First things first: what exactly is eMarketing? The term is short for ‘electronic marketing’, and it means marketing your brand, products and services via electronic channels – most significantly, the internet. eMarketing is synonymous with web marketing and digital marketing, and it’s an essential ingredient of any competitive marketing strategy today.
Modern consumers have become immune to traditional advertising.
The truth is that traditional forms of advertising – like TV ads, magazine ads and billboard ads, for example – just don’t work anymore. After years of being bombarded with this kind of annoying and interruptive advertising, consumers have become experts at blocking out marketing messages.
Think about it: when last did you feel anything other than irritated when your favourite TV show was interrupted for an ad break? Can you remember any of the products, brands or value propositions put forward by billboards lining the highway? When last did you end up buying a product as a result of seeing a magazine ad? My guess is that you’re just as immune to traditional forms of advertising as the average consumer.
Today, consumers conduct online research before making buying decisions.
In order to attract customers today, your business needs an online presence. This is because the vast majority of consumers today use the internet to research products and services before making a purchase. While this is most obvious for significant purchases – like cars, insurance packages, business-to-business services and so on – it’s also true for anything from clothing, to electronics, to restaurants, to stationery and much more.
If you’re new to Cape Town and feel like Thai food for dinner, the easiest thing to do is whip out your smartphone and Google ‘Thai restaurant in Cape Town’. You’ll have a list of restaurants at your fingertips in seconds. Similarly, if you need the carpets in your office cleaned, you’re probably going to run a Google search for local cleaning services. The ubiquity of this kind of modern buying behaviour means that the best way to capture consumers is to have a quality website and an effective eMarketing or digital marketing strategy in place.
Your website forms the nucleus of your digital marketing strategy.
Having a good website is fundamental to implementing digital marketing successfully. Remember that your website is the online ‘face’ of your business and is often the first point of contact between your brand and a potential customer. As we all know, first impressions count. Having an attractive, easy-to-navigate website packed with useful, up-to-date information ensures that your business comes across as professional from the get-go.
Your website can be so much more than just a source of information about your products and services. With an effective, holistic digital marketing strategy in place, your website can function as an online revenue generation machine, helping you to attract leads and then converting them into satisfied customers.
Digital marketing allows you to capture leads who are already showing buying intent.
With a quality website and a decent web marketing strategy in place, you’re able to capture consumers who are already showing buying intent. Part of a good digital marketing strategy is ensuring that consumers can easily find your website when they run Google searches for keywords relating to your products and services.
For example, if you own a Thai restaurant in Cape Town, it’s essential to ensure that when a consumer runs a Google search for ‘Thai restaurant in Cape Town’, they find your website. If your website is easy to find, attractive, easy to navigate and clearly communicates where you’re situated and why you’re the best Thai restaurant in town, you’re much more likely to attract new customers.
Of course, the same principle applies to a vast array of other industries, products and services. Armed with a quality, branded website and a strong online presence, your business has the potential to reach millions of new customers.