Digital marketing is the process of creating, managing, and executing a marketing plan that uses digital technologies to reach and engage consumers. The goal of digital marketing is to create a relationship with customers that encourages them to return repeatedly.
There are many different methods of digital marketing, including but not limited to:
1. Search engine optimization (SEO)
2. Pay-per-click advertising (PPC)
3. Email marketing
4. Social media marketing
5. Display advertising
SEO is by far the easiest way to obtain organic clients, however ,what works for one company may not work for another due to our varied target demographics. By using a variety of methods, it is possible to effectively reach a broad audience and build brand awareness.
It's important that marketers choose a marketing mix that best suits their business objectives and then integrate digital marketing into the overall strategy. Marketers also need take into account that ROAS (Return on Ad Spend) is dependent upon context, so that they can justify their marketing mix.
PPC Advertising is a very common way of advertising on the internet. There are nearly one billion people currently using search engines and advertisers will pay for ad space on popular search terms.
For example, an advertiser can bid on the following terms for "plumber"
1. $70 per click
2. $50 per click
3. $20 per click
The first ad will be at the top of the list, since it is highest bidder; however, how do you know which keywords are most effective?
Once a marketer has decided to use PPC advertising, they will be required to choose keywords that are relevant to their business and industry. They can then start an ad campaign on Google or Bing (the two most popular search engines) by choosing the best keywords for their ads. The advertiser may bid on these terms however, there is no guarantee of an ad being displayed for each term, as it is all dependent on the highest bidder.
This creates a problem where marketers cannot effectively focus their efforts and this wastes both time and money that could be better spent elsewhere or not at all. It also makes it difficult to track ROAS (Return on Ad Spend).
Email Marketing is an effective way to reach clients on a retention basis. The benefit of email marketing is that the content can change continuously. This is achieved by using separate lists for different kinds of content. For example, there could be one list used exclusively for product announcements, another for discount codes and a third that promotes events coming up soon.
This content can then be sent to each group at designated times during the week or month to maximize engagement rates.
Email marketing has become much easier with the growth in mobile devices. There are apps available to access lists, design templates and build campaigns. Marketers can also sync their desktop clients with their cell phones in order to send personalized emails at any time, anywhere.
Social Media Marketing (SMM)
Social Media Marketing is a type of digital marketing that uses social media platforms to create awareness and engagement among consumers. This involves marketing on social media sites such as Facebook, Instagram, Pinterest Twitter and Tiktok. Social networks such as LinkedIn are also becoming popular channels for sharing opinions online. Successful social media marketers have created many different types of content including videos, text-based posts, images, and podcasts. These social media marketers create engagement by asking questions, pointing out interesting "facts", offering exclusive content to fans, while updating frequently with relevant/humorous media.
Social media marketing is an ongoing process as well as a challenge as it requires posting valuable content that drives traffic to a business' website. Social networks are highly competitive as they are frequented by a large number of users daily. Businesses that want to stay ahead in this field should pay attention to trends and study their competitors' strategies in order to maintain a competitive edge.
Display Based Advertising
Display-based marketing is used to reach the right audience in the right places. If a marketer knows where their target consumer is most likely to see their ad, they can deliver targeted display ads based on location and time of day. For example, if someone near their office is shopping for electronics, they might use this opportunity to send them an ad for a new laptop with a promotion code.
Mobile devices are changing social media marketing as well, because the phone's location capabilities can be used to deliver targeted ads based on a person's surroundings. This also allows for more creativity including interactive features, coupons and special offers that entice customers to purchase right then and there via their mobile device.
The digital landscape is experiencing huge changes in consumer behavior which is forcing advertisers to adapt quickly. People are using many devices instead of just a desktop computer, laptop or even a tablet to search for information online. For example, 52% of the time spent consuming media happens on smartphones and tablets. The total number of smartphone users has also increased by 17.5% since 2012; this opened up an entirely new door for marketers who are trying to capture customers' attention.
Looking at the ever-changing digital landscape in 2018, there is a lot of debate on whether brands should invest in organic or paid social media posts. However, one thing is very clear: brands cannot ignore social media marketing because it plays a significant role in the success of any online business.
According to the Local Search Association, 79% of consumers research local businesses on mobile devices while inside a store. Capturing potential customers right when they are searching for your goods and services is key; this can be done by focusing on different promotional activities, including social media marketing.