Digital marketing is any type of marketing that uses electronic devices to deliver promotional messages and track their effectiveness. Marketing campaigns that appear on a computer, phone, tablet, or other device are referred to as Digital marketing. It can take the form of online videos, display ads, or social media posts, among other things. Digital marketing is frequently compared to traditional marketing methods such as magazine ads, billboards, and direct mail. Surprisingly, television is frequently grouped with traditional marketing.
What is digital marketing?
Digital marketing is the use of the Internet, mobile devices, social media, search engines, and other channels to reach consumers. Digital marketing, in comparison to traditional marketing, is considered by some marketing experts to be an entirely new endeavor that necessitates a new approach to customers and a new understanding of how customers behave.
Any marketing campaign that employs digital communication is referred to as digital marketing.
Getting to Know Digital Marketing
Digital marketing is interactive and targets a specific segment of the customer base. Digital marketing is on the rise, and it includes things like search result ads, email ads, and promoted tweets – anything that combines marketing with customer feedback or a two-way interaction between the company and the customer. Digital marketing is not the same as internet marketing. Digital marketing can take place on mobile devices, on a subway platform, in a video game, or through a smartphone app, whereas Internet marketing occurs solely on the Internet.
In digital marketing, advertisers are commonly referred to as sources, while recipients of targeted ads are commonly referred to as receivers. Sources frequently target receivers who are highly specific and well-defined. McDonald’s, for example, needed to spread the word after extending the late-night hours of many of its locations. It targeted shift workers and travelers with digital ads, knowing that they accounted for a significant portion of its late-night business. McDonald’s enticed them to download a new Restaurant Finder app by placing ads in ATMs and gas stations, as well as late-night websites it knew its customers frequented.
Digital marketing vs. inbound marketing
Digital marketing and inbound marketing are frequently confused for good reason. Many of the same tools that are used in inbound marketing are used in digital marketing, including 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 opposing viewpoints on the tool-goal relationship.
Each digital marketing tool is assessed for its ability to convert leads. A company’s digital marketing strategy may include multiple platforms or focus solely on one.
Inbound marketing is a broad term that covers a wide range of tactics. It starts with the goal, then examines the available tools to see which ones will effectively reach target customers, and finally, at which stage of the sales funnel this should occur.
The most important thing to remember about digital and inbound marketing is that as a marketer, you do not have to choose between the two. In fact, when they work together, they’re most effective. Inbound marketing gives digital marketing efforts structure and purpose, ensuring that each channel is working toward a common goal.
Digital marketing for B2B vs. B2C
B2B and B2C businesses both benefit from digital marketing, but best practices differ significantly.
- B2B clients typically have longer decision-making processes and, as a result, longer sales funnels. These clients benefit from relationship-building strategies, whereas B2C customers benefit from short-term offers and messages.
- B2B transactions are typically based on logic and evidence, which are presented by skilled B2B digital marketers. B2C content is more likely to be emotional, with the goal of making the customer happy with their purchase.
- B2B decisions frequently require the input of more than one person. The most effective marketing materials for driving these decisions are those that can be shared and downloaded. Customers in the B2C sector, on the other hand, prefer to interact with brands one-on-one.
Every rule, of course, has an exception. A B2C company selling a high-ticket item like a car or computer might provide more serious and informative content. Whether you’re a B2B or B2C business, your strategy should always be tailored to your target market.
Benefits of digital marketing
- a large geographic footprint
- Efficiency in terms of costs
- Results that can be measured
- Personalization is easier, and there is a stronger connection with customers.
- Conversions that are simple and convenient
Types of digital marketing
Search engine optimization
SEO, or search engine optimization, is more of a marketing tool than a type of marketing. According to The Balance, it’s defined as “the art and science of making web pages appealing to search engines.”
The importance of SEO’s “art and science” component cannot be overstated. Because it requires you to research and weigh various contributing factors in order to achieve the highest possible ranking, SEO is a science. The following are the most important factors to consider when optimizing a web page today:
- Quality of content
- Level of user engagement
- 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 unpredictability.
There is no measurable rubric or consistent rule for ranking highly in SEO. Because Google’s algorithm is almost always changing, it’s impossible to make exact predictions. What you can do is keep a close eye on the performance of your page and make adjustments as needed.
Marketing with content
SEO relies heavily on SEO, a strategy based on relevant marketing, distribution of relevant and valuable content to the desired audience.
Like any other marketing strategy, the goal of content marketing is to attract leads who will eventually convert into customers. Traditional advertising, on the other hand, works in a very different way. It provides value in the form of written material for free, rather than enticing prospects with the potential value of a product or service.
The following statistics demonstrate the importance of content marketing:
- Consumers expect businesses to create entertaining and useful content experiences, according to 84 percent of respondents.
- Companies with at least 5,000 employees produce content on a daily basis in 62% of cases.
- 92 percent of marketers believe that content is an important asset for their company.
Content marketing, as effective as it is, can be difficult to master. Writers for content marketing must be able to rank well in search engine results while also engaging readers who will read, share, and interact with the brand further. When content is relevant, a strong bond with people can be forged through the pipeline.
Social media marketing
By involving people in online discussions, social media marketing can increase traffic and brand awareness. The most popular social media marketing platforms are Facebook, Twitter, and Instagram, with LinkedIn and YouTube not far behind.
As social media marketing requires active audience participation, it has grown in popularity as a means of attracting. With 96 percent, it’s the most popular content medium for B2C marketers, and it’s gaining traction in the B2B world as well. 61 percent of B2B content marketers increased their use of social media this year, according to the Content Marketing Institute.
Built-in engagement metrics in social media marketing are extremely useful in determining how well you’re reaching your target audience. You get to choose which kinds 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 have direct purchase as a goal. Rather than encouraging customers to spend money right away, many brands use social media marketing to start conversations with them. This is especially common in brands that cater to an older demographic or offer products and services that are not suitable for impulse purchases. It all depends on the goals of your company.
Check out the comparison of our free social media management tools vs. others to learn more about how Mailchimp can assist you in developing a social media strategy.
- Pay-per-click (PPC) advertising
- When you place an ad on a platform and every time someone clicks on it the PPC will be charged for a click or click.
It’s a little trickier to figure out 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 amounts to an instant auction. The algorithm prioritizes every existing ad-based on several factors:
- Ad relevance Keyword quality
- The standard of the landing page
- Amount of the bid
After clicking an ad, viewers are supposed to complete one or more target actions in each PPC campaign. Conversions are these actions, which can be transactional or non-transactional. Translation can be anything from registering a newsletter to a phone call to your home office.
Whatever conversions you choose as your target conversions, you can track them using your platform of choice to see how well your campaign is performing.
Marketing via email
One of the most effective digital marketing channels is email marketing. Many people mistakenly associate email marketing with spam email messages, but this is not the case. Email marketing is a way to communicate with potential customers or people who are interested in your brand. Many digital marketers use all the other digital marketing channels to get leads for their email lists and use email marketing to turn that lead into consumers.
Affiliate marketing is one of the oldest forms of marketing, and the Internet has breathed new life into it. Influencers who use affiliate marketing to promote other people’s products earn a commission every time a sale or a lead is generated. Amazon’s affiliate programs, for example, payout millions of dollars each month to websites that sell their products.
YouTube has surpassed Google as the second most popular search engine, with many users using it to research products, learn new skills, read reviews, or simply unwind. To run a video marketing campaign, you can use a variety of platforms, such as Facebook Videos, Instagram, or even TikTok.Companies that use video are more successful with SEO, content marketing, and extensive social media marketing campaigns.
Growth is fueled by digital marketing.
Digital marketing should be one of the main focuses of almost any company’s overall marketing strategy. Nothing compares to the level of personalization that digital data can provide, and there has never been a better way to stay in touch with your customers on a consistent basis. The more you embrace the potential for digital marketing, the more you will be able to understand the growth potential of your company.