What is meant by digital marketing?
Digital marketing is a term that covers a large area of marketing techniques. It consists of many digital channels, such as Content Marketing, Search Engine Optimization, Email marketing, mobile marketing and social media marketing etc. Digital marketing is creating elaborate strategies to reach and connect with the right segment of prospects and customers.
Digital marketing is also a type of marketing strategy. In this marketing strategy, Internet plays a very vital role. Digital marketing is the strategy to reach consumers and customers through use of mobile phone devices, social media, search engines and such other channels where use of the internet becomes inevitable.
Marketing experts of the present era consider digital marketing to be an entirely new endeavour. This endeavour requires absolutely a new way to approach the consumers or the customers. Digital marketing also requires complete understanding of the new ways of how the customers behave with it, as compared to the traditional ways of marketing.
How to understand Digital Marketing?
Digital marketing is a marketing strategy that begins with targeting a very specific segment of customer base. This is a marketing strategy that is interactive in nature. Digital marketing is currently on the rise. It includes search result advertisements, email advertisements, and may also be promotional tweets. In short, it includes anything that incorporates marketing with customer feedback. Digital marketing is a two way interaction between the seller and the buyer.
Though use of the internet is necessary for digital marketing, it is entirely different from Internet marketing. Internet marketing is solely advertising on internet. But digital marketing can be done through use of mobile phone devices, on a subway platform, in a video game or through a smartphone application.
Digital marketing defines its advertisers as sources. The members of the targeted advertisements are called as receivers. Here, sources frequently target receivers those are highly specific and well defined. The success of digital marketing depends on how accurately this targeting is carried out for a specific range of products. It must know fully well where it is targeting its promotional activities and how.
Currently, an average consumer and user is consuming content through their daily use of watching televisions, computers, tablets, smartphones, radio or all other traditional media. But this constant and continuous exposure to all these types of media has resulted in information overload. It has further complicated the journey of the buyer to her/his desired product. Here, where digital marketing plays its role. Digital marketing has allowed all the brands to stay relevant. It has done so by making themselves visible through different channels and touch points.
The marketers are using all digital channels to guide prospects through their purchase journey in digital marketing. It also keeps in touch with all their existing customers.
Types of Digital Marketing Channels:
The home to each and every digital marketing effort is the website. Brands and products, with their organizations use their respective websites to host their contents. They use other mediums to distribute their contents, though. Most of all digital marketing activities link back to their respective websites. Every action is expected to take place on the websites. Website is the place where conversions can be tracked. It can show download of a file, booking of a product or a service and such activities.
The backbone of the entire digital marketing strategy is Content Creation. The contents are created to inform, or entertain, or inspire, or persuade the buyers through all other channels. The contents can be in the form of texts, such as Blog Posts, Videos, Images, Infographics, Podcasts, Slide Decks and eBooks.
Search Engine Optimization or the SEO:
Search Engine Optimization is the Jetpack for all the efforts of content marketing. SEO is a package of all on page and off page activities, that boosts the visibility of the related website in Search Engine Result Pages or SERPs. It does so by using the preferred keywords. Previously, the SEO was primarily based on texts but in recent years the voice search methods has also gained in prominence as well. This has made the SEO activity to have a conversational approach.
It is an umbrella term for various strategies for online advertising. The typical pricing or bidding strategies for digital advertising are “Cost Per Click” or CPC and “ Cost Per Mile” or CPM. It counts per thousand impressions. The common formats of digital advertising are Search Engine Marketing or SEM, display advertising, native advertising, social media advertising and programmatic advertising.
Email marketing consists of activities such as maintaining a database of cold and warm contacts and sending them email alerts, related to the brands, products and services. It is a very effective channel to communicate with the targeted audience on an ongoing basis. Email marketing is very helpful in building a solid subscriber base, onboard new customers, for retaining the old customers, for promoting discounts and offers and to distribute contents.
Social Media Marketing:
This strategy ensures the presence of products, brands or services on the social platforms the targeted audience is spending the most time on. These include Facebook, Twitter, LinkedIn, Snapchat, and Instagram. The contents can be distributed through both organic and paid channels. Social media has played a very important role in promoting video marketing and the ephemeral content wave. This platform also enables two way communication with the customers and consumers through likes, comments, direct messages or by posting official pages.
It is similar to commission-based sales. Organizations provide custom links to their affiliates. The affiliates can earn sizable commission every time a customer makes a purchase through their custom link. It has also evolved Influence Marketing.
The approximate number of mobile phone user this year is 4 billion across the world. The brands connect to the users through mobile applications, emails, mobile friendly websites, and social media. It has optimized the marketing strategies and send messages on time.
It is a type of earned media. It includes mentioning of a brand in an online publication, or through product reviews by customers and bloggers and influencers, may be paid or organic.
Artificial Intelligence and Machine Learning are rising technologies, and these have evolved marketing strategies such as Conversational AI. It is the adoption of Voice Search, Chatbots, and digital assistants that have become prevalent.
It is the practice of collecting, measuring, analysing, and reporting data. These are commonly tracked through Google Analytics. But all websites can build their own analytical tools. Collected data may be either quantitative or qualitative. Web analytics help marketers understand the source of traffic and the Return on Investment or ROI. It also determines the ways of enhancing the digital marketing efforts.
Overall, Digital marketing with all its channels is the subject to pay attention to today, to be successful in business marketing.