Simply put, digital marketing is advertising delivered through digital channels. Everything from search engines, websites and social media, to email and mobile apps. And although this term covers a wide range of marketing activities, not all of them are universally agreed upon. So, we’ll cover the most common types below…
Paid Search, Pay-Per-Click…PPC, whatever you want to call it, it all does the same thing. It typically refers to the “sponsored result” on the top or side of a search engine results page (SERP). You only have to pay when your ad is clicked, and you can tailor it to appear when specific terms are entered. Plus, you can create ads that are specifically targeted to a particular audience.
PPC ads are flexible, visible and most importantly, they’re effective for many different types of businesses. They’re also considered contextual advertisements, ie. Ads that appear when a person is searching for a particular keyword or term.
Search Engine Optimisation or SEO is the process of optimising content, technical set-up, and reach of your website so that your pages appear at the top of a search engine result for a specific keyword or terms.
Obviously, everyone’s main goal is to attract visitors to your website when they search for products and/or services, or information relating to your business. And that’s where SEO comes in. It’s considered a ‘best practise’ for digital marketing. It encourages well-constructed and easy-to-use websites with valuable and engaging content. Which in turn leads to credibility; so other websites and individuals can recommend you by linking to your site or mention your site on their social media.
“Content is King”, a well-known expression in the marketing world; great content is the fuel that drives your digital marketing activities. It is the key pillar of modern SEO – optimised content is the number one driver for website traffic. It also helps you get noticed on social media and it adds value when contacting customers through emails and paid search ads.
Creating well written, clever content that is not promotional in nature, but instead educates and inspires, is tough. But it is well worth the effort. Offering your audience content that is relevant will help them perceive you as a valuable source of information. On top of that, resourceful content makes it less likely that they will tune you out.
Social Media Marketing
When a lot of people think of social media, they don’t see it as a business tool, they conjure up images of cat videos and selfies. But as a business, you can use social media to your advantage; you can use it to discover, research, and educate themselves about a brand before engaging with that organisation.
For marketers, it’s not enough to just post on Facebook though, you need to weave your marketing into it and create more peer-to-peer sharing opportunities. The more your audience wants to engage with your content, the more likely it is that they’ll want to share it. This will ultimately lead to them becoming a customer.
And as an added bonus, they will hopefully share your posts etc. meaning that they will influence their friends and family to become customers, too.
Email has been around for almost as long as the internet has, and it isn’t disappearing anytime soon. It’s still the quickest and most direct way to reach customers with critical information. The reason is simple: people are very attached to their emails. Not convinced? Think about how many times you’ve checked your emails this past hour… I’ve done it 4 times, what about you?
But don’t be delusional, just sending an email won’t suffice. A successful email campaign must be engaging, relevant, informative, and entertaining. To succeed, your marketing emails need to have these attributes:
- They need to be trustworthy
- They have to be relevant
- Establish a conversation
- Have coordination across all channels
- And lastly, they must be strategic.
As mobile devices become an increasingly integral part of our lives, it’s vital that marketers have an understanding on how to effectively communicate on this unique and extremely personal channel. Or mobiles are basically an extended part of us and come pretty much everywhere; they sit in our pockets, sleep next to us in bed, and are checked constantly throughout the day. This makes marketing on mobile incredibly important but also really nuanced.
From SMS and MMS to in-app marketing, there are many ways to market on mobile devices. Finding the right method for your particular business is key. Beyond the mechanisms to deliver your message, you also need to think about the coordination of your marketing across digital channels and make sure mobile is a part of that.
Marketing automation is an integral platform that ties all of your digital marketing together. Without it, you won’t really have a ‘campaign’. Marketing automation software streamlines and automates marketing tasks and workflows. But one of its most important features is its ability to measure the results and ROI of your digital marketing campaigns. Thus, helping you to grow revenue faster.
When used effectively, marketing automation will give you a much-needed insight into which programs are working and which aren’t. It can give you all the metrics that you need to speak confidently about digital marketing and make informed decisions regarding your campaign.
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