Digital Marketing: Focusing on the needs of the customer

Digital Marketing strategy is most often driven by the revenue and sales targets. Having revenue targets for any digital marketing campaign are absolutely essential; however are there any potential side effects of focusing primarily on revenue generation?

A key determining factor in the success of any digital marketing campaign is the value which is ultimately being provided to the end user. This is particularly important for digital marketing techniques such as social media optimisation, e-Marketing, display marketing and online press releases which rely heavily on engaging users to generate traffic and conversions. However end user value is also a key determining factor in the ROI achieved through search engine optimisation and Pay per Click campaigns as ultimately even if they are effective in generating traffic; if the website is unable to convert most of the hard work will go to waste.

So how can you ensure that your digital marketing campaign is delivering real value to end users? Below are some pointers (more will be discussed in future articles):

Firstly have a look at your product or service and make sure you really understand how it will put your customer in a better place than where they are at the moment. Two good questions you can ask to help you with this are:

A. How is my product or service better for my customer than that of my competitors?

B. What are my USP's and which ones in specific would I like to get across to my customers through my digital marketing campaign?

What is the key value proposition that I would like to get across through my digital marketing campaign? This point is crucial as it is not only important to know your companies value proposition but also to be very clear as to what will be the primary message you send to your customers through your digital marketing campaign. For example will your message primarily be focusing on price, quality, or particular product or service which is unique to your company?

Remember that just because you as a company you know how your product or service provides real value does not necessary mean that your potential customers do too. Additionally if you have multiple USP's it is often better to focus your digital marketing campaign on the few primary ones as too many messages can generate confusion and cloud your key message. If you don't have a specialist in-house team, employing a specialist digital marketing agency can also be of great value; saving you time and many costly mistakes in the long run.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk

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