Digital Marketing Stages for Obtaining Results PII

Digital Marketing Stages for Obtaining Results PII

In the previous part, I have spoken about digital marketing stages for obtaining results (Ref. Part 1). Let’s now proceed to further stages for the digital marketing endeavor.

Before starting any digital marketing project you need to know about 2 things:

• Who is your Target Audience?
• What is the information that you want to provide and how relevant is that message?

There are no design tools or programming languages or software products that could predict these things. Advertising, marketing, PR have certain set of objectives. However, before you implement them you need successful team effort in place.

The digital marketing team should be more functional, multidisciplinary consisting of the Tech Team, Manager, Creative Head and brains of from the Marketing Division, Advertising and PR. In case of a smaller organization, you need to wear your skills on your sleeve.

Continuous feedback is essential as the success of the project depends on whether or not you are meeting the goals. A good team understands the importance of feedback and that should act as motivation for each team member to do their best. At the same time, establishing the best communication among the team members is essential.

Even if you are a part of a team, you need to understand all of the steps (Goals, Advertising, Branding, PR and more). Addressing various aspects of marketing issues related to digital marketing is an important requirement for success.

DEFINING INFORMATIONAL ARCHITECTURE FOR WEBSITE

Irrespective of whether you have built a portal in the past or not, you should plan and research the desired architecture to start the project. I would say that every project should be divided into 2 major components –

• Technological Decisions
• Structural Decisions

TECHNOLOGICAL DECISIONS OF DIGITAL MARKETING

The technological decisions will have a major impact on your results. I will be mentioning few important issues to address at the onset.

• Dynamic URL
• Session IDs
• Superfluous IDs (Additional Junk in URL)
• Content based on JavaScript, Flash
• Content behind forms (Pull Down Forms)
• 302 Redirects (Temporary Redirect)

The above mentioned are examples of basic technology choices that can affect your chances of your project succeeding. Don’t fool yourself by thinking that SEO or digital marketing issues are understood. It needs to be addressed by the vendors out there. Remember, there are still many who are far behind the marketing curve.

Don’t assume that all web developers understand the SEO implications of what they develop.

[blockquote] TIP: Learning SEO or digital marketing is not a requirement for which you get a B. Tech degree or becoming a Web Developer (like most of the colleges address digital marketing). It is up to digital marketing experts to educate other team members of the issue concerned. [/blockquote]

STRUCTURAL DECISIONS OF DIGITAL MARKETING

The most basic decisions that I make about a website is internal linking and navigational structures.

• Which and what pages are linked to the Home page?
• What are the Top Level Sections or Categories that will lead to related pages?
• Is this page relevant to different links or to each other?

Like this there are many aspects that determine link structure for a web portal. Its major usability issues could make visitors use the links around the website.

For search engine navigational structure helps robots know what are the pages (you consider) most useful on your website and it helps them to prioritize the relevance of the pages related to specific topics.

Let’s list out the main components of digital marketing for your web portals –

• Target Keywords
• Cross-linking Relevant Content
• Anchor Texting
• Bread Crumb Navigation
• Lowering Link Depths

At the end of the day you need to plan out the website structure that is reasonable enough without compromising on the ‘user experience’. While looking at the larger scale you need to have other considerations, such as scaling your efforts for a larger website (which has 1000 or more pages). In this circumstance you can’t easily review every page.

In our next session I would like to shed light on AUDITING AN EXISTING WEBSITE that is most important for digital marketing professionals and they also encounter on a daily basis.

Do you have any digital marketing related queries? Do let me know in the Comments Section below.