Digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email and mobile applications. There are some reasons why digital marketing plays an important role in business:
- Digital marketing is the most powerful form of marketing
- Using digital marketing tactics is the most cost-effective way to market business.
- Digital marketing is the most measurable form of marketing.
- One of the greatest benefits of digital marketing is that it allows you to target your ideal buyers.
- Search Engine Optimization(SEO)
Search Engine Optimization is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine. SEO refers to the improvement of unpaid results and excludes direct traffic or visitors and the purchase of paid placement. Optimization of a website involve editing its content, adding content, and modifying HTML and associated coding to both increase its relevance to specific keywords and remove barriers to the indexing activities of search engines. Promoting a site to increase the number of back links, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed desktop search.
As an Internet marketing strategy, SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. SEO is performed because a website will receive more visitors from a search engine the higher the website ranks in the search engine results page (SERP). These visitors can then be converted into customers.
SEO differs from local search engine optimization in that the latter is focused on optimizing a business’ online presence so that its web pages will be displayed by search engines when a user enters a local search for its products or services. The former instead is more focused on national or international searches.
- Social Media Marketing (SEM)
Social Media Marketing is the use of social media platforms and websites to promote a product or service. Using digital marketing tactics is the most cost-effective way to market your business. SEO and Social media engagement take time to work their magic. There are several platforms where media marketing works. Some of them are listed below:
Social networking websites
Social networking websites help to build relationship and communities online among individuals, businesses and other organizations and also to interact with one another. When companies join these social channels, consumers can interact with them directly. Interaction can be more personal to users than traditional methods of outbound marketing and advertising. The Internet’s ability to reach billions across the globe has given online word of mouth a powerful voice and far reach.
Over the years, the Internet has continually gained more and more users, jumping from millions to billions. As mobile phone allow individuals to immediately access the social networking sites it is considered as beneficial for social media marketing. Mobile phones have altered the path-to-purchase process by allowing consumers to easily obtain pricing and product information in real time. They have also allowed companies to constantly remind and update their followers.
There are two basic strategies for engaging the social media as marketing tools:
Social media can be a useful source of market information and a way to hear customer perspectives. Blogs, content communities, and forums are platforms where individuals share their reviews and recommendations of brands, products, and services. Businesses are able to tap and analyse the customer voices and feedback generated in social media for marketing purposes; in this sense the social media is a relatively inexpensive source of market intelligence which can be used by marketers and managers to track and respond to consumer-identified problems and detect market opportunities.
Social media can be used not only as public relations and direct marketing tools but also as communication channels targeting very specific audiences with social media influencer and social media personalities and as effective customer engagement tools. Technologies predating social media, such as broadcast TV and newspapers can also provide advertisers with a fairly targeted audience, given that an ad placed during a sports game broadcast or in the sports section of a newspaper is likely to be read by sports fans. However, social media websites can target niche markets even more precisely. Using digital tools such as Google Ad-sense, advertisers can target their ads to very specific demographics, such as people who are interested in social entrepreneurship, political activism associated with a particular political party, or video gaming.
- Email Marketing
Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. The term usually refers to sending email messages with the purpose of enhancing a relationship with current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and sharing third-party ads.
Email marketing can be carried out through different types of emails:
1. Transnational emails
Transnational emails are usually triggered based on a customer’s action with a company. To be qualified as transnational or relationship messages, these communications’ primary purpose must be “to facilitate, complete, or confirm a commercial transaction that the recipient has previously agreed to enter into with the sender” along with a few other narrow definitions of transnational messaging.
2. Direct emails
Direct email involves sending an email solely to communicate a promotional message. Companies usually collect a list of customer or prospect email addresses to send direct promotional messages to, or they rent a list of email addresses from service companies.
- Search Engine Marketing
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.
- Pay per click
Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked.
Pay-per-click is associated with first-tier search engines such as Google Ads and Bing Ads. With search engines, advertisers typically bid on keyword phrases relevant to their target market. In contrast, content sites commonly charge a fixed price per click rather than use a bidding system. PPC “display” advertisements, also known as “banner” ads, are shown on web sites with related content that have agreed to show ads and are typically not pay-per-click advertising. Social networks such as Facebook and Twitter have also adopted pay-per-click as one of their advertising models. PPC ads were also offered by websites. Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser’s keyword list that has been added in different ad groups, or when a content site displays relevant content. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to, above, or beneath organic results on search engine results pages, or anywhere a web developer chooses on a content site.
- Cost per impressions(CPI)
Cost per thousand impressions (CPM), is a term used in online advertising , as well as traditional advertising media selection and marketing related to web traffic. It refers to the cost of traditional advertising or internet marketing or email advertising campaigns, where advertisers pay each time an ad is displayed. CPI is the cost or expense incurred for each potential customer who views the advertisement(s), while CPM refers to the cost or expense incurred for every thousand potential customers who view the advertisement(s).
- Search analytics
Search analytics is the use of search data to investigate particular interactions among Web searchers, the search engine, or the content during searching episodes. The resulting analysis and aggregation of search engine statistics can be used in search engine marketing (SEM) and search engine optimization (SEO). In other words, search analytics helps website owners to understand and to improve their performance on search engines. Search analytics includes search volume trends and analysis, reverse searching (entering websites to see their keywords), keyword monitoring, search result and advertisement history, advertisement spending statistics, website comparisons, affiliate marketing statistics, multivariate ad testing.
- Web analytics
Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. However, Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It helps one to estimate how changes traffic to a website after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research.