Taking Advantage of Business Opportunities Through Online Marketing
Businesses in Dubai are in an upbeat mood following the release of the latest survey results of the Business Confidence Index (BCI) from the Department of Economic Development (DED). According to survey results, business confidence in the emirate for the final quarter of 2016 has significantly improved compared to the same period in 2015. This renewed confidence follows the announcement that the government will increase its infrastructure spending which is seen to create over 3,500 new jobs. This initiative is line with the Dubai Plan 2021. Economic experts say that Dubai Plan 2021, along with the partnership of the public and private sectors for Expo Dubai 2020, have all contributed to the increase in business opportunities in Dubai.
Taking advantage of opportunities
In the face of these opportunities brought about by the confluence of different events, how can businesses take advantage of these in order to haul more profit and dominate their respective industries?
According to James Reynolds, online marketing expert and owner of SEOSherpa.com, it is crucial for businesses to first determine whether they are in the best position to seize these opportunities.
In some instances, that may mean taking a good, hard look at your company's online marketing strategies and their strengths and weaknesses.
Becoming competitive in an evolving marketplace
It is no understatement to say that developments in mobile and internet technologies have altered how consumers behaved.
Traditional marketing platforms which were considered as standard tools have been pushed to the brink of obsolescence with the introduction of digital platforms.
The key challenge companies must face is finding the right message to deliver at the right time and on the right platform.
But according to Hubspot, 65 percent of business owners are struggling with their marketing efforts.
What is digital marketing?
Digital marketing refers to a company's online efforts to interact with customers using a diverse array of tools, including search engine optimization (SEO), pay-per-click (PPC), and videos.
Online marketing offers a few key advantages over traditional marketing platforms.
For one, online marketing is more cost-efficient. In terms of ROI, a company can get better returns compared to conventional marketing.
Digital marketing also allows your company to target a specific segment of consumers, based on different parameters, including geographic location, age group, gender, occupation, etc.
Compared to traditional marketing, online marketing can be measured and scaled. This means that your company can leverage available information to make the appropriate changes to an existing campaign in real time based on what is working and what is not.
But if there is one competitive advantage of digital marketing over traditional platforms, that would be the fact that the former puts the customer at the centre. Digital marketing allows a company to interact directly with its target consumers.
Finding the optimal mix
One key mistake that Reynolds often sees when companies make a foray into digital marketing is trying to use each and every marketing channel.
According to him, this does not simply work because not every digital marketing channel will work for every business. The previous successes of a company with one platform will not guarantee success for your business.
One reason behind that is because every platform requires an investment of time, money, and effort. And if you have a limited amount of these resources, you cannot optimize the channels you are using to get the best results.
Another reason why companies should focus only on a handful of online marketing channels is that consumers have different intents. For example, a consumer who is actively looking for a product or service is highly like to log on to Google to find the product or service that matches his needs. Using a platform like LinkedIn, for example, won't allow you to get the same results with an SEO or PPC campaign.
Finally, finding the optimal mix of marketing channels entails a wide range of experimentation. Companies and their marketers need to take a close look at the available data and tweak and optimize the campaign based on relevant information coming in real time.
Building the foundation for online marketing success
While Reynolds underscores the need to find an optimal mix of digital marketing channels to use, he points out that it is crucial for companies to begin laying down the right foundation — SEO, PPC, and videos.
SEOsherpa.com helps companies boost their rankings within 30 days using Google-approved SEO practices. The use of genuine organic SEO techniques can help protect your company with safe and long-lasting results.
Click Jam utilizes PPC campaigns as a means to test advertising and marketing campaigns. This results in more efficient and more cost-effective online campaigns.
React Digital produces top quality videos and animation that allows companies to tell their stories in a creative and engaging manner.
When opportunities arise, will you let these pass by — or is your business ready to seize these?
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