Digital marketing in its purest form is the promotion of something through digital channels, such as websites, SMS, e-mail, social media, and advertising. In the modern age, digital marketing is one of the most powerful tools that a company can harness as a means to connect with their audiences, increase profits, and collect data. 

We work with businesses on strategies that most effectively use their online footprint using cutting-edge software. There are a number of tried and tested methods also available to us, such as Search Engine Optimisation, Paid Advertising, and Content Marketing.

To measure success, you will need some kind of Key Performance Indicator (KPI). A KPI is a quantifiable metric that can be used to determine if a target has been achieved. Some examples are:

• A company remarketing to existing customers may use Customer Lifetime Value (CLV) to determine the monetary price that a single
  customer has brought to their business for the duration of their relationship.
• A YouTuber who makes money based on the number of views their videos get may use Cost-Per-Mille (CPM) which is the average cost per 1,000 views on a piece of media.
• A brand looking to increase profits may use Conversion Rates, the measurement of the number of users who converted into a sale as a percentage of the total number of users that visited their site.

We can track data that is relevant to your KPIs via numerous methods. For example, Buoy Digital has vast experience working with ad centers like Google AdSense and Meta Ads.

More simply though, we can often add third-party plug-ins that help us analyse data straight from your own website.

Search Engine Optimisation (SEO) is the process of increasing the quality and quantity of traffic to a website or webpage via organic means. Improving website content, and the way in which it is presented, can allow your website to grow as Search Engines (like Google) rank them higher. A higher ranker means a prominent position on results pages, and therefore more customers. 

Keywords, Backlinks, and Meta Descriptions are simple ways to grow your client base and build customer relationships.

Pay-Per-Click (PPC) is a digital advertisement model where a publisher is paid for every click on an advertisement they host. Whereas SEO creates ‘organic’ traffic, PPC aims to drive traffic to your site via paid channels. It is a powerful tool for targeting potential customers and audiences who are searching for specific keywords and phrases that relate to your brand. 

Brands ‘bid’ for advertising slots on Search Engine Results Pages (SERPs), with each bid being based on your keywords and phrases. Every search engine has its own auction process, and this means the ‘winner’ of each advertising slot is dependent on the search engine you choose to run PPC with. 

A set of rules that help search engines and social media platforms to sort and display results and content.

For example, a social media platform may show posts involving animals to users on the platform that have previously liked posts and pages involving animals because the algorithm’s aim is to show user’s more of what they’re interested in. 

Impressions: The number of times a piece of content is displayed to a user. As such, a user seeing a piece of content multiple times is counted as multiple impressions

Reach: The number of times a piece of content is displayed to a completely unique user. As such, a user seeing a piece of content multiple times is counted as a single user reached.

No, but the User Interface (UI) has a huge impact on the User Experience (UX)! 

UI: The platform on which interactions between a human and a machine occur, such as on a mobile app.

UX: The overall feeling, reactions, and behaviour that digital content draws from its users.

For example, clear design hierarchy can help a user find something easily, giving them a good experience. A hidden button or button that doesn’t work however is bound to frustrate a user!