Digital marketing utilizes the internet and online-based or offline-based digital technologies to promote products and services. Digital marketing, in a nutshell, is advertising that is delivered via digital channels such as social media, mobile apps, web apps, websites, and more. With more and more people spending time on electronic devices, the need for digital marketing has also gone up, making it a great place to invest.
What Is Digital Marketing All About?
There are seven big categories of online marketing. They are:
· Search engine optimization
Each day, millions of searches are carried out on Google alone. That means that showing up on the front page of a Google search can be a huge factor in a business’s success. Search engine optimization, or SEO, lies in the design, writing, links, and more. By optimizing your online content, your content can show up higher in the rankings during a search for a certain keyword.
· Search engine marketing
Search engine marketing, or SEM, includes organic and unpaid SEO as well as buying traffic through paid listings. It encompasses both of these paid and unpaid ways to gain traffic and visibility.
· Social media marketing
Social media marketing focuses specifically on, you guessed it, social media. Marketing through social media allows businesses and organizations to interact with customers and one another and build an online community. Because of this direct interaction, social media marketing can feel more personal to customers than other traditional methods of marketing.
· Content marketing
Content marketing is about telling your story. Blogs, social media posts, videos, and more are all methods of content marketing. Content marketing focuses on creating and distributing content that is relevant and valuable to its audience with the goal of spurring customers to action. Content marketing is usually a long-term strategy that works by building a relationship between the business and the audience by delivering content that is relevant to them on a consistent basis. This leads to customer loyalty and increases the likelihood of these customers buying a product from your business over a competitor’s.
· Email marketing
An email marketing campaign distributes content through email in order to accomplish a business goal. Like content marketing, email marketing must provide something valuable to customers, and customers must have opted in to receive this content. Email marketing can be an effective tool to generate website traffic and build awareness. It can also be a great opportunity to upsell and cross-sell products.
· Affiliate marketing
If a business partners with a third-party affiliate, these affiliates can be rewarded for each visitor or customer brought by their own marketing efforts. Teamwork makes the dream work, after all. Affiliate marketing has benefits for all parties involved.
· Pay-per-click advertising
Pay-per-click marketing, or PPC, is a model in which advertisers pay a fee each time one of their ads is clicked. In other words, it’s a way of buying site visits. Search engine advertising is one of the most popular forms of PPC, allowing businesses to pay for ad placement in a search engine’s sponsored links for a certain keyword.
Don’t forget about offline marketing areas though! While the above seven are often the big categories that folks think of when they think of digital marketing; they think of the online-based strategies. But we can’t forget about offline-based digital marketing as well. These big four categories include:
· Television marketing.
Although TV marketing is unspecific and not tailored specifically to you, it hits everyone equally across the board. It relies on a large number of people watching it. Oftentimes with the truly memorable commercials, certain ads can go viral and pay for themselves.
· Radio marketing.
Radio has transitioned fairly well to the internet, and about half of the US population listens to internet radio at least once per month. This makes advertising at the beginning and end of a show, specifically if you host a show that centers on a specific topic, a great opportunity to plug your products and services.
· Phone marketing.
When it comes to phone marketing, often the first place that people’s minds go is cold-calling. A downside of cold-calling is that people often screen their calls. Texting, however, is an almost guaranteed read. Text message marketing offering deals, coupons, and discounts are a great way to lead a text message marketing campaign.
· Enhanced offline marketing, which is entirely offline but enhanced with electronic devices.
Think ordering food at a restaurant with an iPad. Is it necessary? No, but is it an enhanced experience? You bet. Think also of electronic billboards with flashing lights and all the bells and whistles. These are much more attention-grabbing than a regular billboard.
There you have it. While the internet has revolutionized the need for digital marketing, it is important to remember that offline digital marketing strategies may be just as important for building your business and consumer-base. When you put together a digital marketing strategy, make sure that you remember these different avenues.