Marketing by experts is defined as
“The management process responsible for identifying, anticipating and satisfying customer requirements profitably”
This definition underlines the focus of marketing on the customer while simultaneously inferring a need to link to other business operations to accomplish this objective.
With how available the web is today, the manner in which individuals shop and purchase has changed alongside it – which means offline marketing isn’t as powerful as it used to be.
Marketing has consistently been about connecting with your audience in the opportune spot and at the perfect time, that implies you have to meet them where they are already spending time i.e. on the internet. The fact that gave birth to digital marketing.
Digital marketing, one of those new most frequently used term while planning your marketing strategies, is a marketing technique used to connect with and influence your potential customers. The real difference is that you communicate with these clients online and influence them. In spite of using different communications techniques to traditional marketing, is nothing more unique in relation to traditional advertising when we attempt to see it in terms of the end goal and objectives that marketing has always had?
There’s no getting around the fact that almost all businesses, at some point or another, must include digital marketing in their marketing activities.
Feedingscoop has recognized that digital marketing can be utilized to help some of these aims of your marketing strategies as follows:
Considering the importance of digital marketing, in this article, we’ll discuss digital marketing, its channels, and potential in detail.
What Is Digital Marketing?
Digital marketing is advertising your product and services through digital channels.
It uses the internet, mobile devices, social media, search engines, and other new channels that help you to introduce people to your company and convince them to buy your products.
The growth of digital marketing since the Nineties has modified the manner brands and businesses use technology for marketing.
In some ways, digital marketing is not that different from traditional marketing: You have a product that you simply have to sell and you’re looking for ways to engage with customers to create brand awareness and eventually “close” a sale.
People often believe that digital marketing is all about promoting content through content marketing and social media but the real fact is that digital marketing is far broader than this. Digital marketing can be done in two ways online and offline. And, both of these are important for preparing a well-rounded digital marketing strategy.
We can see that often there is a focus on promoting of products and services using only online modes of digital marketing overlooking the offline mode thus ignoring the core principles of marketing i.e. customer experiences, relationship development and the importance of multi-channel integration and end up in getting low-performance results of their campaigns. You need both forms of digital marketing for a super effective marketing strategy and excellent results.
Thus coming down to its simplest form, digital marketing is defined as simply:
“Achieving marketing objectives by applying digital technologies and media.”
In order to broaden the knowledge of digital marketing, It is essential to understand the 5Ds of digital marketing.
The 5Ds describe the possibilities for customers to communicate with brands and for companies to reach and learn from their audiences in distinct ways:
1. Digital devices – the combination of connected devices including smartphones, tablets, desktop computers, TVs and gaming devices through which audiences can interact with brands over their business websites and mobile app.
2. Digital platforms – browser or apps or platforms like Facebook (and Instagram), Google (and YouTube), Twitter and LinkedIn over which customer interaction can be done on a large scale.
3. Digital media – Various paid, owned and gained channels of communication to reach and engage audiences including ads, email and messaging, search engines and social networks.
4. Digital data –the data collected by businesses through their audience profiles their interaction and their business relationships.
5. Digital technology – Marketing technology used by companies to generate interactive experiences.
With the integration of all these modes, you can prepare a suitable digital marketing strategy that can deliver you all-round results for your campaigns.
Why Digital Marketing Matters
The success of your marketing campaign depends on how effectively you catch those eyeballs and pursue them to act. That’s why digital marketing matters, it focuses on getting the attention of users from the place they are more likely to spend most of their days. You can see this from the fact that Google and Facebook generate more revenue than any traditional media company.
With digital marketing, you can have full control over your audience and their insight. It helps you to focuses on a different key performance indicator (KPI) for each channel so they can be measured properly.
This helps you to prioritize which marketing channels to spend more or less time on, meaning you can make more informed decisions about how to attract customers right at the top of the marketing funnel.
It enhances your system for Content Performance and Lead Generation. It enables you to define trends in how individuals are researching and buying your product, helping you make more informed choices about which components of your marketing strategy deserve more attention, and which components of your sales cycle need to be refined.
Types of Digital Marketing Channels
Digital marketing is facilitated by multiple channels but we classify digital marketing channels broadly into two online and offline. These are further divided into different modes
· Online marketing
- Search Engine Optimization (SEO)
- Content Marketing
- Social Media Marketing
- Pay Per Click (PPC)
- Affiliate Marketing
- Native Advertising
- Email Marketing
- Online PR
- Inbound Marketing
· Offline marketing
- Enhanced offline marketing
- Radio marketing
- TV marketing
- Mobile Phone Advertising
Here’s a quick rundown of some of the most common digital marketing Channels
1. Search Engine Optimization (SEO)
Search Engine Optimization or SEO refers to the process of growing your online visibility in organic search engine results. It is the process of optimization of your website for a given set of keywords to rank high in SERPs for those keywords.
At its heart, SEO aims to create the best website for your customers.
The goal of content marketing is the creation and promotion of content assets to generate brand awareness, traffic growth, lead generation, and customers. The content is made for getting viral over the net to increase audience interaction.
3.Social Media Marketing
Social media is a key component of your marketing strategy. This practice encourages your brand and your content on social media channels in order to raise brand awareness, drive traffic, and generate company leads. It allows you to interact with your customers more closely.
4.Pay Per Click (PPC)
PPC is a way to drive traffic to your website by paying a publisher each time your ad is clicked. One of the most popular kinds of PPC is Google Ads, which enables you to pay for top slots on the results pages of Google’s search engine at a price “per click” of the links you place.
This is a kind of performance-based advertising that gives you the commission to promote the products or services of someone else on your website. Many well-known businesses such as Amazon have affiliate programs paying millions of dollars a month to websites selling their products.
Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content.
Marketing automation refers to the software that serves to automate your basic marketing operations, such as:
- Email newsletters automation
- Social media post scheduling:
- Lead-nurturing workflows
- Campaign tracking and reporting
Email marketing is still one of the most effective digital marketing channels. Email is often used to encourage content, discounts, and activities, as well as direct individuals to the website of the business. It is the medium to get in touch with your potential customers or the people interested in your brand. It is the most effective technique to build brand trust and loyalty.
Online PR is the practice of using digital journals, blogs, and other content-based websites to secure earned internet coverage. It’s similar to traditional PR but in the online space. The channels you can use to maximize your PR efforts include:
- Reporter outreach via social media
- Engaging online reviews of your company
- Engaging comments on your personal website or blog
Inbound marketing relates to a marketing methodology whereby at every point of the purchaser’s trip you attract, engage and delight customers. You can use every digital marketing tactic to build a customer experience that operates with the client, not against them, throughout an inbound marketing strategy.
Offline Digital Marketing
Your digital marketing approach is not complete with online digital marketing alone is worth knowing. To achieve your objectives, you should consider and execute certain kinds of offline marketing.
1.Enhanced offline marketing
Enhanced marketing offline is offline marketing using electronic equipment to increase user experience. Some of them are even interactive, displaying people’s live feeds on the square or customer images.
Any product demo is an important part of your digital marketing strategy if you have any type of electronic product.
4.Mobile Phone Advertising
You can encourage your customers to use SMS to obtain unique offers, coupons, and updates from your business.
Cold calling is the act of calling and attempting to sell something to an individual without previous interaction.
Also, text messages are a wonderful chance to encourage a gift you’re making.
Using text reminders as a client service can also improve your mobile marketing. Another alternative is to build a loyalty program where your clients can trade points gathered in an app or when they pay by phone.
I hope this article has broadened your point of perspective a little and showed you the potential of digital marketing. There is no essential need for digital marketing to always be separate from the marketing department as a whole, as both goals are the same, but in terms of digital marketing requiring a certain set of skills to make effective use of digital technology, it is different.