What Is Digital Marketing?
The term digital marketing refers to the use of digital channels to market products and services to consumers. This type of marketing involves the use of websites, mobile devices, social media, search engines, and other similar channels. Digital marketing became popular with the advent of the internet in the 1990s.
Digital marketing involves some of the same principles as traditional marketing and is often considered an additional way for companies to approach consumers and understand their behavior. Companies often combine traditional and digital marketing techniques in their strategies. But digital marketing comes with its own set of challenges, including implicit bias.
KEY TAKEAWAYS
- Digital marketing involves marketing to consumers through digital channels, including websites, mobile devices, and social media platforms.
- This form of marketing is different from internet marketing, which is exclusively done on websites.
- Digital marketing relates to attracting customers via email, content marketing, search platforms, social media, and more.
- One of the biggest challenges digital marketers face is how to set themselves apart in a world that is oversaturated with digital marketing ads.
- Digital marketing comes with various challenges, including implicit bias.
Social Media Marketing
The primary goals of a social media marketing campaign are to build brand awareness and establish social trust. As you go deeper into social media marketing, you can use it to obtain leads and as a direct marketing or sales channel. Promoted posts and tweets are two examples of social media marketing.
SMS Messaging
Companies and nonprofit organizations also use text messages (formally known as SMS, or short message service) to send information about their latest promotions or give opportunities to willing customers. Political candidates running for office also use SMS campaigns to spread positive information about their platforms. As technology has advanced, many text-to-give campaigns also allow customers to directly pay or give via a simple text message.
Email marketing
Email marketing is still one of the most effective digital marketing channels. Many people confuse email marketing with spam email messages, but that’s not what email marketing is about. This type of marketing allows companies to reach potential customers and anyone else interested in their brands and products.
video marketing
YouTube is one of the most popular search engines in the world. A lot of internet users turn to YouTube before making a buying decision, to learn something, to read a review, or just to relax.
Marketers can use any of several video marketing platforms, including Facebook Videos, Instagram, and TikTok, to run a video marketing campaign. Companies find the most success with video by integrating it with SEO, content marketing, and broader social media marketing campaigns.
SEO in Digital Marketing?
Search engine optimization (SEO) is a way that companies increase traffic to their websites, with the goal of pushing their sites and names to the top of any search results page. This can occur with search results obtained organically or editorially. When companies are able to successfully apply SEO to their digital marketing strategies, their names and websites become increasingly visible to more consumers.
Website Marketing
A website is the centerpiece of all digital marketing activities. It is a very powerful channel on its own, but it’s also the medium needed to execute a variety of online marketing campaigns. A website should represent a brand, product, and service in a clear and memorable way. It should be fast, mobile-friendly, and easy to use.
Pay-Per-Click Advertising
Pay-per-click (PPC) advertising enables marketers to reach internet users on a number of digital platforms through paid ads. Marketers can set up PPC campaigns on Google, Bing, LinkedIn, X platform (formerly Twitter), Pinterest, and Facebook and show their ads to people searching on terms related to products or services.
Content Marketing
The goal of content marketing is to reach potential customers through the use of content that interests them. Content is usually published on a website and then promoted through social media, email marketing, search engine optimization, or even pay-per-click campaigns. The tools of content marketing include blogs, ebooks, online courses, infographics, product and webinars.
Affiliate Marketing
Affiliate marketing is one of the oldest forms of marketing, and the internet has given it new life. With affiliate marketing, influencers promote other people’s products and get a commission every time a sale is made or a lead is introduced. Many well-known companies including Amazon have affiliate programs that pay out millions of dollars per month to websites that sell their products.
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