Digital marketing refers to the general term for all Internet technology products and services related to marketing, including mobile devices, graphic advertising, and other digital media. Digital marketing flourished between 1990 and 2000, using digital technology to change the way brands are transmitted. The development of digital platforms has penetrated the daily life of people. People use online channels to buy products, and digital marketing campaigns or activities have become an increasingly effective means of communication for brand marketing.
Thus, digital marketing is the delivery of brand information through different digital media channels. Like search engines, web pages, social networks, email and hardware, and mobile software. Each channel includes key marketing techniques that activate various marketing practices and are presented in several common ways.
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Digital marketing channels
From your company’s website to the different aspects of the online brand (digital advertising, email marketing, web brochures, etc.), digital marketing covers a broad spectrum of tactics and content.
The best marketing professionals know how to precisely link each type of content and tactics with strategic objectives. These are the most common forms of channels and tactics, used in digital marketing:
Search engine positioning (SEO)
This is to optimize a website so that it obtains the best possible ranking in search engine results and attracts more natural traffic (organic traffic). SEO consists of optimizing your website in accordance with Google guidelines, called SEO on page and making your website popular on the Internet, called off-page SEO.
It is about creating and promoting different forms of content to increase brand awareness, increase traffic and generate leads or customers. Everything we produce on a web page for visitors to the site is “content”. Text, images, videos, infographics, and blog posts are all examples of content.
Inbound marketing is an all-embracing approach designed to attract visitors, convert leads, close sales and retain customers using online content.
Social media marketing
This practice is to promote content and a brand in social networks to improve brand awareness, attract traffic and generate leads.
Search engine marketing (sem – CPC)
This is an advertising method to attract traffic to a website. The station receives its payment each time a user clicks on an advertisement. Google AdWords is one of the most common forms of CPC.
This performance-based advertising method involves receiving a commission in exchange for promoting third-party products or services on a website.
These are content-based ads, published on a third-party platform along with content that you do not pay. Sponsored Buzz Feed articles are an example. In addition, many marketers believe that advertising on social networks, such as Facebook and Instagram, is native advertising.
Marketing automation refers to software solutions aimed at automating marketing operations. It is often a good idea to automate repetitive tasks, such as sending emails, social media posts, and some website actions.
Companies use email marketing to communicate with their audiences. The email serves to promote content, special offers, and events, and to redirect contacts to the company’s website.
Public relations online
Online public relations consists of developing a free online presence through web publications, blogs, and other content-based sites. They are like classic public relations, transposed to the digital world.
Advantages of a digital marketing strategy
With the growing number of mobile users and connected PCs, you can certainly accept that digital marketing is the future of advertising and marketing. The days when the scope of advertising campaigns was limited to television, radio and newspapers are over. Even if these media still offer a field of application for their marketing actions, they face a steady decline in their effectiveness with respect to digital marketing that continues to progress at incredible speed.
As technology evolves at a rapid pace, small and medium-sized businesses are doing everything they can to survive in a connected market. Companies that are more resistant to change accept restrictions and are forced to revise their models so that they are simply “compatible” with the market.
For the more cautious, here are some good reasons to invest in digital marketing, an effective marketing channel that has become necessary to grow a business.
The equality of opportunities
Digital marketing gives small and medium-sized businesses equal opportunities to compete and capture their part of a specific audience. It provides small businesses with the resources they need to increase sales through actions that were previously not available to them.
More affordable than traditional marketing
Digital marketing provides a more affordable marketing channel than traditional media, saving money. As a result, many companies are working reallocating their budgets with a greater emphasis on digital marketing tools and techniques.
Tools like Google Analytics provide you with relevant data, which allows you to evaluate the performance of your marketing actions. By doing so, you can continually improve your actions to obtain the necessary advantage over your competitors. Furthermore, with the help of digital marketing tools and techniques such as search engine optimization (SEO), social media marketing (SMM) and email marketing, you can interact with your target audience quickly and efficiently. , which leads to higher conversions.
Generate better income
With the use of effective digital marketing techniques, you can increase the income of your company by generating higher conversion rates and profitable benefits. The use of digital marketing techniques and tools also improves the possibilities of expansion of a small business.
Facilitate interactions with your target audience
By selecting specific groups from a target audience, you can increase the efficiency of your business. Interacting with your customers through appropriate engagement points can give you an idea of what your target audiences want. This not only helps the client’s satisfaction and experience, but it will also help you maintain them.
In terms of aesthetics and functionality, digital content is far superior to its traditional counterparts. It has many additional features to improve the user experience exponentially, providing endless possibilities for your marketing campaigns and creating your brand presence.
Get closer to mobile consumers
Mobile devices that have become nothing less than an alternative to laptops now play a very important role in influencing the purchase decision. People still have their mobile devices at their fingertips. An effective marketing campaign aimed at mobile consumers will help your business grow faster.
Gain credibility through social networks
Digital marketing uses social media signals as experiences shared by consumers who have used a particular product or service. Studies show that most people would trust a brand or product if people talk and testify.
Ensure the survival of your business
The survival of your business is not determined by the number of visitors, but by the number of conversions generated by these visitors. Digital marketing allows you to use proven strategies and techniques to attract highly targeted traffic that delivers results. Remember, digital marketing is aimed at the right people to get good results!
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