The Ultimate Guide to Digital Marketing for New Zealand Businesses

Warning, this article is long! We cover a huge amount of topics on what digital marketing is, including:

What is Digital Marketing?

What does digital marketing do?

Strategic digital marketing is the use of digital channels, such as search engines, social media, email, and websites, to promote a product or service. It allows businesses to reach a larger audience than traditional marketing methods and can be targeted to specific demographics. Digital marketing includes a variety of techniques and tactics such as search engine optimisation, search advertising, social media marketing, content marketing, email marketing, and more. These methods are used to reach and engage with customers, increase brand awareness, and drive sales. Digital marketing allows businesses to track the success of their campaigns in real-time, which can help them make data-driven decisions and improve their overall marketing strategy.

Digital marketing is a broad term that encompasses many different tactics and strategies for promoting products or services online. The goal of digital marketing is to reach and engage with customers through various digital channels, including the internet, mobile devices, and social media.

Digital marketing is also known as online marketing, internet marketing, or web marketing. The term “digital marketing” emphasises the use of digital channels and technologies to reach and engage with customers. Overall, all these terms refer to the practice of promoting products or services through digital channels and technologies, but the specific terminology can vary depending on the context or industry.

Why is digital marketing important?

Why does digital marketing matter?

Digital marketing is important for businesses for several reasons:

1. Wider reach: Digital marketing allows businesses to reach a wider audience than traditional marketing methods. With the internet and social media, it has become easier than ever for businesses to connect with their target audience, regardless of their location.
2. Targeted marketing: Digital marketing allows for more targeted marketing, which can increase the likelihood of conversion. Businesses can use techniques like search engine optimisation (SEO) and search advertising (SEM) to reach specific demographics and improve their chances of reaching potential customers who are actively searching for products or services that they offer.
3. Cost-effectiveness: Digital marketing is often more cost effective than traditional marketing methods. Businesses can track the success of their campaigns in real-time, which allows them to make data-driven decisions and improve their overall marketing strategy.
4. Measurable results: One of the most critical aspects of digital marketing is that it allows businesses to track and measure their results. With the use of analytics and tracking tools, businesses can easily measure the success of their campaigns, analyse the data and make data-driven decisions.
5. Building brand reputation: Digital marketing helps businesses to build a strong online presence and establish themselves as an authority in their industry. This can help to boost brand awareness, increase customer trust, and ultimately drive more sales.
6. Staying competitive: In today’s digital age, businesses that don’t have a digital marketing strategy risk being left behind by their competitors. Having a strong digital marketing strategy can help businesses stay competitive and continue to grow.
7. Personalisation: Digital marketing allows businesses to personalise their marketing efforts based on the behaviour and preferences of individual customers. This can include personalised emails, targeted ads, and tailored content, all of which can help to increase engagement and conversion rates.
8. Multichannel approach: Digital marketing enables businesses to reach customers through multiple channels, such as search engines, social media, email, and websites. This allows businesses to connect with their target audience in a variety of ways and increase their chances of reaching customers who may prefer one channel over another.
9. Real-time feedback: Digital marketing allows businesses to get real-time feedback from customers, through analytics and customer reviews. This can help businesses to identify areas for improvement and make changes to their marketing strategy accordingly.
10. Reach mobile audiences: With the increasing use of mobile devices, digital marketing is important for businesses to reach mobile audiences. This includes creating mobile-optimised websites, mobile apps and mobile ads that will work well on small screens and with a mobile internet connection.
11. Retargeting: Digital marketing allows businesses to retarget customers who have shown interest in their products or services but have not yet made a purchase. This can include retargeting ads on social media or search engines, which can be a highly effective way to convert leads into customers.

What are the different types of digital marketing?

There are several different types of digital marketing, including:

1. Search Engine Optimisation (SEO): This involves optimising a website’s content and structure to improve its visibility in search engine results. This can include researching keywords, creating high-quality content, and building backlinks. A business example of this would be a florist optimising their website to rank higher in search results for keywords such as “flower delivery” or “wedding flowers.”
2. Search Advertising (SEM) or Pay-Per-Click Advertising (PPC): This is a form of digital marketing in which businesses pay a fee each time their ad is clicked. This can include placing ads on search engines such as Google and Bing. An example of this would be a clothing company running ads on Google to promote their red t-shirts when someone Googles “buy red t-shirt”.
3. Social Media Marketing: This involves using social media platforms such as Facebook, LinkedIn, YouTube, Pinterest, TikTok and Snapchat to promote a product or service. This can include creating and sharing content, running social media campaigns, and engaging with followers. An example of this would be a restaurant promoting their daily specials on Instagram, encouraging customers to visit their establishment.
4. Content Marketing: This involves creating and distributing valuable, relevant, and consistent content to attract and engage a specific audience. This can include blog posts, videos, infographics, and other types of content. An example of this would be a home renovation company creating a YouTube channel to educate the audience on different renovation techniques.
5. Email Marketing: This involves using email to promote a product or service. This can include sending newsletters, promotional emails, and other types of email to a list of subscribers. An example of this would be an e-commerce store sending a newsletter to its subscribers, promoting a sale on winter clothing.
6. Affiliate Marketing: This is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate’s own marketing efforts. This can include paying a commission for each sale made as a result of an affiliate’s marketing efforts. An example of this would be an online retailer partnering with influencers on Instagram and giving them a commission for each sale made through their referral link.
7. Influencer Marketing: This type of marketing relies on endorsements and product mentions from influencers, someone who has a following on social media platforms. An example of this would be a beauty brand collaborating with a popular makeup artist on Instagram to promote their new line of products.
8. Display Advertising: This type of digital marketing is all about placing ads on different websites, usually through ad networks like Google AdSense. An example of this would be a car rental company placing banner ads on travel websites to target customers who are planning their holiday.
9. Mobile Marketing: This type of digital marketing is all about reaching customers on their mobile devices, it includes SMS, MMS, in-app advertising, and push notifications. An example of this would be a food delivery app sending push notifications to customers to remind them of their loyalty program and offer discounts.

Here are a few more types of digital marketing that are less popular:

11. Voice Search Optimisation: This type of digital marketing is all about optimising a website’s content and structure for voice search queries. This can include creating long-tail keywords and natural-sounding content. An example of this would be a local pizza restaurant optimising their website for voice search queries such as “pizza delivery near me” or “best pizza in town”.
12. Live Streaming: This type of digital marketing is all about creating live streaming videos on platforms such as Facebook Live, Instagram Live, or YouTube Live. This can include product demonstrations, Q&A sessions, or live events. An example of this would be a fashion brand hosting a live-streamed fashion show on Instagram to showcase their new collection.
13. Virtual and Augmented Reality: This type of digital marketing is all about creating virtual and augmented reality experiences to promote a product or service. This can include virtual tours, product demonstrations, and interactive experiences. An example of this would be a real estate company creating a virtual tour of a property using virtual reality technology.
14. Chatbots: This type of digital marketing is all about using chatbots to engage with customers and provide them with information about products or services. This can include answering frequently asked questions, providing customer support, and helping customers to make a purchase. An example of this would be a customer service chatbot on a company’s website that provides instant support and answer questions.

What is a digital marketing agency?

A digital marketing agency typically works with a variety of clients in different industries, and they use a variety of techniques to help these businesses achieve their goals. Digital marketing services can include search engine optimisation (SEO), pay-per-click advertising (PPC), social media marketing, email marketing, and content marketing. The goal of digital marketing companies is to help their clients’ businesses increase their online visibility and attract more customers and generate more sales. They also help with analysing and tracking the results of the campaigns.

The 7 P’s of digital marketing

What are the 7 P’s of digital marketing?

The 7 P’s of digital marketing are a framework for developing a comprehensive digital marketing strategy. They are as follows:

1. Product: The product or service that the business is offering. This includes features, benefits, and pricing.
2. Price: The cost of the product or service, and how it compares to similar offerings from competitors.
3. Place: The channels through which the product or service will be marketed and sold, such as a website, social media, or mobile app.
4. Promotion: The tactics and messages that will be used to promote the product or service, such as advertising, content marketing, or email marketing.
5. People: The target audience for the product or service, and how their needs and preferences will be taken into account in the marketing strategy.
6. Process: The processes that will be used to create, promote, and deliver the product or service, including customer service and support.
7. Performance: The metrics and data that will be used to measure the success of the marketing strategy and make improvements.

The 7 P’s of digital marketing are not set in stone and can vary depending on the context, but they serve as a good guide for creating a well-rounded strategy that takes into account all the important aspects of digital marketing.

Why are the 7 P’s of digital marketing important?

The 7 P’s of digital marketing are important because they provide a framework for developing a comprehensive digital marketing strategy that takes into account all the important aspects of digital marketing. By considering each of the 7 P’s, a business can ensure that it is covering all the necessary bases and creating a strategy that is well-rounded and effective.

1. Product: A strong product is the foundation of a successful digital marketing strategy. Understanding the product’s features and benefits and how they align with the target audience’s needs and preferences is crucial.
2. Price: The price of the product or service will play a role in determining the target audience and how the product is positioned in the market.
3. Place: The right channels must be chosen to reach the target audience. A social media platform that works well for one type of product may not be the best choice for another.
4. Promotion: The right tactics must be chosen to reach the target audience and to stand out in a crowded digital space.
5. People: Understanding the target audience is crucial for developing effective digital marketing campaigns. Knowing their needs, interests, and preferences can help to create campaigns that resonate with them.
6. Process: Having a clear process in place for creating, promoting and delivering the product or service can help ensure that the campaigns are executed effectively.
7. Performance: Measuring and analyzing the performance of the digital marketing campaigns is important to understand what is working and what is not. This data can be used to optimize future campaigns and improve ROI.

Overall, considering all the 7 P’s of digital marketing can help a business to create a more effective digital marketing strategy and achieve its goals.

What is the role of a digital marketer?

What Skills Are Needed in Digital Marketing?

Overall, the role of a digital marketer is to create and implement digital marketing campaigns that promote a product or service, optimise a website for search engines, manage social media accounts, measure and analyse the success of campaigns, stay up-to-date with the latest trends and technologies, collaborate with other teams, manage budgets and vendors and create reports. With these skills and responsibilities, a digital marketer plays a crucial role in driving business growth and success through digital channels.

The role of a digital marketer is to create and implement digital marketing campaigns that promote a product or service. This can include a wide range of activities, such as:

1. Developing and executing a digital marketing strategy: This can include researching target audiences, identifying the most effective channels and tactics, and setting goals and metrics for measuring success.
2. Creating and managing digital marketing campaigns: This can include creating content, running social media campaigns, and placing ads on search engines and other websites.
3. Optimising websites for search engines: This can include researching keywords, creating high-quality content, and building backlinks.
4. Managing social media accounts: This can include creating and sharing content, engaging with followers, and running social media campaigns.
5. Measuring and analysing the success of digital marketing campaigns: This can include using analytics tools to track website traffic, conversion rates, and other metrics.
6. Keeping up-to-date with the latest digital marketing trends and technologies: This can include staying informed about new social media platforms, emerging technologies, and changes to search engine algorithms.
7. Collaborating with other teams: Digital marketers often work closely with other teams, such as design and development teams, to ensure that digital marketing campaigns are aligned with overall business goals.
8. Managing budgets and vendors: Digital marketers may also be responsible for managing budgets and vendors for digital marketing campaigns. This can include working with agencies, freelancers, and other contractors to ensure that campaigns are delivered on time and within budget.
9. Creating reports: Digital marketers may also be responsible for creating reports on the performance of digital marketing campaigns and presenting these reports to senior management.
10. Continuously testing and optimising: The role of a digital marketer includes continuous testing and optimisation of the campaigns to improve their performance.

Digital marketers may also be involved in other activities depending on the size of the company and their specific role within the organisation. The key is that they are responsible for promoting the business through digital channels and continuously improving their digital marketing strategies.

In addition to the responsibilities I have already mentioned, digital marketers may also be involved in:

11. Email marketing: Creating and managing email campaigns, including creating email lists, designing email templates, and analysing the performance of email campaigns.
12. Influencer marketing: Identifying and working with influencers to promote a product or service. This can include identifying the right influencers, negotiating partnerships, and creating and managing influencer campaigns.
13. Video marketing: Creating and managing video campaigns, including creating scripts, filming and editing videos, and promoting videos on different platforms.
14. Product launches: Planning and executing product launch campaigns, including creating landing pages, running social media promotions and advertising campaigns.
15. Event marketing: Planning and executing events, including webinars, meetups, and networking events to engage with customers and increase brand awareness.
16. Community management: Building and managing online communities, including forums, social media groups, and online communities, to increase engagement and customer loyalty.
17. Brand management: Building and maintaining the company’s brand, including creating and maintaining brand guidelines, creating brand assets and ensuring that all digital marketing efforts align with the company’s brand strategy.

What is marketing automation?

Marketing automation refers to the use of software and technology to automate repetitive tasks and processes in a marketing strategy. The main goal of marketing automation is to increase efficiency and productivity, while also allowing businesses to personalise and scale their marketing efforts.

Some examples of tasks that can be automated using marketing automation software include:

• Email campaigns: businesses can automate the sending of personalised emails to different segments of their audience, such as new subscribers, customers who haven’t made a purchase in a while, or those who abandoned their shopping cart.
• Lead nurturing: businesses can use marketing automation to automatically send targeted content and offers to leads based on their behaviour and engagement with the brand.
• Social media posting: businesses can schedule social media posts in advance and automate their publishing, which can save time and ensure a consistent presence on social media.
• Analytics and reporting: marketing automation software can track and analyse key performance indicators such as website traffic, conversions, and social media engagement, and generate reports that can help businesses optimise their marketing efforts.

Marketing automation is useful for businesses because it can help them save time, increase efficiency, and personalise their marketing efforts. By automating repetitive tasks, businesses can free up time to focus on more strategic tasks such as creating content, analysing data, and identifying new opportunities. Marketing automation also allows businesses to segment and target their audience based on their behaviour and engagement, which can increase the effectiveness of their marketing efforts. By using marketing automation software, businesses can also track and analyse their performance, and optimise their marketing efforts accordingly.

There are many marketing automation software options available on the market, some of the most popular ones include:

1. HubSpot: This is a comprehensive marketing, sales, and service platform that includes tools for email marketing, social media management, lead management, analytics, and more. HubSpot is popular among medium and large businesses because it offers a wide range of features and integrations.
2. Marketo: This software is designed for B2B marketers and offers features for lead management, email marketing, and analytics. Marketo also offers a range of integrations, including with Salesforce, and it is considered a good option for businesses looking for a more advanced solution.
3. Pardot: This software is a B2B marketing automation tool that is a Salesforce product, it offers features for lead management, email marketing, and analytics. Pardot is known for its ability to integrate with Salesforce and other Salesforce products such as Sales Cloud.
4. Keap / Infusionsoft: This software is designed for medium and large businesses and offers tools for email marketing, lead management, e-commerce, and CRM. Infusionsoft is known for its ability to automate complex processes and is considered a good option for businesses looking to automate their sales processes.
5. MailChimp: This software is a popular email marketing tool that also offers some marketing automation features such as automation workflows, segmentation, and personalisation. Mailchimp is known for its user-friendly interface and affordable pricing. MailChimp is a great place to start exploring marketing automation.
6. ActiveCampaign: My personal favourite. This software is a comprehensive marketing automation platform that includes tools for email marketing, CRM, and sales automation. ActiveCampaign is known for its ability to segment and target users in a personalised way and it’s a great option for businesses looking to automate their sales process. It’s also one of the more affordable options.

These are just a few examples of the many marketing automation software options available on the market, and the best one for your business will depend on your specific needs and budget.

Measuring and optimising

Measuring and optimising refers to the process of tracking and analysing the performance of a digital marketing campaign and using that data to make adjustments to improve results. It is an essential step in the digital marketing process, as it allows businesses to understand what is working and what isn’t and make data-driven decisions to improve their marketing efforts.

Measuring refers to the collection and analysis of data, which is important to track the performance of the campaign. Businesses can track various metrics such as website traffic, conversions, social media engagement, and ROI. This data can be collected using various tools such as Google Analytics, social media analytics, and marketing automation software.

Optimising refers to the process of making adjustments to the campaign based on the data collected and analysed. Once businesses have a clear understanding of what is working and what isn’t, they can make adjustments to improve their results. For example, if a business finds that their website has a high bounce rate, they can optimise their website by improving the user experience, increasing the loading speed, or providing more relevant content.

Measuring and optimising is important for businesses because it allows them to understand how their marketing efforts are performing and make data-driven decisions to improve their results. By tracking and analysing performance data, businesses can identify areas that need improvement and make adjustments to increase their ROI and reach their marketing goals.

Measuring and optimising is important for businesses for several reasons:

1. Cost-Effectiveness: By tracking and analysing performance data, businesses can identify which elements of their marketing strategy are working and which ones are not. This allows them to focus their resources on the most effective elements and reduce costs by eliminating activities that are not delivering results.
2. Goal Achievement: Measuring and optimising enables businesses to track their progress towards their marketing goals, such as increasing website traffic or conversions. By identifying what is working and what isn’t, businesses can make adjustments to their strategy to achieve their goals more effectively.
3. Improved ROI: Measuring and optimising allows businesses to maximise the return on their marketing investment. By tracking performance data and making adjustments, businesses can increase their ROI by improving the effectiveness of their marketing efforts.
4. Better Audience Understanding: By measuring and optimising, businesses can gain a better understanding of their target audience, including their preferences, behaviours, and the channels they use to interact with the brand. This allows businesses to create more effective campaigns, that will generate better results.
5. Competitive Advantage: Measuring and optimising allows businesses to stay ahead of the competition by continuously improving their marketing efforts. By understanding what is working and what isn’t, businesses can make adjustments to their strategy to stay ahead of the competition.

Overall, measuring and optimising is important for businesses because it allows them to make data-driven decisions and improve the effectiveness of their marketing efforts. By tracking and analysing performance data, businesses can increase their ROI, achieve their marketing goals, and gain a better understanding of their target audience. By doing so, businesses can create more effective campaigns, which will generate better results and increase the chances of success.

What is inbound marketing?

Inbound marketing is a marketing strategy that focuses on attracting customers to a business through the use of relevant and valuable content, rather than interrupting them with traditional advertising. The goal of inbound marketing is to create a positive relationship with potential customers by providing them with the information they are looking for and answering their questions at different stages of the buying process.

The main tactics used in inbound marketing include creating and distributing high-quality content, such as blog posts, videos, and e-books, that will attract customers to a business’ website. It also involves optimising the website and its content for search engines, so that the website is easily found by potential customers. Additionally, inbound marketing utilises social media and email marketing to interact and engage with potential customers, and it uses analytics and data to continuously improve the marketing strategy.

Inbound marketing is a long-term strategy that aims to attract and retain customers by providing them with valuable and relevant information. Unlike outbound marketing, which uses traditional methods such as advertising, inbound marketing aims to attract customers to a business rather than interrupting them.

Examples of inbound marketing include creating a blog post that answers frequently asked questions about a product or service, creating an infographic that breaks down the benefits of a product, or offering a free e-book on a topic related to your industry in exchange for an email address.

What is outbound marketing?

Outbound marketing is a traditional marketing strategy that focuses on promoting a product or service through interruptive methods such as advertising, cold calling, and direct mail. The goal of outbound marketing is to reach a large audience and generate leads and sales by interrupting them with offers and promotions.

Outbound marketing tactics include:

1. Advertising: This can include placing ads on television, radio, newspapers, magazines, and online platforms such as Google and Facebook.
2. Cold calling: This is the practice of making unsolicited phone calls to potential customers to generate leads and sales.
3. Direct mail: This involves sending physical mail, such as brochures and flyers, to potential customers.
4. Trade shows: Participating in trade shows and exhibitions to promote a product or service.
5. Telemarketing: Similar to cold calling, telemarketing is the practice of making unsolicited phone calls to potential customers to generate leads and sales.

Outbound marketing can be effective in generating leads and sales in the short term, but it can also be viewed as intrusive and annoying by some people. Additionally, outbound marketing is not as targeted as inbound marketing, and it can be costly to implement.

An example of outbound marketing would be a car dealership running a commercial on TV during prime time hours to promote their latest models, or a company sending a direct mail to a list of potential customers to inform them about a new product or service.

What is Personalisation in digital marketing?

Personalisation in digital marketing refers to the practice of tailoring marketing messages, content, and experiences to individual customers or segments of customers based on their behaviour, preferences, and demographics. The goal of personalisation is to make the customer feel that the brand understands them and their needs and to create a more relevant and engaging experience.

Personalisation can be applied in various ways in digital marketing:

1. Email Marketing: businesses can personalise email campaigns by using the customer’s name in the subject line, sending targeted content and offers based on their browsing history or purchase history, and using dynamic content that is personalised to the customer’s interests.
2. Website Personalisation: businesses can use data and analytics to personalise the website experience for individual customers or segments of customers. For example, by showing different products or offers based on the customer’s browsing history or location.
3. Social Media Personalisation: businesses can use personalisation on social media by targeting ads to specific segments of customers based on their demographics, interests, and behaviours.
4. Mobile Personalisation: businesses can use push notifications, SMS, and in-app messaging to personalise mobile marketing campaigns.

Personalisation in digital marketing can help businesses increase engagement, improve conversion rates, and create a better customer experience. It allows businesses to reach their target audience with more relevant and personalised messages, which can increase the chances of conversion. Personalisation can also help businesses stand out in a crowded market by creating a more unique and relevant experience for the customer.

What risks are associated with digital marketing?

1. Data Privacy: Collecting and analysing data on customers and prospects involves handling sensitive information, which can put a business at risk of data breaches. Businesses should ensure that they have appropriate security measures in place to protect customer data and a privacy policy.
2. Misuse of Automation: Marketing automation can be a powerful tool, but if used incorrectly it can lead to a poor customer experience. For example, if a business sends too many automated emails, it can lead to customers unsubscribing or marking the emails as spam. Businesses should ensure that they use automation responsibly and in a way that is beneficial for the customer.
3. Limited Reach: Businesses may find that their digital marketing efforts are not reaching their target audience as effectively as they would like. This can be due to a number of factors such as poor targeting, lack of engagement, or low visibility on search engines. Businesses should ensure that they are targeting the right audience and that their digital marketing efforts are visible and engaging.
4. Dependence on Algorithms: Digital marketing relies heavily on algorithms, such as those used by search engines and social media platforms. These algorithms are constantly changing, which can make it difficult for businesses to keep up. Businesses should be aware that their digital marketing efforts may be affected by algorithm changes and should monitor and adapt their strategies accordingly.
5. Limited budget: For small and medium-sized businesses, the cost of digital marketing can be a challenge, especially if they are not able to invest in a comprehensive digital marketing strategy. Businesses should be aware of the cost of digital marketing and should consider alternative options such as outsourcing or using free tools.
6. Ethics: New Zealand businesses should be aware of the Advertising Standards Authority (ASA) Code of Ethics. It’s an important set of guidelines that all businesses in New Zealand must adhere to when advertising their products or services.

Overall, digital marketing is a powerful tool for businesses, but it also comes with certain risks. Businesses should be aware of these risks and take steps to mitigate them, such as implementing appropriate security measures and monitoring their digital marketing efforts to ensure they are reaching their target audience and achieving their goals.

Can digital marketing work for all businesses in New Zealand?

Digital marketing can work for all businesses in New Zealand, but its effectiveness will depend on a variety of factors, including the nature of the business, the target audience, and the specific digital marketing tactics used.

For example, a business that sells products or services online will likely find digital marketing to be particularly effective, as it allows them to reach a wide audience and generate leads and sales through e-commerce platforms and online advertising. A brick-and-mortar business, such as a local retail store, may also benefit from digital marketing by using tactics such as search engine optimisation, social media marketing, and email marketing to drive foot traffic to their store.

However, it’s important to note that not all businesses will have the same level of success with digital marketing. For example, a business that operates in a niche market with a small target audience may find it more difficult to generate leads and sales through digital marketing. Additionally, a business that has limited resources for digital marketing may struggle to compete with larger businesses that have more resources to devote to digital marketing.

It’s also worth noting that while digital marketing can be very effective in reaching customers, it’s not the only way to market a business, especially for local businesses in New Zealand, it’s important to have a balance of both online and offline marketing strategies to reach the target audience.

The effectiveness of digital marketing for a business in New Zealand will depend on several factors including:

1. The business’s industry: Some industries may be more suited to digital marketing than others. For example, a business that sells products or services online will likely find digital marketing to be particularly effective, while a business that operates in a niche market with a small target audience may find it more difficult to generate leads and sales through digital marketing.
2. The target audience: Understanding the target audience and their behaviour, preferences, and pain points is crucial in order to create effective campaigns that will reach and engage them.
3. The specific digital marketing tactics used: Different digital marketing tactics will be more effective for different businesses. For example, a business that sells products may find that e-commerce and paid advertising are more effective than social media marketing, while a business that provides a service may find that content marketing and SEO are more effective.
4. Resources: The amount of resources a business has for digital marketing will also play a role in its effectiveness. A business with a limited budget may struggle to compete with larger businesses that have more resources to devote to digital marketing.
5. Execution: The effectiveness of digital marketing also depends on how well the campaigns are executed, how well the message is communicated, and how well the campaigns are tracked and measured for improvement.
6. Integration with other marketing efforts: Digital marketing should be integrated with other marketing efforts, both online and offline, in order to maximise its effectiveness. This can include combining digital marketing with traditional marketing methods such as print advertising, billboards, and flyers to reach more customers.
7. Adapting to changes: Digital marketing is constantly evolving and the effectiveness of a marketing campaign will depend on how well a business adapts to changes in the digital landscape, such as new technologies, platforms, and audience behaviour.
8. Data and analytics: The ability to track and measure the performance of digital marketing campaigns is crucial in order to understand what is working and what isn’t. Businesses should have the right tools and processes in place to collect and analyse data, such as website analytics, social media analytics, and customer data, to inform their marketing decisions.
9. Personalisation: Personalising digital marketing campaigns to the individual customer can increase their effectiveness. Businesses can use customer data to create personalised content, offers, and experiences that are more likely to resonate with their target audience.
10. Mobile optimisation: More and more people are accessing the internet from their mobile devices, so it is important for businesses to ensure that their website and digital marketing campaigns are optimised for mobile. This includes creating mobile-friendly websites and mobile apps, as well as designing digital marketing campaigns that are optimised for mobile devices.
11. Building trust and credibility: Building trust and credibility is essential for any business, and it’s particularly important in digital marketing. Businesses can build trust and credibility by creating quality content, providing excellent customer service, and being transparent about their products and services.
12. User experience: The user experience is important for any business. It’s important for businesses to ensure that their website and digital marketing campaigns are easy to use and navigate, providing a seamless experience for the users, and making it easy for them to find what they’re looking for.

How can I start digital marketing?

There are several ways that a business can get started with digital marketing.

1. Hiring a digital marketing agency: A digital marketing agency can help a business develop and execute a digital marketing strategy. Agencies typically have a team of experts with a wide range of skills, including web development, SEO, social media marketing, and paid advertising.
2. Hiring a freelancer: Businesses can hire a freelancer to handle specific digital marketing tasks, such as creating content, managing social media accounts, or running PPC campaigns.
3. Online courses and tutorials: Businesses can take digital marketing courses online or tutorials to learn digital marketing skills. There are many resources available, such as MOOCs, webinars, and YouTube tutorials.
4. Outsourcing specific tasks: Businesses can outsource specific digital marketing tasks to third-party providers. For example, a business can use a content marketing agency to produce blog posts, or an email marketing service to manage email campaigns.
5. Building a digital marketing team: Businesses can build a team of in-house digital marketers to handle their digital marketing efforts. This may require hiring employees, or training existing employees on digital marketing skills.
6. Leveraging User-Generated Content (UGC): Businesses can encourage customers to create and share content about their products or services. This can include reviews, testimonials, and social media posts. UGC can be a powerful marketing tool, as it’s seen as more credible and trustworthy by potential customers.

Here are a few digital marketing examples of popular campaigns in New Zealand

What is an example of digital marketing?

1. Coca-Cola’s “Share a Coke” campaign: This campaign, which ran in New Zealand in 2013 and 2014, encouraged customers to purchase Coca-Cola products with their friends’ names on the packaging. The campaign included a social media component that encouraged customers to share photos of their personalised Coca-Cola cans and bottles.
2. Apple’s “Think Different” campaign: Apple ran a version of its iconic “Think Different” campaign in New Zealand in 2016, which aimed to promote the brand’s innovative and creative products. The campaign included a series of TV ads, billboards, and social media posts that featured iconic figures such as Albert Einstein, Martin Luther King Jr., and Bob Dylan.
3. Nike’s “Just Do It” campaign: Nike ran a version of its “Just Do It” campaign in New Zealand in 2017, which aimed to promote the brand’s athletic apparel and footwear. The campaign included a series of TV ads, billboards, and social media posts that featured local and international athletes.
4. McDonald’s “I’m Lovin’ It” campaign: McDonald’s ran a version of its “I’m Lovin’ It” campaign in New Zealand in 2018, which aimed to promote the fast-food giant’s menu items and customer experience. The campaign included a series of TV ads, billboards, and social media posts that featured the slogan, along with various menu items and offers.
5. Samsung’s “Samsung Galaxy” campaign: Samsung ran a version of its “Samsung Galaxy” campaign in New Zealand in 2019, which aimed to promote the brand’s latest line of smartphones. The campaign included a series of TV ads, billboards, and social media posts that highlighted the features and capabilities of the new Samsung Galaxy smartphones.
6. Adidas “Create Your Own Game” campaign: Adidas ran a version of its “Create Your Own Game” campaign in New Zealand in 2020, which aimed to promote the brand’s athletic apparel and footwear. The campaign included a series of TV ads, billboards, and social media posts that featured local and international athletes, and encouraged customers to join the brand’s community and create their own game.
7. Puma “Forever Faster” campaign: Puma ran a version of its “Forever Faster” campaign in New Zealand in 2021, which aimed to promote the brand’s athletic apparel and footwear. The campaign included a series of TV ads, billboards, and social media posts that featured local and international athletes, and highlighted the brand’s commitment to innovation and performance.
8. Ford “Built Ford Tough” campaign: Ford ran a version of its “Built Ford Tough” campaign in New Zealand in 2022, which aimed to promote the brand’s line of trucks and SUVs. The campaign included a series of TV ads, billboards, and social media posts that showcased the durability and capability of Ford’s vehicles in various conditions and terrains.
9. Pepsi “Refresh Your World” campaign: Pepsi ran a version of its “Refresh Your World” campaign in New Zealand in 2023, which aimed to promote the brand’s soft drinks and engage customers in social causes. The campaign included a series of TV ads, billboards, and social media posts that encouraged customers to vote for their favourite local social cause and Pepsi would donate funds to them.
10. Intel “Intel Inside” campaign: Intel ran a version of its “Intel Inside” campaign in New Zealand in 2024, which aimed to promote the brand’s computer processors and technology. The campaign included a series of TV ads, billboards, and social media posts that highlighted the features and capabilities of Intel’s processors and how it can enhance users’ computing experience. It also included partnerships with local technology companies and educational institutions to showcase the potential of Intel’s technology in various fields such as gaming, video editing, and AI development.

What rules does Google have for businesses investing in Search Advertising?

Google’s advertising policies outline what types of content and advertising are allowed on Google’s advertising platforms, including Google Ads and YouTube. These policies cover areas such as prohibited content, misleading or false advertising, and sensitive topics such as politics and social issues. Advertisers are required to comply with these policies in order to run ads on Google’s platforms, and the company reserves the right to remove ads that violate its policies.

Here is a list of some of the main categories of Google’s advertising policies:

1. Prohibited content: Google Ads prohibits the sale or promotion of counterfeit goods, dangerous products or services, products or services that enable dishonest behavior, and inappropriate or offensive content.
2. Counterfeit goods: Google Ads prohibits the sale or promotion of goods that contain a trademark or logo that is identical to or substantially indistinguishable from the trademark of another.
3. Dangerous products or services: Google Ads does not allow the promotion of products or services that cause damage, harm, or injury. Examples include recreational drugs, psychoactive substances, weapons, and instructions for making explosives.
4. Enabling dishonest behavior: Google Ads does not allow the promotion of products or services that are designed to enable dishonest behavior. Examples include hacking software, services that artificially inflate ad or website traffic, and fake documents.
5. Inappropriate content: Google Ads does not allow ads or destinations that display shocking content or promote hatred, intolerance, discrimination, or violence.
6. Abusing the ad network: Google Ads does not allow advertisers to run ads, content, or destinations that attempt to trick or circumvent its ad review processes. Examples include promoting content that contains malware, “cloaking” or using other techniques to hide the true destination, and promoting “bridge” or “gateway” destinations that are solely designed to send users elsewhere.
7. Data collection and use: Google Ads requires advertisers to handle user information with care and not misuse it or collect it for unclear purposes or without appropriate disclosures or security measures.
8. Misrepresentation: Google Ads does not allow ads that are unclear or dishonest, and do not provide the information that users need to make informed decisions.

These are some of the main categories, but Google has more detailed policies for each of these areas which can be found here. It is important for advertisers to review and comply with Google’s advertising policies in order to avoid any issues with their ads being removed or disapproved.

What rules does Facebook have for businesses investing in Social Media Advertising?

Much like Google, Facebook’s advertising policies outline what types of content and advertising are allowed on the platform. These policies cover areas such as prohibited content, misleading or false advertising, and sensitive topics such as politics and social issues. Advertisers are required to comply with these policies in order to run ads on Facebook, and the company reserves the right to remove ads that violate its policies. Additionally, Facebook also have policies that are specific to certain types of ads, such as housing, credit, and employment ads.

Here is a list of some of the main categories of Facebook’s advertising policies:

1. Facebook’s Community Standards prohibit content that is harmful, violent, hateful, or discriminatory.
2. Unacceptable content includes, but is not limited to, graphic violence, adult content, and illegal activities.
3. Deceptive content, such as misleading or false information, is not allowed on Facebook.
4. Dangerous content, including dangerous products or services, is prohibited on the platform.
5. Objectionable content, including hate speech and discrimination, is not allowed on Facebook.
6. Content-specific restrictions apply to certain types of content, such as alcohol and gambling.
7. Intellectual property infringement is not tolerated on Facebook and may result in the removal of content or the disabling of accounts.
8. Social issues, electoral, and political advertising are subject to additional rules and must comply with Facebook’s policies.
9. Product and format-specific policies apply to different types of advertising, such as video ads and sponsored posts.
10. Advertising policies affecting business assets include rules for using Facebook Pages, Groups, and Events.
11. Data use restrictions prohibit the collection, use, or sharing of personal information in violation of Facebook’s policies.

These are some of the main categories, but Facebook has more detailed policies for each of these areas which can be found here. It is important for advertisers to review and comply with Facebook’s advertising policies in order to avoid any issues with their ads being removed or disapproved.

Summary

Digital marketing refers to the promotion of products or services through digital channels such as the internet, social media, search engines, and mobile devices. It is an essential tool for businesses to reach and engage with a large and diverse audience, while also allowing them to measure and track their marketing efforts, and make data-driven decisions.

There are various types of digital marketing including search engine optimisation (SEO), search engine marketing (SEM), social media marketing, email marketing, content marketing, influencer marketing, affiliate marketing, and mobile marketing. Each of these types of digital marketing has its unique features and can be used to reach specific audiences and achieve different goals.

A digital marketer is the professional responsible for planning, executing, and measuring the success of digital marketing campaigns. They conduct research and analysis to understand the target audience, and track the performance of the campaigns. This includes creating a strategy, developing content, and utilising various digital channels to reach the target audience.

Inbound marketing is a type of digital marketing that is focused on attracting customers to the brand through valuable and relevant content, rather than pushing sales messages. This type of marketing aims to provide the target audience with valuable information that they are looking for, and position the brand as an authority in the industry.

Digital marketing can work for all businesses, but its effectiveness depends on the business’s goals, target audience, and budget. A New Zealand business can do digital marketing by creating a digital marketing plan, setting up a website, creating content, using social media, running ads, and tracking and analysing performance data. This can be done by building an in-house team or outsourcing to a digital marketing agency.

Digital marketing is a crucial tool for businesses to reach and engage with their target audience in today’s digital age. It offers a cost-effective way to promote products and services, and allows businesses to track and analyse their marketing efforts to make data-driven decisions. And businesses in New Zealand can do digital marketing by creating a plan, building a website, creating content, using social media, running ads and tracking and analysing performance data.