Due to the convenience, speed, and, consequently, the popularity of digital channels, their use in business for communication with the target audience has grown into a separate type of marketing – digital marketing. For everyone who is interested in this area, we decided to write an article in which we will help you figure out what digital marketing is, what opportunities it provides for an enterprise, what promotion methods it includes and what are its advantages.
Probably, you have often met this term on the World Wide Web. You may even use some of its tools to grow your own business without even thinking about it.
What is Digital Marketing
The main difference between digital and traditional marketing is that digital marketing exclusively uses digital channels, and this gives marketers more control, tools, and data to analyze campaign performance.
Tasks and goals of digital marketing
To attract and retain customers for business, digital marketing can also be used for the following purposes:
- collection of contact details of interested users;
- increasing the reach and brand awareness;
- formation of a positive image;
- increasing customer loyalty and recruiting brand advocates;
- collection of data for marketing research;
- informing the target audience;
- promotion of new products and services;
- formation of a base of regular customers.
- It performs a full range of marketing tasks, but uses the Internet as its primary channel of interaction with the audience.
Example digital marketing strategy
While each digital strategy is unique and based on the specific needs and goals of the business, you can read the example below to understand how all marketing channels can work towards a common goal.
Example: The digital marketing strategy of a company selling digital products (online courses, e-books, etc.).
Step 1: Website. The first step is to create a fast and user-friendly website. It should have multiple landing pages (or sales pages) to present the company and its products.
Step 2: SEO. The next step is to conduct an SEO audit and determine which pages need to be optimized for search engines.
Step 3. Content marketing. Based on the results of thorough keyword research and SEO audit results, you should create a content marketing plan that takes into account:
what content to create for the site (text and video);
when to publish it (publication calendar);
how to promote it (may include social media, email, and PPC campaigns).
Step 4: SMM Marketing. Use all social media marketing campaigns to build brand awareness and sales. Determine which social media channels are suitable for marketing your business (based on customer profiling) and schedule content publishing on those networks.
Step 5. Email Marketing. Start building your email list using website and social CTAs. networks.
Note : Your initial goal is to get people to sign up for your newsletter or sign up to download free stuff. Create multiple email marketing funnels to nudge your subscribers from communication to conversion .
Step 6. Pay per click advertising. In parallel with the above steps, set up an Ads campaign to drive visitors to your site who are looking for keywords related to your product on Google, and Facebook remarketing campaigns to target users who visited your site but did not convert.
Step 7: Video Marketing. Part of Step 3 above is to determine which topics / keywords to consider when creating video content. Publish your videos to a dedicated YouTube channel, Facebook, Instagram, and whatever other platforms you target in your campaigns.
Step 8. Mobile marketing. Consider creating a mobile app that users can download from app stores that contains your latest news and how people can access your courses through your app.
Step 9. Measurement and analysis of results. Make sure you have Google Analytics installed and configured correctly and that you can accurately measure the performance of the above campaigns.
Benefits of digital marketing
For example, when placing an advertisement in a newspaper or magazine, you cannot determine exactly how many readers have seen it. Of course, you can count the circulation of an issue, find out in the editorial office the number of copies sold, conduct surveys of your own customers and roughly calculate the effectiveness. But the data will not be accurate, and you will spend a lot of time and effort collecting it. While digital performance is tracked almost instantly.
Speed. The second no less important advantage. Thanks to the power of digital tools, you are able to instantly reach thousands of users around the world with one ad impression, collect and analyze huge amounts of data on their reactions, and make adjustments to the campaign. Agree, this brings digital marketing to a new level of development.
Versatility. Flexibility for customization, for example, advertising targeting, allows you to set up a campaign to work only with a target group of Internet users, excluding irrelevant impressions, thus avoiding unnecessary costs.
Great coverage. Billions of users around the world are using digital technology. For example, we receive the bulk of data from the world wide web, where we also prefer to spend most of our leisure time and with its help we perform many other useful actions. It is not surprising that every year more and more enterprises begin to receive the bulk of their own orders from the Internet.