As a truly tremendous system of channels, digital marketing adorns many feathers – online marketing, internet advertising among many others. The true potentiality of this intricate cross-channel world has justifiability made it big, inevitable even. Marketing your product or service online via meaningful engagement marketing has impacts that are quite astounding. Add that with the skyrocketing internet usage, and you will see why this shift massively affects the purchasing power of people and ultimately, how they interact with the businesses.
- In the simplest of terms, 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.
Some marketing experts consider digital marketing to be an entirely new endeavor that requires a new way of approaching customers. And also new ways of understanding how customers behave compared to traditional marketing.
How does a business define digital marketing?
Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online. It helps to introduce consumers to your product or services and convince them to buy it.
From the website design itself to a business’s online branding assets — digital advertising, email marketing, online brochures, and beyond. There’s a spectrum of tactics that fall under the umbrella of “digital marketing.”
The best digital marketers have a clear picture of how each digital marketing campaign supports their overarching goals. And depending on the goals of their marketing strategy, marketers can support a larger campaign through the free and paid channels at their disposal.
A content marketer, for example, can create a series of blog posts that serve to generate leads from a new ebook the business recently created. The company’s social media marketer might then help promote these blog posts through paid and organic posts on the business’s social media accounts. Perhaps the email marketer creates an email campaign to send those who download the ebook more information on the company. We’ll talk more about these specific digital marketers in a minute.
Here are the basic concepts of Digital Marketing
Paid Search Advertising
Google, Bing, and Yahoo all allow you to run text ads on their Search Engine Results Pages (SERPs). Paid search advertising is one of the best ways to target potential customers who are actively searching for a product or service like yours.
That covers any type of digital marketing where you pay for every user who clicks on an ad. For example, Google AdWords is a form of PPC advertising called “paid search advertising” (which we’ll go over in a second). Facebook Ads are another form of PPC advertising called “paid social media advertising” (again, we’ll get into that shortly).
PPC campaigns can segment users based on their demographic characteristics (such as by age or gender), or even target their particular interests or location
Search Engine Optimization (SEO)
The process of improving the organic search engine ranking of any kind of website, product, or services or any content on SERPs. It is important to drive traffic to the website. And with that ranking over search engines matters as more likely users pay heed to the first 5 searches on google. Moreover, users find google refined search results more authentic and specific.
The channels that benefit from SEO include websites, blogs, and infographics. There are a number of ways to approach SEO in order to generate qualified traffic to your website. (On-Page SEO, Off-Page SEO, and Technical SEO).
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.
It’s the oldest form of marketing and still going strong. Many people confuse email marketing with spam email messages but that’s not what email marketing is about. It is the medium to get in touch with potential customers or the people who are interested in your brand.
Most digital marketers use email marketing to advertise special deals, highlight content (often as part of content marketing), or promote an event. 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. The channels you can use in social media marketing include Facebook, Twitter, Instagram, LinkedIn, Pinterest, Tumblr, and Snapchat. These platforms also allow you to run ads on their sites. You can increase your sales and traffic with Paid Social Media Advertising.
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.
Conversion Rate Optimization
Conversion rate optimization (CRO) is the art and science of improving your online user experience. Most of the time, businesses use CRO to get more conversions (leads, chats, calls, sales, etc) out of their existing website traffic.
It is one of the oldest forms of marketing. And the Internet has brought new life to this old standby. Basically, affiliate marketing is paying someone else (a person or a business) to promote your products and services on their website.
One Last Word
Digital marketing is a great option for any business. At HPSK Enterprises LLC, we’ve used digital marketing to help all kinds of businesses grow—from small jewelry shop businesses to big retailer businesses and beyond. That’s the beauty of advertising online. If you know who you want to target, you can use digital marketing to target anyone, anywhere.