What is Digital Marketing?
Digital Marketing is any marketing ambition that leverages online media and the internet through connected devices such as mobile phones, computers, or the Internet of Things (IoT). Typical digital marketing industries centre around distributing a brand message through search engines, social media, applications, email, and websites.
Today, Digital Marketing often focuses on reaching a customer with increasingly conversion-oriented messages across multiple channels as they move down the sales. Ideally, marketing teams will be able to follow the role each of these messages and/or channels plays in reaching their ultimate goal.
Examples of Digital Marketing Solutions
Most importantly, a Digital Marketing asset is any tool that you use online. Here are a few of the more common examples:
- Social Media Profiles
- Website
- Images and Video Content
- Blog Posts and eBooks
- Reviews and Customer Testimonials
- Branded Logos, Images, or Icons
Different Types of Digital Marketing Solutions
Different common platforms for digital marketing include social media, influencer marketing, content marketing, email, search engine optimization (SEO), pay-per-click (PPC), affiliate, and mobile. Let’s take a deeper look at each:
1. Social Media Marketing Platforms
Todays’ consumers are approvingly reliant on social media platforms such as Instagram, Facebook, LinkedIn, and Snapchat. This is why it is essential that brands are active across accounts. Consider these stats:
- On average users have about 8 social media accounts.
- An average of 2 hours and individual minutes are spent on social media per person per day.
- Out of the 5.11 billion people who have a phone, 3.26 billion access social media using it.
- People spend about 1/7th of their waking time on social platforms.
2. Influencer Marketing
Another effective way to harness digital media to reach target audiences is with influencer marketing. Brands can partner with celebrities, sites, or others that are considered experts in their field, that share similar values. Brands can then reach these influencers’ followers with branded content and offers. Many marketers have found success with influencer marketing, with 9 out 10 noting that it was the same or better than other channels they use. Additionally, 1 out of 2 women based a purchase decision on a recommendation from an influencer.
3. Email Marketing
Email marketing campaigns allow organizations to stay connected with prospects and customers, sending them customized newsletters or offers based on past shopping history or brand engagements. If an individual has interacted with a few of your branded touchpoints – like an email offer for 10 per cent off the items they have been considering, or free shipping – that may be what ultimately brings about a conversion. Nearly 60% of consumers say that email plays a role in their purchase decisions. Furthermore, transactional emails are more likely to be opened by subscribers.
4. Content Marketing
Content marketing allows marketing teams to be proactive in answering their users’ questions. Marketing teams create content, videos, and other assets to answer questions or provide context to consumers throughout the three stages of the buyer’s journey:
- The awareness stage: Buyer realizes they have a need
- The consideration stage: Buyer determines a course of action to meet this need
- The decision stage: Buyer decides on a product / service to purchase to meet the need
5. Search Engine Optimization (SEO) Marketing
Search engine optimization often goes hand in hand with content marketing. When the customer from the above example is leading research for which gym shoes to buy, they will probably click on one of the first three results that appear on Google. With this in mind, the athletic shoes’ marketing team wants to ensure their article appears in those top results. This is done by optimizing content for user experience and providing the technical elements are in place to enable search engine crawlers to easily find and index this content.
6. Pay-per-click (PPC)
Pay-per-click is a form of paid advertising that allows marketing teams to essentially purchase traffic to their website. Marketers place ads on websites or search engines such as Google and Microsoft Bing and pay a fee each time the ad is clicked on. These ads often appear at the top of the search results page and are typically defined by bids on specific keywords, while banner ads on websites usually have set prices.
7. Affiliate Marketing
Affiliate marketing is similar to referral programs, it involves working with outside individuals or companies under the agreement that they promote your product in exchange for a commission from each sale that can be attributed to their efforts. This is a way to cut down on costs and outsource some of the heavy liftings of promotion, however, you’re putting your brand’s standing in someone else’s hands, so this type of marketing often requires more extensive monitoring and tracking.
8. Mobile Marketing
Mobile marketing ambitions can include many of the Digital Marketing strategies mentioned above, and typically will leverage a combination of text messages, social media, email, push notifications, and mobile applications. The importance of mobile marketing is rising, as it is expected that by 2024, the number of mobile shoppers will rise to approximately 187.5 million users. With the clear move to mobile, marketers need to think about how they can optimize their current marketing efforts for mobile to be able to deliver a seamless and user-friendly experience.
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