Let us understand what is digital marketing proposal. To put it simply, it is a template that tells your client information about yourself and some of the digital marketing services your are able to offer. And it also shows how your proposal is able to help boost the client’s business and exposure.
We have to understand that the 3 key features of digital marketing strategy before planning any marketing tactics. Firstly, we have to understand who are our primary consumer segment. How do we give someone we do not know what they want? It’s almost like selling orange to someone who wants to buy apple.
Secondly, we need to know where our consumers see us. Where are we positioned in our consumer’s point of view? Are we considered an upper class, middle class or lower class business? Who are the other competitors in our segment? Thirdly, after knowing where we are positioned and who we are up against, we can better stand against our competitors and value add to our consumers.
Here are 3 types of digital marketing media:
Earned media – “If owned media sites are the destination then earned media is the vehicle that helps people get there.” Earned media are genuine reviews written by people who are not paid to do so. These people willingly write about how they feel, good or bad, about certain product or services for others to see. Some examples of earned media are customer’s review or comments on their personal social media, word-of-mouth recommendations both offline and online, shares and retweets about the company.
Owned media – It is any online web property owned and controlled by your company. It can be a website with many other channels of social media. Examples of web properties are websites, blogs, Instagram, and Facebook and Youtube. The more channels a company own, the higher the exposure to consumers. Below is an example of an owned media by 2 Singapore sisters selling handmade candles and skincare.
Paid media – Compared to earned media, paid media is marketing that you pay for. You pay to get your products or services promoted. This includes paying influencers to promote your products or services, sponsorships, or TV advertisements. Below is an example of paid media where Kinohimitsu and GrabSG has collaborated with an influencer to promote their supplements: Mongabong from Instagram.
In conclusions, marketers need to know who the target audience are and what do they want or need before planning out a marketing strategy. After that, it will be much easier to set a goal and plan on how to reach it.
May @ RMIT Business Marketing 
Hello May! Lovely blog you have written, however I’m curious about the first of the three key features of a digital marketing strategy: how do you select your primary consumer segment before learning about them?
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Hey there Keane, well I would say the other way round. You have to understand what do the consumers in the market want? What do they need/want on top of what they already have. Only then we can build and create a better product/service to cater to them. If you were to create a product and try to sell it after, it might not be of use to the consumer and need extra investment to promote and advertise the product.
Hope this clears things up!
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Hi! Thank you for the informative blog. Just to clarify, is the fundamental guide for a digital marketing strategy to understand consumers from their view point?
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Yes, you are right Mabel. We have to understand what our customers want to create and deliver a product/service to feed their desire. If we make redundant products and try to hard sell it to customers, it is going to cost alot more and make even less revenue for the company.
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Hi thank you for the insightful blog. May I ask what some other examples of digital marketing apart from knowing your target audience and using the suitable social media influencers? Thank you!
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Hi Nat, there are actually quite a few others like search engine optimization (SEO), search engine marketing (SEM), email marketing, marketing automation, digital advertising and content marketing. However, the most popular nowadays would be SEO and SEM. You can take a look at this site: https://www.equinetacademy.com/what-is-digital-marketing/
Thank you!
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