Digital marketing is a term that’s been thrown around so much it’s become synonymous with the internet. But what does digital marketing actually mean? And how can it help your business grow?
With more and more businesses being forced to compete in a global market, digital marketing has become one of the most important factors to consider when choosing a business strategy.
In this article, we explore the fundamentals of digital marketing and discuss why you should consider adding it to your mix. When a company decides to engage in digital marketing, it can either choose a strategic plan or a tactical plan.
With the strategic plan, they need to have a strategy on how they will engage their clients and customers, as well as an actionable goal for each of these steps. The tactical plan allows them to take action immediately but doesn’t offer them any direction or mission statement.
The term “Digital Marketing” refers to strategies, channels, and tools used in a business to create, communicate and engage customers in the online world in various ways.
Digital marketing can be split into four different categories: content marketing, search engine optimization (SEO), social media marketing, and PPC advertising. The goal of digital marketing is to change customer behavior by adapting all approaches so they might work together to maximize return on investment (ROI) with minimal input by the company.
There are two key forms of distribution using digital marketing, e-commerce, and mobile. Digital marketing’s role spans across channels including, but not limited to: web search, search engines (SEO), affiliate internet marketing programs (affiliates).
When you consider that digital marketing can save businesses money, there are some compelling reasons to use this medium. Anyone with a social media account pays for their advertising by using “tear-sheets.”
This is another way of saying they pay themselves. A tear sheet will tell your current customers exactly how much money they have spent on your company’s ads and materials during an advertisement campaign. Hence, the customer has all the information necessary to decide if they should continue to patronize your business.
Today’s consumers have a higher quality of life because of the effects and impact social media has. However, with its increasing use comes a greater awareness of this divide.
Businesses that are able to reach their customers virtually can do so from numerous locations at no additional cost other than internet connectivity/accessibility resources such as speed or location.
In addition, there is now an option for both business-to-business companies and consumers to be part of a consumer-focused movement. Marketers use social media as a marketing and advertising resource for attracting attention or building awareness.
In the early days of business, one might have thought buying internet time was enough to market products and services because no other means existed to advertise your business without spending hundreds of dollars per month on TV commercials or telephone poles.
That would be constantly vandalized with stupid stickers that could be easily removed with a good scrub of the eraser of the paintbrush. This was also cost-effective for skill sets needed to provide business owners, but what years have passed by since then?
In an age where high-paced lifestyles have been widely accepted, so has to be able to work from anywhere at any time.
It has been shown that increased business use of social media platforms effectively manages technology with enhanced benefits for large companies.
This can be used effectively to maximize productivity where employees can fully utilize the Internet-enabled devices at their workstations, thereby reducing external client/employee communications.
Allowing more self-directed educational thought between employees results in better HR management options, including expense tracking systems, strategic planning tools designed working within time frames, and limited personnel constraints.
Social media networks publicly display company and employee status, what employees call themselves in their blogs/ social websites, which criminals can use. To gain access to information on companies, they might attempt to infiltrate and rob the corporate workers off of money-making merchandise such as jewelry or electronics during office break-ins with little anticipated negative consequence. Such crime deterrents are designed to minimize cost implications for auditing due to the initial loss of money, plus other issues such as theft insurance coverage.
Effectiveness is reflected in an overall higher ability to reduce costs across indirect cost areas that can be directly tied into productivity levels for companies’ bottom-line sales revenues because it cuts down on business processes, including time spent within staff meetings by adhering existing customers with auto buyer programs designed to assist small businesses while providing additional customer empowerment tools.
The following benefits include a significant increase in productivity for customer acquisition as well as increased sales interests to a targeted segment of consumers.
By using emails, we can help our customers to get what they need even faster by improving their efficiency in doing that with an emailed product delivery system where everything is done electronically for better efficiency than paper-based ones.
Which are time-consuming and inefficient, where the primary benefit is a reduction in trucking costs over longer distances within specific markets with little or no negative consequence on company bottom line revenues.
They are allowing workers the ability to view data in real-time for overall increased job safety with less vulnerability of theft or various scams involving laptop computers by employers who are subjected to external malicious hacker attacks.
The business policy must be designed around security measures fortified within information technology departments, including strong passwords, firewalls, anti-virus protection, and action taken against all types of disruptive activity originating from individuals using corporate email accounts.
Decrease in transportation, manufacturing facilities, and warehouse inventory holding costs for retail outlets targeted with auto buyers programs by implementing electronic data interchange software designed to simplify long-distance trucking.
Even transporters’ time speaking and mostly held within driver conversations along standard measures used to fuel receipts from various areas within a chosen market territory where employees have been given automated order specific pricing criteria controlling their purchasing activities along with pricing programs including discounts for better customers who are used to existing circumstance.
Elimination of clerical costs from various retail outlets by replacing human input with automated data entry processes involving lot surveying. Employees assigned specific stores locations based on calculated efficiencies and POS functionality utilized in most retail chains, including inventory management and customer delivery schedules timing out credits or returns.
Digital marketing is an umbrella term that describes the strategies used in the digital sphere to reach consumers through interaction with content, advertising, and marketing solutions.
Digital marketing can be classified into three types: online, mobile, and offline. These three different classes include promotion efforts for products or services via any device or platform available, which target market segments based on psychological triggers learned through decades of behavioral psychology.
Just like traditional methods of marketing digital marketing uses a variety of approaches to attract a potential consumer’s attention. The most common form of digital marketing is paid advertising, e-mail marketing, and search engine optimization.
Digital marketing is evolving to include non-paid sources such as viral, word of mouth (WOM), and blog marketing. The proliferation of new channels has resulted in a need for new methods to measure the effectiveness of digital campaigns.
Digital marketers can use earned media, sponsored searches, contextual advertising programs, and focus groups. Social networks lend themselves particularly well to programmatic display based on activities such as hashtag promotion or virality.
Digital marketing allows you to continue to add value for your customers and provide them with added convenience, security. Your company’s brand image develops across various platforms so that potential clients or buyers know who they are dealing with in advance.
You can develop a consistent brand image by replying to inquiries from various sources. You have the ability to surface new content on your blog or website that will address all potential questions posed about the company, its products, and services.
The use of the internet provides you the opportunity to target specific communities with advertisements. The marketing channels can be customized and tailored so as to meet certain demographics or consumer behavior outcomes: e.g., by using display advertising on social networking sites, consumers also visit offline ads displayed in newspapers and magazines
Audience targeting can also be tailored by location or any other data points that may influence consumer behavior. This allows you to acquire the best possible audience, increasing your chances of reaching them and making enough sales conversions in order for these clients to reward your business with their continued patronage
When new digital channels are incorporated into a business’ marketing strategy, it allows the company to measure and track its progress in terms of earnings generated from all of its initiatives.
Techniques such as Google Analytics help companies retrieve comprehensive reports on how many customers have been served by each campaign/partnership, the number of people who have visited the company website, how much time they spent online, etc.
Businesses and brands alike use the internet to conduct their marketing strategies. These strategies may include using social media or other digital channels for advertisements or promotional campaigns.
These internet-enabled techniques often provide many benefits, such as increased visibility and credibility, measurable results, and maximum savings in terms of advertising costs by conducting online campaigns.
Affiliate marketing is a subset of direct response marketing in which one company, the affiliate, links to another company’s product in exchange for a commission. A large part of the success of this model relies on launching numerous products or websites, each promoting different products, thereby maximizing their audience’s exposure with each website.
Affiliate marketing helps people by giving them the chance to sell something without at all having extensive skill sets. Affiliate marketing is a marketing strategy in which a company makes its content available for distribution in exchange for a fee.
In branding and Internet Marketing, these fees are referred to as “commissions.” They have helped the Internet economy grow through economic benefits such as increased computational power due to network effect.
In the realm of marketing, content is a message that can be communicated or exchanged across networks from one person to another in written, visual and auditory forms for various purposes, including education, awareness creation, and conversion.
Content marketing involves creating and distributing relevant information in various forms to attract potential clients/users through bloggers/vloggers who contribute the content exclusively online.
Content strategies are meant to develop an enjoyable experience with your brand’s product or service. It should aim to provide what people need at this point rather than only selling the goods. Therefore it makes sense not just to focus on the product but also on the overall value for customers.
Content marketing involves creating and distributing promotional content to attract potential clients/users through companies like bloggers, vloggers, etc.
This can be done either in print or digitally by publishing articles about their products on websites using Digital Content Marketing (DMP) tools provided by some digital media publishers both online and offline (or affiliate programs).
Guerilla Marketing refers to the use of innovative strategies and tactics for mass marketing, whether on a small scale – through word-of-mouth, viral marketing, or guerrilla street marketing, or internationally, using guerrillas to create change in communities that are otherwise left out of mainstream media.
It has allowed small groups of individuals (with minimal resources) to communicate with consumers on new levels, creating buzz where no buzz had existed.
It has also allowed other companies to develop new relationships with consumers through other media, such as television broadcasting or print advertising, that allows them to reach more people than might otherwise be possible by traditional marketing methods.
Influencers in today’s market can leverage their social media statistics and reach to earn a portion of the profits from brands they work with. The reason for this necessity is that the number of customers in the marketplace has grown exponentially, leaving corporations scrambling to find new methods for staying relevant.
Influencer Marketing is when people use their influence in social media to drive business through brand collaborations and marketing partnerships. Companies will use influencers to share the message, craft campaign strategies relevant to their company, and put all of it together in order to be successful.
As time has progressed, more and more companies are now investing in technology like mobile marketing. This is because the amount of consumers who experience advertising online vs. offline is quite different.
Those who do not access their phones or computers will most likely use line-of-sight displays to purchase products. Since technology has improved, mobile marketing is starting to catch up.
The majority of companies are now focused on partnerships between online and offline campaigns with the goal of increasing sales. This will most likely increase over time as consumers continue their movement towards digital interactions related to advertising purchases. More often than not, some consumers walk down the street using their phones as a way to discover new places they can visit on leisure or business trips.
A podcast is an audio recording of an individual or a panel talking about their personal, professional, or societal experiences. Many times these podcasts are used for educational purposes to teach something new. Often they are marketed through word of mouth to establish demand for the podcast’s existence.
Podcasts have many positive implications for marketing companies because they have entered into a new realm where advertising can be tailored to each person in real-time. Podcasts only grow in demand as listeners develop close relationships amongst themselves and programming becomes more personal. However, the cost of podcasts rises with popularity.
PR refers to the public relation of an organization with external groups. Public Relations is commonly viewed as relating to ‘who you know and may differ if the company is publicly traded on the stock market or filed for bankruptcy.
Using proficient writers, editors, and other professionals in the public relations department will enhance the company’s ability to manage media relations which is part of its PR plan. Public relations specialists are always available to journalists, reporters, bloggers, and other publications.
They provide guides on the organization’s online activities as well as their latest news releases’. This package of media assets is designed to enhance awareness of a company or individual to stand out from the rest within their industry.
Using social networking sites such as Twitter and Facebook improves communication between business entities with external groups such as bloggers or fellow shareholders. This allows for corporations to control many different channels at once when it comes down to communicating directly with their target audience through these outlets without placing too much pressure on one central person.
Search engine marketing is the process of optimizing websites, so they are found, both intentionally and unintentionally, by search engines through different types of optimization.
The main focus of SEO is increasing the number of visitors directed to a website. Traditional marketing focuses on human beings who are not necessarily directed towards articles with keywords but rather through television commercials, radio advertisements, newspapers, and magazines.
With advancements in technology, search engines make it possible for search marketing to target key terms that lead the user directly to your website.
Search engine optimization is a very expensive and time-consuming process as it requires updating, reviewing, and revising content within websites. Internal links, meta tags, and other ways of finding things on a page are important places to look when analyzing how well a website performs for its target audience or business goals.
Social media marketing uses networks, including blogs, apps, and social networking sites, to promote a product or service. Social media is gaining more and more importance in the marketing world by bringing companies, organizations, and individuals together.
With social media, it’s easier to keep up with trends that you cannot find on mainstream publications or traditional television. Users can post one piece of content online for all their friends to see who will be interested enough to direct them towards your site.
Similar to other forms of advertising such as display ads, Digital advertising supports the vertical integration of commerce and communications. Traditional vertical integration drove growth for e-commerce, cellular phones, and cable providers.
It includes any digital marketing activities for businesses that currently involve free text-based content distributed through online media platforms with a promotional goal of generating leads building brand awareness and increasing market share, or involving such activities shortly.
Social networking sites provide a way for users to create, join and share user-generated content outside of the ‘mainstream. This type of communication is accomplished by people who will benefit from or who wish to promote brands.
Our organization has embraced video marketing through extensive advertisements on YouTube, Instagram, and Facebook.
Every initiative of our company is made possible by high-quality video content. One trend in the field is how noticeably commercials are becoming more targeted to give viewers exactly what they want in their moment of need.
This technique may be effective in influencing purchases based on increased engagement with commercial brands. Video can even speak to consumers when utilized in the right place, such as on Snapchat’s Discover page, where videos get less than a minute.
Additionally, YouTube has advanced video ads to increase audience engagement and support brands by creating insight into what consumers think and buy. Think of it as an interactive National Geographic magazine with classic Blue Ocean strategy principles for promotional tactics in the digital world!
The marketing strategy for this company has changed dramatically with time. Still, one trend that has persisted is the ease of access to free text-based content distributed through online media platforms.
With the new wave of digital marketing on social networking sites like Facebook and YouTube, content creators can offer brand promotion without ceding their availability on one platform.
Furthermore, by partnering with video production companies for quality content creation and advertisement in well-known platforms such as YouTube, a company can potentially reach a new audience through targeted social networking and digital advertising.
This strategy of targeting numerous individuals that fit the strategic aspects of your company helps to drive direct traffic. It also helps generate more advertisement prospects for those looking to be exposed via brand advertisements on popular media such as YouTube.