You are reading the article Exam Tips For Students Taking Digital Marketing Exams updated in November 2023 on the website Bellydancehcm.com. We hope that the information we have shared is helpful to you. If you find the content interesting and meaningful, please share it with your friends and continue to follow and support us for the latest updates. Suggested December 2023 Exam Tips For Students Taking Digital Marketing ExamsSome practical tips based on 10+ years of marking exams
Recently, I have had some more requests for tips on taking exams although I’m no longer directly involved with marking since I’m focusing on developing resources for Smart Insights with our team of writers.
You will see that these tips are based on obvious, but nonetheless common failings in approach, it’s natural that a logical approach will “go out of the window” under exam pressure, but hopefully these tips may enable you to have some “grace under pressure”.Exam time management
Let’s start with a common and relatively easily remedied problem… It is common for students to drop a grade or even fail since they haven’t balanced their time between all questions, so one or more is significantly weaker than the others.
Do plan your answer. In a 3 hour exam like the IDM Diploma it’s well worth spending 5 minutes on this per question. Use the notes area if you wish to identify 5 or 6 areas to focus your answer. Don’t just “braindump” since your main points may not be credited since you haven’t emphasised them well.
Don’t over-write on your best answer
Do remember all questions carry equal marks (in the IDM exams)
2 good and 1 unanswered which is not so good will give you a poorer mark than 3 fairly good (in the IDM exams which have 3 questions)
Don’t repeat the question or background on company
Be efficient in your answer – don’t waffle – don’t repeat – focus on the questions asked – ask yourself “will I get a mark for this sentence / paragraph against the criteria suggested by question”?Answering the question
Think about how you check your answer covers what the examiner is looking for.
What is the scope of the question? For example, is it about general digital media, search engine marketing, SEO or PPC – or one aspect of this. Ring the keywords indicating the scope on the paper. Don’t go beyond the scope since marks generally won’t be available for this.
Does it apply to a particular type of company or level of issue – strategic or tactical.
Consider this example from 2005:
“Describe the process you think the management team of a newspaper group should use to review the impact of digital media on their business and to develop a digital marketing strategy. Define and explain the different stages you think they should use and indicate key issues for this industry in each stage. Where relevant to the stage of the process, you should refer to examples of emerging digital technologies and digital marketing techniques which are appropriate to this sector“.
“Describe the process you think the management team of a newspaper group should use to review the impact of digital media on their business and to develop a digital marketing strategy. Define and explain the different stages you think they should use and indicate key issues for this industry in each stage. Where relevant to the stage of the process, you should refer to examples of emerging digital technologies and digital marketing techniques which are appropriate to this sector“.Formatting and style
Examiners will read all your answer, but it helps if you prove the emphasis of your answer and give a clear narrative flow and logic through.
So, you need to highlight your structure and main points. Of course, other examiners of other topics and particularly non-professional exams may well prefer a more narrative style.
Use these techniques in your exam answer:
Using subheadings to highlight how your answers is structured
Use formatting to underline and limited caps e.g. At start of bulleted lists to highlight key points
Use lists (ordered and unordered) to make your key points not simply a bullet list of 2 or 3 words but expand on these with a sentence or two
Increase clarity of handwriting (as examiner I endeavour to read every word, but I would say that for 1 in 10 exam papers this is impossible)Showcasing your knowledge
Your mark will be better if you give a clear, well-structured answer which shows a step-by-step approach to problem solving. You need to substantiate your knowledge through these techniques:
Show you have a clear framework for your answer
Use references to specific concepts covered on course or in text books, for example briefly define concepts “Inbound marketing”, “Content marketing”, “Growth hacking”, etc.
Use frameworks (tables or step-by-step approaches) for developing strategy or identifying appropriate metrics. These can be based on ones from the course or an amalgamation of these. Ask yourself the question “how does my answer differ from someone who hasn’t done the course?
To show your knowledge reference recent similar campaigns or company examples
Avoid generic answers and be more specific on your recommendations. For examples if asked to describe the principles of SEO don’t try to fit each factor into a long sentence listing the factors, whereas it would be best to expand into a bulleted list giving a little explanation on each
Relate individual answers to specific types of industries or companies where these are referenced in the questions, i.e. again make answers less generic.
Define assumptions clearly – particularly for budgeting calculation pages where you have made them of if you don’t understand question.Using frameworks in exams
This is a question I was asked recently:
“In an internet marketing strategy plan that uses SOSTAC, would you suggest we should use both the eight decision framework and the 7Ps?”
I thought this was worth repeating here since students answering exam and assignment questions can get carried away in both exams and assignments
Generally speaking, with frameworks exam markers will be flexible.
You will get credited for using frameworks which show the engagement with course and topic
Make sure you select a relevant framework
More than one framework can be good if you blend/combine frameworks
Don’t let the framework(s) get in the way of the answer – it is quite common that students will spend too much time covering every element of the framework even if only some parts are relevant to the question – so don’t feel you have to cover them all – state which parts you think are relevant.
Use these recommendations as a checklist to ask your tutor or examiner of how to tackle the exams you will sit.
Image credit: The Guardian
You're reading Exam Tips For Students Taking Digital Marketing Exams
“Hey Siri! Find dentists near me.”
“Okay Google, what time does Denver Family Pediatrics close today?”
“Alexa. Remind me to call Missouri Heart Center at 9:00 AM tomorrow.”
Five years ago, virtually nobody thought we would be asking robots these kinds of questions. But today, everything has changed when it comes to how patients manage their health.
Digital marketing has rapidly become a vital element in marketing medical practices and it’s time to finally address your marketing strategy if you haven’t already. According to Hitwise, 68% of consumers start their mobile health research with a search engine.1 Ensuring that your practice is seen and heard on the web is vital to your success as a business and helps you stay engaged with your patients. A great digital marketing strategy will help you create a strong digital presence and can ultimately help you find an endless stream of new patients.
To make sure that your practice is getting the online visibility it needs to be successful, here are 5 helpful tips for marketing your practice online.
Tip #1 Design Your Website For Your Patients
First impressions matter, your practice’s website should portray professionalism and establish a physicians credibility. 77% of patients have reported to researching prospective doctors online prior to scheduling an appointment, meaning that most of your patients’ first impression will occur before they even step foot inside your office.2 To have a successful website, make sure that your website scores a perfect 10 with our Healthcare Web Design Checklist. Just like in surgery, there is a zero margin for error and the same mentality should be used when objectively evaluating your current website and how it is perceived and used by your patients.
Venta’s Healthcare Web Design Checklist
Use Intuitive UX Design
Structure your website around the user’s goals and prioritize your patient’s needs first. Provide users with clear calls to action and an easy to use menu that helps them navigate around the site without getting lost in content. A pretty website is easy to build but great websites help users find answers to their questions with intuitive user paths.
Let Patients Schedule Appointments
Make scheduling appointments convenient for everyone with Gravity Forms and eliminate call to action friction.
Make Sure It’s Responsive
Your website must be responsive to mobile devices and properly adjust to different screen sizes. Failing to do this will result in penalties from search engines and users will not enjoy your mobile experience.
Test Your Load Speed
Speed is incredibly important and your site should fully load in 10 seconds or less. If your site fails to start loading in 3 seconds or less, users will abandon your web page. Check your load speed with Google’s PageSpeed Insights.
Get an SSL Certificate
Search engines are flagging and warning users if your website is insecure and does not have an SSL certificate. Thankfully this is an easy fix and your web hosting provider can offer a free SSL certificate 3 days or less.
Install Google Analytics
Don’t waste your time launching a new website if you’re not going to track its performance. Google Analytics allows you to see how many people visit your website, where they are coming from, how long they stay, what pages they visit and so much more. Start gathering this information and setup simple goals that allow you to track your website’s effectiveness and much more.
Create A Favicon
Favicons, aka the little icon in the address bar of your browser, is a great opportunity to expand your practice’s brand and represent your website.
Show Your Research
People want the facts when it comes to healthcare so make sure that your website content makes you sound like an authority on the subject matter and support it with cited information.
Optimize Your Content With Keywords
Optimize your web pages with relevant keywords so search engines can index, and understand who you are, what you do, and what your website is about. You can research the right keywords for your practice and find out what your follow doctors are using with free keyword research tools like SpyFu.
Support Your Content With Original Images
Healthcare-related stock images can only get you so far and they will leave your website visitors with a cold, distant impression of your practice. Schedule the occasional photo shoot and capture original images of your staff and patients so your website looks authentic and trustworthy.
Remove Broken Or Outdated Links
It’s a good idea to scan your website to check that all your links work because they can become outdated over time. You can use a plugin like Broken Link Checker for WordPress websites or any free tools like SEMRush.
Test Your Forms
Forms are a great way to optimize your website and it’s important to test your website’s forms to make sure that they notify you properly. If you have noticed a sudden halt in form submissions, check your website plugin for updates.
Tip #2 Improve Your Local Visibility
“In Yext’s recent analysis of 1,800 physicians and healthcare facilities across 15,000 listings, it was discovered that nearly one-third (31.5%) lacked an online, local listing. That’s 3.6 times greater than the unlisted percentage of other businesses (8.68%).”3
Today’s world of connected devices, search experiences, voice assistants, and AI has expanded your practice’s digital footprint far beyond your website. The facts about your business — from locations to hours of operation, to procedure information — now live in maps, voice search, conversational UI, knowledge cards, Google My Business, and so many other places that show intelligent and direct answers. All of these things add up to create your local visibility and it’s important to keep this in mind when patients are searching for physicians in their area.
According to Banner Health Senior Vice President & Chief Marketing Officer, Alexandra Morehouse, “The number one onramp for finding physicians is actually mapping. It may be totally counterintuitive, but what consumers are doing is sitting in front of a browser and plugging in ‘pediatrician near me,’ ‘dermatologist near me,’ or ‘knee replacement near me.’” When patients use this local search method, they can evaluate the convenience factor, read through patient reviews, and assess any other key factors helping them make treatment decisions.
Patients not only want this information immediately but they want to make sure it’s accurate because they want to be well-informed before stepping foot into a doctor’s office. According to Yext, the global leader in location data management, 29% of healthcare facilities are missing accurate phone numbers and this result can lead to frustrated patients.4 The reality is that businesses are constantly changing and it’s crucial to keep your online information up to date. To keep your information current and your patients happy, improve your local visibility with Yext for Healthcare, Yext’s dedicated solution for the healthcare industry.
Let Yext For Healthcare be the source of truth for your local visibility:
Improve the patient experience with accurate location data online, across desktop and mobile devices.
Attract and retain more patients with a seamless journey from local search to an in-person appointment.
Save time and money by eliminating the internal inefficiencies caused by misinformation.
Ensure physician specialties, contact information, and facility affiliations are up-to-date.
Eliminate duplicative or flawed content that hinders local search performance.
Tip #3 Share Your Expertise Through Vlogs
When a patient isn’t looking for a specific type of physician near them, their online journey typically starts with researching a symptom. The patient will turn to a search engine, like Google or a third-party medical website, such as WebMD, for information on how they’re feeling and what they should do. From there the patient will decide if they need treatment and book an appointment with the physician that appears most trustworthy or knowledgeable to them based on their search results. The most important types of information patients want to know are whether a physician can treat their symptoms with a high level of expertise, accept their insurance, travel to their office location within reason, and see if past patients enjoyed seeing that specific doctor. But what if you could speak to your potential new patient and prove that you’re prepared to handle their symptoms before they book an appointment?
So why should doctors make time to vlog instead of treating patients? Well, we’re not saying that you should prioritize your videos over your patients but it is an important segment of your marketing strategy that you don’t want to overlook. Seeing is engaging and vlogs are an excellent tool for increasing patient engagement and building trust with your audience. It can be challenging to engage patients, and the unique attributes of vlogs overcome some of the barriers to engagement such as high treatment burden and a lack of the sense of community.
Venta Marketing provides a variety of multimedia services because no other medium can share a message quite like a video. With your goals as a priority, we can engage your patients with a unique and interactive video to showcase the best aspects of your practice. We provide the equipment and expertise necessary to script, shoot, edit, produce, and distribute your video effectively in a way that aligns with your goals.
Tip #4 Stay In Touch With Your Patients
It’s hard to believe that in 2023, there are still doctor’s offices that don’t use digital marketing to communicate with their patients. But this is because they do not understand the power of content when it comes to educating potential and existing patients.
The doctors that are embracing the digital age of communication are elevating the standards of physician etiquette by connecting with patients even after treatment has ended. But how are doing this? They are using email marketing strategies to keep the lines of communication open with their patients and turning them into life-long audience members. You may think that your staff doesn’t have the capability of executing an email drip campaign but there are several, powerful and affordable tools that will help you tackle all things email marketing.
As email marketing has become more popular, automation tools have become less expensive, faster, and their tracking is more powerful than ever. Some of our favorite tools, like MailChimp and Emma, will help you create your templates, send and track your opening, bounce, and engagement rates so you know exactly how your patients are interacting with your emails. The success of your email marketing campaign should be broken down in two parts: educating your future patients and maintaining contact with your existing patients. Stay in touch with all of your patients by sending a variety of emails like appointment reminders, updates on healthcare industry news, quarterly office newsletters, and physician staffing announcements. Using automated email communication in local health care practices have many effective uses and it is essential for communicating with the technology savvy patients of today.
Email Marketing Creates More Opportunities For Your Practice By:
Maintaining a high level of awareness with both future and existing patients.
Automating appointment follow-ups with existing patients.
Automating appointment confirmation for new patients.
Demonstrating care and knowledge through the use of newsletter marketing.
Tip #5 Leverage Your Loyal Patients & Their Testimonials
72% of patients say their first step in finding a new doctor is checking online reviews.5
Third-party reviews sites, such as Yelp and Google My Business, have a growing influence on physician reputations and have the ability to attract or deter patients from your practice. According to Todd William, Founder & CEO of Reputation Rhino, “I think it’s clear that the internet wields tremendous influence over people’s choices in all areas of their lives. From where to eat, what to wear, where to travel and who to choose as their doctor. I believe health care professionals must carefully curate their online image with the same thoughtfulness and intentionality as their bedside manner or office decor.” The number of people who use online review sites is growing by the day and that means doctors who have a just a few positive reviews or worse, a negative testimonial, could be missing out on hundreds of new patients each year.
Negative reviews are incredibly difficult to combat and responding to them in a public forum is a tricky science. Patients find a great deal of value in reviews but they see even more value in how a business responds to average or negative reviews. Responding to your reviews with an authentic and timely reply can make all the difference but be careful not to share too much about your patient’s medical history. Your online reviews fall under HIPAA compliance and keeping your patient’s medical history private is of the most importance. It has been said that if you spend 10 minutes a week managing your online reputation then you can reduce your impact of receiving negative reviews by 70%.6 A healthy online presence is crucial for your practice and an available history of positive patient testimonials will show future patients that you are a trustworthy practitioner.
Extending the reach of your positive reviews through video is another great way to find new clients. Videos have some of the highest engagement rates and assembling your raving fans for a testimonial video will create trust and increase awareness with your potential patients. Positive patient reviews that are highly visible through videos can even attract out-of-network patients and help you grow your business.
Interested in improving your online presence? Consider these tips for managing your reputation:
You have a lot of patients walking through your doors every day so make time to comb through their reviews regarding treatment on a frequent basis. The most efficient way of doing this is by designating one administrative staff member to monitor and respond to your online reviews on a bi-weekly basis.
Respond to every review with an authentic and HIPAA compliant response in a timely manner. If you can’t respond properly in a public facing forum, recommend that you take the conversation offline in your response and deal with the patient’s review privately.
Keep the current patient and your future patients top of mind. It’s okay to have semi-rehearsed responses but think about what they would want to read and take empathy with them while addressing the review’s key points.
Consider investing in a CRM designed to support medical professionals and their marketing strategies.
Don’t Know Where To Start?
Let us help you! Venta Marketing is redefining what it means to be a digital marketing agency for the healthcare industry by becoming the most trusted digital agency. We help grow our client’s practices and manage their digital properties through honesty, clarity, and boldness. Venta Marketing and our strategic partners help businesses around the globe facilitate better digital interactions that boost brand awareness, drive web traffic, and increase revenue.
The COVID-19 pandemic is finally winding down. Schools, colleges, and offices are slowly opening up, giving us a glimpse of the life we had before the pandemic struck in 2023. However, returning to normalcy is easier said than done, as there are still some areas that are dealing with the disease and will take more time to bounce back to their best.
In those areas, a hybrid work or learning environment is the need of the hour, meaning students or working professionals would have to keep a laptop handy for quick Zoom calls for the foreseeable future. With that in mind, Zoom has introduced something called the ‘Focus Mode,’ which, at least on paper, keeps students from being distracted by others. Today, we will take a look at the newly introduced feature and tell you how to use it to maximize learning.
Related: How Cloud Recording works in Zoom
What is Focus Mode on Zoom?
Focus Mode in Zoom is being marketed as a revolutionary feature for students, which allows students to pay more attention to class. As we know, children have a very short attention span, which can come in the way of virtual learning. With Zoom’s Focus Mode, hosts and co-hosts can make sure that students are not able to look at the video thumbnails of other students. Screen sharing has also been restricted, as only the host is able to see all screen shares and no one else.
Additionally, with Focus Mode turned on students will not be able to listen to other students, but will be able to see non-verbal feedback — like hand raises — when called upon.
Related: What are Zoom Apps and How to Use Them
Prerequisites for Focus Mode:
Although it looks and feels like a premium feature, Zoom’s Focus Mode is available to all levels of Zoom accounts — including free or Basic account holders.
As of now, the Focus Mode is only available through the Zoom desktop client — version 5.7.3 or higher for both Windows and Mac. You cannot engage Focus Mode from the Zoom mobile app or its web client.
Older versions of the client can benefit from Focus Mode features, but they cannot turn it on or off. Only the newest version of the client is capable of invoking the new feature.
How does Focus Mode work?
Focus Mode is Zoom’s way of limiting distractions, and it does that by disabling the video thumbnails of other participants. For example, if two students, A & B, are taking a class by host H, Focus Mode would make sure H is able to see both A & B but the two students cannot see one another. The students would be able to see which of their classmates are attending, through their names, but not be able to see the video feed. Only if the host decides to spotlight a student’s video, would other students be able to see them on their screen.
The same holds true for Screen Sharing. Only the host would be able to see when a student shares their screen. However, if it is important to the whole class, they can turn it on for everyone as well. Finally, students can see non-verbal feedback from other students. There is no option to turn it off from the host’s end.
Related: How to Fix Zoom Black Screen Issue on Windows 10
How to Enable Focus Mode for your account
Then, hit the ‘In Meeting (Advanced)’ hyperlink. Scroll down a little and you will find the ‘Focus Mode’ toggle.
Enable it and exit the area. The option should now be enabled for you in the Zoom meeting window.
Related: What is Personal Meeting ID in Zoom and How to Change it
How to Use Focus Mode in a meeting
The moment it is turned on, the participants would only be able to see you (the host) and their own video thumbnail. Other participants would only appear as a name, with a blacked-out video thumbnail.
How to Share screen with all participants
That is it! The screens your students share would now be visible to all other students.
How to Spotlight a video in Focus Mode
The Spotlight would be turned on immediately.
The video would be pinned for all participants in that meeting.
Please remember that you need at least three participants with their video feed on to make the Spotlight video feature work. failing to meet the
How to Turn off Focus Mode in a meeting
Focus Mode will be turned off immediately for all users. They will be able to see each other’s video thumbnails again.
Why can’t I enable Focus Mode on Zoom?
Focus Mode is a newly introduced feature on Zoom and has the potential to blow up. However, not everyone has been able to enjoy Focus Mode yet, and below, we will check out why that is.
1. You are not using the desktop client
As we have discussed in the section about prerequisites, you need to use the Zoom desktop client to use Focus Mode. Other clients can participate in the Focus Mode feature, but you cannot initiate Focus Mode from it.
If an update is available, it will start downloading right away.
3. Your account administrator has turned off the feature
If you are running the latest version of the Zoom desktop client but still cannot see the Focus Mode option, chances are your account administrator has turned it off for your account. Ask them to turn on the Focus Mode functionality for your account.
Frequently Asked Questions:
In this section, we will take a look at and answer some of the most frequently asked questions about Zoom’s Focus Mode.
Is Focus Mode free?
Yes, Focus Mode is free for all users on Zoom. To use Focus Mode, all you need is a Zoom account and you are good to go. Even Basic or free account users are eligible for this functionality.
Can a participant enable Focus Mode?
No, only the host or a co-host of a meeting can enable Focus Mode on Zoom. Since this feature is primarily aimed at virtual classroom instructors, it makes sense why there are certain restrictions. If you wish to control Focus Mode in Zoom, you will have to have a chat with the host of the meeting or your account administrator.
Is Focus Mode only for students?
Since children do not have the longest attention span, Focus Mode makes more sense in a virtual learning environment. However, that does not mean that you need an education account to use the feature. Any type of Zoom account is eligible for the Focus Mode, which makes it accessible to all.
How to know when Focus Mode is turned on?
If you are attending a meeting or a class and your host decides to turn on Focus Mode, you will get a notification saying that it has been turned on and you will only be able to see your host or a Spotlight video. However, that is not the only identifier the Focus Mode carries.
You will be able to see a little ‘Focus Mode’ icon at the top-left corner of the screen. Take your cursor over it and Zoom will tell you what it means.
Is Focus Mode good?
Focus Mode is meant to reduce distraction during online classes. The biggest source of said distractions is usually the video thumbnails. Kids, who have a rather short attention span, can easily lose focus of the class, spending an unhealthy amount of time looking at their classmates’ video thumbnails. With Focus Mode, you get to take control of the situation, and only allow communication when you see fit.
All in all, Focus Mode is an excellent solution to maximize learning and productivity and is certainly a step in the right direction.
Russia’s current digital landscape: Search and Social
We all know Russia is geographically big, but it is also a big market when it comes to social, search and e-commerce. Russia has 87.5 million active internet users, and 67 million active users of social media accounts. It is estimated that Russian’s will make $36 billion worth of purchases online this year. What is more that amount is set to increase considerably to $43 billion next year as shown by this summary from wearesocial.
Russia represents a big opportunity as a vast market with high rates of annual growth in the digital sphere. However it also presents a series of challenges because it is very different to Western markets. The big players with which we are all familiar, such as Facebook and Google, do not dominate in the same way as they do in anglophone markets. So if you want to break into the Russian market via digital it is a good idea to get an overview of the popular search engines and social networks in Russia.The major search engines in Russia
Since 1997, Yandex has been the number one search engine in Russia, followed by Google, which entered the market in 2006. Third place is occupied by chúng tôi which for a lengthy period was using third-party search engines. chúng tôi enabled its own search engine in 2013. However, in Russia, Yandex and Google take the lion’s share of the market.
This is the distribution of market share between the search engines as of November 2014, according to the Russian company Liveinternet.Social Networking
To understand the Russian Internet audience, we will have a look at social networking in the country.
The most popular social network in Russia is VKontakte, which has over 220 million registered users. With over 60% of its patrons aged 25 or older, VKontakte achieves 47 million visitors per day.
A social network for former classmates, Odnoklassniki has 124 million users. Having just under 60% of its audience in the 20 to 40 year old age bracket, 40 million visits are received daily.
Moi [email protected] (My World) is operated by chúng tôi the largest Internet company in Russia. 18.6 million followers are recorded per month (TNS, June 2011).
Facebook users in Russia were initially more highly educated and with good English skills. Many are businessmen and top managers. Facebook currently has 8.4 million users in Russia.
Similar to Facebook, Twitter is not a hit in Russia. As of July 2013 it had only 5.3 million users.
One of the main characteristics of the Russian social networks is that even if their functionality is the same, the audience is not homogeneous. For example, VK and Facebook have a different audience, and even the same people there will behave differently. Thus, you should take into account that the Russian Facebook audience is older than that for VK, usually has a high level of education, and prefers substantive communication.
The following list shows the 20 most popular sites on the Russian Internet, together with time spent viewing these sites. This data is provided by the TNS Gallup Media research agency.Russian Digital Marketing Success Local specifics
Russian internet users are extremely diverse. People from all educational, wealth, age and ideological backgrounds are represented. As a result, not only do individuals use different Internet platforms to communicate and stay up to date with the news, but also different search engines. Even though all of the social networks provide essentially the same service, they each have their own specific relationship with customers and host dramatically contrasting content.
The Russian national character must be considered. There are many instances of campaigns which succeeded in North America and Europe, but which failed to attract, or in some cases even repelled Russian consumers. This happened despite having high-quality localisation. Certain techniques will not work in Russia, such as applying aggressive pressure. Trying to convince consumers that there is no option but to buy your product will only result in resentment.Is there a ready market in Russia?
The amount and frequency of searches for your product or service should be analysed prior to launching a campaign in Russia. As well as using Google Trends, there is the useful Yandex service “Selection of words”: wordstat.yandex.ru.
It can be seen in the below chart that there were 361077 requests per month for the keyword ‘Iphone 6‘. It should be understood that this is not stable data and demand is constantly changing.
Today, digital marketing tools allow you to get in touch with Russian consumers worldwide. My experience in promotion of international brands on the Russian market indicates that businessmen today are not just interested in the Russian market; they are interestedin the whole Russian-speaking audience, living in CIS countries, Europe and America. As of 2014 the Russian-speaking market as a whole covered more than 270 million people according to the Ministry of Foreign Affairs of Russia. To ignore this huge market would be mistake.
The above listed analyses are part of White Paper called «Digital marketing in Russia 2023. Finding your customers on the internet in Russia — how to go about this» written by Vadim Tylik, President of RMAA Group – Russian Marketing and Advertising Agency. To find out more about Digital marketing in Russia download the White Paper for free here.
What Is Digital Marketing?
Digital marketing uses digital tools and mediums such as social media, emails, websites, search engines, and mobile applications to communicate about a product or service, conduct branding, influence customer behavior, and maintain successful customer relationship management. Digital marketing is quite similar to traditional marketing. But it leverages digital technologies to reach the target audience in an efficient manner thereby inculcating focused marketing strategies. Digital marketing encompasses a range of tactics and techniques, including search engine optimization (SEO), search engine marketing (SEM), social media marketing, email marketing, content marketing, affiliate marketing, influencer marketing, and mobile marketing.Why Is Digital Marketing Important?
Digital marketing helps build excellent customer relationships and makes interaction a lot easier. Customer engagement is high in social media handles which will have a positive impact on the business.Scope of Digital Marketing
Technology growth will open up new doors for digital marketing since it is a field that constantly evolves. However, these are the major areas that are covered under the term digital marketing −
Search Engine Optimization (SEO) − Search Engine Optimization is a technique followed to optimize the content on a website to make it appear in the top search engine result pages (SERPs). This will help in generating organic traffic to the website which will predominantly consist of a target audience crowd in a particular niche.
Social Media Marketing − Such type of marketing campaign is carried out on the company’s or brand’s social media handles such as Instagram, YouTube, Facebook, Twitter, etc. These campaigns are devised to launch products, engage with customers, put out a platform for honest reviews and feedback by a number of users, and reach a large audience.
Content Marketing − Content marketing strategies aims to deliver quality content to the target audience in multiple formats such as blog posts, videos, audio, podcasts, etc. Structuring intuitive content and delivering it in the proper format and style will appeal to a lot of valuable clients who are looking for quality information. Content marketing is an excellent way to build personal branding.
Email Marketing − Email marketing is a pioneer and one of the most effective channels in the digital marketing area. This type of marketing aims to connect with potential and is likely to be converted into client types of customers. It is also an excellent way of keeping in touch with existing clients and maintaining customer relationships. In most cases, email marketing also acts as a formal channel of communication between the company or brands and the customers.
Affiliate marketing − This type means partnering with other websites or individuals to promote products or services and earn a commission on sales generated through referrals. It is one of the oldest forms that has gained momentum in this era.
Influencer Marketing − This type means partnering with social media influencers to promote products or services to their followers. With the kind of reach social media has, influencers have grown in number. A lot of audiences believe in influencers and are inclined toward their opinions on products or services in a particular niche. Hence influencer marketing is a lucrative area of investment for companies involved in fashion, cosmetics, edtech, and healthcare.Conclusion
To summarize, digital marketing has become a vital component of current business operations, and its significance will only expand in the future. Businesses can reach a larger audience, track outcomes, develop client relationships, and remain flexible and adaptive in a market that is continuously changing with the help of digital marketing. Businesses may interact with their target audience more meaningfully and achieve greater results by harnessing the potential of search engines, social media, email, mobile apps, and other digital channels. The world of digital marketing is, however, always evolving, and firms must keep up with the most recent developments and technologies in order to maintain a competitive edge.
Nine out of ten marketers expect to increase digital marketing budgets in 2023, but how do you make sure your budget is effective?
Digital marketing has proven itself to be one of the most effective types of marketing. Email, social media, content marketing, search engine optimization – all of these tactics are essential to business success in 2023.
It’s probably why as many as 95% of organizations have increased their digital marketing budget in recent years – and why nine out of ten marketers expect that their budgets will grow in 2023 as well.
That said, digital marketing is very complex and involves numerous strategies, all extremely important. As consumers increasingly expect omnichannel experiences and want to be able to reach brands on all their preferred channels, marketers have the big challenge of stretching out that budget for countless channels and strategies.
So how do you create a budget that ensures your marketing strategies will thrive?Identify your marketing objectives
What are your main goals this year?
The best way to start planning your budget is to be very clear about your goals for the upcoming year (or quarter). Having goals in place will allow you to prioritize the tactics that you should focus on the most.
For example, if you wanted to grow the business website and generate more business from it, then you should invest more in producing high-quality content, leveraging conversion optimization to boost conversions on your website and invest in better search engine optimization to boost targeted traffic and any other tactics that drive targeted traffic.Audit your past results
Once you know what you want to achieve this year, you should look at your past results to help inform your 2023 strategy and budget.
For example, some of the things you’d need to look into:
Which channels drive the best results, consistently, based on your marketing objectives? These are the channels you’ll want to continue to invest in and even increase your spending.
Which channels aren’t performing well enough? If you’ve tried out certain channels and they’re simply not producing results, it might be worth removing them completely from your strategy or cutting down the budget.
Which marketing tactics have you used in the past? What was your ROI (return on investment) for each of these tactics?
When performing this audit, keep your goals in mind so you’ll know which tactics will actually help you achieve these objectives.
That said, if a strategy didn’t work out for you as you’d hoped it would, that doesn’t necessarily mean that you should altogether remove it.
For example, your SEO efforts in 2023 might not have worked out as you’d wanted. Still, search engine optimization is a must when it comes to digital marketing so instead of completely removing it from your budget, you should instead try to understand why it didn’t work and what you need to do to improve results in the next year.
Your budget might not have been high enough for all you wanted to achieve and you should, in fact, allocate a bigger budget in the future.
You haven’t used the right approach: evaluate your entire approach to understand why it’s not performing as it should.Evaluating your options
As mentioned earlier, digital marketing is a complex practice, with numerous tactics and strategies – and many of them are must-dos in 2023.
Here’s an interesting study from Hook listing out marketers’ biggest inbound marketing priorities for 2023:
As you can see above, SEO and content marketing are the top of the list for most marketers. That said, there are plenty of marketing strategies that you’ll likely need to put into practice in 2023, including:
Search engine optimization
Social media marketing
Personalized marketing (particularly important for eCommerce businesses)
When evaluating all of these options and allocating their budget, the most important thing to do is to consider your:
Marketing goals and overall business objectives
Past results for each of these tacticsAllocating your budget
So, what should your marketing budget be?
Ideally, it’s recommended that your marketing budget is somewhere between 7% to 15% of your total business revenue – the sweet spot is around 9-10%.
Once you know exactly how much your budget is and have a list ready all of the digital marketing strategies to use in 2023, it’s time to start allocating that budget to the various tactics.
As I mentioned before, it’s best to allocate the bulk of your budget to any tactics that have proven successful in the past, while also ensuring that they’re in line with your goals.
There is no solution that works for everyone – each business is different and recommendations will vary considerably depending on your industry and niche, your business goals and of course, your actual budget. That’s why you need to keep all of these things in mind when you plan your budget and allocate resources.Don’t forget about marketing software
Marketing is almost impossible without tools and software to help. You need tools for a variety of marketing tactics and it’s something that you should look into in great detail, every time you plan a new budget or strategy.
Here is a rundown of the most important marketing tools and software you need to consider investing in:
Social media marketing/management software
Project management and collaboration tools
Email marketing tool
Marketing automation software
Personalized marketing software
Content creation tools: video creators, graphic design software, and so onSave some for trying out new strategies
Last but not least, it’s important to understand that experimenting is vital when it comes to marketing.
In other words, you should always set some of your marketing budget aside simply for testing new marketing strategies and avenues. Some will work, some might not – but testing and experimenting are a big part of the job and how you introduce new and quality strategies to your overall digital marketing strategy.
For example, some of the strategies you might want to try in 2023, include:
Personalized marketing: create more personalized content, install personalization software on your website to display personalized content automatically, set up automations to deliver personalized emails at the right time and so on.
Video marketing: if you’ve not leveraged video yet, now is definitely the time to start – or be left behind. Use video on your landing pages, on social media, on your blog or even build a YouTube channel.Conclusion: preparing for a high-performing 2023
Planning a digital marketing budget can be a huge headache, but if you get it right, it can have a positive impact on your businesses’ success in 2023.
When you plan your budget, follow the tips outlined in this article and focus on your objectives and your past results – without overlooking the importance of trying new tactics and strategies as well.
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