We are currently on marketing’s superhighway with prime-time television audiences falling, print media coming under increasing pressure to address dropping circulation figures while the old school marketing techniques sits on the sidelines, bloated and slowly atrophying. Digital media have transformed themselves into a finely tuned engine delivering more power, opportunity and control than any other form of media. In other words- it’s time to follow the smart money (Ryan and Jones, 2012).

The marketing environment and consumer behavior both offline and online is still quite similar, except the new frontier of marketing(digital) tends to offer more in terms of targeting, reach and measurement of the effectiveness of marketing. As opined by Ryan and Jones(2012) in their book (understanding digital marketing) “whether you’re looking to start up your own home-based internet business, work for a multinational or are anywhere in between, if you want to connect with your customers today and into the future, you are going to need digital channels as part of your marketing mix.

The average consumer journey online or on digital platforms revolves around three (3) basic processes. This article discusses the various tools and tactics that can help the marketer plan and optimize the journey at various touch points of the consumer journey online. These processes are acquisition, conversion and retention.

Acquisition: this involves the various tools and strategies used in digital medium to drive traffic to your online platforms or hubs. Acquisition involves factors such as reach, targeting and relevance of the acquired traffic, the reach and targeting achieved during the acquisition phase of the digital marketing strategy goes a long way to determine the eventual success of the digital marketing plan. The hub could be your website, social media page, blog etc. the various acquisition tools are banner ads, text messages, opt-in email, viral marketing, search engine optimization, Google adverts, face book adverts etc.

Conversion: the conversion is said to occur when the users of the website or online platform is made to take certain actions such as: like the face book page, subscribe to emails and newsletters, fill the order form, complete the purchase process etc. the various tools for conversion on digital platforms are email marketing, basket and checkout efficiency, social media marketing, site wide content and design effectiveness etc. conversion starts the dialogue and exchange of value between the online consumer or prospect and the organisation.

Retention: Retaining customers is great for business because happy long-term customers make repeat purchases and refer their friends which mean leveraged sales (Bloomtools, 2009). Customer retention are the various strategies and tactics employed by the marketer or business owner that keeps and maintains the relationship with the acquired customer, this is geared towards maintaining a one-one relationship that will be leveraged on to increase sale, get referrals etc. the various tools of retention are Content marketing, Social media platforms, Website personalization, Customer service and support, Event triggered emails, Email marketing and CRM (Customer Relationship Management) systems etc.

mr ALABI PHILIP IS A MARKETING CONSULTANT WITH NEXUS MARKETING SOLUTIONS.. MARKETINGNEXUS@YMAIL.COM, +2348023420701 web designer internet marketing

mr ALABI PHILIP IS A MARKETING CONSULTANT WITH NEXUS MARKETING SOLUTIONS.. MARKETINGNEXUS@YMAIL.COM, +2348023420701 http://WWW.INNOVATIVENEXUS.COM, http://www.innovativenexus.com/index.php/services/internet-marketing

Author Bio: mr ALABI PHILIP IS A MARKETING CONSULTANT WITH NEXUS MARKETING SOLUTIONS.. MARKETINGNEXUS@YMAIL.COM, +2348023420701 web designer internet marketing

Category: Marketing
Keywords: web designer, online marketing, digital marketing, internet marketing, web copywriting, social media