Digital marketing is the part of online marketing, which uses various online and web based technologies including desktop computers, hand held devices and other electronic media and platforms like the World Wide Web, social networks and emails to promote services and products. Marketing through digital channels has grown over the past few years and accounts for more than 50% of global spending on advertising. The use of digital media is growing at an unprecedented rate in both size and scope. Digital marketing aims to increase brand awareness and loyalty, and to provide an enhanced online customer experience.
There are three main types of digital marketing strategies, namely Search Engine Optimization (SEO), Pay per click (PPC) and display advertising.
These are usually referred to collectively as Paid Search Engine Marketing or SEM. In this article we will discuss each in detail.
Search Engine Optimization (SEO) involves the use of various keywords in a website’s content that draw visitors’ attention and lead them towards particular pages of a site.
This type of digital marketing is done by optimizing websites through measures like creating inbound links, keyword density in content and by including various keywords in meta tags and title tags. Keywords can be researched using any of the many online data providers. Keyword research requires a great deal of knowledge about the various factors that affect search engines and their algorithms. A great deal of time and research goes into creating effective SEO campaigns.
Pay per click (PPC) campaigns are very popular with both small and large organizations because it offers immediate results.
It can also be used as a long-term strategy which targets a brand through different media. It works by bidding on keyword phrases, which the search engines will list in order to attract visitors. Usually these keywords are chosen by marketing experts who bid on specific market phrases. However PPC can also be implemented as part of a digital marketing campaign.
Email marketing automation enables businesses to automatically send out emails to loyal customers, potential buyers and other key target groups. It can be set up in a variety of ways. Using email marketing automation software, marketers can automate a number of tasks including product reviews, content updates and promotions to improve customer relations and drive up sales. This type of digital marketing strategy has been used successfully by marketers who have integrated automated email marketing campaigns in their business strategy.
Social media is one of the fastest growing segments of online marketing and has recently become one of the most effective and advanced tools for digital marketing. The main advantage of social media is that it allows a business to reach potential customers through a unique channel, without the need for a website or other traditional means. Businesses may use social media to build an online reputation and enhance brand awareness among potential customers. Companies may also use social media to engage with past customers, post messages and comments, and encourage users to connect with the brands.
One of the best ways to increase website traffic and convert visitors into customers is through an email marketing campaign.
The main advantages of using this type of strategy include: it targets specific demographics, it is relatively inexpensive when compared to other forms of digital marketing and there are numerous ways to track results. Using this type of strategy helps marketers reach their audience at the ideal moment – when they are most interested in what the market wants to know and are most likely to purchase something. A digital marketing campaign is often designed to give the user a smooth browsing experience and a better user experience.
Another important aspect of any effective digital marketing campaign is to create in-bound links from other websites.
These links are known as “referrals” and should be carefully chosen to compliment the particular brand being promoted. Search engines are constantly searching for new sites that are designed to offer value to their users. This way, b2b digital marketers can effectively boost their brand’s visibility to potential customers and increase online revenue.