Digital Marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online. From the website itself to a business’s online branding assets digital advertising, email marketing, online brochures, and beyond there’s a spectrum of tactics that fall under the umbrella of “Digital Marketing.”
The use of the Internet and other digital media and technology to support ‘modern marketing’ has given rise to a bewildering range of labels and jargon created by both academics and professionals. It has been called digital marketing, Internet marketing, e-marketing and web marketing and these alternative terms have varied through time.
Why Digital Marketing is important:-
Digital media is so pervasive that consumers have access to information any time and any place they want it. Gone are the days when the messages people got about your products or services came from you and consisted of only what you wanted them to know. Digital media is an ever-growing source of entertainment, news, shopping and social interaction, and consumers are now exposed not just to what your company says about your brand, but what the media, friends, relatives, peers, etc., are saying as well. And they are more likely to believe them than you. People want brands they can trust, companies that know them, communications that are personalized and relevant, and offers tailored to their needs and preferences.
Challenges facing Digital Marketers:-
1.Proliferation of digital channels. Consumers use multiple digital channels and a variety of devices that use different protocols, specifications and interfaces – and they interact with those devices in different ways and for different purposes.
2.Intensifying competition. Digital channels are relatively cheap, compared with traditional media, making them within reach of practically every business of every size. As a result, it’s becoming a lot harder to capture consumers’ attention.
3.Exploding data volumes. Consumers leave behind a huge trail of data in digital channels. It’s extremely difficult to get a handle on all that data, as well as find the right data within exploding data volumes that can help you make the right decisions.
How to structure a digital marketing plan?
An integrated digital strategy will give you a foundation for all the key online marketing activities we recommend in the Smart Insights RACE digital marketing planning framework. This integrates 25 essential multi-channel marketing activities covering all parts of the customer life-cycle broken down in these sections:
1.Plan – Use a data-driven approach to review your current digital marketing effectiveness, customize analytics, set up KPI dashboards and SMART objectives create a strategy of prioritized improvements to how you deploy digital marketing media, technology and data to increase leads and sales
2.Reach – Build awareness using the 6 key online marketing techniques which will drive visits to your site.
3.Act – Encourage interactions on your website or social media to help you generate leads for future
4.Convert – Use re-targeting, nurturing and conversion rate optimization to remind and persuade your audience to buy online or offline if phone and face-to-face channels if these are important to you.
5.Engage – Increase sales from existing customers by improving personalized communications using web, email and social media marketing
5 Types Of Digital Marketing:-
1. Search Engine Marketing & PPC
Search Engine Marketing (SEM) is one of the most primary types of Digital Marketing activities that help businesses gain market online via Ads on search engines such as Google, Bing or Yahoo.
SEM assists in optimizing the brand presence and conversions for businesses through paid and unpaid advertising.
2. Search Engine Optimization (SEO)
Search Engine Optimization helps marketers enhance the ranking of a site or website page in the unpaid “organic” search lists. SEO is from the types of Digital Marketing activities, businesses can make their website pages rank higher in the SERPs by increasing visibility, reach, authority and Alexa scores.
Search Engine Optimization works around some of the well-characterized set of principles such as optimizing a page for specific keywords, and managing links from different sites that also use similar kinds of keywords, and so forth.
3. Social Media Marketing (SMM)
Social Media Marketing is from the youngest and most popular types of Digital Marketing that help marketers advance their brand image in a most powerful and trendy manner.
SMM is nowadays preferred by different businesses for optimizing the image of a brand, business, product, or an individual. We all are mostly aware of different social networks around us such as Facebook, Google+, Twitter, Instagram, YouTube, LinkedIn, Snapchat Pinterest, etc.
4. Email Marketing
Email marketing is one of the oldest types of Digital Marketing that is still highly contemporary and fruitful. Marketers use emails for developing relationships with their potential and existing customers that help them generate leads and ensure their conversions.
Email Marketing includes the best ways to establish deeper relationships with a wider audience for the nominal cost than your total spends on traditional media.
5. Content Marketing
Content Marketing is one of the most important types of Digital Marketing that revolve around the management and execution of different written, engaging, downloadable and visual Digital Media Content. Content Marketing focuses on attracting and converting targeted audiences into customers by designing, publishing, promoting, distributing and sharing valuable and relevant free content on different digital marketing channels. Content marketing means attracting and transforming prospects into customers by creating and sharing valuable free content.