My organization is in the introductory phase with limited capital and we need to gauge consumer interest before proceeding further. Based on these organizational characteristics and goals, the following digital marketing channels are ranked in order of efficiency:

Social Media marketing
Social media will allow us to increase brand awareness, develop traffic and engagement with consumers, and receive responses to posed questions in a cost-effective manner. We can gather feedback regarding composition of the packages, pricing, interest and other pertinent areas. We will have a prominent social media presence across multiple platforms which each containing our website URL. Our objective will be to increase social media engagement across all platforms.

Display marketing
Display marketing will assist with reaching consumers based on likely websites they visit. A profile of our target market (demographics, behavioral, interests, etc.) can be used to effectively reach consumers. Remarketing techniques will be used after consumers visit our website.

Pay-per-click (PPC) marketing
As a small business with limited popularity and backlinks, it will be difficult to appear on the first page of SERP (search engine results page). Consequently, we will have to implement a paid search strategy to show on the first page based on keywords we wish to bid. We plan on actively using  Google Ads search advertising to generate ads on search engine results pages.

Search engine optimization (SEO) marketing
While building our brand awareness, customer following and engagement via social media, we will implement an effective SEO strategy for our website to increase organic search rankings based on keywords. 

Mobile marketing
Our mobile efforts will maximize the four channels listed above as most consumers will interact with our business via this format. Our website will be designed to be mobile friendly and the purchase process will be simple and easy to read. Digital Marketing mobile statistics are as follows:

• There are over 48 unique mobile internet users in the world​​
• Mobile devices are used for over 40% of online transactions.
• Email recipients prefer to open emails on mobile devices.
• 77% of American ad block users are willing to view some ad formats.
• 52% of companies use a simple template that works for all devices.
• Google owns 96% of mobile search traffic.
• Android holds 68% of the global mobile advertising market.
• Marketers and advertisers put 51% of their budget into mobile ad

Follow these tips and email marketing success will be yours!

Email capture list
The best email content in the world won’t benefit a company if it has no one to email the content to, so the first step in an email marketing strategy playbook is to capture email addresses. Using only the most ethical email capture techniques is in the company’s best interests, because otherwise, the company’s emails could be blacklisted by spam filters, which would prevent the emails from being received by consumers at all.

Subject Line
Perhaps the most important part of any email is the subject line. Many, if not most of the customers on an email list, will never see any other part of the email, so the subject line is the key piece of content that will determine whether the customer opens it, ignores it, or deletes the email. 

Personalize your emails
To build trust, call your customers by name and send your emails from the same address every time. This will provide you with a better chance of your emails being opened and read.

Keep your layout simple
Keep your layout clean and simple. Your layout should look professional and easy to navigate. A overly busy layout will turn your recipients off and send your email campaign or newsletter right into the trash file.​

Segment customers in email list
If a company has collected an email list of any respectable size, the customers on the list likely differ greatly from one another in many respects. Savvy email marketers pay attention to these differences and send different email messages to different segments of customers to give them content they are more likely to find valuable. 

Clean the Email List
A good email marketer should be paying attention to actions from members of the email list. Responses to emails should form the basis for segmentation of the email list and content creation of future emails. Email marketers should also pay attention to bounces, which are emails that are sent out by the company but do not reach the destination in-box.

Keep Reading Professor Pepe’s blog posts
Advice from the master Digital Marketing educator himself is all you need to dramatically improve your results

 Welcome to the fascinating world of Digital Marketing as this website seeks to inspire and teach students how to develop, implement and analyze  essential digital components that will grow their knowledge and skills for career success by providing guidance, support and training.

Being a savvy digital marketer is a key skill and this website will share the most important and in-demand skills you will need to leverage for career success. The technical skills of digital marketing must continually be updated as each new trend and marketing tool emerges in the marketplace and students will benefit from the knowledge provided.

While it might seem overwhelming if you are new to the world of digital marketing, the good news is that there is a ton of information available to help you learn. The valuable resources provided by Digital Marketing Education is  a great place to start. As a digital marketing student, 2021 is a time of great opportunity to learn and thrive as the business world grows increasingly more integrated with online marketing tools.

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