Digital Marketing encompasses a variety of techniques, tools, forms, and platforms that can be utilized to reach target markets.
Marketing through digital channels has become an integral part of strategic business planning and advertising. Digital marketing is simply the advertising of services or products using digital technology through the web, phones, or any channel available.
It is also an expanding umbrella term that includes several marketing approaches including Search Engine Marketing, Social Media Marketing, and Email Marketing.
In digital channels there is often a high level of control over the consumer experience, whereas in other forms such as traditional advertising, there may not be as much room for discretion. Also, in traditional advertising there is typically a cost involved, whereas in digital channels there may be no cost or very little cost. The most effective digital marketing channels are those that provide targeted content on a niche topic with content that is relevant to the consumers’ search queries. This ensures that the consumer is actively engaged with the advertisements.
Traditional digital marketing involves pay per click advertising and paid inclusion in social media platforms such as Facebook.
Pay per click ads are usually text-based and are highly targeted, while social media platforms such as Twitter allow advertisers to create ads that will appear within the 280 character micro-language of the user. Both are highly effective in bringing in new traffic. However, as much as the consumer is engaged, there is still a need for marketers to fully optimize their campaigns. A good method for doing this is by employing the use of SEO, or search engine optimization techniques.
Search Engine Optimization is the process of tweaking or adjusting a website’s coding to increase its rankings in various search engines.
This is often done by digital marketers through the use of backlinks, keyword research, competitor analysis, and more. Through SEO, the consumer can see advertisements that are more relevant to them, which can result in more conversions. Digital marketers also use pay per click advertising and other traditional marketing methods to improve their sales.
However, many traditional marketing campaigns have been adapted by digital marketers to cater to the changing needs of their target audience. Social media has provided consumers with new avenues for interacting with businesses and increasing customer loyalty. YouTube has become one of the most popular destinations on the web, especially for video sharing. Twitter has become the premier place to network with peers. Brands can also use digital analytics to determine where their ads are performing and what keywords and phrases they should campaign to focus on areas where there is strong buyer interest,to generate leads. With these tools, they are able to maximize their campaigns and increase sales.
Many companies that specialize in search engine optimization utilize data-driven marketing strategies.
Data can often tell a story about a company. For instance, if a brand was built around a specific product, it is likely that a search engine would return results that are focused on that product alone. By using data-driven search engine optimization techniques, companies can focus their marketing strategies to those areas where they have the greatest chance of making sales. This approach ensures that as opposed to wasting money on marketing that is not likely to result in new business.
A digital marketing strategy that targets its efforts at the local level can be more successful because of the smaller demographic market that typically buys online. These customers typically don’t have a large enough database to warrant spending large amounts of money on television or radio ads. As a result, a digital marketing strategy aimed at the local market can be much more cost effective. Using digital analytics to determine where and how to market can help a company save significant money.
The rise of social media and digital media has made it easier than ever for people to connect.
Marketing platforms have allowed users to share content with their networks and connect in real time. Search engine optimization has helped companies to get their websites higher up on the results page of search results, which helps them to draw traffic to their websites and increase sales. By combining all of these digital marketing campaigns with strong search engine optimization, companies can see a marked improvement in their results. These enhanced results allow them to drive more traffic and increase sales at a much faster rate.