• Nick B.

What is Digital Marketing?


What is Digital Marketing?


Digital marketing incorporates all marketing efforts that use an electronic device or the internet. Businesses use digital channels like: web crawlers, online networking, email, and their sites to get in contact with current and future clients or customers.


With how widely available the internet is today, would you believe it if I disclosed to you the quantity of people who go online each day is still increasing?


Well, you should. Actually, "consistant" web use among adult males and females increased by 5% in the last three years alone, as indicated by Pew Research's study. Furthermore, despite the fact that we state it a ton, the way in which individuals shop and purchase products and services truly has changed with the amount of internet use - which means offline marketing isn't as effective as it used to be.


Marketing has, since the beginning of time, been aligned with connecting to your potential customers and clients in the right place and at the right time. Today, that implies that you have to meet them where they are spending their time: on the internet.


Enter digital marketing - at the end of the day, it is any type of marketing that exists on the line (yes, we have puns.).


At Adlytics, we debate about inbound marketing as an extremely successful approach to draw in, connect with, and amuse customers online. Be that as it may, despite everything we get a great deal of questions from individuals all around the globe about digital marketing.


A veteran inbound marketer may state inbound marketing and digital marketing are practically the same thing, however there are some minor differences. What's more, after having discussions with marketers and business owners in the U.S., U.K., Asia, Australia, and New Zealand, I've learned a lot about how those little differences are being seen across the world.


How Do You Define Digital Marketing?


Digital marketing is defined by the use of various digital strategies and channels to connect with potential customers and clients where they spend most of their time: on the internet. From the site itself to a business' web based marking resources - digital advertising, email marketing, online brochures, and more - there's a range of strategies that fall under the umbrella of "digital marketing."


Digital Marketing Tactics and Examples


The best digital advertisers have an unmistakable approach of how each digital marketing effort achieves their overarching goals. What's more, depending upon the objectives of their marketing strategy, advertisers can support a larger campaign through the free and paid channels available to them.


A content marketer, for instance, can make a series of blog posts that serve to generate leads from a new eBook the business recently made. The company's social media marketer may then help promote these blog posts through paid and organic posts on the business' social media accounts like Facebook, Instagram and Youtube. Maybe the email marketer makes an email campaign to send to the people who download the digital book. We'll speak more specifically about these specific digital marketers in a moment.


Here's a quick high-level overview of probably the most well-known digital marketing strategies and the channels associated with each one.


Search Engine Optimization (SEO)


This is the process of optimizing your site to "rank" higher in internet search results, thus increasing the amount of natural, organic (or free) traffic your site gets. The channels that profit by SEO include:


  • Websites.


  • Blogs.


  • Infographics.


Content Marketing


This term indicates the creation and promotion of content resources to generate brand awareness, traffic growth, lead generation, and clients. The channels that can have an beneficial influence in your content marketing system include:


Blog posts.


eBooks and whitepapers.


Infographics.


Online brochures and lookbooks.


Social Media Marketing


This strategy promotes your brand and your content via social media channels to expand your brand's awareness, drive traffic, and create leads for your business. The channels you can use in social media marketing include:


  • Facebook.

  • Twitter.

  • LinkedIn.

  • Instagram.

  • Snapchat.

  • Pinterest.

  • Google+.


Pay-Per-Click (PPC)


PPC is a strategy for driving traffic to your site by paying a publisher each time your ad is clicked. A standout amongst the most well-known publishers of PPC is Google AdWords, which allows you to pay for best spots on Google's search engine results pages at a cost "per click" of the links you buy. Different channels where you can use PPC include:


  • Paid ads on Facebook.


  • Promoted Tweets on Twitter.


  • Sponsored Messages on LinkedIn.


Affiliate Marketing


This is a sort of performance based marketing where you get commission for promoting another person's items or services on your site. Affiliate marketing channels include:


  • Hosting video ads through the YouTube Partner Program.


  • Posting affiliate links from your Social Media accounts.


Native Advertising


Native advertising refers to ads that are primarily content-driven and featured on a stage next to other, non-paid content. BuzzFeed-sponsored posts are a good example, however many people consider social media ads to be "native" - Facebook advertising and Instagram ads, for example.


Marketing Automation


Marketing automation refers to the product that serves to automate your important marketing operations. Many marketing departments can robotize tedious assignments they would one way or another do manually, such as:


  • Email newsletters.

  • Social Media post scheduling.

  • Contact list updating.

  • Lead-nurturing workflows.

  • Campaign tracking and reporting.


Email Marketing


Businesses use email marketing as a method for communicating with their audiences. Email is frequently used to promote content, discounts and events, as well as to send people to the business' site. The kinds of messages you may send in an email marketing campaign include:


  • Blog subscription newsletters.

  • Follow-up emails to site visitors who downloaded something.

  • Client welcome emails.

  • Holiday promotions to loyalty program members.

  • Tips or a comparative series of emails for client nurturing.


Online PR


Online PR is the act of getting earned online coverage with digital publications, blogs, and other content based sites. It's much similar to conventional PR, yet in the online space. The channels you can use to improve your PR efforts include:


  • Reporter outreach via social media.

  • Engaging online reviews of your company.

  • Engaging comments on your own site or blog.


Inbound Marketing


Inbound marketing refers to the "full-funnel" approach to attracting, engaging, and pleasing customers using online content. You can use each digital marketing strategy shown above all through an entire inbound marketing strategy.



What Does a Digital Marketer Do?


Digital marketers are accountable for driving brand awareness and lead generation through all the digital channels - both free and paid - that are at a business's disposal. These channels include social media, the company's own website, search engine rankings, email, display advertising, and the business's blog.


The digital marketer as a rule, usually will use a different key performance indicator (KPI) for each different channel so they can correctly quantify the business's performance for each one. A digital marketer who's accountable for SEO, for instance, measures their site's "organic traffic" - of that traffic coming from site guests who found a page of the business' site by means of a Google search.


Digital marketing is carried out over over many different marketing positions today. In small businesses, one generalist may possess a significant number of the digital marketing strategies depicted above in the meantime. In larger organizations, these strategies have different strategists that each emphasize on only a couple of the brand's digital channels.


Here are a few instances of these authorities:


Search engine optimization (SEO) Manager


Primary KPIs: Organic traffic


To put it plainly, SEO managers get the business to rank on Google. Using a variety of ways to deal with SEO, this individual may work straightforwardly with graphic designers to guarantee the content they deliver performs well on Google - regardless of whether the business additionally posts this content via social media.


Content Marketing Specialist


Primary KPIs: Time on page, overall blog traffic, YouTube channel subscribers


Content marketing strategists are the digital content makers. They, as often as possible, keep track of the business's blogging calendar, and think of a substance system that incorporates video too. These experts regularly work with individuals in different divisions to guarantee the products and campaigns the business launches are supported with special content on each digital channel.


Social Media Manager


Primary KPIs: Follows, Impressions, Shares


The job of a social media manager is anything but difficult to understand from the title, yet which social networks they oversee for the business depends upon the Industry. Most importantly, social media managers set up a posting plan for the organization's written and visual content. This representative may also work with the content marketing strategist to build up a strategy for which content to post on which social network..


(Note: Per the KPIs above, "impressions" refers to the number of times a business' posts show up on the newsfeed of a user.)


Marketing Automation Manager


Primary KPIs: Email open rate, campaign click through rate, lead-generation (conversion) rate


The marketing automation manager helps pick and manage the software that allows the entire marketing team to understand their customers' behavior and measure the growth of their business. Since a lot of the marketing tasks said above may be executed independently from each other, it's critical for there to be somebody who can group these digital activities into individual campaigns and track each campaigns performance.


Inbound Marketing versus Digital Marketing: Which Is It?


At first look, the two appear to be almost identical: Both happen primarily on the internet, and both focus on making digital content for individuals to use. So what's the difference?


The expression "digital marketing" doesn't differentiate among "push and pull" marketing strategies (or what we may now refer to as 'inbound' and 'outbound' techniques). Both can, in any case, fall under the umbrella of digital marketing.


Digital outbound strategies mean to put a ad message directly before as many individuals as possible in the online space - paying little mind to whether it's relevant or welcomed. For instance, the irrelevant banner advertisements you see at the top of many sites want to push a product or promotion onto individuals who aren't really prepared to get it.


Then again, advertisers who use digital inbound strategies use online content to pull in their target customers onto their websites by giving assets that are useful to them. One of the least difficult yet most dominant inbound digital marketing resources is a blog, which enables your site to capture the terms which your perfect customers are looking for.


Basically, inbound marketing is a technique that uses digital marketing assets to attract, engage, and delight customers online. Digital marketing, then again, is basically an umbrella term to depict online advertising strategies of any sort, paying little mind to whether they're viewed as inbound or outbound.




Does Digital Marketing Work for All Businesses?


Digital Marketing can work for any business in any industry. Despite what your organization does, digital marketing still includes working out buyer personas to recognize your audiences' needs, and making valuable online content. Nonetheless, this isn't to imply that all organizations should execute a digital marketing technique in the same way.


B2B Digital Marketing


In the event that your organization is business-to-business (B2B), your digital marketing endeavors are probably going to be based on lead generation, with the ultimate objective of somebody speaking to a sales rep. Thus, the job of your marketing strategy is to pull in and convert the most high quality leads for your salesmen from your site and supporting digital channels.


Beyond your site, you'll most likely focus your strategies on business-centered channels like LinkedIn where your audience is investing their time on the internet.


B2C Digital Marketing


If your organization is business-to-consumer (B2C), contingent upon the price of your products, all things considered, the objective of your digital marketing efforts is to draw in individuals to your site and have them become customers without ever talking to a sales rep.


Hence, you're presumably less inclined to concentrate on 'leads' in their traditional sense, and bound to concentrate on building a better buyer's journey, from the minute somebody arrives on your site, to the minute that they make a purchase. This will regularly mean your product features in your content higher up in the marketing pipe than it may for a B2B business, and you may need to use stronger calls to action (CTAs).


For B2C organizations, channels like Instagram and Pinterest can frequently be more profitable than business-centered platforms LinkedIn.


What Are the Benefits of Digital Marketing?


Unlike most offline marketing strategies, digital marketing enables marketers to see exact outcomes in real time. If you've at any point put an advert in a paper, you'll realize that it is almost impossible to figure out the amount of individuals who turned to that page and focused on your advertisement. There's no surefire approach to know whether that advertisement was the lead of any deals whatsoever.


However, with digital marketing, you can quantify the ROI of practically any part of your marketing efforts.


Here are a few models:


Website Traffic


With digital marketing, you can see the exact number of people who have seen your site's landing page in real-time by using advanced analytical software, available in marketing platforms like Salesforce and HubSpot.


You can also see what number of pages they visited, what device they were using, and where they came from, among other digital analytics data.


This data allows you to decide which marketing channels to invest more of your time in, by viewing of the amount of people those channels are sending to your site. For instance, if just 10% of your traffic is coming from organic search, you should realize that you most likely need to invest some more time in SEO to increase that rate.


With offline marketing, it's extremely hard to tell how people are interacting with your brand before they have an interaction with a salesman or make a purchase. With digital marketing, you can distinguish patterns and behaviors in individuals' actions before they've reached the last stage in their buyer journey, which means you can make more, smarter choices about how to pull in them to your site at the top of the funnel.


Content Performance and Lead Generation


Envision you've made an item handout and posted it through individuals' letterboxes - that pamphlet is a type of substance, yet disconnected. The issue is that you have no clue how many people opened your brochure or how many people tossed it straight into the trash.


Now, envision you had that brochure on your site. You can quantify precisely what number of people saw the page where it's located, and you can gather the contact details of the people who download it by using forms. Not only would you be able to quantify what number of individuals are engaging with your content, but on the other hand you're producing qualified leads when individuals download it.


Attribution Modeling


A successful digital marketing strategy combined with the correct assets and technologies enables you to follow the majority of your deals back to a client's first digital footprint with your business.


We call this attribution modeling, and it enables you to recognize trends in the manner in which people research and purchase your product, helping you to settle on increasingly smarter choices about what parts of your marketing strategy merit more attention, and what parts of your business funnel require changing.


Connecting the dots between marketing and sales is critical - as per Aberdeen Group, businesses with strong sales and marketing alignment generally will achieve a 20% yearly growth rate, compared with a 4% decrease in revenue for businesses with poor alignment. If you can enhance your customer's voyage through the buying funnel by using digital strategies, at that point it's probably going to reflect positively on your business' bottom line.


What Types of Digital Content Should I Create?


The sort of substance you make relies upon your group of onlookers' needs at changed stages in the purchaser's adventure. You should begin by making buyer personas to recognize what your audience's objectives and difficulties are in connection to your business. On a basic level, your online content should help them to meet these objectives, and conquer their difficulties.


At that point, you'll have to thin about when they're ready to take in this content in relevance to what place they're at in their buyers journey. We call this content mapping.


With content mapping, the objective is to target content as per:


  1. The characteristics of the person who will be taking it in (that's where buyer personas come in).

  2. How close that person is to making a purchase (i.e., their lifecycle stage).


Regarding the format of your content, there are many things to consider. Here are a few alternatives we'd suggest using at each phase of the buyers journey:


Awareness Stage


  • Blog posts. Amazing for increasing your organic traffic when matched with a solid SEO and keyword strategy.

  • Infographics. Very shareable, which means they increase your odds of being found via social media when others share your content.

  • Short videos. Again, these are extremely shareable and can allow your brand to get found by new audiences by putting them on platforms like YouTube.


Consideration Stage


  • eBooks. Great for lead generation as they're generally more in depth than a blog post or infographic, which means somebody is bound to give you their contact data to get it.

  • Research reports. Once more, this is a high value content piece which is great for lead generation. Research reports and new information for your industry can also work for the awareness stage however, as they're regularly grabbed by the media or industry press.

  • Webinars. These are a more detailed, interactive video content , intuitive type of video content, webinars are a powerful consideration stage content type as they offer more in depth content than a blog post or short video.


Choice Stage


  • Case Studies. Having detailed case studies on your site can be a successful type of content for the individuals who are prepared to choose a buying choice, as it helps you positively impact their decision.

  • Testimonials. In the event that case studies aren't a solid match for your business, having short testimonials around your site is a decent option. For B2C brands, consider testimonials somewhat more loosely. In case you're an apparel brand, these might appear as photographs of how other people styled a shirt or dress, or pulled from a brand hashtag where customers can contribute.


How Long Will It Take to See Results From My Content?


With digital marketing, it can often feel like you're ready to get results faster than you may with offline marketing because it's easier to measure ROI. In any case, it ultimately relies upon the scale and effectiveness of your digital marketing strategy.


If you invest energy building comprehensive buyer personas to distinguish the needs of your audience, and you center around making quality online content to draw in and convert them, at that point you're probably going to see great outcomes inside the initial 6 months


Whenever paid advertising is a piece of your digital strategy, at that point the results come much faster - yet it's suggested to concentrate on building your organic (or 'free') reach using content, SEO, and social media for long haul, sustainable success.


Do I Need a Big Budget for Digital Marketing?


As with anything, what digital marketing elements you want to add to your strategy depends on your budget.


The good news is that you don't have to spend much on budget if you focus on inbound methods like SEO and social media and creating content for an existing website. The main focus with inbound marketing is on creating high quality content that will be consumed by your audience, which is your time and the only investment you'll need, unless you plan to outsource the work.


Hosting and creating content on the website can start with HubSpot 's CMS. You can start with WordPress on WP Engine and use a simple one from StudioPress if you have a tight budget.


There is definitely a certain expense with outbound techniques like online advertising and the purchase of email lists. What it costs depends on the type of visibility that the advertising gives you.


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. This can be fairly affordable or extremely costly, depending on the competitiveness of the keyword, so it is a good idea to concentrate on building up your organic reach.


How Does Mobile Marketing Fit Into My Digital Marketing Strategy?


Mobile marketing is another important component of digital marketing. In fact, 69% of the time spent consuming digital media is spent on smartphones in the US, while the consumption of digital media based on the desktop makes up less than half-and the US. It's still not the biggest mobile fan in comparison with other countries.


That means optimizing your digital ads, websites, images of social media and other digital assets for mobile devices is essential. If you have a mobile app that allows users to contact your brand or shop your products, your app will also fall under the umbrella of digital marketing.


Those who use mobile devices to connect with your company online need to have the same positive experience on the desktop. In order to make navigation easy for mobile devices, it means the use of a mobile or responsive website design. It could also mean reducing the length of your lead generation forms so that people can download their content without any hassles. In your images on social media, it is important to always keep in mind when creating them as image dimensions on mobile devices are smaller, meaning that text can be cut off.


There are many ways to optimize digital marketing for mobile users and it is extremely important to consider how the experience can be translated into mobile devices when implementing any digital marketing strategy. You will create digital experiences for your audience by ensuring always that it is front-of-mind. This will bring the results that you expect.


I'm Ready to Try Digital Marketing. Now What?


If you're already doing digital marketing, it's likely that you're at least reaching some segments of your audience online. No doubt you can think of some areas of your strategy that could use a little improvement, though.




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