Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the Internet and other digital forms of communication. This includes not only social media, email, and web-based advertising, but also text and MMS as a marketing channel. If the marketing campaign includes digital communications, it is digital marketing.
What is digital marketing?
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Digital marketing is a measurable means of brand communication that includes all the digital devices that exist in the modern world.
It is primarily used to increase brand recognition and awareness, but the ultimate goal is to increase brand sales.
With the advent of the Internet, everything in the world changed, and this had a huge impact on consumer behavior.
As after the internet, people preferred to spend more of their time in the digital space, marketers noticed and shifted their focus from using the traditional form of marketing to resorting to Digital marketing tactics.
Even today according to a report by the Pew Research Center, there is a steady increase in the use of the Internet by people.
It represents a 5% increase in spending more time in the digital space in the past three years.
The quality of being measurable along with being a thousand times more effective than traditional marketing practices is what has made digital marketing the preferred form of marketing for marketers.
If you are still skeptical about the impact of digital marketing today, just check out the following interesting facts:
Companies earn $2 for every dollar they spend on advertising.
After watching a video ad, 46% of people take some action.
High-quality content can attract 2000% more traffic to a blog.
Website digital ads are 20 times more effective than simple banner ads.
More than half of the world’s population ends up learning about new brands while browsing the Internet on mobile.
These staggering numbers are also what drives marketers to increase their digital marketing budget.
According to Statista, total digital advertising spending worldwide is expected to reach $335 billion by 2020.
Now that you have an idea of what digital marketing is and to what extent it has become a key component of a brand success report, let’s immediately dive into its different types so that you get a clear picture of how digital marketing is achieving its great feats.
Types of digital marketing
1. Search Engine Optimization
Search engine optimization or search engine optimization (SEO) is the most common form of digital marketing practice that most people are familiar with.
Search engine optimization, as the name implies, includes practices that improve a website’s ability to rank higher in search engine page results.
In contrast to the paid model of viewing the website, it strives to achieve the declared result in the organic list of search engine pages.
This, in turn, translates to improved access, visibility, and Alexa results.
Moreover, the reason why ranking higher in the list of search results is so important is the fact that website links that appear on the first-page command most of the internet traffic.
This again means more activity, awareness, lead generation and ultimately conversion.
Some of the SEO practices that enhance website authority and recognition are:
- SEO-friendly website domain.
- High-quality content that presents a better idea through photos and videos.
- Use white hat techniques.
- Optimize keywords in page title, content, and meta tags.
- Focus on website designs and layouts that are optimized for SEO.
- Keep abreast of the latest changes in search engine algorithms and maintain knowledge about search engines’ crawling, processing, and indexing activities.
- Use high-quality backlinks.
2. Social media marketing
Social Media Marketing (SMM) is the newest form of digital marketing that delivers promising results.
It involves leveraging the power of social media platforms like Facebook, LinkedIn, Pinterest, Snapchat, Twitter, YouTube, etc along with some popular discussion forums, niche networks, and dynamic blogs that can influence consumer perception about brands.
Some of the effective ways in which SMM can be implemented are:
- Facebook ads include image ads, video ads, slideshows, and a canvas.
- Display ads, InMail Sponsorship, and Sponsored Content on LinkedIn.
- Promote Twitter accounts, trends, and tweets that highlight the brand’s message.
- Instagram ads in the form of images, video, and Carousel.
In SMM, the main points that can have an important role in determining the success of a digital campaign are the comprehensive knowledge of the target audience and the selection of the appropriate platform for the implementation of the SMM campaign.
When these key points are sorted, the next steps include identifying appropriate KPIs to measure campaign progress, publishing relevant content, scheduling posts, and finally analyzing the results achieved to implement or withdraw certain actions.
3. Search Engine Marketing Pay Per Click
Similar to SEO, SEO also increases brand reach, visibility, and conversion rate.
However, the difference in both lies in the fact that SEO is an unpaid form of achieving the stated goals and that search engine marketing mainly includes paid models.
SEM is the basic type of digital marketing known by many names such as paid search advertising, paid search advertising, pay per call (PPC), pay per click (PPC), cost per thousand impressions (CPM), and cost-per-click (CPC).
Search Engine Marketing which is also synonymous with PPC is the fastest way to ensure a huge volume of traffic to your website and highlight your products and services.
The formula by which purchasing power can be determined is:
Pay-per-click ($) = Ad cost (in dollars) / number of clicks on ads
4. Content Marketing
Content marketing can be defined as a digital marketing strategy that can convert traffic into important customers via relevant content in the form of posts, blogs, videos, infographics, e-books, etc.
Some of the main points that content marketing focuses on are attracting, engaging, informing the audience about the brand, and persuading them to take the required action.
This form of digital marketing involves several steps starting from content crafting, designing, and publishing to later moving forward to include distribution and promotion.
Some of the important points that can determine the level of impact of a content marketing strategy include:
- Understand and know the needs of the target audience.
- The goal that the marketer wants to achieve is through the content.
- Choose relevant formats for your content marketing campaign.
- Select the most appropriate platform for content sharing.
- Interest in organizing content, publishing, and various content management systems.
- Content selection according to brand personality and USP.
- Defining brand goals is the first step in performing content marketing.
The second step involves doing a character search so that it becomes easier to determine which lines the content is supposed to be in.
Then focus on the best type of CMS and select the best form of content that communicates the brand’s message.
Starting a blog and publishing it regularly is a great way to attract traffic and build a loyal audience base.
Finally, interact with the audience by answering queries and posting comments.
5. Email Marketing
The most important point that makes email marketing still an effective method of communication and brand conversion is the fact that it attracts the full attention of the audience.
Something very difficult in social media platforms where the audience is constantly bombarded with different marketing tactics.
It is a more personal of digital marketing that enables one-to-one communication between businesses and their potential customers.
This makes email marketing still very important in the modern era as it can be used not only to increase brand awareness but also to build strong relationships between businesses and their existing customers.
B2B marketers recently revealed that email marketing accounts account for about 59 percent of their earnings, which boosts the effectiveness of email marketing today.
When Should a Marketer Choose Email Marketing?
Get new customers to subscribe to products and services.
Generation drives quality.
Convince more people to attend an event organized by the company.
Notification of some events such as webinars.
Build a deeper relationship with clients.
Newsletters, event invitations, advertisements, and marketing offers are some forms of email marketing.
The steps for implementing an email marketing campaign are:
- Learn the different forms of email marketing.
- Get email subscription permissions.
- Pay attention to email marketing content.
- Learn how to avoid diverting to spam folders.
- Use the most appropriate email automation tools.
- Conduct regular email marketing follow-ups.
6. Affiliate Marketing
Online marketers and bloggers who have been in this field for quite some time can now tell-all about the affiliate program and how it makes up a huge part of their online income.
Affiliate marketing is based on his idea of the revenue sharing concept.
In simpler terms, it is the process of promoting the products of some brand using an affiliate network and earning a certain amount of commission, when people end up buying the products of the brand as a result of brand promotion by the affiliate marketer or publisher.
This type of arrangement is mutually beneficial for both the brand who wants to sell their products as well as the person who can earn a certain amount as commission due to his marketing skills which leads to the sale of the products.
In affiliate marketing, two parties are involved.
One is the product maker and the other is the affiliate marketer.
Each participant in this process earns a certain part of the revenue generated based on his contribution percentage.
Product creator or seller: A product creator, merchant, or seller can be anyone as long as they have a product they want to sell.
A product creator can range from major brands to individual entrepreneurs.
Affiliate Marketer: A affiliate marketer can also be called a publisher.
Similar to a product creator or seller, an affiliate marketer can also be a large brand or individual entrepreneur.
Furthermore, depending on the range of products they are promoting and their marketing efforts, they may earn either a few dollars per month or even millions in commissions.
The primary task of the affiliate marketer is to market the affiliate products as well as to convince that the product they are promoting will bring some kind of value to the consumers.
Products can be marketed through various means by the affiliate marketer.
It could be through blog content, social networks, or digital billboards.
7. Mobile Marketing
It has now extended to portable devices such as cell phones and tablets.
In this age of mobile devices, the art of promoting their brand has been modified to reach their target customers in a more personalized way.
Therefore, mobile marketing can be considered as a digital marketing strategy that aims to reach target customers via websites, social media, email, MMS, SMS, and apps through devices such as smartphones and tablets.
Everything that desktop computers used to do can now be accessed through smartphones – whether it’s reading your favorite blog, emailing, watching videos, etc.
With 80% of internet surfers now using mobile phones to access their favorite digital spaces, marketers are beginning to design effective digital marketing and advertising strategies by keeping mobile devices in mind.
This also includes the use of mobile applications, SMS, and MMS.
Unlike other marketing efforts, mobile marketing can be highly customized and can be shaped to influence different user personalities.
Hence, marketers attach special importance to understanding the behavior of potential buyers in the digital space.
Understanding the different types of buyers allows brands to understand the different channels and different content that can be useful in persuading target customers to buy their products.
Some cool facts that reinforce the importance of mobile marketing:
- Mobile devices account for 65% of the first emails opened.
- 56% of B2B customers use smartphones to look at seller content.
- 95% of Internet users access Internet content through their smartphones.
- Browsing web pages is 70% more for tablet users than for smartphone users.
- Ads make up a huge part of mobile marketing.
These ads can appear in different shapes and styles and are customized based on the respective platforms.
Some of the popular mobile marketing options are:
- Ads on mobile-based applications.
- Ads appear in mobile games.
- QR codes that go to specific websites.
- Location-based marketing.
8. Inbound Marketing
Inbound marketing uses different types of marketing tactics that increase brand awareness in the masses and attract new customers.
These attraction tactics can range from SEO, content marketing, events, blogging, social media, and more.
Internal marketing differs from external marketing in the sense that in the case of internal marketing, the brand tries to grab people’s attention and allows the company to be easily found by potential customers.
Whereas, in outbound marketing, marketers have to actively search for customers.
According to HubSpot, inbound marketing is the process of attracting, converting, and delighting customers.
In modern times, Jupiter has high powers.
The Internet provides the buyer with all the information he needs to make a purchase decision.
They can easily answer their queries, compare two products and view previous customer reviews.
In such a situation, including internal marketing tactics in the buyer’s decision-making process builds trust, authority, and reputation for the brand.
Inbound marketing has the following benefits:
- It can influence the purchase decision of the buyer and create brand preferences.
- It encourages sharing of information about the brand or its products on social media platforms.
- Customer Empowerment
- Boosts brand awareness
- Provides high quality with less cash investment
This is one of the reasons why marketers nowadays prefer inbound marketing over traditional marketing.
The internal marketing campaign includes the following channels:
Blogging: This is the most common form of inbound marketing. It is very successful in bringing in traffic and generating leads.
Search Engine Optimization (SEO): Search engine optimization is an important component of inbound marketing. Ensures that the right audience is drawn to a site to get quality leads.
Social media: This is one of the most popular options when it comes to increasing brand awareness. Social media is always a part of inbound marketing strategies.
Webinars and Live Events: Recently, even webinars and live events are gaining a large number of followers which helps in raising the level of inbound marketing.
E-books, videos, and electronic newsletters are some of the other forms of inbound marketing. Inbound marketing is not based on just one channel. It works best when different channels are combined into the campaign.
9. Marketing automation
Marketing automation is the use of software to automate, simplify, and measure marketing efforts.
It enables businesses to successfully target potential customers by automating marketing messages in various channels which can include websites, emails, text messages, and social media.
The technology used can be considered an extension of Customer Relationship Management (CRM) systems.
It is mainly used by the marketing department of a company to get rid of all the repetitive tasks.
Marketing automation can increase the efficiency of disseminating brand marketing messages to generate leads without having to allocate unnecessary human resources to the task.
Marketing automation software can achieve the following objectives:
- Campaign management.
- Provides data analytics.
- Enable segmentation and targeting.
- Social Marketing.
- leadership management.
- Constant Connection, Customer.io, HubSpot, and Pardot are some of the popular marketing automation tools that can take the trouble of implementing different marketing practices.
- B2B and B2C companies can benefit from marketing automation technology.
However, it has been observed that it is B2C companies that benefit the most from integrating marketing automation.
This is because, in the case of B2C companies, marketing automation allows brands to reach a wide base of customers belonging to different segments.
This also allows brands to deliver personalized messages to their customers in a very cost-effective manner which would not have been possible without marketing automation tools.
With marketing automation tools, companies can deliver personalized marketing messages during flash sales to specific groups of customers.
Achieving campaign goals, revenue goals, and location or segment-based marketing is made easy with marketing automation.
In the future, AI-based technologies have been proposed to provide marketers with predictive models that can take revenue generation to a whole new level with fewer customers contacted in a campaign.
Digital marketing plays a powerful role in this digital age.
No company can overlook the beneficial results that digital marketing practices bring.
It can be said that it is a disruptive force that has changed the way marketing is done in the modern world, and it has certainly changed the way that marketing will be done in the future.
Being measurable and easy to track, it puts the marketer in the driving seat and also allows for customer empowerment.
With some of the powerful data sets that digital marketing campaigns provide, brands now have the privilege of knowing what works best and how they can improve on their existing marketing strategies.
What is Digital Marketing and Types of digital marketing
Moreover, the opportunity to interact with brands on a personal level allows both companies and their customers to reap the benefits of their relationship that can only be achieved through
digital marketing tactics.
Do you want to know how you can use digital marketing to promote your business, meet more buyers and increase sales?
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