by Antonios Zairis and Christos Lemonakis*
Digital marketing (DM) is an essential part of strategic positioning for companies on the market. The digital world has revolutionized the way people interact with businesses, and companies must take advantage of these changes to stay competitive. Strategic positioning refers to the way a company positions itself in the market to achieve a competitive advantage.
DM is an effective way to reach a larger audience and promote brand awareness. It includes various techniques such as social media marketing, search engine optimization (SEO), email marketing, and content marketing. By using digital marketing techniques, companies can target their audience more precisely and get more measurable results than traditional marketing methods.
DM has become an essential part of modern business operations, including ordinary businesses. Here are some ways digital marketing can be used in ordinary businesses:
•Building an online presence: Having a website and social media accounts can help ordinary businesses increase their online visibility and attract more customers.
•Search Engine Optimization (SEO): By optimizing the content on their website for search engines, ordinary businesses can improve their search engine ranking, making it easier for potential customers to find them.
•Pay-Per-Click (PPC) advertising: PPC advertising allows ordinary businesses to advertise their products or services on search engines or social media platforms, targeting potential customers based on their search queries or demographics.
•Email marketing: Email marketing is an effective way for ordinary businesses to reach out to existing and potential customers, keeping them informed about promotions, new products or services, and other important updates.
•Content marketing: By creating valuable and relevant content, such as blog posts, videos, and infographics, ordinary businesses can establish themselves as experts in their industry and attract potential customers.
•Online reviews and reputation management: Encouraging satisfied customers to leave positive reviews on online platforms can help ordinary businesses build a positive reputation and attract new customers.
•Overall, digital marketing can help ordinary businesses increase their online visibility, reach more potential customers, and ultimately grow their business.
The positioning of companies on the market refers to the deliberate and purposeful efforts made by a company to differentiate its products or services from those of its competitors in the minds of customers. It involves identifying and occupying a unique and advantageous market position that allows the company to gain a competitive advantage and achieve its business goals.
1. Strategic positioning
Strategic positioning involves analyzing the market, understanding the target audience, and differentiating a company’s products or services from competitors. By understanding the market and the target audience, a company can create a unique value proposition that appeals to customers. Digital marketing can be used to communicate this value proposition to the audience through various channels.
The strategic positioning of a company can be achieved in a variety of ways, including:
•Differentiation: Companies can differentiate their products or services from those of their competitors by focusing on unique features or benefits that set them apart. This could include offering superior quality, better customer service, or more innovative products.
•Cost leadership: Companies can achieve strategic positioning by becoming the low-cost producer in their industry. This allows them to offer products or services at a lower price than their competitors, making them more attractive to cost-conscious customers.
•Niche focus: Companies can focus on serving a specific niche market, such as a particular demographic or geographic region. This can allow them to develop specialized expertise and tailor their offerings to the specific needs of that market.
•Branding: Companies can create a strong brand identity that sets them apart from their competitors. This can be achieved through effective marketing and advertising, as well as by consistently delivering high-quality products or services that meet or exceed customer expectations.
The strategic positioning of a company is an important factor in determining its long-term success. By identifying and occupying a unique and advantageous market position, companies can differentiate themselves from their competitors and gain a competitive advantage that allows them to achieve their business goals.
2.Digital marketing best practices
Here are some best practices for digital marketing:
•Set clear goals and objectives: Determine what you want to achieve through digital marketing and set clear, measurable goals and objectives.
•Know your audience: Understand your target audience’s needs, interests, and behavior. This will help you create targeted and effective marketing campaigns.
•Use multiple channels: Use various digital marketing channels to reach a wider audience. Some of the most effective channels include social media, email marketing, content marketing, and search engine marketing.
•Create quality content: Produce high-quality and valuable content that engages your audience and provides value. This will help you build trust and credibility with your audience.
•Optimize for search engines: Use search engine optimization (SEO) techniques to ensure your website and content are easily discoverable by search engines and rank higher in search results.
•Use data analytics: Track and analyze your digital marketing performance using tools like Google Analytics. This will help you measure your success and identify areas for improvement.
•Be consistent: Maintain a consistent brand image and message across all your digital marketing channels to build trust and recognition with your audience.
•Test and optimize: Continuously test and optimize your marketing campaigns to improve their effectiveness and maximize your return on investment.
•By following these best practices, you can create a successful digital marketing strategy that reaches and engages your target audience, drives conversions, and helps you achieve your business goals.
In summary, digital marketing is a powerful tool for companies to position themselves strategically in the market. By understanding the market, target audience, and competitors, a company can differentiate its products or services and communicate its value proposition effectively using digital marketing techniques.
*Assistant Professor, Business Administration-Marketing, Neapolis University, Cyprus and Associate Professor,Hellenic Mediterranean University, Greece