Table of contents
1. What is digital marketing?
2. What are the types of digital marketing?
2.1. Search engine optimization
2.2. Pay per click
2.3. Social media marketing
2.4. Content marketing
2.5. Email marketing
2.6. Mobile marketing
2.7. Native marketing
Everybody is online and therefore don’t you think your business needs to do marketing online? Wouldn’t it be most effective to catch more traffic? Well, digital marketing is the right thing to do in this time when the world has gone online.
What is digital marketing?
Digital marketing is the process of marketing your product or services using digital platforms. Online marketing is another name for digital marketing. The promotion of products or services is done by utilizing online services such as social media, emails, and web-based advertising. But it does not end with these options. Digital marketing is also in the form of texts and multi-media messages.
Moving to digital platforms has made it easier on many terms. The main objective of digital marketing is to reach people with their products and services when they search and spend time on the internet. The idea of digital marketing is to convert virtual visitors into their customers by attracting them with content created specifically to alter their interests.
The change from traditional marketing to online marketing is a lot. Traditional marketing used print media, billboard advertising, radio, and television as its medium channel whereas online marketing uses digital platforms like emails and social media as its media channels. Traditional marketing is expensive, and the overall cost is almost difficult to calculate. Online marketing cost is from little to no cost. Just a website is needed for customer acquisition (Website Creation). The controlled examination can be done in the case of online marketing whereas it is not possible in traditional marketing.
To sum it all up, it can be said that the marketing campaigns that use digital communication is digital marketing.
What are the types of digital marketing?
Digital media is a vast platform and there are many ways to interact with customers. On the basis of this, there are many types of digital marketing. Some of them are: –
Search Engine Optimization
Search engine optimization helps you to get your content on top of Google Search Result Pages. For this, you need to optimize your content for the search engine. You need to research keywords that are suitable for your content and make sure they rank well enough. You also need to be aware of Google’s algorithm at that particular time. There are certain things to keep in mind if you use an SEO strategy for marketing. They are: –
- Content indexing: – Make sure the search engine reads your site content. For this, you need to add specific information like alt tags for images, and text transcript for audio and video content that you have added to your site.
- Good link structure: – Search engines crawl on your site to look for content. Therefore, to optimize your site for your content, add relevant information in site links, URLs, and sitemaps to make it easier for the search engine to scan the content on your site. Your site structure must also be made perfect to help the search engine find the content at a faster pace.
- Targeting the keywords: – Research your keywords and use keywords with higher traffic. This will make your content rank higher in Google Search Engine Result Pages. Keywords with higher competition cost more and to counter this you could use long-tail keywords. Include the keyword in your header, links, and lesser in the content. Do not fill your content with the keyword. It will look artificial and create irritation in the reader.
Pay per click
Pay-per-click is the paid advertisement we see on the search engine result pages. The advertisers have to pay for every click they get on their website. Once you stop paying for these ads, Google will stop showing these ads on their result pages (Google Ads). This form of advertising is a short form of digital marketing. Through pay-per-click advertising, you can increase search traffic to your product or service website.
These ads are displayed at the top or sides of the search engine result pages. They also show up between YouTube videos, or when someone searches for a product related to yours, and so on. And when the visitor clicks on your ad, that is when you have to pay for it. The ads you see between your mobile games are examples of pay-per-click advertising.
The good side to this type of digital marketing is that you can decide how much you want to pay by setting up a maximum amount. Some companies pay a few hundred while some invest more than thousands to pay per click advertising. Google AdWords provide this model of advertising in their campaigns.
The cost of this advertising also depends on the competition your keyword has. The higher the competition for your keywords, the higher will be the price you have to pay, and the higher will be your reach. You can cut costs on this by using long-tail keywords instead of normal keywords, to reduce the competition without reducing the estimated results. For example, instead of using keywords like digital marketing, you can use keywords like a digital marketing campaign, digital marketing techniques, and so on.
You can also decide the geography where your ad should be shown. In this way, you can save money by not showing your ads to places where there is no target audience for your business.
Social media marketing
Social media marketing is inclusive of all the digital marketing campaigns done on social media platforms. Create a strategy for social marketing with your target audience in mind because social media marketing is beyond uploading posts and replying to comments. For effective social media marketing, be consistent and coordinated.
Try automating tools to keep your posts consistent. But do not depend too much on automation tools as it is easy for the audience to recognize a computer-generated post. The messages need to be coordinated on all platforms be it online or offline. The content should be the same, but the form should be different. For social media posts, you need to bring in a lot of colors and life to the posts. This is to make sure, the story belongs to the same brand, and the brand is telling the same story.
When you are into social media marketing, you should also be into analytics. This is to check if your digital marketing is doing good and reaching the right people. Once you analyze your performance online, you can create better posts and better strategies for your products and services. With analytics, you can also track the engagements on your posts and see if you are driving your users into the customers of your brand.
Social media marketing is not just about managing a Facebook, Instagram, LinkedIn, or Youtube profile. It is about being creative and having an insight into people’s interest and knowing the spot which could make your product go viral.
Content marketing focuses on content to create brand awareness. They use forms like storytelling and sharing informative content about their products and services. Their main goal is for a reader to engage with their content and turn into a customer for them.
Content marketing uses platforms like blogging platforms (Blog), e-books, digital videos, podcasts, and so on. The content should be created keeping your target customer in mind. The content should not be just about your brand, it should be for the customer. Content marketing should be done to convert your users into loyal customers and not just one-time buyers. Content marketing works with every other type of digital marketing. It has a symbiotic relationship with others. For example, SEO marketing makes use of content to rank top in the search engine result pages. Email marketing publishes content to the inbox of the users. Social media marketing posts contents on their profiles.
When you look at the analytics for content marketing, it tells you a lot about the type of customers your brand will have. It will say about their interests, why have they come to your page, how long they have been on your page, and so on.
Content marketing is a long-term marketing strategy. With time, creators have a library of content, be it text, video, or audio content. With this library of contents, they are able to bring back their customers through search engines. This content library promotes the knowledge of your brand. It also makes your website a source of information. When people come to your website for information, it is more likely that they will remember you when they want to make a purchase of the product or service.
Content marketing requires people with good writing skills and content creation skills. For people with these skills, content marketing is a great option. Creativity and strategic and analytical skills are also a must if you are to use this marketing model.
Email marketing has been one of the oldest forms of digital marketing and still remains one of the relevant forms of digital marketing. Even with other digital platforms rising and gaining prominence, email still has not lost its charisma and it is a shock to believe so.
Email marketing can be paired up with content marketing by sending content to target customers and over time turning them into customers of the brand. Email marketers are pros in finding out optimal audiences and reaching out to them. They are also skillful in creating compelling campaigns and analyzing customer interactions and data and making strategies based on that data.
The main two analytical measures used by email marketing are open rate and click through rate. The open rate is percentage of recipients who opened the email and click through rate is the number of recipients who have opened the mail and clicked the link that was sent to them.
Some of the things that email marketers use to make their emails more appealing and attractive are: –
- Creating a sense of urgency: – If you make the email recipient think that the offer or the special deal is valid only for a limited period of time, the chances are more that they would click on the link.
- Personalize the email for the recipient: – By adding the recipient’s name in the email, you are giving them the feeling that the email was made just for them and did not come out of a mailing list. This will make them feel special and motivate them towards clicking on the link provided to them in the link.
- Preferences set by the recipients: – Allow the recipient to set when they would like to get an email from you. Make them select how often would they like to hear from you. Some sites also offer the choice of subscribing to the mailing list.
Mobile marketing is the marketing campaign that aims at reaching the target audience through their smart device, be it their smartphone or tablet. Mobile marketing uses platforms like text messaging, social media, search engine websites, emails, and mobile apps. This type of marketing also has the advantage of taking the geographical location or time of the user into consideration and giving content or offers based on it. For example, sending offers to someone when they enter that particular store is an example of mobile marketing.
With the developments in Mobile App, people are now spending more time on mobile apps rather than mobile browsers. Now that everything has gone online, people also spend more time on their mobile phones than ever.
So, it is easier to get to know a customer through their preferences on applications. Based on these mobile marketers can send specialized content to their targeted users and convert them into a customer.
Native marketing is a disguised form of marketing. It is put up with other content where it blends with them and is not recognized as advertised content.
This type of marketing began when consumers started showing cynicism towards advertising. This is due to the fact that paid advertising is paid for, and people think because of it they are more biased.
The marketing team should make sure to put a promotion or sponsored tag on this content. But it should not be very evident. People should go through the content and then realize it is sponsored. Once they go through the content, they will understand its features and then decide to go for it or against it. This will take off their prejudiced mind toward advertised products.
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