The digital world provides flexibility and choice to a consumer market which has never been seen before; it provides answers, creates opportunities, and inspires individuals. As nearly 90% of UK adults access the internet on a regular basis, it presents an opportunity for businesses to reach beyond the confines of traditional marketing techniques, opening up an entirely new market of opportunity. However, as one company develops, then so do many others, requiring the skill of the digital marketer to ensure that their business maintains autonomy in a highly competitive market. Whilst the online environment allows an individual to interact with more brands, it simultaneously allows the individual to remove displeasing brands or businesses from their digital environments. The challenge for the digital marketer is to create an ambiance which initially inspires trust and interest within the first time visitor to a site before they remove it from their experience, and maintains loyalty with existing customers by providing a consistently good service.
Within the world of digital marketing the visitor initiates the contact with the business, but there must be effective digital marketing in order to convert a visitor into a potential customer. Digital marketing must therefore represent and reiterate the ideology of a brand in an attractive manner, emphasising the positive aspects of the brand. Building upon the current brand identity in an innovative manner, it draws upon previously established traditional marketing techniques to enhance a brand identity in the online sphere. Effective digital marketing creates a tailor made experience for the client, interacting to develop the brand more effectively. The most effective way in which to achieve inspiration with the client is to develop a clear marketing strategy, emphasising the ways in which digital marketing can help the client achieve their business goals. As each business is unique, it is imperative that each individual strategy is tailor made to provide the client with an accumulation of the digital marketer’s personal skills and experience which, when aligned with their own strategy, maximises the customer experience.
Digital marketing is about customers leaving your website satisfied by their experiences, leaving reassured that they have had good customer service, ultimately inspiring long term brand loyalty. However, in order for this to achieve maximum impact both client and digital marketer must maintain constant communication, working effectively as a team to achieve their mutual business goals.