The Digital Marketing method has become both more common and more important as the availability of information has increased.
However,
what digital marketing means more precisely can vary depending on which
platforms and channels you use for your business. In this text, I will go
through what digital marketing is and who benefits from digital marketing, and
why.
I
will also describe what SEO and SEM are and how it works.
Finally,
I will also give you an overview of the important areas of responsibility in
digital marketing so that you know how to build a team that is responsible for
this.
What is digital
marketing meaning?
Digital
marketing refers, just as the name suggests, to marketing that takes place
digitally. More precisely, it is about marketing via various digital
platforms and digital channels.
Key Takeaways
- Digital marketing involves marketing to consumers through any number of digital channels.
- This form of marketing is commonly executed on websites, mobile devices, and social media platforms.
- This form of marketing is different from internet marketing, which is exclusively done on websites.
- Digital marketing is a broad field, including attracting customers via email, content marketing, search platforms, 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.
Online presence
If
you're into internet marketing, you're probably familiar with or have heard of
terms like web ads, search engine optimization and positioning, affiliate
websites, and email marketing.
It
is of course also possible to see your e-marketing as a complement to your more
traditional advertising campaigns, as your digital marketing operates in fields
other than the traditional marketing channels, such as newspapers, TV, and the
public space.
For
example, see how Nike here uses a large billboard as part of their marketing.
The biggest advantage for you to use social channels for your
digital marketing is that you can reach out to your potential customers and
also create a relationship with them.
This has its explanation in the nature of social media – that
they are interactive platforms. The interactive contact you create with your
potential customers gives them an experience of closeness, as you can
communicate with them in a very fast and efficient way.
You can also give private individuals an opportunity to
closely follow all the news regarding your company by sharing it on all your
social platforms. See here how we at Video use our LinkedIn profile to
communicate about our webinars.
Types of Digital Marketing Channels
As
noted above, marketing was traditionally done through print (newspapers and
magazines) and broadcast ads (TV and radio). These are channels that still exist
today. Digital marketing channels have evolved and continue to do so. The
following are eight of the most common avenues that companies can take to boost
their marketing efforts. Keep in mind that some companies may use multiple
channels in their efforts.
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
Pay-per-click
(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, search engine optimization, 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. 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.
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. 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.
The Bottom Line
Some
of the world's biggest advertising campaigns were executed through traditional
means. The Marlboro Man was very popular in print while Wendy's wowed
individuals with its "Where's the beef?" tagline. But changes in the
way people consume media forced companies to shift their focus. Digital marketing
is now just as big, if not bigger, than traditional advertising and marketing
tools. And you can expect things to keep evolving as technology continues to
change.
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