What is digital marketing? The most important things you need to know

What is digital marketing?

At the highest level, digital marketing means advertising delivered through digital channels such as search engines, websites, social media, email, and mobile applications. Through these online media channels, digital marketing is the way companies authorize goods, services, and products. Consumers rely heavily on digital means of researching products. For example, Think Google's sales information found that 48% of consumers start their search engines, while 33% search on product websites and 26% search within mobile applications.

While today's digital marketing is a huge channel of channels where advertisers should simply enter into their products, online advertising is much more complex than the channels alone. In order to achieve the real power of digital marketing, advertisers need to dig deeper into today's vast, complex world of diverse channels in order to find strategies that contribute to affiliate marketing. Collaborative marketing is a way to create meaningful interactions with potential and returning customers based on the data you collect over time. By engaging customers in the digital environment, you create product awareness, position yourself as an industry thought leader, and put your business first when the customer is ready to buy.

By using the omnichannel digital marketing strategy, advertisers can gather important information on target audience behavior while opening the door to new ways to engage customers. Additionally, companies can expect to see increased savings. According to an Invesp report, companies with strong omnichannel customer engagement strategies retain an average of 89% of their customers compared to companies with weak omnichannel systems with only a 33% retention rate.

With regard to the future of digital marketing, we can expect to see a steady increase in the variety of wearable devices available to consumers. Forbes also predicts that social media will grow into a conversation in the B2B space, video content will be refined for search engine optimization (SEO) development, and email marketing will be even more personal.

"Digital is the backbone of everything in advertising today — from 'one-of-a-kind' to 'something' for sale. '”

 - Sanjay Dholakia, Former Chief Chief Marketing Officer, Marketo

Common problems that can be solved by digital marketing

To improve your marketing strategies, digital is needed. Digital marketing can help you get to know your audience, read important data about them, and provide metrics that will give your marketing team credibility.

Problem: I do not know my audience enough to begin with. Getting to know your audience takes time, and although your marketing team may have built an audience that can be helpful, consumers who spend time online may not behave the way you would expect. You will need to explore different languages ​​with different target objects, keeping in mind that certain definitions will appeal to different people and their place in the shopping cycle. Familiarize yourself with your audience and you will build credibility that will set you apart from the competition.

Problem: I have not yet set up my SEO channels. No matter what position you occupy in the marketing process, it is important to have an understanding of the best SEO techniques. In addition to improving search engine rankings, SEO can strengthen and support your campaign testing and optimization to ensure you deliver the highest quality, relevant content your customers want.

Problem: I do not have a social media strategy. Whether you want to develop an organic social media strategy, a paid social media strategy, or a combination of both, it is important that you have some form of social marketing in your area. While the social media is great for branding and engaging, it can also be a useful digital marketing channel. Find a niche with a consistent voice, be patient, and as the following grows, the impact of your ads will grow.

Problem: My marketing groups are closed. It is important to get out of the monsters in order to build soft, liquid structures. Your customers are not organized into a single channel waiting for ads, so your marketing efforts should utilize the use of various channels and teams that bring multiple skills to the table to engage customers where they are. Each social network and channel includes different audiences and expectations, so marketing efforts may look completely different for each. This includes tone, image, donations, and time of day you post.

Problem: I am under pressure from my CMO to report actual support metrics. Digital marketing supports a wide range of metrics that can be used to determine the effectiveness of your marketing efforts, but these metrics should be carefully selected. Each story will depend on the structure of your audience and will focus on each channel. With that in mind, first determine your goals for each channel and set metrics that your CMO will want to see the most.

Components of digital marketing

Digital marketing goes beyond a large network of digital touch sites that customers interact with several times a day. To make good use of these channels, you need to understand each one.

Paid search. Paid advertising, or one-click advertising (PPC), usually refers to a higher sponsored result or side of a search engine results page (SERP). These ads charge you for every click and can be customized to appear when certain search terms are entered, so your ads are targeted at viewers who want something special. These ads can be very effective, as they rely on data collected from personal online behavior and are used to improve website traffic by delivering relevant ads to the right people at the right time. These ads include rescheduling, which means that depending on customer actions, flexible marketing tools can create unique, personalized ads.

Search engine optimization (SEO). SEO is the process of improving content, setting up technology, and accessing your website, so that your pages appear at the top of search engine results with a specific set of keywords. Using SEO can lead visitors to your site when it comes to behaviors that suggest they are looking for the right products, which can change the game given that 90% of search engines have not yet developed an opinion about the product yet (Status Labs, 2018)). While PPC and retargeting have your place, online traffic generated by optimized search engines has a huge impact on search rankings and, by extension, natural site traffic. By using keywords and phrases, you can use SEO to greatly increase visibility and start lasting customer relationships. SEO is defined as enhancing a website's ranking in online search results, as well as the completeness of its website, by using popular keywords and phrases. Strong SEO strategies have a huge impact on digital marketing campaigns as visibility is the first step in a lasting customer relationship.

Content marketing. Active content marketing is not a natural ad, but helps educate and motivate consumers who want information. If you provide relevant content to your audience, it can protect you as a thought leader and a reliable source of information, making it less likely that some of your marketing efforts will be lost in the static. In the age of self-directed buyers, content marketing earns three times more revenue than paid search advertising, so it is worth the extra effort.

Communication marketing. The key to effective social media marketing goes beyond having active social media accounts. You should also incorporate community elements into all aspects of your marketing efforts to create as many opportunities for peer sharing as possible. The more your audience is encouraged to engage with your content, the more likely they are to be able to share it, which may encourage your peers to become customers too.

Email marketing. After more than two decades, email is still the fastest and most direct way to reach customers with sensitive information. Today, effective email campaigns should be incredibly engaging, relevant, informative, and fun so you don’t get buried in your customer’s inbox. To be successful, your marketing emails must satisfy five key factors. They have to be honest, fit, conversational, connected to all channels, and strategic.

Mobile marketing. Portable equipment is stored in our pockets, sits next to our beds, and is monitored throughout the day. This makes mobile marketing very important — two-thirds of consumers may remember the type they saw advertised on mobiles last week — but mobile is also very different in terms of its intimate nature. SMS, MMS, and in-app marketing are all options for reaching your customers on their devices, but in addition, you should consider integrating your marketing efforts into all of your other digital marketing channels.

Automatic marketing. Marketing automation is an important platform that brings all your digital marketing together. In fact, companies that make payroll management automatically see 10% or more of their revenue in six to nine months. Without you, your campaigns will look like an unfinished puzzle with a missing important piece. Marketing automation software automatically organizes and executes marketing and workflow tasks, measures results, and calculates return on investment (ROI) for your digital campaigns, helping you grow revenue faster. Automated marketing can help you gain valuable insights into what programs work and what doesn't, and will provide metrics that allow you to communicate digital marketing efforts in the mind of your company.

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