Welcome to Punchmark’s Digital Marketing Knowledgebase! We know that digital marketing is a complex and sometimes overwhelming topic, so we wanted to put all of the high-level definitions and our best practices in one place for you. We’ll also include examples that are specific to the jewelry industry so you can better understand what a real-world application of these practices might look like for you.
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Digital Marketing Overview
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Sarah and Tom are going to get engaged soon. Sarah is looking for the ring of her dreams so she can tell Tom what she wants. She starts her search with a quick Google search for “diamond engagement rings.” One of the top five suggestions is for a local jeweler near her called The Golden Karat. She clicks on the website to see what the inventory is like. She browses the collection and sees a few styles she likes, but she doesn’t do more than look around.
Over the next few days, Sarah continues to see Google ads for the storeThe Golden Karat. She doesn’t click any of them because she’s at work, but she keeps seeing the name of the store and remembers the rings she liked.
A week later, Sarah sees an Instagram post for the same jewelry store from one of the local influencers she follows wearing a gorgeous diamond engagement ring, the ring of her dreams. The influencer has tagged The Golden Karat in the post, and Sarah assumes that’s where the ring is from. She recognizes the store name immediately. The photo is a gorgeous diamond engagement ring. Sarah wants to see more details about the ring, so she goes to the store’s website. This time, she creates an account so she can add this ring to her wishlist and show Tom later. The store now has her email address.
A month later, Sarah gets an email that the store The Golden Karat is having a semi-annual sale, and she realizes she could get a discount on the engagement ring she really liked. She forwards the email to Tom, who goes to the store the next day. He says his girlfriend Sarah saw a ring she really liked, but he doesn’t remember which one it was. The salesperson is able to look up Sarah’s name in their customer database and see the ring she added to her wishlist. Tom gets the ring she wanted and proposes to her. (She says yes.)
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