Digital marketing means advertising with the help of digital channels such as social media, web applications, mobile applications, emails, search engines, websites, etc.
In simple words, digital marketing is any form of marketing product and services that involves electronic devices and it is how today businesses are flying in the sky and getting more and more success; just like Amazon. Hope you got the basic answer to What is Digital Marketing? Read the full article to get full-fledged detail about digital marketing.
Table of Contents:-
- What is digital marketing?
- Why do digital marketing?
- What does a digital marketer do?
- Digital marketing practical examples.
- Inbound Marketing vs. Digital Marketing. Explained.
- What is the role of digital marketing in a company?
- What types of digital content should I create?
- How long will it take to see results from my content?
- Do I need a big budget for digital marketing?
Why digital marketing?
Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with customers.
What does a digital marketer do?
Digital marketers are in charge of driving brand awareness and lead generation through all the digital channels both free and paid that are at a company’s disposal. These channels include social media, the company’s own website, search engine rankings, email, display advertising, and the company’s blog.
The digital marketer usually focuses on a different key performance indicator (KPI) for each channel so they can properly measure the company’s performance across each one. A digital marketer who’s in charge of SEO, for example, measures their website’s “organic traffic” — of that traffic coming from website visitors who found a page of the business’s website via a Google search.
Digital marketing is carried out across many marketing roles today. In small companies, one generalist might own many of the digital marketing tactics described above at the same time. In larger companies, these tactics have multiple specialists that each focus on just one or two of the brand’s digital channels.
Here are some examples of these specialists below:
Main key performance indicators: Organic traffic
In short, SEO managers get the business to rank on Google or on other search engines. Using a variety of approaches to search engine optimization, this person might work directly with content creators to ensure the content they produce performs well on Google — even if the company also posts this content on social media.
Content Marketing Specialist
Main key performance indicators: Time on page, overall blog traffic, YouTube channel subscribers
Content Marketing Specialist frequently keeps track of the company’s blogging calendar and come up with a content strategy that includes video as well. These professionals often work with people in other departments to ensure the products and campaigns the business launches are supported with promotional content on each digital channel.
Social Media Manager
Main key performance indicators: Follows, Impressions, Shares
Social media managers establish a posting schedule for the company’s written and visual content. This employee might also work with the content marketing specialist to develop a strong strategy for which content to post on which social network.
Marketing Automation Coordinator
Main key performance indicators: Email open rate, campaign click-through rate, lead-generation (conversion) rate
The marketing automation coordinator helps choose and manage the software that allows the whole marketing team to understand their customers’ behavior and measure the growth of their business. Because many of the marketing operations described above might be executed separately from one another, it’s important for there to be someone who can group these digital activities into individual campaigns and track each campaign’s performance.
Digital Marketing practical Examples
A few quick examples of Digital marketing include the following:
1. Amazon used social media as a platform to create awareness about their existence. During an Instagram campaign conducted in the year 2016, amazon received over 14 million in interactions, and its followers on increases via 340%. Digitalization helped then.
2. When it comes to advertisement Domino’s always set an example for others. Domino’s is one such company that has taken full advantage of the growing digital world. They came up with a campaign “Domino’s’ Anywhere” which let them earn great publications in top magazines such as Forbes, Cnet and etc.
3. Sephora has been in the news lately because of their investment in data analytics and technology. Connecting the latest technology with their e-commerce store they have let customers try over 150 million shares and more than 9 million people visited the Sephora virtual artist feature.
Also Read Partner Post; Blogging vs Vlogging
Inbound Marketing vs. Digital Marketing Defined:
On the surface, the two seem similar: Both occur primarily online, and both focus on creating digital content for people to consume. So what’s the difference?
The term “digital marketing” doesn’t differentiate between push and pull marketing tactics (or what we might now refer to as ‘inbound’ and ‘outbound’ methods). Both can still fall under the umbrella of digital marketing.
Digital outbound tactics aim to put a marketing message directly in front of as many people as possible in the online space — regardless of whether it’s relevant or welcomed. For example, the garish banner ads you see at the top of many websites try to push a product or promotion onto people who aren’t necessarily ready to receive it.
On the other hand, marketers who employ digital inbound tactics use online content to attract their target customers onto their websites by providing assets that are helpful to them. One of the simplest yet most powerful inbound digital marketing assets is a blog, which allows your website to capitalize on the terms which your ideal customers are searching for.
Ultimately, inbound marketing is a methodology that uses digital marketing assets to attract, engage, and delight customers online. Digital marketing, on the other hand, is simply an umbrella term to describe online marketing tactics of any kind, regardless of whether they’re considered inbound or outbound.
Role of digital marketing to a company
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 surefire way to know if that ad was responsible for any sales at all.
On the other hand, with digital marketing, you can measure the ROI of pretty much any aspect of your marketing efforts.
With digital marketing, you can see the exact number of people who have viewed your website’s homepage in real-time by using digital analytics software, available in marketing platforms like HubSpot.
You can also see how many pages they visited, what device they were using, and where they came from, amongst other digital analytics data.
This intelligence helps you to prioritize which marketing channels to spend more or less time on, based on the number of people those channels are driving to your website. For example, if only 10% of your traffic is coming from organic search, you know that you probably need to spend some time on SEO to increase that percentage.
With offline marketing, it’s very difficult to tell how people are interacting with your brand before they have an interaction with a salesperson or make a purchase. With digital marketing, you can identify trends and patterns in people’s behavior before they’ve reached the final stage in their buyer’s journey, meaning you can make more informed decisions about how to attract them to your website right at the top of the marketing funnel.
Content Performance and Lead Generation
Imagine you’ve created a product brochure and posted it through people’s letterboxes — that brochure is a form of content, albeit offline. The problem is that you have no idea how many people opened your brochure or how many people threw it straight into the trash.
Now imagine you had that brochure on your website instead. You can measure exactly how many people viewed the page where it’s hosted, and you can collect the contact details of those who download it by using forms. Not only can you measure how many people are engaging with your content, but you’re also generating qualified leads when people download it.
An effective digital marketing strategy combined with the right tools and technologies allows you to trace all of your sales back to a customer’s first digital touchpoint with your business.
We call this attribution modeling, and it allows you to identify trends in the way people research and buy your product, helping you to make more informed decisions about what parts of your marketing strategy deserve more attention, and what parts of your sales cycle need refining.
Connecting the dots between marketing and sales is hugely important — according to Aberdeen Group, companies with strong sales and marketing alignment achieve a 20% annual growth rate, compared to a 4% decline in revenue for companies with poor alignment. If you can improve your customer’s’ journey through the buying cycle by using digital technologies, then it’s likely to reflect positively on your business’s bottom line.
What types of digital content should I create?
The kind of content you create depends on your audience’s needs at different stages in the buyer’s journey. You should start by creating buyer personas (use these free templates, or try makemypersona.com) to identify what your audience’s goals and challenges are in relation to your business. On a basic level, your online content should aim to help them meet these goals, and overcome their challenges.
Then, you’ll need to think about when they’re most likely to be ready to consume this content in relation to what stage they’re at in their buyer’s journey. We call this content mapping.
With content mapping, the goal is to target content according to the following:-
The characteristics of the person who will be consuming it (that’s where buyer personas come in).
How close that person is to making a purchase (i.e., their lifecycle stage).
In terms of the format of your content, there are a lot of different things to try. Here are some options we’d recommend using at each stage of the buyer’s journey:
Blog posts. Great for increasing your organic traffic when paired with a strong SEO and keyword strategy.
Infographics. Very shareable, meaning they increase your chances of being found via social media when others share your content. (Check out these free infographic templates to get you started.)
Short videos. Again, these are very shareable and can help your brand get found by new audiences by hosting them on platforms like YouTube.
Ebooks. Great for lead generation as they’re generally more comprehensive than a blog post or infographic, meaning someone is more likely to exchange their contact information to receive it.
Research reports. Again, this is a high value content piece which is great for lead generation. Research reports and new data for your industry can also work for the awareness stage though, as they’re often picked-up by the media or industry press.
Webinars. As they’re a more detailed, interactive form of video content, webinars are an effective consideration stage content format as they offer more comprehensive content than a blog post or short video.
Case studies. Having detailed case studies on your website can be an effective form of content for those who are ready to make a purchasing decision, as it helps you positively influence their decision.
Testimonials. If case studies aren’t a good fit for your business, having short testimonials around your website is a good alternative. For B2C brands, think of testimonials a little more loosely. If you’re a clothing brand, these might take the form of photos of how other people styled a shirt or dress, pulled from a branded hashtag where people can contribute.
How long will it take to see results from my content?
With digital marketing, it can often feel like you’re able to see results much faster than you might with offline marketing due to the fact it’s easier to measure ROI. However, it ultimately depends on the scale and effectiveness of your digital marketing strategy.
If you spend time building comprehensive buyer personas to identify the needs of your audience, and you focus on creating quality online content to attract and convert them, then you’re likely to see strong results within the first six months.
If paid advertising is part of your digital strategy, then the results come even quicker but it’s recommended to focus on building your organic reach using content, SEO, and social media for long-term, sustainable success.
Do I need a big budget for digital marketing?
The first thing which comes to a mind after knowing about digital marketing is how much budget I should have to start digital marketing so below is my answer. so it depends upon the elements which you are going to add to your digital marketing strategy.
If you’re focusing on inbound techniques like SEO, social media, and content creation for a preexisting website, the good news is you don’t need very much budget at all. With inbound marketing, the main focus is on creating high-quality content that your audience will want to consume, which unless you’re planning to outsource the work, the only investment you’ll need is your time.
You can get started by hosting a website and creating content using HubSpot’s CMS. For those on a tight budget, you can get started using WordPress hosted on WP Engine, using a simple them from StudioPress, and building your site without code using the Elementor Website Builder for WordPress.
With outbound techniques like online advertising and purchasing email lists, there is undoubtedly some expense. What it costs comes down to what kind of visibility you want to receive as a result of the advertising.
For example, to implement PPC using Google AdWords, you’ll bid against other companies in your industry to appear at the top of Google’s search results for keywords associated with your business. Depending on the competition of the related keyword, this can be reasonably affordable, or extremely expensive, which is why it’s a good idea to focus on building your organic reach, too.