what digital marketing is
hi everyone , welcome to new article about digital marketing
At a high level, digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. Using these online media channels, digital marketing is the method by which companies endorse goods, services, and brands.
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Why digital marketing is important for small business ?
Why is digital marketing important? Each company will have different specific goals in mind, but most are trying to achieve growth by reaching more consumers and convincing them to purchase. To do this effectively, you have to take advantage of all the most valuable marketing resources and technologies, and in the modern world, the internet tops that list. This makes every business in need of digital marketing. It’s necessary you understand the benefits of digital marketing for businesses, which include:
Digital marketing is considerably less expensive than other marketing methods. Specific prices vary based on what you’re doing but ad spend tends to be lower than other forms of marketing.
You may not know this but 77 percent of American adults own a smartphone and are likely to use that smartphone or another mobile device for news, social networking, and countless other activities. Digital marketing helps you reach them while they’re doing this. With remarketing ads, email and text marketing, and social media – you can be in front of your audience while they use many different apps on their mobile phones.
There are many forms and uses of high quality digital marketing, including banner ads, email marketing, content marketing, and social media posts. Thus by learning how to creatively market yourself digitally, you open up a wide range of possibilities for future publicity strategies. With digital marketing, you also have the flexibility of testing and stopping poorly performing campaigns in real time.
Many consumers do almost all of their shopping online. Digital marketing lets you appeal to these people and thus expand the reach of your company. Between Google Shopping Ads and brand awareness campaigns, you can expand your brand recognition and boost sales.
Customers tend to engage more with marketing materials that combine multiple types of content, including photos, video clips, and audio. It is far easier to incorporate all these content types into digital marketing than any other type of publicity – and it is very important.
Digital marketing lets you communicate directly with the customers who see your content, notably through website comments, messages, reviews, and social media posts. This shows those customers that you care about what they say and think, leading them to feel respected and part of the community you’re building. It also allows you to gather invaluable information on customers’ reactions and preferences.
Besides communicating with customers, digital marketing lets you track their activities. You can monitor which ads and types of content they have seen shortly before they make a purchase. This tells you which marketing methods are most effective, allowing you to refine and improve your strategy.
Digital marketing makes it easy to comment on issues and controversies that relate to your product or your industry. In this way, you can establish yourself as an authority on such topics, leading readers to trust you, come back for more information, and eventually make a purchase. Digital marketing allows you to come off as the industry expert that you are and will instill trust in your business.
Many of the most influential figures in modern culture promote themselves online or through social media. Digital marketing allows you to engage with these influencers and gain their respect. If you play your cards right, you can get them to endorse you, leading their followers to become customers and spread brand awareness.
Digital marketing lets you expand on your print marketing efforts. By writing online content that explains claims you make in your print ads, you can go into greater detail, maximizing the effectiveness of all forms of publicity and integrating your campaigns.
Why Choose Digital Marketing TakeawaysThe benefits of digital marketing for businesses include:
Lower costs and higher flexibility for your marketing efforts
- Access to consumers who rely on their mobile phones or do all their shopping online
- The ability to speak with authority on topics related to your product or industry
- A chance to engage with influencers, earn their respect and get them to endorse your company
- Opportunities to incorporate multiple types of media into your marketing
- The ability to track customers’ purchase journeys
Some questions about digital marketing :
What are the 7 Types of Digital Marketing
In the past decade, digital marketing has become a vital component in organizations' overall marketing strategy. It allows companies to tailor messages to reach a specific audience, making it possible to market directly to people who are likely to be interested in their product. Digital marketing encompasses a wide variety of marketing tactics and technologies used to reach consumers online. Two academic team members from Southern New Hampshire University (SNHU) spoke about how digital marketing aligns with traditional tactics and shared information on some of the types of digital marketing in practice now.A senior associate dean of business programs, Dr. Mark Hobson, said although digital marketing seems like a new world, in fact it is based in many of the principles familiar to traditional marketers and requires both foundational marketing knowledge and technical know-how.
Dr. Jessica Rogers, associate dean of marketing programs, said the two disciplines serve to connect with distinct groups of consumers. “… Traditional media is a great way to reach a broad consumer base, whereas digital media has the ability to reach very specific audiences,” she said “A key point is that depending on the target audience, some channels are more effective than others.”
Search Engine Optimization (SEO)
The goal of SEO is to get a business to rank higher in Google search results, ultimately increasing search engine traffic to the business’s website. To accomplish this, SEO marketers research words and phrases consumers are using to search for information online, and use those terms in their own content. According to leading SEO software company Moz's "Beginners Guide to SEO," SEO encompasses many elements, from the words on your web pages to the way other sites link to you on the web to how your website is structured. An SEO specialist can make around $59,000, according to
Salary.com.
So, what are some things that can improve a site’s SEO? It’s important to understand that one of the things that makes SEO challenging is that the answer to this question always depends on Google and its most current algorithm. Keeping that in mind, here are a few of the most important things for SEO strategists and marketers in general to understand about how SEO works today, from Moz's Beginners Guide to SEO:
- Content indexing – It is important to allow search engines to clearly “read” what your site content is, by doing things like adding alt text for images and text transcripts for video and audio content.
- Good link structure – It is important that search engines can “crawl” your site structure to easily find all the content on your site. There are many things that an SEO specialist can do to properly format links, URLs, and sitemaps to make them most accessible to site crawlers.
- Keywords and keyword targeting – Properly deploying your keywords – i.e. the search terms you want your site to be found for—in your content and headers is one of the fundamental building blocks of SEO. It is no longer good practice to “stuff” your content with as many keywords and keyword variations as possible. Writing high-quality content that uses keywords in the headers and a few times in the crawl-able page content is now considered better practice, and will make pages rank better in search results.
Pay-per-Click (PPC)
Pay-per-click refers to paid advertisements and promoted search engine results. This is a short-term form of digital marketing, meaning that once you are no longer paying, the ad no longer exists. Like SEO, PPC is a way to increase search traffic to a business online.
Pay-per-click can refer to the advertisements you see at the top and sides of a page of search results, the ads you see while browsing the web, ads before YouTube videos and in ads in mobile apps.
One of the other things that differentiates pay-per-click from SEO is that you only pay for the results. In a typical PPC model like a
Google AdWords campaign, you will pay only when someone clicks on your ad and lands on your website. You can spend just about any amount of money on pay-per-click advertising. Some companies may see results from investing just a few hundred dollars, but plenty of large companies spend tens of thousands a month on pay-per-click.
How much it costs to run an ad or promote your search results will depend primarily on how much competition there is for your keywords. High competition keywords (i.e. keywords that many people are searching for and that many sites are trying to be found for) will be more expensive and lower competition terms will likely cost less.
When you set up a pay-per-click campaign, you will also be able to choose whether you want your ad or promoted results to be shown to users all over the world, or only within a specific geographic area. If you are marketing a brick-and-mortar business, this ability to tailor by location helps you not waste ad dollars serving ads to users who don’t live anywhere near your business, according to Google.
Social Media Marketing
This includes everything a business does via social media channels. Just about everyone is familiar with social media, but marketers must approach social with an integrated and strategic approach. Social media marketing goes far beyond simply creating posts for social channels and responding to comments.
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A woman using her cell phone to track the results of a social media marketing campaign.To be effective, efforts must be coordinated and consistent rather than an afterthought. To help keep posts consistent, there are many online tools available to automate and schedule social media posts, although marketers only should use automation as a tool, not a “set it and forget it” solution. Users will figure it out quickly if there is no real person behind the posts.
Social media marketers should not be in a silo separate from other marketing functions. Social marketers need to work with the company’s wider marketing team to coordinate their message across all platforms, online and off, so that every part of the brand is telling the same story.
A crucial part of social media marketing is analytics: Social media marketers must also be savvy at analyzing the performance of their posts, and creating strategies based on that data. Another reason for marketers to be consistently measuring and tracking their campaigns is that this data allows marketers to demonstrate to business leadership that their efforts are driving users to engage with the brand and eventually converting users into customers, therefore providing value to the company, according to Forbes contributor Jayson DeMers.
In other words, social media marketing is a lot more complicated than managing your personal
Facebook or
Twitter profile. It requires a blend of creative thinking and objective, data-driven strategy, and may be a great fit for professionals who enjoy blending these two disciplines. A social media analyst with a bachelor's degree can earn about $63,841, according to
Salary.com.
Content Marketing
Content marketing uses storytelling and information sharing to increase brand awareness. Ultimately, the goal is to have the reader take an action towards becoming a customer, such as requesting more information, signing up for an email list, or making a purchase. “Content” can mean blog posts, resources like white papers and e-books, digital video, podcasts, and much more. In general, it should first and foremost provide value to the consumer, not just advertise the brand or try to make a sale. Content marketing is about building a sustainable, trusting relationship with your customers that can potentially lead to many sales over time, not just making a single transaction.
A digital marketer working on a content marketing article on his laptop.Content marketing works in symbiosis with other types of digital marketing: It is a way to incorporate SEO search terms into fresh website content, and the content created can be shared as social media posts and in email marketing publications. Looking at the analytics for your content marketing can tell you a lot about your customers: what are they looking for when they land on your site? What kinds of content make them stay on the site longer and keep looking around? What kinds make them lose interest and navigate away?
Unlike a method such as PPC, content marketing is a long-term strategy. Over time, marketers build up a library of content (text, video, podcasts etc.) that will continue to bring users to the site via search engines, according to Marketo, a marketing automation company. This content library also helps promote knowledge of your brand and increases your profile as a resource for information. And, if users are visiting your site for information, ideally they will remember you as an authority when it’s time to make a purchase.
Content marketing is a great avenue for people who enjoy writing and/or video and audio production. But as with digital marketing in general, it also calls for strong strategic and analytic skills.
Email Marketing
Even with the emergence of social media, mobile applications and other channels, email is still one of the most effective marketing techniques, Rogers said. It can be part of a content marketing strategy, providing value to consumers and over time convert an audience into customers. Email marketing pros not only know how to create compelling campaigns, they also understand optimal audience outreach and are skilled at analyzing customer interactions and data, and making strategic decisions based on that data, according to the American Marketing Association.
A cell phone displaying bar graphs associated with an email marketing campaign.Email marketing software can offer many different analytical measures, but two that marketers are always striving to improve are the open rate –the percentage of recipients who opened the email – and the click through rate – the number of recipients who opened the email and clicked on a link in the email. According to leading email marketing software company Constant Contact, there are many things marketers can do to make their emails more appealing to users and more likely to be opened. These include:
- Create a Sense of Urgency – Writing email copy that lets your recipients know that time is running out to get a special deal or that there are only a limited number of the offer available, can increase the number of people clicking through to your website.
- Personalize Your Email – Setting your emails and subject lines up to incorporate the recipient’s name is a proven way to increase open and click through rates. (A sample subject line: “Katie, a special offer just for you.”)
- Let Recipients Set Their Preferences – Allowing users to specify how often they want to hear from you can help keep some of your email subscribers subscribed to your list and clicking on your emails.
Mobile Marketing
This digital marketing type is this focused on reaching your target audience on their smart phone or tablet. Mobile marketing reaches people through text messages, social media, websites, email and mobile applications. Marketers can tailor offers or special content to a geographic location or time, such as when a customer walks into a store or enters an event.
Marketing Analytics
One of the major advantages of digital marketing is that it is highly trackable and measurable. Once, the only trackable marketing pieces were coupons and similar direct mail offers. If a customer used the coupon, you knew the message resonated. Today, analytics allow marketers to track user behavior at a highly detailed level: how many times they click on a link, how much time they spend on a web page, how often they open emails, and much more. But the vast amount of information available about digital marketing performance can feel like drinking from a fire hose, and marketers must be able to truly understand what the data mean and how they should inform strategy.
- Ability to analyze data and draw insights
- Organization and project management skills
- Knowledge and appreciation of automation
- Voice search SEO
- Advanced social media knowledge
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