Digital marketing is the keyword that is being played in every domain of marketing as well as advertising nowadays.
And if you are still wondering what Digital Marketing is, then this article will make you fully understand it.
So, in simple terms, Digital Marketing serves to promote products and services using the internet and electronic devices.
Digital Marketing is an umbrella term for the different online activities that help a business reach its target audience.
Digital Marketing comprises:
- Search engine optimization
- Search Engine Marketing
- Social Media Optimization
- Social Media Marketing
- Content Marketing
- of affiliates
- email marketing
- Marketing Automation
- Inbound Marketing
- RP online
- Native Advertising
- Video Marketing
- link building
- Pay-Per-Click (PPC) etc.
Through Digital Marketing, companies take advantage of all digital channels to connect with current customers, but also potential ones.
These channels can be search engines, social media, email, apps, digital POS, as well as your websites. In this article we separate the main concepts for you to start or improve your business's digital marketing.
What is the definition of Digital Marketing?
Digital marketing is the marketing of products or services using digital technologies, primarily on the Internet, but also including mobile phones, display advertising and any other digital medium.
Digital marketing uses multiple channels to connect with customers and prospects where they spend most of their time. And this place is “online”.
Below is a quick summary of some of the most popular digital marketing methods to help you understand.
Search Engine Optimization (SEO)
SEO is the process of optimizing your website or blog to "rank" higher on SERPs search engine result pages.
It increases the visibility of your website or blog on search engine results pages.
And, therefore, the chances of getting searchers to click on your site become greater.
This technique helps to drive organic or free traffic on the website. The channels that directly benefit from SEO are:
- Mobile apps.
Search Engine Marketing (SEM)
O Search Engine Marketing it consists of a series of activities aimed at making your website more visible in search engines.
When someone uses a search engine to look for the products your business offers, SEM helps show your business there.
Most paid advertisements, such as display ads, as well as keyword bids and high-traffic website link referrals, are used for search engine marketing.
This method is used to increase brand awareness, generate leads, but also generate sales of a product or service etc.
But broadly, search engine marketing comprises the mix of both SEO and PPC.
Content is king. It always was and always will be. Nothing can beat engaging content as well as meaningful.
Content marketing is creating and promoting content assets to increase brand awareness, increase relevant traffic, generate leads, and provide useful information to prospects so they can become customers.
Below are some of the content marketing channels:
- Blog Posts
- Case Studies
- Digital Brochures
Content marketing strategy is different from other digital marketing methods. But, it is a very powerful marketing tactic for achieving business goals.
Social Media Marketing
Social Media Marketing helps to promote your brand, products as well as services using social media channels.
Mainly the purpose of Social Media Marketing is to increase brand awareness, drive website traffic and generate leads for a business.
The channels that are primarily used in social media marketing are:
- Tik Tok
Pay-Per-Click or popularly known as PPC is a very effective method of driving traffic to your website. In PPC an advertiser pays money to the publisher to run ads.
The value depends on the bid, but also on the placement to get a click on your ads.
The most popular PPC is Google Ads. It allows an advertiser to get the top slots on Google's search engine results pages.
Without a doubt, Google is the most used search engine in the world. However, there are several other channels that offer pay-per-click ad options. Some of them are the following which are quite popular like Google:
It's a form of performance-based marketing. Affiliate marketers receive a commission for promoting someone else's products or services on their own websites or blogs.
Additionally, affiliate marketers promote the services or products on social media.
They attract people to their social media channels and when a sale or conversion happens they receive their commission.
They simply use a pixel tag or UTM tag to track conversions and get their sales or conversion commissions based on reports generated through those tags.
It is a form of advertisement that is placed on a website. The native ad is with the content and theme of the website.
It appears alongside the website content, in addition, it looks like the content part of the website. Technically it's something like a contextual advertisement.
For example, if someone is reading about a hiking destination in Chapada Diamantina. And then they are shown some content around hiking gear that might be of interest to the reader.
It looks like part of the content, and the visitor will read it as naturally as the content itself. Although the advertiser pays the website to put through that content.
There is a lot of software available that helps digital marketers automate some of the basic marketing operations. Many repetitive tasks are automated through this software.
This saves a lot of time as well as reduces the chances of an error. Some of the marketing automation examples are as follows:
- Scheduling and sending newsletters by email.
- Automated emails to customers or visitors visiting a website.
- Scheduling posts on social media.
- Updating the contact list.
- Automate the workflows that feed the lead.
- Campaign tracking and reporting.
- SMS notifications
- e-mail marketing
An excellent means of communication with customers for companies is email marketing.
Typically, email marketing is done to promote content, inform customers about discounts, as well as offers, events, newcomers, new product launches.
Also, it can be used to share other information that is valuable to the customer.
For example, adding a new feature to the website or opening another store near the customer's location. The types of emails used in the digital marketing campaign as well as email marketing include:
- Follow emails for website visitors who have downloaded something.
- Customer welcome emails.
- Thank you emails to customers for making a purchase or taking a specific activity on the website.
- Holiday promotions for loyalty program members.
- Offers, discounts, event information emails.
- New arrivals, new product launch emails.
- Tips or similar series of emails for creating customers.
Videos are on the rise and if you compare today with a few years ago. You'll find that all social media channels, including Youtube, Facebook, Instagram, Linkedin, have more video content than others.
Videos are a great way to present information in graphic and animated form in a short amount of time.
Users instead of reading a long post prefer to watch a video. When watching a video, they get complete information in less time compared to text content.
Therefore, video marketing is central to all digital marketing efforts. Ignoring video marketing can be a costly mistake. Video marketing is used to:
Another important element of digital marketing is mobile marketing.
In fact, smartphone usage as a whole accounts for 69% of the time spent consuming digital media worldwide.
While desktop-based digital media consumption represents less than half.
Therefore, mobile marketing is something that shouldn't be ignored in the overall digital marketing strategy.
Instead, the focus should be on leveraging mobile marketing to achieve business goals.
Digital marketing campaigns and advertisements must be created with mobile users in mind. Make sure users have the same or better experience when visiting your site using mobile devices. Therefore, your website must be very responsive on mobile devices.
Navigation and touch points must be visible and functional, images and media open in the shortest possible time.
So users stay engaged and don't leave your site or uninstall your app because of an unpleasant experience.
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Also known as e-PR or Digital PR or Online PR (Public Relations). It helps get coverage in digital publications such as eNews Papers, eMagazines, blogs and other content-based sites.
Online PR is usually done to create awareness about a brand, its products, services, etc. The channels that are used for online RP include:
Inbound marketing is a technique for creating and promoting content. It helps to attract, engage, convert, delight and make the user a repeat customer.
In this method of digital marketing, everything we've discussed so far is included.
For example, social media marketing, search engine optimization, content marketing, email marketing, SMS marketing, etc.
The inbound marketing strategy requires a lot of research and content, automation, etc., at every stage of the customer journey.
But it's more effective than all other marketing means in building a long-term relationship with customers.
What are the benefits of digital marketing today?
Digital Marketing has many advantages over traditional marketing. See some of them:
Real-time result tracking
Digital marketing allows marketers to see accurate results in real time.
For example, if you place an ad in a newspaper, you cannot get accurate data about who saw your ad.
Also, you cannot find out precisely how much of your sale is derived through this ad.
But in digital marketing, you can accurately track the clicks, impressions, CTR, conversion and ROI of your advertising campaign.
Audience specific targeting
Unlike traditional marketing, you can select your target audience based on geography, gender, age, interest groups, etc. Doing so gives you a better ROI.
Cost-Benefit in Digital Marketing
You don't need big marketing budgets for digital advertising like newspaper, TV, Radio or Magazine Ads. You can start with a small budget and then based on the results you can put in more money.
Digital Marketing allows marketers to personalize emails, advertisements, content etc.
Personalized ads receive a higher conversion rate than traditional advertising.
Personalization was virtually impossible, except for the sending of personalized letters from companies in traditional marketing.
In Digital Marketing and Social Media to your aid, customers are highly engaged with brands than ever before. They can practically interact with real people from the brands.
In addition, they can post their comments on social media about the brand. They can get instant answers to problems they face with products or services.
Branding and growing loyal customer base is comparatively easier in Digital Marketing than traditional marketing. In Digital Marketing, the company knows a lot about the customer.
For example, they know the customer's demographics, geographic location, email address, phone number, shipping address, etc.
And so they offer them event-based discounts, season-based discounts, interest-based discounts, deals and so on. Doing so makes the customer buy repeatedly from the same place, but also from the same site.
Unlike traditional marketing, where you couldn't accurately track who visited your store or saw your ads.
In Digital Marketing, companies know who has visited their website, but also if the person has subscribed to their newsletter.
Also, they know who signed up for an offer, bought a product. These users can be directed back through email campaigns, display ads on the Google, Facebook or Instagram network.
Digital marketing offers digital marketers to play with accurate data to analyze, plan and act.
Whereas traditional marketing data was primarily based on a sample survey or a rough estimate.
What type of content works best in Digital Marketing?
The rule for success in Digital Marketing is to create meaningful, informative and engaging content. AND
This content must satisfy the user's search intent. Thus, the content must be created keeping in mind the persona of the buyer.
In addition, it must meet your needs at different stages of your shopping journey.
How long does it take to get results?
As we explained before, in Digital Marketing you can see and follow the results in real time.
A way faster than traditional marketing where you have to wait for months. And sometimes years to measure your ROI.
In Digital Marketing, if you get your buyer persona right, you can see results in days and weeks.
However, it ultimately depends on the scale and effectiveness of your content and digital marketing strategy. You can see results within the first six months if you are not going to paid advertising.
But if paid advertising is part of your digital marketing strategy, then the results can be seen quickly.
It is recommended that you focus on building your organic reach using content as well as the right SEO strategy.
In addition, you can also use Social Media for the long-term and sustainable success of your brand.
What kind of budgets does digital marketing require?
Although Digital Marketing is much cheaper and more effective than traditional marketing, if you want to get results faster you need to pay for ads, PR etc.
If you focus on content marketing, SEO, SMM, you only need the right strategy, meaningful content, but also your time.
All you have to do is delight your customers. If you follow the tips we've given you here, then they will become your brand advocates to spread the brand's reach in your community.
If you need help with your company's digital marketing or branding, then feel free to get in touch with us, and we'll help you in any way we can.
To Colors Agency, we guarantee much more than just an attractive look and a modern layout for your website.
Thus, our main focus is to offer companies around the world effective solutions to generate visibility on the internet.
Our agency develops SEO strategies as well as brand positioning for multinational companies, large, medium and small, all projects are important to us.