Within the broader marketing mix of advertising, public relations, events, and product development – digital marketing specifically involves strategies to build awareness and connect with your customers in a targeted and measurable way, through online channels.
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers.The key objective is to promote brands, build preference and increase sales….Wikipedia
Get to the right audience, those that are most likely to take action. The clearer you are on this, the better your results get. An additional benefit of promoting your brand and products online is that you can quickly see who is connecting with your content, and use the analytics to reverse engineer your customer segment profile descriptions.
What’s working, and what’s not….find out quickly and redirect your efforts and funding into the activities that are delivering the greatest return. Roll these insights into your next round of planning, and you have yourself a seriously good digital marketing strategy.
Start getting feedback on your products from your customers (not just from your most vocal sales rep). Getting questions and comments direct from the end-user is a whole new world for companies operating in the B2B space – so you need to make sure you have the systems, processes and resources in place to manage this.