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What Is Digital Marketing?

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32 views3 pages

What Is Digital Marketing?

Uploaded by

Niño Rey Lopez
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Digital Marketing

What Is Digital Marketing?


Digital marketing is the use of the Internet, mobile devices, social media, search
engines, and other channels to reach consumers. Some marketing experts
consider digital marketing to be an entirely new endeavor that requires a new
way of approaching customers and new ways of understanding how customers
behave compared to traditional marketing.

KEY TAKEAWAYS

 Digital marketing is the use of the Internet to reach consumers.


 Digital marketing is a broad field, including attracting customers via email,
content marketing, search platforms, social media, and more.
Understanding Digital Marketing
Digital marketing targets a specific segment of the customer base and is
interactive. Digital marketing is on the rise and includes search result ads, email
ads, and promoted tweets – anything that incorporates marketing with customer
feedback or a two-way interaction between the company and customer.

Internet marketing differs from digital marketing. Internet marketing is advertising


that is solely on the Internet, whereas digital marketing can take place through
mobile devices, on a subway platform, in a video game, or via a smartphone app.

In the parlance of digital marketing, advertisers are commonly referred to as


sources, while members of the targeted ads are commonly called receivers.
Sources frequently target highly specific, well-defined receivers. For example,
after extending the late-night hours of many of its locations, McDonald's needed
to get the word out. It targeted shift workers and travelers with digital ads
because the company knew that these people made up a large segment of its
late-night business. McDonald's encouraged them to download a new Restaurant
Finder app, targeting them with ads placed at ATMs and gas stations, as well as
on websites that it knew its customers frequented at night.

Digital Marketing Channels


Website Marketing
A website is the centerpiece of all digital marketing activities. Alone, it is a very
powerful channel, but it’s also the medium needed to execute a variety of online
marketing campaigns. A website should represent a brand, product, and service
in a clear and memorable way. It should be fast, mobile-friendly, and easy to use.
Pay-Per-Click (PPC) Advertising
PPC advertising enables marketers to reach Internet users on a number of digital
platforms through paid ads. Marketers can set up PPC campaigns on Google,
Bing, LinkedIn, Twitter, Pinterest, or Facebook and show their ads to people
searching for terms related to the products or services. PPC campaigns can
segment users based on their demographic characteristics (such as by age or
gender), or even target their particular interests or location. The most popular
PPC platforms are Google Ads and Facebook Ads.

Content Marketing
The goal of content marketing is to reach potential customers through the use of
content. Content is usually published on a website and then promoted through
social media, email marketing, SEO, or even PPC campaigns. The tools of
content marketing include blogs, ebooks, online courses, infographics, podcasts,
and webinars.

Email Marketing
Email marketing is still one of the most effective digital marketing channels. Many
people confuse email marketing with spam email messages, but that’s not what
email marketing is all about. Email marketing is the medium to get in touch with
your potential customers or the people interested in your brand. Many digital
marketers use all other digital marketing channels to add leads to their email lists
and then, through email marketing, they create customer acquisition funnels to
turn those leads into customers.

Social Media Marketing


The primary goal of a social media marketing campaign is brand awareness and
establishing social trust. As you go deeper into social media marketing, you can
use it to get leads or even as a direct sales channel.

Affiliate Marketing
Affiliate marketing is one of the oldest forms of marketing, and the Internet has
brought new life to this old standby. With affiliate marketing, influencers promote
other people’s products and get a commission every time a sale is made or a
lead is introduced. Many well-known companies like Amazon have affiliate
programs that pay out millions of dollars per month to websites that sell their
products.

Video Marketing
YouTube has become the second most popular search engine and a lot of users
are turning to YouTube before they make a buying decision, to learn something,
read a review, or just to relax. There are several video marketing platforms,
including Facebook Videos, Instagram, or even TikTok to use to run a video
marketing campaign. Companies find the most success with video by integrating
it with SEO, content marketing, and broader social media marketing campaigns.

SMS Messaging
Companies and nonprofit organizations also use SMS or text messages to send
information about their latest promotions or giving opportunities to willing
customers. Political candidates running for office also use SMS message
campaigns to spread positive information about their own platforms. As
technology has advanced, many text-to-give campaigns also allow customers to
directly pay or give via a simple text message.

Digital Marketing Challenges


Digital marketing poses special challenges for its purveyors. Digital channels are
proliferating rapidly, and digital marketers have to keep up with how these
channels work, how they're used by receivers, and how to use these channels to
effectively market their products or services. In addition, it's becoming more
difficult to capture receivers' attention, because receivers are increasingly
inundated with competing ads. Digital marketers also find it challenging to
analyze the vast troves of data they capture and then exploit this information in
new marketing efforts.

The challenge of capturing and using data effectively highlights that digital
marketing requires an approach to marketing based on a deep understanding of
consumer behavior. For example, it may require a company to analyze new
forms of consumer behavior, such as using website heatmaps to learn more
about the customer journey.

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