Digital marketing encompasses all marketing efforts that use an electronic device or the Internet. Companies take advantage of digital channels such as search engines, social networks, email and their websites to connect with current and potential customers.
With how accessible the Internet is today, would you believe me if I told you that the number of people who connect every day is still increasing?
It is. In fact, the “constant” Internet use among adults has increased by 5% in the last three years, according to Pew Research. And although we say it a lot, the way people buy and buy has really changed along with that, which means that offline marketing is not as effective as it used to be.
Marketing has always been about connecting with your audience in the right place at the right time. Nowadays, that means you need to meet them where they already spend time: on the Internet.
How is digital marketing defined?
Digital marketing is defined by the use of numerous tactics and digital channels to connect with customers where they spend much of their time: online. From the website itself to the online brand assets of a company (digital advertising, email marketing, online brochures and more), there is a spectrum of tactics that fall under the umbrella of “digital marketing”.
Digital marketing tactics and examples
The best digital marketers have a clear idea of how each Digital Marketing Services in Lahore supports their overall goals. And depending on the objectives of your marketing strategy, marketers can support a wider campaign through free and paid channels at your disposal.
A content marketer, for example, can create a series of blog posts that serve to generate leads from a new e-book that the company recently created. The company’s social media marketing could help promote these blog posts through paid and organic publications in the company’s social media accounts. Perhaps the email marketer creates an email campaign to send those who download the e-book more information about the company. We’ll talk more about these specific digital advertisers in a minute.
Here’s a summary of some of the most common digital marketing tactics and the channels involved in each.
Search engine positioning (SEO)
This is the process of optimizing your website to “rank” higher on the search engine results pages, thus increasing the amount of organic (or free) traffic your website receives. The channels that benefit from SEO include:
This term denotes the creation and promotion of content assets in order to generate brand awareness, traffic growth, generation of potential customers and customers. Channels that can play a role in your content marketing strategy include:
Electronic books and white books.
Online brochures and lookbooks.
Social media marketing
This practice promotes your brand and its content on social media channels to increase brand awareness, drive traffic and generate leads for your business. The channels you can use in social media marketing include:
Pay per click (PPC)
PPC is a method to drive traffic to your website by paying an editor each time your ad is clicked. One of the most common types of PPC is Google AdWords, which allows you to pay for the best posts on the Google search engine results pages at a “per-click” price of the links you place. Other channels where you can use PPC include:
Ads paid on Facebook.
Tweets promoted on Twitter.
Sponsored messages on LinkedIn.
This is a type of performance-based advertising where you receive a commission for promoting the products or services of another person on your website. Affiliate marketing channels include:
Hosting video ads through the YouTube Partner Program.
Publish affiliate links from your social media accounts.
Native advertising refers to ads that are primarily targeted to content and displayed on a platform along with other unpaid content. The publications sponsored by Buzz Feed are a good example, but many people also consider that advertising on social networks is “native”: advertising on Facebook and advertising on Instagram, for example.
Marketing automation refers to the software used to automate your basic marketing operations. Many marketing departments can automate repetitive tasks that they would do manually, such as:
Bulletins by email.
Programming of publications in social networks.
Update the contact list.
Workflows that nourish lead.
Track campaigns and reports.
Companies use email marketing as a way to communicate with their audiences. Email is often used to promote content, discounts, and events, as well as to direct people to the company’s website. The types of emails you can send in an email marketing campaign include:
Bulletin subscription to the blog.
Track emails to website visitors who downloaded something.
Emails to welcome the customer.
Holiday promotions for members of the loyalty program.
Tips or emails of similar series for the upbringing of customers.
Online public relations is the practice of ensuring online coverage obtained with digital publications, blogs, and other content-based websites. It is very similar to traditional public relations but in the online space. The channels you can use to maximize your public relations efforts include:
Diffusion of reporters through social networks.
Involve comments online about your company.
Involve comments on your personal website or blog.
Incoming marketing refers to the “full funnel” approach to attracting, attracting and delighting customers who use online content. You can use all the digital marketing tactics mentioned above through an incoming marketing strategy.
What does a digital marketer do?
Digital marketers are in charge of promoting brand awareness and lead generation through all digital channels, both free and paid, which are available to the company. These channels include social media, the company’s own website, search engine rankings, email, graphic advertising, and the company’s blog.
The digital marketer usually focuses on a different key performance indicator (KPI) for each channel so that they can properly measure the performance of the company in each. A digital marketer who is in charge of SEO, for example, measures the “organic traffic” of your website, that traffic that comes from site visitors who found a page of the business website through a Google search.
Digital Marketing Services in Lahore is carried out in many marketing functions nowadays. In small businesses, a generalist might own many of the digital marketing tactics described above at the same time. In larger companies, these tactics have multiple specialists, each of which focuses on just one or two of the brand’s digital channels.