Definition of Digital Marketing The first and most important question: What is Digital Marketing? Digital marketing is a comprehensive term that includes all the channels and methods through which you can promote and promote your products and services through electronic or Internet devices.
Nowadays, digital marketing or digital reappraisal is commonplace to everyone. But what exactly digital marketing is, and what application it has in today’s marketing, and what areas it contains, needs to be explained. In this article, you can familiarize yourself with this concept.
Nowadays, thanks to the ever-increasing advances in technology, Internet access is easily accessible to all people and added to the users of this relatively virtual world every day. In fact, this increase has been accompanied by widespread changes that have shone on our everyday lives, and in turn have affected the way people are buying people; as long as traditional marketing means marketing without the use of tools and digital channels , Is no longer as effective as before.
What always matters in marketing, communicating with the audience, or in your own language, is putting the bread to the hot oven at the right time and place. If we want to apply the same policy in the modern world, we need to communicate with the client somewhere that takes a lot of time: “Internet.”
On our website, on topics such as online marketing and its strategies, Internet-based revenue-generating methods, various types of digital marketing, such as email marketing or email marketing and content marketing, as well as key topics such as SEO ( SEO) ) We have written so often. In this article, we are looking to familiarize you exactly and completely with the digital marketing concept or “digital marketing”, its various types, the duties of a digital marketer, the difference between digital marketing and intros marketing, and the benefits of this kind of marketing. In the end, we will answer your common questions in this regard, but first of all you should answer the question of what digital marketing means.
Definition of Digital Marketing
The first and most important question is: What is digital marketing? Digital marketing is a comprehensive term that includes all the channels and methods through which you can promote and promote your products and services through electronic or Internet devices.
Difference in digital marketing with traditional marketing
But is digital marketing different from traditional or traditional marketing methods? The main difference between these two types of marketing is that digital marketing campaigns run exclusively through digital channels, and this makes the control, tools, and more information available to marketers to analyze the effectiveness of the marketing campaign.
In fact, digital marketing is gaining ground in using the various channels that today’s customers spend most of their time. From the website itself to digital advertising , email marketing, online brochures and the like, a wide range of tactics and methods can be put under the umbrella of digital marketing.
Tactics and an example of digital marketing
A good digital marketer or one who works in this way should have a clear understanding of the impact of different types of digital marketing on their core goals; in other words, in order to maximize the use of available free digital money channels and channels. And to run more effective campaigns and policies, you need to know what you’re looking for and what you’re up to.
For example, responsible for content marketing can be encouraged to produce customer or lead ( Lead ) is a collection of posts and Set up and publish a blog from an e-book most recently produced. Subsequently, he is responsible for the marketing of social networks through public postings and monetary methods to advertise this collection in corporate social media accounts. Meanwhile, the email marketing or email marketing officer can launch an email campaign, for example, for those who have received the book, to send more information about the company or product. In the following, we will talk more about these experts or, in other words, digital marketers, but before that we should get acquainted with various types of digital marketing.
Types of Digital Marketing Techniques
Here we come to introduce the most common digital marketing methods and tools or channels associated with each of them.
– Optimization for search engines ( SEO or SEO)
SEO means optimizing a website for better rank or rank in search engine results pages, including Google, and naturally increasing organic or natural traffic (free). Among the channels you need to work on is the following:
– Content marketing
Marketing the content ( Content Marketing ) to produce and promote content with the aim of creating awareness of the brand ( Brand Awareness ), traffic growth, willing and eventually become the customer’s production potential customer actually refers to the client. The channels that can contribute to your content marketing strategy include:
- Blog posts
- Ebooks and articles
- Brochures and online catalogs
– Marketing on social networks
Promote and promote your content on social networks through social media marketing ( Social Media Marketing ) to raise awareness of brand, website traffic, and customers looking for your business. You can use the following channels to help you:
– Ad click
PPC ( Pay-Per-Click ) or click advertising is one of the ways to attract traffic to the website. Simply put, you pay the advertiser just every time they click on your ad. One of the most popular and popular types of click advertising is Google AdWords . With AdWords help, you can place your ad page at the beginning or end of the search results tab. Other PPC channels include:
- Facebook Money Ads
- Promoted Tweets on Twitter
- And Sponsored Messages at Linkedin
– Affiliates ( Affiliate Marketing )
Affiliate marketing, also known as collaborative marketing, affiliate marketing, or sales collaboration, is a form of performance-driven advertising through which you receive paid-for-sale products and services. Some of the major channels of market opiates are:
- Display video ads via the YouTube Partner Program
- Get a special link from collaboration systems on sales and send it to accounts that you have on various social networks.
– Advertising mirrors or Native ( Native Advertising )
Indigenous or identical advertisements refers to ads that are placed in the content of a website or application, in other words. Among the best examples of this kind of advertising can be Reportage ads and sponsored links noted.
– marketing automation ( Marketing Automation )
The concept of marketing automation is software that automatically performs your marketing activities. Many of the duplicate marketing activities that are usually done manually can be handled by these systems, including:
- Sending email newsletters
- Schedule to automatically post posts on social networks
- Update call list
- Organizing a customer -building process ( Lead-nurturing )
- Monitor Marketing and Reporting Campaigns
– Email marketing ( Email Marketing )
Email marketing or email marketing is one of the most cost-effective ways for business to connect with your audience. Often email is used to promote and promote content, discounts and events, as well as directing people to a business website. For example, you can send emails of the following to your audience:
- Newsletter for blog subscribers
- Tracking emails for visitors who have downloaded a particular item
- Welcome greetings to the customer
- Send special offers to buy on special occasions for loyal customers
- Sending Chains of Hints and Content to Help Grow Customer.
– Online PR ( Online PR )
Online public relations is an attempt to gain and strengthen the business position and increase its coverage in digital publications, blogs and other content-centered websites. Online public relations is quite similar to traditional public relations, but it runs in digital space. Among the channels that you can use to improve your public relations are:
- Provide reports on social networks and interact with user comments
- Interact with the critique and comments posted on various websites with your company
- Interact with comments posted on your website or blog
– Marketing introvert ( Inbound Marketing )
Introduce marketing, abusive or absorbent, is a relatively slick term that refers to the use of various digital marketing channels to access new customers; in other words, digital marketing is a way to attract customers to business products and services through a variety of digital marketing and Especially content marketing. In this type of marketing, we provide a better experience for our customers by providing information that is really valuable to the customer (for example, in newsletters, blogs and social networks).
The point to note here is that the effective use of any of these channels and methods requires planning and having something called “digital marketing strategy.”
What is a digital marketing strategy?
A digital marketing strategy is a detailed and detailed plan on how to use various digital marketing channels to meet business goals.
When designing a digital marketing strategy, you should pay attention to the channels, resources (manpower, time and money) for each channel and the desired results.
One of the common mistakes that many digital marketing executives or business owners make is that they try to do everything at the same time without any particular program, and generally invest in channels that are not related to their business. So they do not get any results at all.
In this section, you will learn about the steps you need to develop your strategy.
Step 1: Have a good website
The first step is to create a mobile friendly website. This website should have several landing pages (or sales pages) for the company and its products.
Step 2: Pay attention to SEO and site optimization
The next step is to perform SEO related actions and identify the things that should be optimized for SEO. You must first go to the technical issues of SEO and then consider the on-Page SEO and then the off-page SEO .
Step 3: Implementing Content Marketing
Based on the results of comprehensive research on keywords and your findings, you need to develop a content marketing plan that includes:
- What types of content should be produced? (Text, video …)
- Release Date of that Content (Publishing Calendar)
- How to promote and promote content (e.g., using social networks, email and PPC )
Step 4: Marketing on Social Networks
Use Social Networking to raise awareness about brand and sales. By defining the personality or so-called ideal person customer persona , check out which social networks are appropriate for your business marketing and set up a release calendar for publishing content on those networks.
At the same time, make a list of the most popular and influential people on the social networks that you choose to be interested in your product or your content sharing on social networks.
Step 5: Implementing Email Marketing
Start a mailing list by using multiple calls to action or action on different sections of your website and your social networking accounts. For example, you can get email addresses by persuading users to sign up for newsletters or download a free item or participate in a free trial.
Step 6: Use PPC advertising
Along with the activities above , you’ll also have an AdWords campaign and target people who are searching for keywords related to your products.
Step 7: Measure and analyze the results
Make sure Google Analytics is enabled on your website and that it is configured correctly and you can accurately measure the returns of each of the steps above.
Open an Excel file and add details about costs, number of visits, number of conversions (to the actual customer), people who have contacted and other items for each item.
What is mentioned here as an example is a summary of the things that a digital marketing strategy should include. If you have a small business and very limited resources, you may not be able to implement all of these steps. In this case, you should have a step-by-step approach and start with website, SEO and content marketing. After a while, you will see an increase in traffic and revenue, and then you can add other tools and techniques to your digital marketing strategy.
What role does a digital marketer have?
Digital marketers are responsible for creating Brand Awareness and generating Lead Generation customers through all available digital (free and paid) digital channels available to the business. Among these channels are the company’s website, social networking sites, search engines, emails, advertisements and corporate blogs.
Generally, digital marketers focus on a different key performance indicator ( KPI ) for each channel, so that they can correctly measure and evaluate the firm’s performance in each case. Today, multiple digital marketing positions can be defined in any company. In small companies one person can take responsibility for implementing many of the tactics mentioned above, but in large companies for these tactics, there are several experts, each of which is limited to one or two digital channels Focus on
Here are some examples of these digital marketing experts:
– Director of SEO ( SEO Manager )
Main Indicator: Natural Traffic or Organic Traffic
In summary, the task and purpose of SEO managers earn points for relevant keywords in search engine results pages. A person employed on this side, using various optimization techniques for search engines or SEOs, usually works directly with content providers to ensure that the content produced in the search engines, and in particular Google, performs well.
– Content Marketing Expert
Main index: time on page, total blog traffic, number of subscribers and amount of sharing
Content marketing experts are responsible for the production and dissemination of digital content. They always monitor the production and distribution of the calendar and try to incorporate various types of content into their marketing strategies. To help ensure content coordination with the products and services provided by businesses, these experts often interact with employees from other sectors.
– the director of social media ( Social Media Manager )
Main Indicator: Number of Followers, Number of impressions , Rate of Share Posts
It is not difficult to infer the role of social networking director from his job title, but what management will take into account will depend on the field of company activity. The expert plans to publish the company’s written and visual content on various social networks. In addition, it may be possible to work with a content marketing expert to set up a strategy to determine which content is more relevant to the content network.
Tip : The impression of a high performance index is the number of times a business appears in a user’s news feed.
– Marketing Automation Coordinator
Main Indicator: Email Release Rate, Campaign Clicks, Customer Productivity, and Conversion Rates
The marketing automation coordinator is the one who has the choice and management of software that allows the marketing team to understand customer behavior and business growth measurements. Since many of the marketing-related activities referred to above are usually done individually and individually, there is a need for someone who can classify these digital actions in different campaigns and monitor the performance of each campaign. Is.
What is the difference between marketing marketing and digital marketing?
Intros marketing and digital marketing look similar in appearance: they are essentially the bed of both digital space and both focus on content creation for people to consume. So what’s the difference between intros marketing and digital marketing?
The term “digital marketing” does not distinguish between pull and push marketing tactics ( Pull and Push , which we can also use as introverted and outsourced methods). In fact, both of these can be placed under the umbrella of digital marketing.
By using outsourced digital tactics, we try to put up a marketing message no matter how fit or enjoyable it is, directly and as far as possible, against online users. For example, a generally pervasive banner ad on the top and bottom of many websites is an attempt to sell certain products or services using pressure strategy to people who are not necessarily willing or willing to accept it.
On the other hand, marketers who go to introspective digital tactics use the content that is useful and tailor-made to the customer’s needs and wants, attracting their attention to their website and ultimately buy them. One of the easiest and, at the same time, the most effective digital marketing tools for blogging. A timely and targeted blog allows you to find your ideal customers.
And lastly, introverting marketing is a collection of different ways that work with digital marketing tools to attract, engage and satisfy online customers. On the other hand, digital marketing is a comprehensive term that incorporates any type of online marketing tactic, regardless of its introversion or extraversion.
Is Digital Marketing Right For All Companies And Businesses?
Digital marketing can be fruitful for any business and everywhere. However, we do not mean that all businesses should use the same style in their digital marketing. For example, digital marketing typically requires different measures for B2B and B2C businesses .
B2B digital marketing
If your company is B2B , which means that you provide services or products to other businesses, your digital marketing efforts should rotate around the online customer base and your ultimate goal is to contact the company’s sales experts. For this reason, your marketing needs to focus on attracting and converting the highest-quality leeds through websites and other digital channels.
To work outside your website, it’s best to focus your efforts on business-centric channels such as LinkedIn (which your community has more targeted users of).
B2C digital marketing
If your business is B2C and your customer is not a business but a final consumer, it’s usually your goal to attract people to the website and turn them into customers, depending on the price range of the products or services you offer, without necessarily calling or Talk to sales experts.
For this reason, you may be less focused on a traditional customer or a customer, and will focus more on speeding up your customer’s purchasing process ( Customer Journey ), from the moment you log in to the final purchase. This often means that you need to concentrate more on the product at higher stages of the marketing and content funnel and you will usually have strong call-to-action ( CTA ) actions.
Often for B2C businesses, channels like Instagram and Pinterest are more effective than business-oriented platforms.
What are the benefits of digital marketing?
Digital marketing, unlike most traditional and offline methods, allows marketers to view accurate results at any moment. If you advertise in a newspaper, you know how difficult it is to estimate the number of people who visit this page and your ad. In fact, there is no sure-tightening method to know if that propaganda has resulted in any sale being made.
On the other hand, using digital marketing, you can virtually measure the return on investment ( ROI ) of each dimension of your marketing efforts. For example:
1. Measure website traffic
In digital marketing, with special analytical software embedded in marketing systems, you can see the exact number of people who visited your page at any moment. In addition, the number of pages viewed by each user, the device that uses it, and the source of its entry to your website are also visible.
But what’s the use of this information? Having this information helps you prioritize, for example, the cost of spending on different marketing channels, depending on the number of visitors who have received each of the methods implemented. For example, if only 10% of your traffic is due to natural search, you’ll find that you need to focus more on SEO to increase that percentage.
Knowing how a customer is interacting with a brand before it engages with a sales or buying expert in traditional or offline marketing is very difficult or even impossible; but in digital marketing, before the customer reaches or loses the end of the sales process, Take her under the magnifying glasses of her behavioral patterns and thus make more informed decisions about her at the very beginning.
2. Measure content performance and customer satisfaction
Suppose you have provided a brochure and put it in the mailbox of people. Of course, this brochure is also one of the content templates, but it’s both traditional and offline. The problem with this is that you can not really figure out how many people have read your brochure and how many people have it directly into the trash bin.
Now imagine the same brochure on your website. In this case, you can know exactly how many people have seen it, and you can even get user contact information by placing a form on the brochure page so you can not only specify the number of people who are interested in your content. You will also receive customer information that is eligible and ready to be purchased.
3. Modeling allocation ( Attribution Modeling )
The existence of an effective digital marketing strategy along with the right tools and technologies enables you to monitor all the resulting transactions from the first customer relationship with your business to the end. This process, which we call assignment modeling, allows you to identify customer trends and behavior patterns in your research and purchase of products, and therefore, to select parts of the marketing strategy and the sales cycle that needs more attention or improvement and need to be done. Take appropriate measures to make informed, calculated, and profitable decisions.
Note that there is a strong link between marketing and sales. A statistical report shows that companies that have marketing and sales departments see an annual growth rate of 20%, while firms that are weak in this context are down 4% per year each year. Therefore, by creating synergies between the actions and the marketing and sales sectors as well as improving the customer purchasing process through digital technologies, you will have a positive impact on business revenue and success.
Types of digital content: what type of content should I produce?
The type of content you produce depends on the needs of the audience at different stages of the buying process. First, you need to have a precise definition of your ideal buyer, or, as already mentioned, specify the target customer’s “persion” in order to identify the goals and challenges of the target customer that is communicating with your business. Essentially, the content you produce and publish should be aimed at helping these people achieve their goals, as well as overcoming the challenges ahead.
Then you should think about when the audience is best placed to use this content in his buying process. We refer to this planning, content mapping, or content map (or roadmap for content production).
The purpose of the content mapping is to generate content based on the following:
- The personality features that will be used (this is where Parsons works).
- The distance between the individual and the buyer (ie at what stage of the lifecycle or customer life cycle).
From the content template, there are also a variety of options that you can try. In this section, we offer you several options for each step of the customer’s purchasing or travel process.
Stage One: Awareness
At this stage, the buyer is looking for a way to solve his problem, and so the following options are more likely to attract him:
- Blog posts that have a SEO strategy and strong keyword strategies will increase your natural traffic.
- Infographics , which are usually more commonly shared, thus doubling the chance of your being seen on social networks.
- Short videos can be shared and even viral, and by posting them on platforms such as YouTube or on-the-fly, you can increase your chances of being seen by new audiences.
Stage Two: Consideration or Attention
At this stage, the customer starts researching to find a solution to his problem.
- Ebook or ebook. Since e-bugs are generally more comprehensive than blog posts or infographics, they are more likely to be in the realm of customer production, which means that it is more likely that someone will get their contact information to receive them.
- The research report is also a valuable content that can make your customer happy. Of course, research reports and new findings can work for the first stage, consciousness, because the media and specialized publications also welcome such cases.
- Webinar . Since webinars are more detailed than regular videos, they are interactive and offer more comprehensive content than blog posts or short videos, so they look good at the stage of consideration.
Stage Three: Decision Making
This is where the customer makes his decision.
- Case studies ( Case Study ) . The existence of detailed case studies on your website can be an effective content for those who are ready to make a decision, since viewing practical and scientific examples can have a positive impact on their decision.
- Positive comments and advice from previous customers . If the case study does not suit your business, the positive opinions and the recommendations of the satisfied customers at the corners of the website are an extraordinary alternative. For B2C brands you can spend more creativity. For example, if you are working in the field of clothing, you can use the real images of people wearing your clothes with your hashtag brand and persuade previous customers to send their own photos with that hashtag on social networks.
Digesting Digital Marketing: How Long Does It Take?
Usually, using digital marketing, you feel faster than traditional marketing, but often this idea is taken for easier and easier measurements. In fact, it should be noted that the success of your actions will ultimately depend on the size and effectiveness of your digital marketing strategy.
If you focus on identifying the audience’s needs for comprehensive training and focusing on generating quality content with the aim of attracting and converting those audiences to the customer, you will likely achieve significant results over the next six months.
If monetary advertising is also part of your digital strategy, you will get faster results, but we recommend focusing on free items for long-term success and retention by using content, SEO and social networks.
Does digital marketing require a lot of money?
Like any other kind of marketing, the cost depends on the components and elements you use in your strategy.
If you focus on introspective techniques such as SEO, social networking and content production, you will not need a huge budget at all. In-marketing marketing focuses on producing high-quality content that is intended for the audience. So if you do not want to outsource production of this content, only the investment required will be spent on time.
But outsourcing techniques such as PPC using Google AdWords are definitely cost effective, and their cost depends on the amount of your return.
Importance of Attention to Mobile Marketing in a Digital Marketing Strategy
One of the key components of digital marketing is Mobile Markets. In fact, today, much of the digital content consumption is being made on mobile devices, and in particular smartphones, which means that the promotion of digital advertising, web pages, social networking images and other digital items has become an unquestionable necessity for viewing on mobile devices.
Note that those who interact with devices with your company should also have the same positive experience that they see on their desktop computer.
In every respect, there are a variety of ways to optimize the various elements of digital marketing for mobile users, and it’s necessary to consider how to implement it in mobile devices when implementing any of the digital marketing strategies. In this way, you will create a digital experience for the audience that will be pleasant to him, and as a result, you will achieve your desired result.
The last word
Digital marketing is a widespread concept that incorporates all the Internet marketing and electronic marketing activities. It should be noted that any action and method for all businesses will not be effective and can not be avoided without a program. Therefore, by conducting investigations and investigations, it is necessary to set up a precise and comprehensive digital marketing strategy that details the exploitation of any of the methods And it identifies the various channels of digital marketing. Ultimately, digital marketing requires careful attention and continuous monitoring and surveillance, and only in this way, you can achieve a goal within a relatively short period of time.