Digital marketing is the component of marketing that uses the Internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services.
Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel.
Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet.
Enter Digital Marketing — in other words, any form of marketing that exists online.
Digital Marketing is vital for your business and brand awareness. It seems like every other brand has a website. And if they don't, they at least have a social media presence or digital ad strategy. Digital content and marketing are so common that consumers now expect and rely on it as a way to learn about brands. Because digital marketing has so many options and strategies associated with it, you can get creative and experiment with a variety of marketing tactics on a budget.
Digital Marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online. The best digital marketers have a clear picture of how each digital marketing campaign supports their overarching goals. And depending on the goals of their marketing strategy, marketers can support a larger campaign through the free and paid channels at their disposal.
SEO (Search Engine Optimization)
Search Engine Optimization is the process of optimizing your website to "rank" higher in search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives. The channels that benefit from SEO include websites, blogs, and infographics.
There are a number of ways to approach SEO in order to generate qualified traffic to your website. These include:
On Page SEO: This type of SEO focuses on all of the content that exists "on the page" when looking at a website. By researching keywords for their search volume and intent (or meaning), you can answer questions for readers and rank higher on the search engine results pages (SERPs) those questions produce.
Off Page SEO: This type of SEO focuses on all of the activity that takes place "off the page" when looking to optimize your website. "What activity not on my own website could affect my ranking?" You might ask. The answer is inbound links, also known as backlinks. The number of publishers that link to you, and the relative "authority" of those publishers, affect how highly you rank for the keywords you care about. By networking with other publishers, writing guest posts on these websites (and linking back to your website), and generating external attention, you can earn the backlinks you need to move your website up on all the right SERPs.
Technical SEO: This type of SEO focuses on the backend of your website, and how your pages are coded. Image compression, structured data, and CSS file optimization are all forms of technical SEO that can increase your website's loading speed — an important ranking factor in the eyes of search engines like Google.
SEM (Search Engine Marketing)
Search Engine Marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising.
When a potential lead is searching for a product or business that is related to yours, it’s a great opportunity for a promotion. Paid advertising and SEO are two great strategies for promoting your business to capitalize on those future leads. Search Engine Marketing is another way to increase website traffic by placing paid ads on search engines. These paid ads fit seamlessly on the top of search engine results pages, giving instant visibility.
Pay Per Click
Pay-per-click is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked. Pay-per-click is usually associated with first-tier search engines.
PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google Ads, which allows you to pay for top slots on Google's search engine results pages at a price "per click" of the links you place. Other channels where you can use PPC include:
Paid ads on Facebook: Here, users can pay to customize a video, image post, or slideshow, which Facebook will publish to the news feeds of people who match your business's audience.
Twitter Ads campaigns: Here, users can pay to place a series of posts or profile badges to the news feeds of a specific audience, all dedicated to accomplish a specific goal for your business. This goal can be website traffic, more Twitter followers, tweet engagement, or even app downloads.
Sponsored Messages on LinkedIn: Here, users can pay to send messages directly to specific LinkedIn users based on their industry and background.
Google Ads
Google Ads is a product that you can use to promote your business, help sell products or services, raise awareness, and increase traffic to your website. Google Ads accounts are managed online, so you can create and change your ad campaign at any time, including your ad text, settings, and budget.
Google Ads is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. It can place ads both in the results of search engines like Google Search and on non-search websites, mobile apps, and videos.
Email Marketing
Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations.
Email marketing is a form of marketing that can make the customers on your email list aware of new products, discounts, and other services. It can also be a softer sell to educate your audience on the value of your brand or keep them engaged between purchases. It can also be anything in between.
Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people toward the business's website. The types of emails you might send in an email marketing campaign include:
· Blog subscription newsletters.
· Follow-up emails to website visitors who downloaded something.
· Customer welcome emails.
· Holiday promotions to loyalty program members.
· Tips or similar series emails for customer nurturing.
Social Media Ads
Social media marketing (SMM) is a form of internet marketing that uses social media apps as a marketing tool. These social media platforms enable brands to connect with their audience to: build a brand; increase sales; drive traffic to a website.
This practice promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business.
The channels you can use in social media marketing include:
· Snapchat
· YouTube.
· Reddit.
· Tumblr
Many marketers will use these social media platforms to create a viral campaign. Partnering with a popular content creator or taking part in a trend that’s currently resonating with a wide audience is a strategy of viral marketing. The purpose is to create something share-worthy in the hopes that it will organically spread across a social media channel.
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