Marketing that uses digital platforms to promote a brand, products, or services for followers and leads. Digital Marketing Services typically refers to marketing campaigns that are shown on radio broadcasts, tv shows, mobile applications, search engines, web applications, websites, or through any digital platform. It is categorized in different forms of advertisement that include video ads, display ads, social media ads, and organic search results. Internet marketing is often compared to “traditional marketing” such as newspaper ads, billboards, magazine ads, and direct mail.
Did you know that there are over 3.5 billion searches per day (Internet Live Stats)? Google search volume grows by barely 10% every year. (Internet Live Stats). There are around 16% and 20% of new Google searches made every year —especially searches which were never been searched before. (Internet Live Stats). There are 90% of searches made on computers done through Google. (Statista). As per Google, they have indexed more likely hundreds of billions of web pages and the index is about 100,000,000 GB large. (Google)
What is digital marketing?
Digital marketing, also know as online marketing, is used for brand promotion to connect with potential targeted customers using all advertising platforms via the internet. This includes search engine optimization, email, social media, and web-based paid ads along with multimedia and text messages as a marketing channel.
Ultimately, if a marketing practice involves digital communication and digital engagement, it’s digital marketing.
Digital marketing versus inbound marketing
Digital marketing and inbound marketing usually make a lot of confusion, and for good reason. Most of the tools used in digital marketing are the same as those used in inbound marketing like online content and email. Both are used to gain the attention of prospects, drive them through a sales funnel and convert them into customers. But both approaches have different views of the relationship between the tool and the goal.
Digital marketing considers how every tool can convert targeted prospects. A company’s digital marketing strategy may use multiple advertising platforms or might focus on just 1 platform.
Inbound marketing is a characterized concept as it considers the target first, then looks for the available tools to figure out which will effectively reach target prospects, and then at which point of the sales funnel should take place.
As a marketing professional, there is something important to remember about inbound marketing and digital marketing is that, you don’t have to be specific to choose between them. In fact, both work great together. Inbound marketing defines the purpose and structure for effective digital marketing to make sure that each digital marketing channel targets the goal.
B2B versus B2C marketing
Digital marketing works well for both B2B and B2C companies however, their best practices are significantly different.
- B2B clients have long-term decision-making processes, and that’s why create long-lasting sales funnels. B2B clients work better for longer relationship-building planning, whereas B2C customers respond better to short-term messages and offers.
- B2B transactions are more likely based on evidence and logic, that’s what a skilled B2B digital marketer does. B2C content is usually based on emotions, focusing on keeping the customer feel good about a purchase.
- B2B decisions need more than 1 person’s input. The online marketing materials that drive these decisions at their best tend to be downloadable and shareable. on the other hand, B2C customers favor one-on-one connections with a brand.
And of course, there are always exceptions. If a B2C company introduces a high-ticket product, such as a bike or a laptop, may offer more serious and informative content. Your marketing strategy always needs to be planned according to your own customer base, no matter whether you’re B2B or B2C.
Types of digital marketing
The term digital marketing has is vast and got many specializations within followed by many tools and techniques used for online and offline marketing.
SEO is called Search engine optimization which is one of the most effective marketing tools chosen by many business owners worldwide. The algorithm is smartly structured and designed with the science of making website pages attractive to search engines.
The science and elements of SEO are the most important. SEO is based on a scientific algorithm as it requires you to research which has contributing elements to achieve the highest ranking. There are 7 important factors to consider while optimizing a web page that includes:
- Quality content
- User engagement
- Mobile friendly
- Number of backlinks
The technical use of these facts makes SEO a science, but the algorithm involved makes it an art.
In SEO, there’s no consistent or perceptible rule for ranking high. Google changes its algorithm constantly, so it’s not possible to forecast exact predictions. You need to monitor your page closely to keep a check on performance and accordingly, you can make adjustments.
As a marketing strategy, the prime goal of content marketing is to engage leads that finally turn out as customers. But it works in an absolutely different way than traditional advertising. Instead of attracting an audience with a potential value of a product or service, it actually offers value for free in the form of written content.
Content marketing statistics prove that content marketing matters:
- Content marketing costs 62% less as compared to outbound tactics but generates 3 times more leads.
- 70% of online customers prefer to read about a product from an article instead of following an ad.
- Businesses that blog are able to achieve 126% lead growth than their non-blogging companies.
It’s tricky to design an engaging and effective content marketing strategy. To rank higher in search engines, content writers need to be able to post quality content to engage people who will go through the article, share it, and communicate further with the brand. If the content is relevant to the search query, it can establish a strong thread throughout the pipeline.
Social media marketing is all about engaging people on social media platforms and driving traffic. It is also widely used for brand awareness by engaging people in a group discussion online. The very known platforms for social media marketing are Facebook, Instagram, Twitter, YouTube, and LinkedIn.
As social media marketing has the most active audience participants and has become a social media trend.
Social media is the most popular source of content for B2C marketers at 96%, and it’s acquiring ground in the B2B domain as well. As per Content Marketing Institute, there is a rise of 61% B2B content marketers who started using social media this year.
Social media marketing has its own built-in guidelines and engagement metrics, which are very structured and helpful to make you understand how well you’re doing to reach your audience. You need to decide which sort of interactions working out the most for you, whether it’s the comments, total shares, or the number of clicks to your website.
You might just not target your audience for Direct purchase a goal of your social media marketing strategy. Many companies use social media marketing to start stories with audiences instead of encouraging them to spend money right away. It is very common with companies when they target repeated audiences or offer products and services not right for impulse buys. It completely depends on your marketing targets & goals.
Pay Per Click Marketing
PPC or pay per click allows you to place an ad in search results of search engines. It is an auction-based placement system that allows you to place your ad at the desired position using a bid strategy. Every time when your ad gets a click, you pay some amount to the search engine.
How, where and when people see your advertisement is a little complicated. While running auto ads, whenever search engine finds an available spot on a search engine results page also known as a SERP. Search engine fills the spot automatically on the basis of an instant auction. A smart algorithm prioritizes all available ad based on certain factors, that includes:
- Ad quality score
- Keyword relevance
- Landing page quality
- Bid amount
- Campaign budget
Every PPC campaign has multiple target actions that viewers are supposed to complete post clicking an ad. When a visitor accomplishes the actions are known as conversions, whether it selling a product or fetching a lead. Selling a product is a conversion, but so is newsletter signup or a call made to your office.
You have an option to track conversions, bounce rate, budget spent, and much more via your platform to see how well your campaign is performing.
Affiliate marketing allows you to make money by promoting another brand’s business. You could be either the business or the promoter but it doesn’t make any difference as the process remains the same in either case.
It is a revenue-sharing business model. Being an affiliate, you get paid a commission every time your lead makes a purchase of an item that you promote. If you’re the business owner, you pay a specific profit percentage to the affiliate for every sale they help you close.
Some affiliates prefer to review the products of just 1 brand, either on a blog or on a third-party site. Others do review products with multiple merchants.
Whether you wish to be an affiliate marketer or find one, the first step is to sign up for an affiliate program on the other party. You can search online to locate a merchant’s website which is designed to connect affiliates with online retailers, or you can sign up and join a single-retailer program.
If you’re a retail business owner and you can work straight with affiliates, there are certain things you can do to make your process worth it to potential promoters. You’ll need to provide all essential tools to affiliates for them to succeed. It includes good incentives for amazing results as well as pre-made materials with marketing support.
Native advertising is a marketing type in incognito. Its goal is to gel in with its surrounding content so that it’s less clear obvious as advertising.
The native advertisement was discovered in reaction to the psychology of today’s active consumers toward ads. Considering the fact that the ad company pays to run it, many consumers consequently ignore it and think that the ad is biased.
A native ad plays around this bias by sharing information or entertainment before it turns out to something promotional, down the line “ad” aspect.
It’s important to be clear while labeling your native ads. Always use words like “sponsored” or “promoted” or If those indicators are kept hidden, readers might spend significant time being engaged with the content before they figure out that it’s an advertisement.
When these consumers know what they’re going to get, they’ll feel great about your content and your company. Native ads are specially meant to be less noticeable than traditional ads.
Marketing automation uses smart software to execute digital marketing campaigns, enhancing the efficiency and accuracy of advertising.
Marketing automation allows companies to perform the following tasks:
- Gather and analyze customer information
- Create targeted marketing campaigns
- Post and send marketing feeds at the right times to the right audiences
Several marketing automation tools are used for audience engagement with a specific message to instruct how and when to reach out next. This type of real-time customization shows that you can effectively develop an individualized marketing plan for every customer without any further time investment.
The process of email marketing is easy and user friendly. Suppose you send a marketing message and hope that your targeted prospect clicks on it. Unfortunately, the execution is way too complex. First you need to check that you are sending right emails to the right customer. Make sure you create an opt-in list that does the following:
- Specify the content, both in the subject and in the body.
- Be clear of what sort of emails the prospect will get
- Should have a clear unsubscribe option
- Integrates both promotional and transactional emails
You want your prospects to consider your campaign as a value-added service, not just as an email promotional tool.
Email marketing is recognized as highly effective technique of all time. 89% surveyed professionals named email marketing as their most effective tool for lead generation.
Benefits of digital marketing
Digital marketing has become largely eminent because it reaches such an immense global audience, also it offers a lot of other advantages as well.
When you create and post an ad online, everyone can see it no matter wherever these viewers are. This offers vast opportunities to grow your business with a global market reach.
Digital marketing reaches edge to edge audience compared to traditional marketing and also has a lower cost. Over expensive costs for television spots, newspaper ads, and other traditional marketing practices can be high. The drawback is you get limited control over whether your audiences will see those messages in the first place.
With digital marketing, you can post content to create blogs and pages that drive traffic to your page as long as it’s active. Also, create email marketing campaigns to send messages to targeted consumer lists as scheduled, you can change the content and the schedule as per your need.
To find whether your marketing strategy actually works, you have to figure out how many leads it gets and how much revenue it finally drives. But how would you do that without a planned digital marketing strategy?
There’s always a traditional way of asking every customer, “May I know how did you find us?”
Unfortunately, you can’t use it with every industry as every industry has its own standards, work culture, and approach. Many brands don’t offer a one-on-one conversation with the customers, and surveys aren’t always result-oriented.
Results monitoring has become way easier with digital marketing. Digital marketing tools and techniques can automatically do conversion tracking by using tracking templates, whether it’s landing page visits, email open rates, or direct purchases.
Easy and personalized
Digital marketing allows you to accumulate customer detailed information that offline marketing cannot. Data you collect online tend to be much more accurate and specific.
Assume that you offer accounting services and wish to send out discount offers to audiences who have looked at your services. Here are chances of getting better results if your targeted prospect shows interest in your offer, so you decide to create 2 alternate ad campaigns. One is for business owners who have looked at your life accounting services, and the other is for individuals who have considered your home users plans.
Without automated tracking, it is difficult to gather all of that data. Imagine the number of phone records you might need to go through? A number of customer profiles? And how do you trace who has or hasn’t gone through the newsletter you sent out? Just because of digital marketing, all of this information is possible and accessible on your tips.
Connection with customers
Digital marketing allows you to interact with your clients in real-time. Moreover, it lets you communicate with them.
Isn’t it great when your targeted audience sees your latest social media post? They can like, share and comment on it which sounds more engaging towards your product and services, also it increases the visibility whenever someone joins the conversation.
These Interactions are beneficial for your customers as well. Their engagement increases as soon as they become proactive participants in your post. That feeling of ownership can certainly create an absolute sense of brand loyalty.
Smooth and easy conversions
After viewing your ad, customers can take an immediate action with your ad or content. While in traditional marketing, all you can expect as an immediate result is a phone call only after your ad is being viewed by someone.
With digital marketing, they can view the ad, click the link and move on through the sales funnel right away. There is a possibility that they might not make a purchase right away, but they’ll stay tuned with you and allow you an opportunity to interact with them further.
Digital marketing growth
Digital marketing needs to be prioritized for all businesses focusing on excellent results regarding team branding, promotions and sales. It wasn’t possible ever before to stay in touch with your clients and customers, and there is nothing else can replace the level of personalization that one can get from digital data. The more you push the available opportunities of digital marketing, the more you’ll be able to see your company’s growth.