Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media (YouTube, Facebook, Pinterest, Instagram, LinkedIn, Twitter, etc.), email, and their websites to connect with their current and prospective customers.
The reality is, people spend twice as much time online as they used to 12 years ago. And while we say it a lot, the way people shop and buy really has changed, meaning offline marketing isn’t as effective as it used to be.
Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means that you need to meet them where they are already spending time: on the internet.
So, What Exactly is Digital Marketing?
From your website itself to your online branding assets — digital advertising, email marketing, online brochures, and beyond — there’s a huge spectrum of tactics and assets that fall under the umbrella of digital marketing. And the best digital marketers have a clear picture of how each asset or tactic supports their overarching goals.
Here’s a quick rundown of some of the most common tools and tactics:
- Your website
- Blog posts
- E-books and whitepapers
- Interactive tools
- Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.)
- Earned online coverage (PR, social media, and reviews)
- Online brochures
- Branding assets (logos, fonts, etc.)
Search Engine Optimization (SEO)
The process of optimizing your website to ‘rank’ higher in search engine results pages, therefore increasing the amount of organic (or free) traffic that your website receives.
The creation and promotion of content assets for generating brand awareness, traffic growth, lead generation, or customers.
Inbound marketing refers to the ‘full-funnel’ approach to attracting, converting, closing, and delighting customers using online content.
Social Media Marketing
The practice of promoting your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business.
A method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords.
A type of performance-based advertising where you receive commission for promoting someone else’s products or services on your website.
Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. Many people also consider social media advertising to be ‘native’, for example, Facebook advertising and Instagram advertising.
Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts, and events, as well as to direct people towards the business’ website.
Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR but in the online space.
Why digital marketing?
Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If you’ve ever put an advert in a newspaper, you’ll know how difficult it is to estimate how many people actually flipped to that page and paid attention to your ad. There’s no sure-fire way to know if that ad was responsible for any sales at all.
Choose the right tools and tactics for the most effective digital marketing plan?
In fact, it is not easy to choose the best and most appropriate tool among so many available tools in the market nowadays. Business owners usually feel confused and tend to use everything, as many as possible. However, every company, especially start-ups have limited resources. In addition, a right tool to touch the right target audience is more important than covering everywhere without any bold target. If you are wondering where to start, just drop me a line and describe your business needs, I will circle back shortly. I am glad to help you figure out a suitable solution.
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