What is digital marketing?
Digital marketing is the sale of products and services through Internet channels such as social media, email, and mobile applications. Basically, digital marketing is a type of marketing that takes place through electronic devices. It can be done both online and offline, and in fact, both types are crucial to a successful digital marketing strategy.
Why is digital marketing important?
Have you noticed the billboards? Sometimes, big brands even start a billboard war to compete with each other, but unfortunately or fortunately, billboard advertising is mostly dead. Why? Just think about it, Google and Facebook make more money than any traditional media company because they control more eyeballs. This is why digital marketing is important.
Another reason for the death of billboards in the future is that the driving system will change in the not too distant future. Although driverless cars already exist, they are not yet ubiquitous, and drivers still need to pay attention to the road. In the future, as technology advances, no commuter will spend time looking at the road and will most likely be busy with their cell phone, so who needs to see those billboard ads?
Additionally, the share of people spending more time using electronic devices continues to increase, while print advertising continues to decline.
History of digital marketing
Although digital marketing first became popular as a term in the early 2000s, it actually has a much longer history, perhaps as much as 100 years ago. Above is a photo of the first offline digital marketer in history, Gulielmo Marconi in 1896. He is the first to demonstrate the "transmission of wireless signals", and invented the radio.
After a while, radio manufacturers realized that they could use it for sales. The first was a live broadcast of an opera performance that people bought tickets for and thus the digital marketing strategy was born.
Key components of digital marketing strategy
Some of the key components of a digital marketing strategy are:
Check customer statistical information:
Collect and analyze demographic information such as age, gender, location, as well as the motivations that lead people to choose products and services. Use Google Analytics to analyze this information based on keywords in organic traffic.
Identification of target markets:
Use market research tools such as Google Keyword Planner, Google Trends, and Facebook Audience Insights to conduct market research and identify potential target markets.
Conduct competitive analysis:
Use analytical tools such as Semrush and SocialBakers for competitor analysis and detailed planning.
Appropriate management and allocation of resources to achieve goals:
Resources include manpower and budget, which must be carefully examined and then based on them, planning towards goals.
Checking and optimizing campaign performance:
Use digital marketing analytics tools like Google Analytics to track, measure and report the performance of your digital marketing campaigns.
Online digital marketing
The two main pillars of digital marketing are online marketing and offline marketing. The 7 major categories of online marketing are:
- Search Engine Optimization (SEO)
- Search Engine Marketing (SEM)
- Content marketing
- Social Media Marketing (SMM)
- Pay Per Click (PPC) Advertising
- Cooperation in sales or affiliate marketing (Affiliate Marketing)
- e-mail marketing
Search Engine Optimization (SEO)
SEO is the process of improving the quality and quantity of traffic to a website or a web page in search engines and targets unpaid traffic, known as "natural" or "organic" results. Unpaid traffic may come from different types of searches, including image searches, video searches, etc.
As a digital marketing strategy, SEO is how search engines work, the computer-programmed algorithms that determine search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are targeted by the target audience. , checks are preferred. SEO is done because when websites rank higher on the search engine results page (SERP), that website receives more traffic from the search engine. These visitors can potentially become customers.
Search Engine Marketing (SEM)
A form of internet marketing that involves promoting websites by increasing their visibility on search engine results pages (SERPs), primarily through paid advertising. SEM may use search engine optimization (SEO), which adjusts or rewrites website content and site architecture to rank higher on search engine results pages.
Content marketing
It is a form of marketing that focuses on creating, publishing and distributing content to target audiences online. Content marketing is often used by businesses to achieve the following goals: attract attention and generate leads, expand customers, generate or increase online sales, increase brand awareness or credibility, and engage the online community of users. Content marketing attracts new customers by creating and sharing valuable free content. It helps companies build brand loyalty among users in a sustainable manner, provides valuable information to consumers, and creates a desire to purchase products from the company in the future.
Content marketing starts with identifying customer needs. The information can then be presented in a variety of formats, including news, video, ebooks, infographics, email newsletters, case studies, podcasts, guides, Q&A articles, photos, blogs, and more. Content marketing requires continuous delivery in content production.
Social Media Marketing (SMM)
Social media marketing is the use of social media platforms to promote a product or service. Most social networks have built-in data analytics tools that enable companies to track the progress, success, and engagement of ad campaigns. Companies reach a wide range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. At the strategic level, social media marketing involves managing a marketing campaign, determining the scope (ie, more active or passive use) and creating the desired social media "culture" and "tone" for the company.
When using social media marketing, companies can allow customers and Internet users to be sent user-generated content (eg, online reviews, product reviews, etc.) instead of using advertisements produced by marketers.
Pay Per Click (PPC)
It is an internet advertising model used to drive traffic to websites, where the brand owner or advertiser pays a commission to the publisher for each click on the ad through their affiliate link.
Pay-per-click is usually associated with top-tier sites (such as Google Ads, Amazon Advertising, and Microsoft Advertising, formerly Bing Ads). Advertisers usually bid on keywords related to their target market and pay when the targeted ads (text ads or ads that combine images and text) are clicked. In contrast, content sites (publishers) usually charge a fixed price per click. PPC display ads, also known as banner ads, are shown on websites with relevant content that have agreed to display the ads. Social networks such as Facebook, LinkedIn, Pinterest and Twitter have considered pay-per-click as one of their advertising models.
Cooperation in sales ( Affiliate Marketing )
Affiliate marketing or affiliate marketing is a type of performance-based marketing. Affiliate marketing overlaps to some extent with other Internet marketing methods because publishers often use conventional advertising methods. These methods include organic search engine optimization (SEO), paid search engine marketing, pay-per-click (PPC), email marketing, content marketing, and display advertising.
In simple terms, affiliate marketing is a method in which a person who has a website, Instagram page, Telegram channel, Twitter, or any other popular online media, can choose a product and advertise it in their media through an intermediary. By means of these advertisements, attracting the audience and transferring them to the target website, this person receives a percentage as a commission from the product owners for the expected return of the company, which is usually the sale of goods.
e-mail marketing
It is the sending of a business message, usually to a group of people, using email. In the broadest sense, any email sent to a potential or existing customer can be considered email marketing. This includes using email to send advertisements, apply for jobs, or solicit sales or donations. Email marketing strategies typically seek to achieve one or more of three main goals: building loyalty, trust, or brand awareness. This term usually refers to the sending of electronic messages with the purpose of strengthening the merchant's relationship with existing or previous customers, encouraging customer loyalty, attracting new customers or persuading existing customers to make an immediate purchase, and sharing third-party advertisements.
Offline digital marketing
In general, offline digital marketing falls into four categories:
- Enhanced offline marketing
- Radio marketing
- Television marketing
- Telemarketing
Advanced offline marketing is a type of marketing that is completely offline but is enhanced with electronic devices. People have been using digital media such as television, radio and telephone to increase their marketing for decades. For example, a restaurant that uses an iPad to take orders from its customers. And electronic billboards that use LED are examples of offline digital marketing.
Conclusion
Having a digital marketing strategy is undeniable for the success of a business in the future, and sooner or later all businesses, big or small, must ride this digital wave!
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