I often get asked “What is Digital Marketing?” In layman’s terms, digital marketing is a specific form of marketing that is delivered through such channels as websites, social media, mobile apps, search engines, and email. By utilizing these forms of channels, the marketing can present and endorse a brand along with the goods or services that it offers. In a nutshell, if the marketing is done through digital communication, it is referred to as digital marketing.
Digital marketing is highly relied upon by individuals researching on the internet for a specific type of good or service. Google provided numbers that showed that 48% of online consumers start their initial searches through inquiries on search engines, while 33% search for branded websites and 26% conduct their search via mobile applications.
Digital marketing has quickly become a vital component for an online business. To effectively use this type of marketing strategy, website owners must focus on impacting the consumer through engagement marketing. By engaging the customer, you can build awareness of your brand, present yourself as a thought leader in your niche, and place your business front and center when the consumer is ready to make a purchase.
The use and significance of digital marketing will only continue to grow for the years to come. Forbes estimated that even email marketing would become even more important for website owners and more personalized in the near future.
Inbound Marketing vs. Digital Marketing
These two types of marketing strategies are often confused, but for a good reason. Many of the same tools that inbound marketing uses can be used by digital marketing, including online content and email.
Both types of marketing techniques capture the viewer’s attention and guide them through a journey that will lead them into becoming customers. Where the two techniques differ is in their approach and their overall relationship when it comes to achieving the intended goal.
When it comes to digital marketing, the primary goal is to convert prospects into customers. The strategy may utilize a multitude of platforms, or it might concentrate and focus on only one platform. Whereas with inbound marketing, the first consideration is the intended goal, then it will determine what tools to reach that goal to reach the targeted customers.
The great thing about digital and inbound marketing is that you are not limited to one or the other. The two techniques can be very beneficial when used in conjunction with one another.
Inbound marketing works towards providing both the purpose and structure that aids in effective digital marketing, allowing each marketing channel to work towards a common goal.
B2B vs. B2C Digital Marketing
When considering B2B and B2C companies, digital marketing works best. However, the practices between the two can differ significantly.
- B2B clients can take longer when it comes to the decision-making process, which can lead to longer sales funnels. On the other hand, B2C clients will respond more favorably to both short-term messages and offers.
- B2B transactions are usually based on such areas as evidence and logic, whereas B2C will usually prefer emotion-based content—making the customer feel good about their purchase.
- B2B decisions are generally made by several individuals, the tools that work best here being both shareable and downloadable. With B2C clients, the preference is for a one-on-one connection with the company’s brand.
As with most things, there are exceptions to the rule. For example, a high-ticket B2C item will tend to offer more serious as well as informative content. For this reason, you must gear your marketing towards your customer base.
Types of Digital Marketing
As there are many specializations of digital marketing, so are there a variety of means to interact with digital media. Some of those examples include:
Search Engine Optimization (SEO)
When discussing SEO, it is essential to remember that the technique is a tool for marketing, rather than a form of marketing, often defined as “the art and science of making web pages attractive to search engines.
Content Marketing
Content marketing is based on gearing the distribution of relevant and valuable content towards a specific targeted audience. Much like the other types of marketing discussed here, the goal of content marketing is to attract new leads and then successfully convert those leads into customers.
Social Media marketing
This technique used both brand awareness and driving traffic through the use of generating a discussion online. The most well-known social media marketing sites today are Facebook, Instagram, and Twitter. However, YouTube and LinkedIn are quickly coming into their own. Because this technique relies on the audience member’s participation, it’s currently the most favored method for gaining attention.
Pay-per-click
Pretty much the way it sounds. An individual places an ad on a platform, and for every viewer that clicks on it, the poster will be paid. Pay-per-click, or PPC, uses an action known as conversions, which is another way of saying viewers made a purchase.
Affiliate Marketing
Affiliate marketing is a means of one person making money by way of promoting another individual’s business. The model used for this type of marketing is that of revenue sharing. The affiliate receives a commission from every sale they refer, and the merchant pays the affiliate their commission for the sale.
Native Marketing
Native marketing is more a form of marketing in disguise. The technique works to blend into the background of its surroundings, not to appear too blatant or obvious. With an ad created with native marketing, information or entertainment is presented first, before any promotional or sales “ad” is introduced.
Benefits of Digital Marketing
There a several benefits inherent to digital marketing. With this technique’s ability to reach a broad audience of consumers, the model is also cost-effective. There is no need for multiple content pieces with digital marketing—you only need to create one to draw your viewers.
Digital marketing allows the owner of the site to gather data about their customers in a manner that offline marketing doesn’t offer. The data that is collected digitally is more precise, specific, and reliable for the business.
When considering the many focuses involved in a marketing strategy, digital marketing should be primary and front and center. Nothing until now could keep a business in touch with its clients or offer the type of personalization that digital marketing can provide.
Takeaways
If you find yourself in need of digital marketing for your website or business, contact me today. He will be able to work up a plan for your needs and execute the details. HireAdrian will get the results you need from your marketing.