What is meant by digital marketing?
Digital marketing is a broad term that encapsulates all marketing channels and methods you can use to promote products or services on the Internet but also on electronic devices such as TVs, mobile phones and electronic billboards.
Digital marketing has a number of channels and these can be separated into online marketing channel.
Online marketing Channels
• Website Marketing
• Search Engine Optimization
• Pay-Per-Click Advertising
• Content Marketing
• Email Marketing
• Social Media Marketing
• Affiliate Marketing
• Inbound Marketing
• Mobile Marketing
• Video Marketing
Website Marketing
A website is the focal point of all digital marketing campaigns. By itself is a very powerful channel but it’s also the medium to execute most of the other online marketing campaigns.
Your website should represent your brand, product and services in the best possible way. It should be fast, mobile friendly and easy to use.
Once you have a website your next step is to come up with a digital marketing strategy and promote your website and content with the purpose of getting more traffic and customers.
Search Engine Optimization (SEO)
Search engine optimization is the process of optimizing your website for search engines. The main goal of SEO is to help a website rank higher in the search results and get organic traffic from search engines.
SEO has a number of sub-processes. The main ones are:
• Technical SEO
• On-Page SEO
• Off-Page SEO
Pay-Per-Click (PPC) Advertising
PPC advertising gives you the ability to reach internet users on a number of networks through paid ads.
You can setup PPC campaigns on Google, Bing, Linkendin, Twitter, Pinterest or Facebook and show your ads to people searching for terms related to your products or services.
Every time a user clicks on your ads, you pay a fee to the provider (and thus the term pay per click).
The most popular PPC platforms are Google Ads and Facebook.
Content Marketing
Content marketing is all about the content. The digital world is a huge collection of content in different forms like text, images, audio and video.
The goal of a content marketing campaign is to reach potential customers through the use of content.
Content is usually published on a website and then promoted through social media, email marketing, SEO or even PPC campaigns.
The difference between having a blog versus running a content marketing campaign is that the later has specific goals as to what content to publish, when to publish it, who to target, and how to monitor the effectiveness of your content campaigns.
Email Marketing
Despite the increase use of social media networks, email marketing is still one of the most effective digital marketing channels.
Many people confuse email marketing with the hundreds of spam email messages we all receive per day, but that’s not what email marketing is all about.
Email marketing is the medium to get in touch with your potential customers or the people interested in your brand and this entails that these people want to hear from you and you are not hijacking their inbox.
In fact, many successful online businesses and marketers use all other digital marketing channels to add leads to their email lists and then through email marketing they create a number of funnels to turn those leads into customers.
Social Media Marketing
Social media marketing has to do with reaching people in the various social networks either through content marketing campaigns (postings), paid ads or both.
The primary goal of a social media marketing campaign is brand awareness and establishing social trust but as you go deeper into social media marketing, you can use it to get leads or even as a direct sales channel.
Affiliate Marketing
Affiliate marketing is one of the eldest forms of marketing that has grown considerably with the rise of Internet usage.
Essentially, with affiliate marketing you promote other people’s products and you get a commission every time you make a sale or introduce a lead.
Many well-known companies like Amazon have affiliate programs that pay out millions of dollars per month to websites that sell their products.
Inbound Marketing
Inbound marketing is another fancy term that refers to how you can use various digital marketing channels to reach new customers mainly through the process of content creation and how to ‘push’ them through a funnel until they convert.
The main elements of inbound marketing are: content, attention, engagement, trust and satisfaction.
All these elements have a single goal: to help businesses connect with their potential customers and establish a channel of by bi-directional communication with them that will lead to more sales.
Mobile Marketing
Mobile marketing refers to the process of reaching customers in the different mobile app stores such as Google Play, Apple app store or Amazon marketplace.
These app stores have thousands of apps and millions of users per day. With mobile marketing you can promote your apps either through paid advertising or through other methods (cross app promotions etc.), so that they can be seen and installed by more users.
Video Marketing
Video marketing is something relatively new but recently is has become so popular that you simply cannot ignore it.
YouTube has become the second most popular search engine and a lot of users are turning to YouTube before they make a buying decision, to learn something or just to relax.
Upskilling yourself with this trending Digital Marketing technology will help you to get a successful career.
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