Marketing on the Internet
Marketing professionals can use any marketing that uses electronic devices to convey promotional messaging and track its impact on your customer journey. Digital marketing, in practice, refers to marketing campaigns that appear on a computer, phone, tablet, or other devices. Online video, display ads, search engine marketing, paid social ads, and social media posts are all examples. Digital marketing is frequently contrasted with “traditional marketing” methods such as magazine advertisements, billboards, and direct mail. Surprisingly, television is frequently grouped with traditional marketing.
What is Digital Marketing?
Digital marketing, also known as online marketing, is the promotion of brands through the use of the internet and other forms of digital communication to connect with potential customers. This includes text and multimedia messages as a marketing channel in addition to email, social media, and web-based advertising.
Digital marketing vs. inbound marketing
For good reason, digital marketing and inbound marketing are frequently confused. Many of the same tools are used in digital marketing as inbound marketing, such as email and online content, to name a few. Both exist to capture prospects’ attention and convert them into customers throughout the buyer’s journey. However, the two approaches have different perspectives on the tool’s relationship.
Digital marketing takes into account how each tool can convert prospects. A brand’s digital marketing strategy may include multiple platforms or focus entirely on one. Inbound marketing is a comprehensive concept. It considers the goal first, then examines the available tools to determine which will effectively reach target customers, and then where in the sales funnel that should occur.
The most important thing to remember about digital marketing and inbound marketing is that you don’t have to choose between the two as a marketing professional. They actually work best together. Inbound marketing provides structure and purpose for effective digital marketing efforts, ensuring that each digital marketing channel works toward a common goal.
Digital marketing for businesses versus marketing for consumers
Digital marketing is effective for both B2B and B2C businesses, but best practices differ significantly between the two. B2B clients have longer decision-making processes, resulting in longer sales funnels. These clients respond better to relationship-building strategies, whereas B2C customers respond better to short-term offers and messages.
Business-to-business transactions are typically based on logic and evidence, which skilled B2B digital marketers present. B2C content is more likely to be emotionally driven, with the goal of making the customer feel good about a purchase.
B2B decisions frequently require the input of more than one person. Marketing materials that best influence these decisions are typically shareable and downloadable. B2C customers, on the other hand, prefer one-on-one interactions with a salesperson.
Different types of Digital Marketing
As many specializations exist in digital marketing as there are ways to interact with digital media. Here are a few concrete examples.
Search Engine Optimization
SEO, or search engine optimization, is a marketing tool rather than a type of marketing in and of itself. According to The Balance, it is “the art and science of making web pages appealing to search engines.”
What matters most in SEO is the “art and science” component. SEO is a science because it necessitates researching and weighing various contributing factors in order to achieve the highest possible ranking. Today, the most important factors to consider when optimising a web page are as follows:
- Content quality
- Its User engagement
- The number and quality of inbound links
SEO is a science because of the strategic use of these factors, but it is an art because of the unpredictability involved.
There is no quantifiable rubric or consistent rule for ranking highly in SEO. Google’s algorithm is constantly changing, making precise predictions impossible. What you can do is closely monitor the performance of your page and make adjustments as needed.
Content marketing, a strategy based on the distribution of relevant and valuable content to a target audience, relies heavily on SEO.
The goal of content marketing, like any other marketing strategy, is to attract leads who will eventually convert into customers. But it does so in a unique way compared to traditional advertising. Rather than enticing prospects with the potential value of a product or service, it provides value for money free of charge in the form of written material
There are numerous statistics that demonstrate the importance of content marketing:
- 84 % of customers expect businesses to create entertaining and useful content experiences.
- 62 % of companies with at least 5,000 employees create content on a daily basis.
- 92 % of marketers believe that content is an important asset to their company.
Content marketing, no matter how effective it is, can be difficult. Content marketing writers must be able to rank high in search engine results while also engaging people who will read, share, and interact with the brand further. When the content is relevant, it can help to build strong relationships all the way through the pipeline.
Social Media Marketing
By engaging people in online discussions, social media marketing can increase traffic and brand awareness. Facebook, Twitter, and Instagram are the most popular social media marketing platforms, with LinkedIn and YouTube close behind.
Because social media marketing involves active audience participation, it has grown in popularity. It is the most popular content medium for B2C marketers (96%) and is gaining traction in the B2B sphere. The Content Marketing Institute reports that 61% of B2B content marketers increased their use of social media this year.
Social media marketing includes built-in engagement metrics that can help you understand how well you’re reaching your target audience. You get to choose which types of interactions are most important to you, whether it’s the number of shares, comments, or total website clicks.
Your social media marketing strategy may not even include direct purchase as a goal. Many brands use social media marketing to engage audiences rather than immediately encourage them to spend money. This is especially common in brands that cater to older audiences or provide products and services that are inappropriate for them. Impulse purchases It all depends on the objectives of your company.
Pay-per-click, or PPC, is the practice of placing an ad on a platform and paying for each click. It’s a little more complicated how and when people will see your ad. When a spot on a search engine results page, also known as a SERP, becomes available, the engine fills it with what is essentially an instant auction.
An algorithm prioritizes each available ad based on a number of factors, including:
- Ad quality
- Keyword relevance
- Landing page quality
- Bid amount
Each PPC campaign has one or more target actions that viewers should take after clicking an ad. Conversions are these actions, which can be transactional or non-transactional. Making a purchase is a conversion, but so is signing up for a newsletter or calling your home office.
Whatever conversions you choose as your target conversions, you can track them using your preferred platform to see how your campaign is performing.
Affiliate marketing allows people to earn money by promoting the products and services of others. You could be the promoter or a business that works with the promoter, but the procedure is the same.
It operates on a revenue-sharing model. If you are the affiliate, you will receive a commission whenever someone purchases the item that you have promoted. If you are the merchant, you pay the affiliate for each sale they assist you in making.
Some affiliate marketers prefer to review only one company’s products, perhaps on a blog or another third-party site. Others have multiple merchant relationships. The first step, whether you want to be an affiliate or find one, is to connect with the other party. You can either start or join a single-retailer program or use a platform designed to connect affiliates with retailers.
There are many things you can do as a retailer to make your program appealing to potential promoters if you choose to work directly with affiliates. You must provide those affiliates with the tools they require to succeed. This includes incentives for excellent results, as well as marketing assistance and ready-made materials.
Native advertising is essentially marketing in disguise. Its goal is to blend in with the surrounding content, making it less obvious as advertising. Native advertising was developed in response to today’s consumers’ cynicism toward advertisements. Knowing that the ad’s creator pays to have it run, many consumers will conclude that the ad is biased and will ignore it.
A native ad avoids this bias by first providing information or entertainment before moving on to anything promotional, thus minimizing the “ad” aspect.
It is critical to clearly label your native ads. Use words like “sponsored” or “promoted.” If those indicators are hidden, readers may spend a significant amount of time engaging with the content before realising its advertising.
When your customers know exactly what they’re getting, they’ll trust your content and your brand more. Native ads are intended to be less intrusive than traditional ads, but they are not intended to be misleading.
Automation of marketing
Marketing automation is the use of software to power digital marketing campaigns, increasing advertising efficiency and relevance.
Statistics show that:
- Personalization appeals to 90% of US consumers as “very” or “somewhat” appealing.
- 81 % of consumers want brands they interact with to better understand them.
- Although 77 % of businesses believe in the value of real-time personalization, 60 percent struggle with it.
Marketing automation enables businesses to meet the growing demand for personalization. It enables brands to:
- Collect and analyse consumer data
- Create focused marketing campaigns.
- Send and post-marketing messages to the appropriate audiences at the appropriate times.
Many marketing automation tools use prospect engagement (or lack thereof) with a specific message to decide when and how to contact them next. With this level of real-time customization, you can effectively create an individualized marketing strategy for each customer without investing additional time.
The idea behind email marketing is straightforward: you send a promotional message and hope that your prospect clicks on it. However, the execution is far more difficult. First and foremost, you must ensure that your emails are desired. This entails having an opt-in list that performs the following functions:
- Individualizes the content in the body as well as the subject line
- Indicates clearly what type of emails the subscriber will receive.
- An email signature that includes a clear unsubscribe link
- Combines transactional and promotional emails
You want your prospects to perceive your campaign as a valuable service, not just a marketing tool. Email marketing is a tried-and-true technique in and of itself: 89 % of professionals polled said it was their most effective lead generator.
It can be even better if you incorporate other techniques, such as marketing automation, which allows you to segment and schedule your emails to better meet the needs of your customers.
The Advantages of Digital Marketing
Digital marketing has grown in popularity because it reaches such a large number of people, but it also has a number of other advantages. These are just a few of the advantages.
A large geographic reach
When you post an ad online, people can see it regardless of where they are (assuming you haven’t restricted your ad geographically). This makes expanding your company’s market reach simple.
Digital marketing not only reaches a larger audience than traditional marketing, but it also costs less. Newspaper ads, television commercials, and other traditional marketing opportunities can have high overhead costs. They also give you less control over whether your intended audiences see those messages at all.
With digital marketing, you can create just one piece of content that will draw visitors to your blog for as long as it is active. You can set up an email marketing campaign to send messages to specific customer lists on a regular basis, and you can easily change the schedule or content if necessary.
When all is said and done, digital marketing provides significantly more flexibility and customer contact for your ad spend.
To determine whether your marketing strategy is effective, you must first determine how many customers it attracts and how much revenue it ultimately generates. But how does one accomplish this with a non-digital marketing strategy? The traditional approach is to ask each customer, “How did you find us?”
Unfortunately, this does not apply to all industries. Many businesses do not have one-on-one conversations with their customers, and surveys do not always yield accurate results. Monitoring results in digital marketing is simple. Digital marketing software and platforms automatically track the number of desired conversions, whether they are email open rates, home page visits, or direct purchases.
Digital marketing allows you to collect customer data in ways that traditional marketing cannot. Data collected digitally is far more precise and specific.
Assume you provide financial services and want to send out special offers to people who have shown interest in your products. You know that targeting the offer to the person’s interests will yield better results, so you plan two campaigns. The first is for young families who have looked into your life insurance products, and the second is for millennial entrepreneurs who have thought about their retirement plans.
Without automated tracking, how do you collect all of that data? How many phone records would you have to review? How many customer profiles are there? And how do you know who read or did not read the brochure you distributed?
Increased customer interaction
You can communicate with your customers in real-time thanks to digital marketing. It also allows them to communicate with you.
Consider your social media strategy. It’s fantastic when your target audience sees your most recent post, but it’s even better when they comment or share it. It means more buzz about your product or service, as well as increased visibility with each new participant in the conversation.
Customers benefit from interaction as well. As they become active participants in your brand’s story, their level of engagement rises. That sense of ownership can foster strong brand loyalty.
Conversions that are simple and convenient
Customers can take action immediately after viewing your ad or content with digital marketing. The most immediate result you can hope for with traditional advertisements is a phone call shortly after someone views your ad. But how often do people have time to contact a company while doing the dishes, driving down the road, or updating records at work?
With digital marketing, they can immediately move along the sales funnel by clicking a link or saving a blog post. They may not make a purchase right away, but they will stay in touch with you and give you the opportunity to interact with them further.
Growth is generated by digital marketing.
Digital marketing should be a key component of almost any company’s overall marketing strategy. Never before has it been possible to maintain such consistent contact with your customers, and nothing else can provide the level of personalization that digital data can. The more you embrace the possibilities of digital marketing, the greater your company’s growth potential will be realised.