Digital Marketing
Digital Marketing
Digital Marketing
Digital marketing involves some of the same principles as traditional marketing and is
often considered a new way for companies to approach consumers and understand their
behavior. Companies often combine traditional and digital marketing techniques in their
strategies.
Key Takeaways
Digital marketing involves marketing to consumers through any number to digital
channels.
This form of marketing is commonly executed on websites, mobile devices and
social media platform.
This form of marketing id different from internet marketing, which is exclusively
done on websites.
Digital Marketing is a broad field, including attracting customers via email, content
marketing, search platform, social media, and more.
One of the biggest challenges digital marketers face is how to set themselves apart
in a world that is oversaturated with digital marketing ads.
Smart phones and other digital devices are now making it easier for companies to market
themselves noticed. The development of sharing sites like Facebook made it possible for
companies to track data to cater to consumer trends.
Smartphone and other digital devices are now making it easier for companies to market
themselves along with their product and services to consumers. Studies show that people
prefer using their phones to log on to the internet. So it should come as no surprise that
70% of individual make buying decision (usually on their phones) before they actually hit
the purchase button.
Special Considerations
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, McDonald’s targeted shift workers and
travelers with digital ads because the company knew these people made up a large
segment of its late-night business. The company encourages them to download the
restaurant Finder App, targeting them with ads placed at automated teller machines
(ATMs) gas stations, and websites that its customers commonly frequented.
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Website Marketing
A website is the centerpiece of all digital marketing activities. It is a very powerful channel
on its own, 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 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, search engine optimization, or even PPC campaigns. The tools of content
marketing include blogs, eBooks, online courses, info graphics, 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. This type of marketing allows companies to get in touch with potential
customers and anyone interested in their brands.
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.
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. Promoted posts and tweets are two examples of
social media marketing.
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 is one of the most popular search engines in the world. A lot of users are turning
to YouTube before making a buying decision, to learn something, read a review, or just to
relax.
There are several video marketing platforms, including Facebook Videos, Instagram, and
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 give 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.
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.