Digital marketing is a rapidly evolving industry covering traditional search engine marketing, along with content creation and distribution via blogs, articles, and press releases; along with social media, new technologies and website usability.
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2. Digital marketing is a rapidly evolving industry
covering traditional search engine marketing, along
with content creation and distribution via blogs,
articles, and press releases; along with social media,
new technologies and website usability. Many
traditional marketing or advertising agencies have
expanded into the digital space, and hundreds of new
website marketing companies have sprung up.
3. Ethics
Aside from the fact that you don't want to be doing
business with a dishonest or untrustworthy company,
it is essential with any online marketing that you
conform to Google's guidelines. These are built
around fairness, honesty and transparency. In the
search engine marketing world honest techniques are
known as 'white-hat' and dishonest ones are called
'black-hat'. Often when Google updates its algorithms
it is to catch out the cheats using black-hat SEO
techniques.
4. Flexibility
In order to meet the needs of differing clients, and
also keep up with changes in the online environment,
its important to be flexible. One size does not fit all,
and whilst it can help for a company to offer a
standard service, it's imperative there is flexibility to
provide an online marketing plan that reflects the
situation, resources and requirements of an
individual client.
5. Results
One of the benefits of online marketing is the
transparency and tracking that is available. Compared
to traditional media such as print and radio, it is often
much easier to monitor and measure results. A
professional digital marketing agency should clearly
outline what measures are in place and should report
on them regularly. Whilst Google says not to promise
actual rankings, there are goals that can be set
around conversion, brand awareness, social media
exposure and more.
6. Communication
It is common for sales people to be great prior to the
sale, and then the service dries up once the deal is
done. Conversely, some in the online industry will
communicate, but only via email. The best approach
is to have a partner who maintains high service levels
throughout the relationship, and also modifies the
communication to what the client wants. Some
clients want to know every detail and want regular
written updates, while others just want a general chat
on the phone now and then and help whenever they
have a question.
7. Understanding
I've noted understanding here to cover experience
and more. Experience is essential in any industry and
comes from time spent on projects and time spent
solving problems. Experience also covers experience
using the required tools of the trade. Understanding
covers all this but also includes understanding of the
clients' needs, as well as the needs and behaviours of
their target audiences. It also includes understanding
how online marketing initiatives fit in with overall
marketing plans and objectives.
8. Passion
Passion is essential simply to survive in the online
marketing industry. The rate of change with new
channels, tools and technologies is so fast that if you
aren't passionate and genuinely interested you won't
keep up with all there is to read and watch and share
and learn. Passion also helps you hang in there
through tough times or when solving problems.