Digital marketing or online marketing, as popular as it is, is a means of marketing online for our product.
Direct email marketing, search engine optimization and search engine marketing are some of the tools that fall into this category. They are becoming more and more common in the online world. This is a very popular form of advertising,
Media is important now because we have access to large numbers of data and more and more people are accessing this big data. They often look at and review data related to customers’ tastes, sometimes changing options, etc.
Other forms of marketing include text messaging, mobile applications, electronic billboards, digital television and radio messaging. All are powerful tools to increase our visibility for customers.
Digital marketing is the umbrella term for all your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and future customers.
Your online branding assets right from your website – digital advertising, email marketing, online brochures, and beyond – have a large spectrum of strategy and assets under the umbrella of digital marketing. And the best digital marketers have a clear picture of how each asset or strategy supports their overreaching goals.
So what exactly is digital marketing?
It is an umbrella term for all your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and future customers.
From your website to your online branding assets – digital advertising, email marketing, online brochures, and beyond – there is a vast spectrum of strategy and assets that fall under the umbrella of digital marketing. And the best digital marketers have a clear picture of how each asset or strategy supports their overreaching goals.
Here is a quick way of some of the most common assets and strategies:
E-books and whitepaper
Social Media Channels (Facebook, LinkedIn, Twitter, Instagram, etc.)
Earned online coverage (PR, social media and reviews)
Online brochure and lookbook
Branding assets (logo, fonts, etc.)
Search Engine Optimization (SEO)
The process of optimizing your website to ‘rank’ higher in search engine result pages, therefore increasing the amount of organic (or free) traffic this website receives. (Read this post to teach yourself SEO in 30 days.)
Creating and promoting content assets aimed at brand awareness, traffic growth, lead generation or generating customers. (Learn what goes into modern content marketing strategy.)
Inbound marketing refers to a ‘full-funnel’ approach to attracting, converting, closing and delighting customers using online content.
social media Marketing
The practice of promoting your brand and your content on social media channels to increase brand awareness, increase traffic, and generate leads for your business. (Find 41 resources to learn how to leverage social media marketing here.)
One way to bring traffic to your website by paying the publisher each time you click on your ad. One of the most common types of PPC is Google AdWords.
A type of performance-based advertisement where you receive a commission to promote someone else’s products or services on your website.
Native advertising refers to advertisements that are primarily content-based and featured on a platform with other, non-paid content. The Buzzfeed sponsored post is a good example, but many also consider social media advertising to be ‘original’ – for example, Facebook and Instagram ads.
Marketing automation refers to software that exists with the goal of automating marketing tasks. Many marketing departments have to automate repetitive tasks such as email, social media, and other website tasks.
Companies use email marketing as a way to communicate with their audience. Email is often used to promote content, discounts and events, as well as to direct people to the business website. (Check out these 15 successful email marketing campaigns for inspiration.)
Online PR is the practice of acquiring earned online coverage with digital publications, blogs, and other content-based websites. It is like traditional PR, but in the online space.
What is the difference between digital marketing and inbound marketing?
On the surface, both seem to be identical: both are primarily online, and both focus on creating digital content for people to consume. So what’s the difference?
The term ‘digital marketing’ does not differentiate between a push and pull marketing strategy (or what we can now refer to as ‘inbound’ and ‘outbound’). Both can still fall under the umbrella of digital marketing.
The purpose of a digital outbound strategy is to put a marketing message in front of as many people as possible in the online space – whether relevant or welcome. For example, the green banner ads you see at the top of many websites try to push a product or promotion to those who are not necessarily able to get it.
On the other hand, marketers employing digital inbound tactics attract their target customers to their websites using online content, which provides useful assets for them. One of the simplest but most powerful inbound digital marketing assets is a blog, which allows your website to capitalize on the terms that your ideal customers are looking for.
Ultimately, inbound marketing is a method that uses digital marketing assets to attract, convert, close and delight online customers. Digital marketing, on the other hand, is an umbrella term to describe any kind of online marketing strategy, whether they are considered inbound or outbound.
Does digital marketing work for all businesses? B2B and B2C?
Digital marketing can work for any business in any industry. Regardless of what your company sells, digital marketing involves building buyer personas to identify the needs of your audience and create valuable online content. However, this is not to say that all businesses should implement a digital marketing strategy in the same way.
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