As Discussed in Part one, this part discusses other Digital Marketing strategies such as: Pay per click advertising, Paid search advertising, Conversion rate optimization (CRO), Content Marketing, and Affiliate Marketing.

Pay per click advertising:  Also known as PPC, it is a Digital Marketing strategy that involves advertisers paying, when each one of their advertisement is clicked by a customer/user. Search engine advertising is a popular form of PPC, where advertisers bid for their advertisement placement on a search engine (Like Google, Bing, etc.). When a prospective client searches a keyword that is related to the advertiser’s product. A search engine like Google pays less per click, when the advertiser’s business ads are useful and satisfy customers. So, the more you click, the better the chances of boosting business.

Paid search advertising:  This is a cheaper strategy in Digital marketing that connects product adverts with prospective client actively searching for the product. Pay per click advertising is a form of paid search advertising, but rather with paid search advertising, the products automatically show up in the search engine or browser without the customer searching for it.

Conversion Rate Optimization:  Also known as CRO, it is a system that increases the percentage of visitors on a website and turns them into customers. For example: If as a business owner engaging in Digital Marketing, traffic is coming to your website via any strategy but there are no actual sales being made, then those customers are not converting.For them to convert, they must perform an action on the website that benefits your business, like making an actual product purchase, subscribing to newsletters and emails, completing surveys, etc. The higher the conversion rate, the better for the business.

Content Marketing: This is a form of Digital marketing aimed at creating content for an audience via any media form. This strategy is used to provide relevant information to users, create brand awareness, engage prospective customers online, increase customer base, increase profit, amongst others. This strategy is not aimed at making direct sales but is rather aimed at engaging customers. In content marketing, the needs of the customers are a priority and their needs are collated through their involvement on the platforms through which this strategy was done (digital or traditional media).

Affiliate Marketing: It is a process of making commission through promoting other products. In Affiliate Marketing, brands are promoted through an affiliate network, mostly and commission is guaranteed only when customers buy products or patronize services. A business can engage in Affiliate Marketing by offering persons commission if they can help promote their business and get customers to buy. There are 4 main parties involved for Affiliate Marketing to be a success, they are: The brand, The affiliate, The publisher, The customer. Each of these parties must be involved in ensuring that this strategy is carried out and successful.

The importance of measuring results from strategic Digital Marketing and the integrated buyer journey.

Digital marketing, also referred to as internet marketing, allows for information to be measured accurately and gives space for improvement to get desired results. In measuring results, it is best to ascertain and understand the reason for measuring.In the Digital Marketing scene, measuring results should not be an option. The ever growing want to reach and affect your target audience positively makes it important and necessary to spend money to show growth in business.

The importance of Measuring results from Strategic Digital Marketing are as follows:

1. It helps to know and understand which Digital marketing strategy is effective and why. Measuring results helps a business know which digital marketing strategy attracts more customer and why they keep patronizing the product.

2. It is important to measure results because, it helps to know which strategy is getting the business close to its set goals and objectives, and how fast each set goal is being achieved.

3. It helps a business know which Digital marketing strategy deserves more focus, attention, and money.

4. It helps a business determine how much value the business is delivering its customers. It shows that it is working and results are achieved.

 The integrated buyer journey.

As a business that engages in Digital marketing, it is necessary to understand that online behavior is based on how the products relate to the consumer, which prompts him or her to patronize the brand. A customer’s need to patronize a brand is divided into awareness, consideration, and decision.The benefits of engaging and integrating with buyers as a business/seller are, better relationships with clients, saves time spent on accounts and contact research, improves the conversion rate of leads, etc. It basically helps to optimize the buyer journey and sales process, and it is important for a seller to have an active online presence.

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