In the same way that a divide exists between “digital natives”, those who have grown up in a world of internet connected technology, and “digital immigrants”, adults who joined the internet at a later stage in their life, similar divides can be seen in marketing teams across a number of Small and Medium Sized Enterprises (SMEs) in the UK and Europe. During a recent international study undertaken for the development of a Digital Marketing course at Salford Business School, SMEs indicated that often the marketing role is fulfilled by company directors and senior individuals. The same study also found that whilst senior employees are experts in the key mission of the organisation, they often lack expertise in using the latest information communication technology for digital marketing purposes. Might not joining the growing number of “digital immigrants” affect your long-term business sustainability?

According to the May 2014 quarterly update on internet access published by the ONS, 6.4 million adults (13%) have never used the Internet in the UK, but this number is falling. The customer’s journey to purchase is increasingly influenced by the content they discover online. Here are five must have skills that digital marketers need to master to keep up with the expectations of digital natives and increasing numbers of digital immigrants.

1. Upgrade your Google Analytics account to Universal Analytics

Google Analytics is the default website tracking and visitor reporting tool freely available to any SME business. If you have not set this up already, now is the time especially since Google have released their latest version: Universal Analytics. One of the key features of Universal Analytics is that it no longer relies on old technology of cookies to track website visitors but allows website owners to gain a more complete picture of how a customer interacts with their website.

An aggregated view of 36,000 Google Analytics accounts was used to produce 11 industry reports in seven countries showing how different media touch points play a role in the online purchase journey. It showed that in the UK education sector social media plays an awareness raising role, whereas organic search and referral and display advertising influences the final purchase decision.

This type of data helps you evaluate your activities online and direct the relevant type of content to the appropriate channels. This is now possible for any website with sufficient levels of traffic and data captured through universal analytics.

2. Develop and implement a strategy for your Social Media engagement

There are increasingly fewer business sectors where social media is not relevant. Four basic social media strategies apply to most businesses:

  • Market research – learn what your customers, suppliers and competitors are talking about i.e.what is important for them by contributing to and following a LinkedIn group relevant to your industry.
  • Sales – learn to develop relationships with influential figures who could help sell your products and services via endorsements - develop relationships with influential industry bloggers.
  • Operations – use social media to increase internal company communications e.g. a blog where teams or departments share news that has public as well as internal value.
  • Support – allow your customers to raise questions on a discussion forum where replies can be posted by your staff and other customers, reducing email flow and telephone support – this way all solutions are documented.

3. Develop and implement Search Engine Optimised content

Search engines strive to improve their customers’ experience by aiming to display the most relevant content based on the search term provided. Understanding your customers and the queries they have when looking for your website, will help you develop a Keyword Plan and website architecture. Making your website search engine friendly is called Search Engine Optimisation or SEO.

4. Don’t ignore international business culture differences online

International trade is key to the UK’s economic growth, and can be developed using social media. Salford Business School’s Centre for Digital Business project Passport to Trade 2.0, revealed that there are major differences between European countries on how users interact with social media.

For example, in the UK a popular professional network is LinkedIn, in France it would be Viadeo and in Germany Xing – if you are developing business networks in these countries you would be expected to join these networks.

5. Develop and implement your mobile marketing strategy

2014 is “the year of Mobile”. The number of users accessing the Internet through mobile devices in the UK more than doubled from 2010 to 2013 and over 60% of adults used the internet “on the go” in 2013 meaning that your website or online presence must be accessible to a mobile device. Two main strategies are available to businesses aiming to improve the mobile customer experience:

a) responsive website – a website that resizes itself based on the screen resolution of the user’s device
b) mobile website – a website is developed and maintained specifically for mobile users

Could these five skills help your business bridge the digital divide? Speak to your local university and share your specialist needs; most universities now offer free online resources to help you keep up with the exciting opportunities that digital marketing offers. For example this MOOC in Search and Social Media Marketing offers insights from academics and industry professionals.

 

By Aleksej Heinze, Senior Lecturer and Co-Director of the Centre for Digital Business at Salford Business School. 

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