Digital marketing – advertising campaigns that are carried out to attract a target audience using PCs, phones, tablets. It is often compared to “traditional marketing” such as magazine advertisements, billboards, and direct mail. It has several forms, including online videos, display ads, social messages. Networks. We will talk about this in more detail below.
What is Digital Marketing
Digital-marketing (digital marketing) is the promotion of brands using the Internet and other forms of digital communication. Includes not only email newsletters, social networks and online advertising, but also text and multimedia messages.
Benefits:
wide coverage;
lower cost compared to traditional marketing;
availability of detailed information about the results of advertising campaigns;
shorter sales cycle;
assistance in building brand loyalty;
customer retention;
sales promotion.
To take advantage of these benefits, you need to decide on the type of digital marketing. Each of them is used to achieve different goals, according to which they are chosen during strategy development.
Types of digital marketing
Digital marketing refers to advertising that is distributed through digital channels such as search engines, websites, social media, email, and mobile apps. While this term covers a wide range of marketing activities that are not always used, we will focus on the most common types.
Search engine optimization
This is the process of optimizing a website to improve its ranking on search engine results pages and increase the volume of organic (or free) traffic.
SEO includes the following steps:
optimization of pages;
external optimization;
technical optimization.
The promotion strategy and further work on each site are developed individually, since different approaches are used for landing pages, business cards and online stores.
Content marketing
Content marketing is the creation of informative, useful content in order to increase brand awareness, traffic growth, and attract potential customers. One of the most important parts of content marketing is to show users the main “value” of a product or service. Whether the content is for free or for a fee, the user should get really useful information that will motivate him to become a client of your company.
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Social media marketing
Social media marketing is about driving traffic and increasing brand awareness by engaging people in online discussions and interactions. The most popular platforms are Facebook, Instagram, LinkedIn, YouTube. There are others, but they are selected depending on the interests of the target audience.
Since marketing in social. networking involves active audience participation, it has become a popular way to attract attention. It is effective both for little-known and small companies, as well as for large ones with a certain reputation. It is the most popular information medium for B2C marketers and is also gaining ground in the B2B arena.
SMM performance can be tracked using various metrics. Built-in social networks are not always enough, so in addition to them, services are used to assess the dynamics of subscribers, feedback, reach, conversions and much more. After analyzing the data, you can see if a particular type of interaction is effective or needs to be changed. Metrics also show the reaction of users to publications: likes, comments, reposts, referrals to the site.
Many brands use digital social marketing. networks to start a dialogue with the audience, while not explicitly indicating that the main purpose of communication is to turn potential customers into buyers. This communication method is used for several reasons. This can be targeting an adult audience or the careful promotion of goods and services that are not suitable for impulse purchases.
contextual advertising
PPC or Pay Per Click (PPC) advertising usually refers to “paid results” at the top or side of search results (SERP). You only pay when your ad is clicked. You can customize your PPC ads to appear when you enter specific keywords by creating ads that target a specific audience.
PPC channels:
Google Ads;
paid ads on Facebook;
paid ads on Instagram;
LinkedIn advertising messages.
With the help of statistics, you can find out which ads are generating income and which ones are generating losses in order to remove the latter in time and avoid wasting your budget.
Affiliate Marketing
Affiliate digital marketing is one of the early strategies used to generate passive income. The concept is actually quite simple, in short, promoting the products or services of other companies in exchange for a fee.
Native advertising
Native advertising is digital marketing in disguise. Such ads naturally fit into the surrounding content, therefore, when viewing them, the so-called banner blindness does not turn on for visitors and the message itself does not cause negative emotions. Unlike the natural one, the native looks like a disinterested message, so they are more loyal to her. It can be educational (useful articles about a product or service), entertaining and branded.
Native advertising is an unobtrusive way of communicating with your audience that builds brand awareness. When used correctly, it increases the trust of the target audience.
Marketing automation
Marketing automation – the use of programs and services to support digital marketing advertising campaigns, increase the effectiveness and relevance of advertising. This is optimization, automation of marketing tasks and work processes. Using services, you can see which digital channels are working and which are not. All data is displayed in metrics, the analysis of which will show how well the applied strategy works.
Email Marketing
Email marketing is the use of email to reach an audience. It builds trust with customers, retains them, stimulates repeat sales and returns passive customers. Email digital marketing is also used to increase brand awareness and communicate with each person separately.
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Video Marketing
Video Marketing – Using videos to engage your target audience. More than 78% of people prefer video to text, as it is often more interesting to watch than to read a boring description. There are several video marketing platforms: YouTube, Facebook Videos, Instagram, and even TikTok.
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Types of video content:
promotional video;
detailed reviews, product comparisons;
product / service demonstration and reviews;
instructions for use;
streams, etc.
What to choose depends on the audience and the place of its gathering. Some “light up” after watching a short video, others need detailed and useful content, on the basis of which a decision will be made whether to buy or not.
Choosing online marketing tactics
For each tactic, certain tools are used, with the help of which they communicate with the target audience, study it and, as a result, achieve the desired result.
