All organisations use digital marketing to promote and advertise their websites, using one of two ways, either a multichannel or omnichannel. The multichannel way is when all the channels are available for the users but are not integrated together so the user has to go to each one individually, whereas, omnichannel still has all the channels available for the users but they are connected together, ultimately making it easier for the user to make a purchase and do their own research before making said purchase.
Digital marketing often associates with digital presence of an organisation, it helps with keeping a constant and consistent brand identity, keeping the same logo, colour palette, typography helps with making the brand easily recognisable to users. If an organisation uses the multichannel way of digital marketing, then keeping a consistent brand identity is crucially important to make sure that the users are not confused with different platforms.
The challenges of digital marketing can be the need to adapt designs for different platforms, for example, Instagram and Facebook use different dimensions for their stories and photos so if an organisation uses digital marketing to promote a upcoming event then they need to consider if the dimensions of the different platforms will allow it so important information is kept all the way through as to not mislead or misinform users.
The main way an organisation can make sure that their digital or physical marketing is achieving the desired affect in users then the organisation needs to make sure that it understands its customer base, what their target customers age, interests, hobbies are. After effectively understanding it is customer base and their preferred way for receiving adverts and promoting then an organisation can start to focus on personalising their marketing to said target audience, if digital or physical marketing will be the best way and what marketing way will best fit.
Using social media is crucially important to nowadays digital marketing, when using a social media strategy, the organisation needs to make sure that the the set social media goals align wit the organisation’s overall goals, making sure that the core of the organisation isn’t changed in marketing, also making sure to research competition to look at potential opportunities and ways to overtake the audience that the organisation and competitor share. Once all of the social media marketing research is completed then the organisation needs to test, evaluate and adjust their strategy and approach based on the feedback from their users.