Tips To Transform Businesses Using Digital Marketing

By Author: Tanuja Dongre
Total Articles: 6
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Is your organization fully utilizing the digital age? Is your team engaged with the changes that happen digitally far beyond the website updation every 6 months? For many companies lagging behind in adopting new technology means getting left behind and losing business. Focusing onto the customers & buyers through digital channels through research for buying online should be done.

Take for instance Kodak, any millennial would tell about what it does. For us, Kodak was a household brand and former heavyweight in analog film business. They missed it on digital, also they misunderstood the way people wanted to remain engaged, interacting with their photos and technologies involved. As a result they were filed for bankruptancy in 2012.
For organizations like this, they need to start making furious cost cutting measures like employee layoffs beginning with cost centers of IT, Human Resource and Digital Marketing to stay in business. While all this is carried out, the organization looks at departments which are unable to prove ROI and are adding to the cost of running an enterprise.

When the marketing ...
... department gets downsized, it can prove to be difficult for the marketers to accept. After all, marketing was always been responsible for being in charge of the product to market. Marketing departments have a long list of complex and difficult strategies influenced by a mix of internal and external stakeholders. Business operations like increase of the brand awareness, creation of pipeline, product adoption results into being stuck with more number of projects that a business can handle which means ROI getting left behind.

Without checking the effectiveness of your business, how one decides what is working for the business and what is not?
When comparing this outlook with the sales department, that operates under the emergency sense because of operating on a pre determined quota and to meet that, this sense of urgency is reflected on the fact that the compensation depends on meeting or exceeding these quotas. This gives an extra ordinary sense of focus around calculating the results and reviewing the strategies.

However digital marketing strategies doesn’t work on targets as the same way sales does.

Focus should be Clear

For digital marketing to be empowered as a function, the chaos and confusion has to be cut off in order to overcome the difficulties on the objectives which matter the most; those ultimately attracts sales and prove ROI. At a high level, these goals should represent the Top of the funnel, middle of the funnel and bottom of the funnel (TOFU, MOFU, and BOFU).

• TOFU
By engaging tactics like Blogging, SEO and Social Media Optimization, traffic can be increased for the website.

• MOFU
Blogs do help but they won’t guarantee bringing visitors to the website because it won’t help qualifying for the prospects or make a sale. To turn the visitors into sale, tactics related to eBook and webinars help you achieve it.

• BOFU
By the time a lead gets to the bottom of the funnel, they are ready to buy and the only question is that who they will buy from. This is the chance for marketers to add more number of qualified opportunities to the sales pipelines with the use of strategies like email marketing and case studies.

The digital marketing department can turn these goals into a profit centers that have the potential of explaining results and effecting company’s growth.

List out SMART Goals

Develop measurable objectives which allow for strategic transformations and reviews along the way. A measurable objective helps us to know how effective we are on improvement.

However, they are useless if not realistic. That is the reason why it is critical to set SMART goals. It should be:-

Specific- set the goals in accordance with what you want to achieve.

Measurable- the goals has to be such that they can be tracked.

Attainable- a challenging goal is good but it has to be achievable.

Realistic- ensure that your team can perform the tasks and address the challenges which might come. Be flexible.

Time-bound- there has to be a deadline which specifies the aim.

About The Author

The article is written by Tanuja Dongre, associated with SureVin, one of the leading service providers of BPO, ITES, Skill Development services, Digital Solutions & Marketing, Data Enrichment & Management Service, Training solutions and HR Consultancy to our clients. With the right balance of technical expertise and vast industry knowledge, SureVin strives to create customer satisfaction considering the nature of work with an innovative approach maintaining integrity and confidentiality of the business.