Marketing is the critical infrastructure for business growth. Microsoft Dynamics 365 provides a handy approach to deal with digital marketing needs with Dynamics 365 Marketing Application with integrated Microsoft Dynamics 365 support system. Microsoft Dynamics 365 is a cloud business application supported through a network of partners like VISTAS CLOUD. At VISTAS, we have over a decade of experience serving small to medium-size businesses with all business needs, including manufacturing. We support the unique needs of companies and have the expertise to customize Microsoft Dynamics 365 to fit your specific needs.