Digital Marketing is making use of various types of digital technologies to promote yourself or your business.
There are many types of digital marketing. It is very important for you as a brand to understand what will and will not work in regards to your digital marketing efforts. These days you can waste a lot of time and money focusing your resources on failing marketing campaigns.
Digital marketing provides the businesses an access to the mass market at a reasonable price, unlike TV or print marketing.
The promotion of products or brands via one or more forms of electronic media. For example, advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via digital and television and radio channels.
If you are a coffee shop, it would not be wise to spend money and time on aSEO(search engine optimization) campaign. It could be costly and most likely you would never see the return on your investment.
You would be much better off doing a SMM (social media marketing) campaign. Or even focus on your Local Listing on Google, Bing and Yahoo. This would be an excellent, free way to engage your potential customers, through offering coupons and having previous customers right reviews.
Typically, there are two goals in digital marketing basics:
- Attract relevant visitors to a website
- Get that visitor to take action. This usually means that they become a lead for a service or buy a product. Other actions that visitors may take offer indirect benefits, such as subscribing to a newsletter or sharing an article. When a visitor takes action, it’s called a “conversion.”
There are two types of digital marketing, digital advertising and content marketing. Advertising involves paying for traffic, typically through display advertisements on websites, social media ads, or pay-per-click ads in search engines.
Content marketing involves attracting visitors by publishing helpful information and promoting it in social media, search engines or email newsletters.
Who should use digital marketing?
Digital marketing is important to anyone whose target audience uses the internet to help make buying decisions related to the product or service. That’s pretty much every business these days.
Where traditional marketing was about pushing your message out, digital marketing is about using a message to pull people in.
What is digital strategy?
This is setting the goals and creating the plan to get traffic and conversions. It’s all a big test of empathy. As with all marketing, the better you know your audience, the more likely you are to succeed.
It helps if you’ve done some sales or customer service work. This puts you in touch with your prospects hopes, fears, pain points and questions they need to have answered. Empathy and listening is key!
For content strategy, the first step is the create your content marketing mission statement. This will sharpen our focus and set the direction for everything that follows. Here is a template that should help:
List of digital marketing activities, mentioned below:
- SEO (Search Engine Optimization)
SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.
- SEM (Search Engine Marketing)
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.
- SMM (Social Media Marketing)
Social media marketing is the use of social media platforms and websites to promote a product or service. Most of these social media platforms have their own built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns.
- Email Marketing
Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.
- Affiliate Marketing
Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate’s own marketing efforts.
- Video Marketing
A strong marketing campaign incorporates video into the mix. Customer testimonials, videos from live events, how-to videos, explainer videos, corporate training etc.
- Content Marketing
A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
- Online PR
Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR, but in the online space.
Where Does Mobile Marketing Come Into the Equation?
Another key component of digital marketing is mobile marketing. In fact, mobile usage as a whole accounts for 60% of time spent consuming digital media, while desktop-based digital media consumption makes up the remaining 40%.
This means that it’s essential to optimize your digital ads, web pages, social media images, and other digital assets for mobile devices. If your company has a mobile app that enables users to engage with your brand or shop your products, your app falls under the digital marketing umbrella, too.
Those engaging with your company online via mobile devices need to have the same positive experience as they would on desktop. This means implementing a mobile-friendly or responsive website design to make browsing user-friendly for those on mobile devices.
It might also mean reducing the length of your lead generation forms to create a hassle-free experience for people downloading your content on-the-go. As for your social media images, it’s important to always have a mobile user in mind when creating them as image dimensions are smaller on mobile devices, meaning text can be cut-off.
There are lots of ways you can optimize your digital marketing assets for mobile users, and when implementing any digital marketing strategy, it’s hugely important to consider how the experience will translate on mobile devices.
By ensuring this is always front-of-mind, you’ll be creating digital experiences that work for your audience, and consequently achieve the results you’re hoping for.
Assets in Digital Marketing
- Your website
- Blog posts
- Ebooks and whitepapers
- Interactive tools
- Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.)
- Earned online coverage (PR, social media, and reviews)
- Online brochures and lookbooks
- Branding assets (logos, fonts, etc.)
8 Digital Marketing Rules
Michael Silverstein (Boston Consulting Group Partner) says there are eight rules for converting customers into loyal customers who advocate your brand and urge others to enjoy your products. Successful companies capture the power of digital word-of-mouth advocacy through these 8 Rules.
Virtual relationships: The world works on 24/7. The consumers with the most disposable income have the least amount of time. But they have high-speed Internet lines at home and at work. And they want to buy what they want to buy when they want it.
People do Judge A Book By Its Cover: Consumers use their eyes in every purchase and they carry the image in their subconscious. Visual brilliance costs a lot, but its value is priceless. Your digital marketing must also be brilliant.
Show your customers what they want: Success requires curiosity and courage, instinct, and a taste for the jugular. It requires you to look beyond simple answers and impulsive consumer rejection (the customer does not always know what they want…we must show them). Digital marketing allows you to show them.
Focus on biggest fans: Research supports the “rule of 2-20-80-150.” The 2 percent of customers (apostles) are personally responsible for 20 percent of sales. However, when they advocate to friends and acquaintances they are responsible for 80 percent of sales (and up to 150 percent of a company’s profits). Companies often waste time generate losses chasing the remaining 20 percent of sales. In your digital marketing micro-focus on the 20%.
Welcome customer’s scorn: A complaint is a gift (according to Toyota). ‘Complain once, let me fix it. Complain twice, shame on me. Complain three times, and I should be replaced’. When the complaints are really bad, listen and get ready to change. Also, find out not only what your customers really, really want, but also when and why they really want it. Digital engagement allows you to find out these things ASAP.
Employees as passionate disciples: Container Store calls this “man in the desert” selling… listening, helping, engaging, suggesting. Passion equals knowledge. Knowledge equals solutions. Solutions translate into sales. It’s so simple but so infrequently exercised. Engage your employees in the digital marketing journey.
Take giant leaps: Continuous improvement, incremental advances, and consolidation never changed the world. To change the world, you must show foresight, fearlessness, and fortitude. Big wins require big dreams. Think big in your digital marketing.
Schismogenesis: The laws of schismogenesis, means that relationships are not stable. Brands are always moving—up, up, up or down, down, down. Therefore, companies must learn how to use quantitative metrics, track customers like the third leg of the P&L—revenues and profits, share of the properly defined universe, and advocacy. ‘If you are not improving, you are in decline’. Digital marketing analytics must be fine tuned and honed to get effective results.
Successful digital marketing is based on converting customers into loyal customers, who in turn advocate your brand, and urge others to enjoy your products or services.