What Is Digital Marketing and Why It Matters
Digital Marketing is the promotion of products or services via digital technologies. By using digital marketing channels and methods you can promote and grow your business online. You can also analyze your marketing campaigns to understand what is working correct and what isn’t, typically in real time. The internet is the channel most closely associated with digital marketing than the other channels.
Popular Digital Marketing Channels:
When performing list building (lead generation and other marketing strategies), business collect contact information like phone numbers and email addresses from potential customers, including permissions to send them updates and other information through email. Examples of emails sent include emails for brand building, conversion, and newsletters. Email marketing is one of the most effective digital marketing channels that can increase ROI.
Pay-Per-Click Advertising (PPC)
Paid advertising channels deliver highly targeted traffic of potential customers within a very short period of time. The amount of traffic depends on how much you are willing to pay for acquiring one customer (maximum bid), total investment in bidding and placing ad placements.
The Advertising budget is within your control, enabling you to set how much you want to spend for a day, a week or a month running your PPC ads. The effectiveness of PPC ads rely on how well you choose your keywords for targeting potential customers as well as optimizing the visual and contextual information in your ads.
Search Engine Optimization (SEO)
Almost all people using the Internet are familiar and are using search engines to look for anything they want to know or are searching for information. To satisfy a particular need people use this search engines to search a brand, product or services to find a local business.
SEO is optimizing this search results by making use of both on-page and off-page optimization to make your business visible and rank higher on a search engine result pages. Search engine optimizations involve several on-page activities like optimizing website’s code, content, structure, etc. And the off-page activities like keyword research, organic link building, etc.
Many people visits different blogs, forums, and many other websites that are interesting or useful to them. Digital marketers can attract to these potential customers by placing relevant display ads on these third party sites. Display Advertise include banners, interactive ads, video ads, interstitial ads, overlays and other similar ads that are linked to a landing page or website.
Display advertising creates greater brand awareness as well as generate highly targeted traffic that may convert into leads or sales. Payments for these display ads are usually based on Cost-Per-Impression (CPM) which is usually more cost-effective compared to the Cost-Per-Click (CPC) scheme typical of PPC advertising.
Social Media Marketing (SMM)
Social media is definitely one of the most phenomenal happening in the digital arena and its users continue to grow each day. Business owners and digital marketers can take the advantages of this social networking sites to create brand awareness for their products and services.
Through SMM, digital marketers can reach out to highly targeted potential customers through direct and person-to-person engagement. However, they should select the most appropriate social networking platforms to promote their business to a particular kind of targeted audience.
A simple guide to select social networks for marketing:
- Facebook – You can reach out to almost any kind of general consumer, you just need to learn and find what groups and pages your targeted customer stay frequently active.
- Twitter – If you’re a startup and would want to reach out to early adopters, then Twitter may be helpfull for you, particularly in generating fast brand awareness.
- LinkedIn – If you are seeking for professionals, business owners, Business-to-Business (B2B) leads and targeted customers, then LinkedIn would be the perfect social network for you.
- Google Plus – This is another good social network for reaching out to many general consumers. Business owners and digital marketers have to learn that how to make a good presence on Google Plus. This may be a great influencing factor that will affect on how SEO will behave in the near future.
- Pinterest – Social media marketing on Pinterest will be great for your business if you’re focusing on visuals for promoting your products or services. Attractive and informative images, categorized using different pin boards can give a boost to your brand awareness campaigns.
Content is the king of every digital marketing campaign and it is the one major element that will remain constant despite the many changes that occur in the world of digital marketing. With good quality of relevant content, your website will generate considerable inbound traffic from highly targeted audiences.
The Content in content marketing includes text, graphics, animations, videos, music and other related materials people are interested and searching for it.
Affiliate Marketing is based upon the Pay for Performance Advertising (P4P). If you want wider and more global audience reach, you don’t need to hire someone from other locations. All you need to hire affiliate marketers who can affiliate with your business for certain percentages in commissions when they successfully sell your products or services.
The Affiliate Marketing Agency creates advertising campaigns and promotions to convert the maximum number of new leads or customers to earn the commissions.
Video Advertisements are the essential type of online display advertisements that have video within them, which is generally seen that it occurs before, during and/or after a video streaming online. It has great potential to attract targeted people interested in your products.
Video streaming websites like Youtube is growing fast, it is used by almost everyone for different purposes like entertainment, learning, exploring, etc. You can target the audiences as per your business needs and utilize the potential of video advertising platforms to spread your brand awareness.
(Some popular Video Ad Networks to Improve Your Earnings are Selectmedia, Undertone, PropellerAds, HaxHax, BrightRoll, RhythmOne, VDOPIA, YuMe, AdoTube, Advertising.com, VidRoll, SpotXchange, VeohClick, Matomy, Fidelity Media, Conversant, Adobe Auditude)
Mobile marketing is marketing on or with a mobile device, such as smart phone. This marketing channel can provide customers with time and location sensitive, personalized information. Using this information you can offer unique and tailored mobile ads that promote products or services to the potential buyers.
The number of people accessing the internet using their mobile devices is rapidly increasing, to gain the advantage of this smart phone arena you must build your responsive business portfolio website online.
Responsive Website Design creates the best user experience on all devices. As a result, companies who have responsive websites generate more leads and maintain a widening competitive advantage over companies that don’t.
Influencer marketing or influence marketing is a form of marketing in which the main focus is placed on specific key individuals rather than the target market as a whole. It identifies the individuals that have influence over potential buyers.
Influencer content may be framed as testimonial advertising where they play the role of a potential buyer themselves, or they may be third parties. These third parties exist either in the supply chain (retailers, manufacturers, etc.) or may be so-called value-added influencers (such as journalists, academics, industry analysts, professional advisers, and so on).
Importance of Selecting Right Marketing Channels
Selecting the right marketing channels can reap the rewards of reaching potential customers. Deciding which channels to use for what purposes is a very critical element of marketing strategy.
There are many internet marketing channels and the consumers use multiple channels. These channels are in a variety of digital devices with different protocols, specifications and interfaces. So it is hard to manage digital marketing efforts and sometimes difficult to select the right channel.
Exploding data mines, as the consumers use various digital channels which leave a huge trail of data behind. Unfortunately, digital data is often not integrated with the data`s from operations and business activities. As a result, many businesses face trouble to find the right data for making the best strategic and tactical decisions. So, it is important to extract the value from Big Data to make better decisions faster.
Digital Marketing Interest Over Time (Google Trends of Past 5 Years)
Competition is intensifying because digital channels are cost-effective compared to the traditional medium.
By selecting the right marketing channels and using them effectively, you can reach to the customers who are looking for your products or services and start growing your business online.
Using Marketing Channels Effectively
Understanding the needs, convenience and satisfying factors of your potential customers is very important.
Knowing your customer is not enough, you must know them better than anybody else.
Digital Media is everywhere, consumers can access the information whenever, wherever, however, they want it. Communicate with them where, when and how they are most receptive to your message. To do that successfully, experiment and consult few of customer preferences and expectations across all channels. With this information collected, you can create consistent, coordinated customer experiences that will lure customers along and their buying cycle.
The reality is the people prefer brands that they can trust, the companies that they know. Communication that are personalized, relevant and offers that are tailored to their anticipated needs and preferences can attract more potential customers.
It comes down to 3 main actions for using various marketing channels effectively to grow your business online,
- Managing customer relationships across channels
- Understand the needs and preferences of your customers
- Responding to and initiating dynamic customer interactions
People have started using digital devices to purchase products, instead of going to physical shops.
They are not much influenced by just what you say about your brand. In fact, they are more likely to be influenced by what other says about your brand. So, digital marketing services are becoming more prevalent as well as efficient day by day.
By using various internet platforms, businesses can get advantages to reach the maximum potential of digital marketing. Many firms use social media as its main tool to create a channel of information. Through this digital platforms, a brand can interact customers directly and exchange their motives virtually.
Using various marketing tools get the insights to pinpoint behavioral patterns of clients and feedback on their needs. Sometimes the data is limited to the data subsets, for example, the data which compromises the analytical accuracy. To make the best decisions you need access to all customer data and marketing data to deliver more real-time customer experiences in an agile cost efficient way.
The speed and mediacy of digital combined with the power of advanced analytics make it possible to measure, monitor and test campaign performance on the fly to learn what works and what doesn’t work. This helps you to improve the customer experience and marketing ROI.
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