Last updated on January 3rd, 2019 at 11:53 am
Everything You Need To Know About Digital Marketing
It is important to first know the definition or what is meant by Digital Marketing before getting a worldview of digital marketing.
Definition of Digital Marketing
Digital Marketing is also known as online marketing. Digital Marketing is an umbrella term for all marketing and engagement activities done through online media channels. The role of Digital Marketing is to help you get found, get noticed, get leads, and then turn those leads into returning customers.
History of Digital Marketing
The hierarchy of the evolution of digital marketing is quite interesting. When do you think digital marketing began? The answer could be surprising in some cases. With Guglielmo Marconi. Yes, it is him because he invented the radio.
While others claim that it began in 1971 when Ray Tomlinson sent the first email. Of course he sent the email to himself because no one else in the world was using email then.
A better starting point for digital marketing would be in the year 1990. Because it’s when the search engine was born. It was called Archie and was an index for FTP sites. Proceeding this, in 1993 the first clickable banner went live. Following this, HotWired purchased banner ads for advertising on websites.
In 1994 Yahoo search engine was born. Later, more search engines popped up, including tools like HotBot, Alexa, and LookSmart. During this time web marketing professionals started talking about Search Engine Optimization (SEO).
In 1998, the internet company Google was born. Google released AdWords in in the year 2000. Later, Web 2.0 came up and marked an important juncture in the field of digital marketing. With Web 2.0 we got the ‘user-generated content’, what is now called social media.
In 2004, internet advertising and marketing brought in nearly $3 billion. YouTube was launched in 2005. Analytics became more popular in 2005 when Google launched ‘Google Analytics’.
In the consecutive years online advertising and social media marketing started gaining more popularity. Today Digital Marketing and Inbound Marketing lead in promotion and selling of products and services through various channels.
Buying Behaviour In The Present Era
The way people buy has dramatically changed in the recent years. Consumers buying journey starts and ends virtually. This shows the effectiveness of digital marketing. Along, this has understandably made digital marketing a necessary recipe for the survival of any business in the modern competitive marketplace.
The Passage Of Digital Marketing
The three main ways through which people consume information online are email, search engines and social media. In line with this, there are a number of ways that marketers and companies use to get their marketing message across their target audience.
The company may use their own website to reach the consumers. On the other hand, companies may also use Pay-per-Click (PPC), display ads and email marketing. They can also resort to mobile technology, social media and similar mediums to attract and engage their target consumers. Hence businesses must boost their presence and visibility online as much as possible to thrive in digital marketing.
Consumers use the internet to get the information they need and then proceed to buy a product or service. They do so, even if they want to visit a physical store location to make their final purchase. This is where digital marketing comes in. Digital marketing helps you to reach your customer wherever they are in their digital buyer’s journey.
Different Elements Of Digital Marketing
You should get an idea of how digital marketing works. Digital marketing is successfully operationalized through specific elements that are engineered to help you attain your marketing goals. We shall get clarity on some of those essential Digital Marketing elements as found below.
Some of the channels in Digital Marketing that we will discuss are,
- Website Marketing
- Search Engine Marketing
- Search Engine Optimization
- Content Marketing
- Social Media Marketing
- PPC Advertising
- Email Marketing
Your website is important for digital marketing. Your website is where the consumers will come to know about your brand and where your leads will convert into paying customers.
The layout, color and design of your website should be optimized for conversions. Easy navigation and reading of the content on your site is important. Your site should be mobile optimized too. Some of these factors in your website leads up positively into the sales funnel.
Search Engine Marketing
Search Engine Marketing (SEM) combines certain techniques and marketing elements. This helps your company to dominate the search engine results page (SERP) for a particular set of phrases, questions and keywords. This is materialized through Search Engine Optimization (SEO) and Paid Search Ads (PPC) which are elucidated below.
Search Engine Optimization (SEO)
You have to start with the search engines if you want to reach and convert customers. Study by Forrester reveals that 71% of the customers start their buyer’s journey with Google.
Therefore you have to improve your site’s SEO. SEO is the process of optimizing your site’s content to attract search engine’s attention and rank higher in the search engine results pages (SERPs). If you rank higher on the SERP, you can drive back more organic traffic to your website. SEO helps is attracting the right people for your products or services. SEO is materialized by emphasizing certain keywords and topics within your content.
Content marketing has to deal with creating and promoting certain content assets aimed to attract and engage your target customers. It is the Spine of Digital Marketing. These content assets can be created to serve several purposes like, generating brand awareness, growing site traffic, boosting leads and retaining customers.
Some of the types of content marketing that you may create to support your digital marketing campaign goals are,
- Website pages
- Blog posts
- Social media posts
- White papers
- Case studies
- Podcasts and
- Ad content
However, in content creation, you have to choose topics that appeal the most to your audience.
Social Media Marketing
In social media marketing you promote your content and engage with your target consumers through social media channels like, Facebook, Instagram, LinkedIn, Pinterest etc.. By this you increase your brand awareness, generate more leads and improve customer engagement.
Through social media marketing you reach a wider audience.
This is pay-per-click ads. This is a type of advertising that involves paying the ad publisher every time a new lead clicks on your ad. Google AdWords is one of the most effective types of PPC ads. With Google AdWords your business will appear on the first page of the search engine results.
Apart from generating more traffic to your site PPC ads ensure that you get qualified leads. Consumers who click on your PPC ads are those who search for topics more relevant to your products or services.
Have you ever felt like websites you’ve visited are following you with their ads. This may be crazy. But it is called Remarketing. Cookies play a major role in remarketing. Remarketing is an effective way to keep reminding your consumer about your product or service.
Companies use branded emails to communicate with their audience. Marketing emails help to increase your brand awareness, establish industry leadership, promote events and spell out your special promotions. Some of the email marketing content that you might develop to support your digital marketing campaigns are,
- Sending welcome emails
- Delivering promotional content about upcoming sales and discounts
- Develop newsletters about your company’s business updates.
- Emails to thank customers who have downloaded your content and suggest them additional relevant contents.
- To suggest additional products or content assets based on leads and customers browsing and buying behaviour.
Marketing emails also help in customer retention campaigns.
Integrating all these digital marketing elements in an online marketing venture will give you the needed leads, conversions and ROI. Step up your career and increase your revenue by getting systematic digital marketing training.