Today, marketing encompasses several aspects that one needs to be well aware of in order to ensure optimal benefit therefrom.

The launch or evolvement of a new product or service requires the adoption of the right strategies and tactics, depending on the market state and target audience.

First, there is strategic marketing…

Strategic marketing makes it possible to draw up an overall plan to maximize income by creating added values, starting with the analysis of demand trends and ending with the delivery and marketing of products and services. One of the key marketing elements is the pricing policy, as pricing influences all other aspects of the marketing mix.

… And, also, digital marketing

Initially, digital marketing requires the existence of an optimized website (or application), whose interface (UI) has been designed to meet the expectations of users so that they could benefit from a good user experience (UX), which will ultimately lead to a conversion.

Once the website is ready, one must set up Search Engine Marketing (SEM) campaigns that will be deployed across relevant environments (i.e., search or display for example, or across a particular social media platform) to trigger the interests of potential customers. Those campaigns will need to be configured and monitored using the right tools, such as Google Ads (formerly AdWords), Business Manager, and others.

One must, subsequently, enjoy the ability to measure the results achieved in order to make required adjustments thereto, by mastering the use of Google Analytics and Google Data Studio, which allow the monitoring of conversion objectives-related KPIs, whether from a B2B or B2C perspective.

If the organization of campaigns ensures the achievement of a certain level of prominence given the effective media plan adopted, that would – definitely – not be enough. Efforts must, therefore, be exerted to ensure Search Engine Optimization (SEO) so that users can easily find us using all search engines. To that end, it is deemed of great importance to succeed in responding to customers’ search requirements, and hence developing a keyword strategy (which will also be useful for SEM) and another content strategy that will cover all of the website texts (such as landing pages, product descriptions, blog posts, digital books, etc.).

This is where the beauty of marketing resides: There is always an aspect to work on to maintain or acquire new market shares.

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