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What is Digital Marketing? What are the different Digital Marketing Channels?

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Digital World Published on 23 June 2020


What is Digital Marketing?


Digital Marketing comprises of all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels like search engines, social media, email, and other websites to attach with existing and prospective customers.


While traditional marketing channels like print ads, door-to-door selling, or personal selling are gradually dying. Moreover, due to the spread of COVID-19, as more and more people prefer staying at home - digital marketing is probably to only feasible channel to market your brand. This implies that there are a lot of endless possibilities for brands – including email, video, social media, or website-based marketing opportunities.


At this stage, digital marketing is significant for your business and brand awareness. It looks as if every other brand incorporates a website. And if they do not, they a minimum of have a social media presence or digital ad strategy. Digital content and digital marketing are so common that customers now expect and depend upon it as some way to be told about brands.


It is very clear that - to be competitive as a business owner, you will need to embrace some aspects of digital marketing.


Because digital marketing has such a big amount of options and methods related to it, you'll be able to get creative and also get a chance to experiment with a range of promoting tactics on a budget. With digital marketing, you'll be able to also use tools like analytics dashboards to watch the success and ROI of your campaigns over you'll with a conventional promotional content – like a commercial or print ad.


How does a business define digital marketing?


Digital marketing is defined by the employment of various digital tactics and channels to attach with customers where they spend much of their time: online. From the web site itself to a business's online branding assets – digital advertising, email marketing, online brochures, and beyond – there is a spectrum of tactics that fall into the umbrella of "digital marketing."


The best digital marketers have a transparent picture of how each digital marketing campaign supports their overarching goals. And betting on the goals of their marketing strategy, marketers can support a bigger campaign through the free and paid channels at their disposal.


A content marketer, for instance, can create a series of blog posts that serve to come up with leads from a replacement e-book the business recently created. The company's social media marketer might then help in promoting these blog posts through organic and paid mediums on the business's social media pages. Perhaps the e-mail marketer creates an email campaign to send those that download the e-book more information on the corporate. We'll talk more about these specific digital marketers in a very minute.


Now, let’s look at the various Digital Marketing Channels available. And how can you benefit from them.


Search Engine Optimization (SEO)


This is the method of optimizing your website to "rank" higher in search engine results pages, thereby increasing the quantity of organic (or free) traffic your website receives. The channels that take pleasure in SEO include websites, blogs, and infographics.


There are variety of the way to approach SEO so as to come up with qualified traffic to your website. These include:


On page SEO: this kind of SEO focuses on all of the content that exists "on the page" when viewing an internet site. By researching keywords for his or her search volume and intent (or meaning), you'll be able to answer questions for readers and rank higher on the Search Engine results pages (SERPs) those questions produce.


Off page SEO: this kind of SEO focuses on all of the activity that takes place "off the page" when looking to optimize your website. You may ask – "What kinds of activities could affect my ranking, which are not on my own website?”. The solution to this is - inbound links, also referred to as backlinks. The number of publishers that link to you, and the “domain authority" of these publishers, affect how high you rank for the keywords on Google. By networking with other publishers, writing guest posts on these websites (and linking back to your website), and generating external attention, you'll be able to earn the backlinks you wish to maneuver your website informed all the correct SERPs.

How inbound marketing works


Technical SEO: this sort of SEO focuses on the backend of your website, and the way your pages are coded. compression, structured data, and CSS file optimization are all kinds of technical SEO which will increase your website's loading speed - a very important ranking think about the eyes of search engines like Google.


Content Marketing


This term denotes the creation and promotion of content assets for the aim of generating brand awareness, traffic growth, lead generation, and customers. The channels that may play part in your content marketing strategy include:


Blog posts: Writing and publishing articles on a corporation blog helps you demonstrate your industry expertise and generates organic search traffic for your business. This ultimately gives you more opportunities to convert website visitors into leads for your sales team.


E-books and whitepapers: E-books, whitepapers, and similar long-form content helps further educate website visitors. It also allows you to get the contact information of your readers in exchange of your content. This can help you generate leads for your company and moving people through the buyer's journey.


Infographics: Sometimes, readers want you to point out, not tell. Infographics are a kind of visual content that helps website visitors visualize an idea you would like to assist them learn.

Want to find out and apply content marketing to your business? take a look at HubSpot Academy's free content marketing training resource page.


Social Media Marketing


This practice promotes your brand and your content on social media channels to extend brand awareness, drive traffic, and generate leads for your business. The various channels in social media marketing are:


·     Facebook

·     Twitter

·     LinkedIn

·     Instagram

·     Snapchat

·     Pinterest



If you're unaccustomed social platforms, you'll be able to use tools like HubSpot to attach channels like LinkedIn and Facebook in one place. This way, you'll be able to easily schedule content for multiple channels directly and monitor analytics from the platform additionally.


On top of connecting social accounts for posting purposes, you'll be able to also integrate your social media inboxes into HubSpot, so you'll get your direct messages in one place.


Pay Per Click (PPC)


PPC could be a method of driving traffic to your website by paying a publisher whenever your ad is clicked. one in all the foremost common forms of PPC is Google Ads, which allows you to procure top slots on Google's search engine results pages at a price "per click" of the links you place. Other channels where you'll use PPC include:


Paid ads on Facebook: Here, users will pay to customize a video, image post, or slideshow, which Facebook will publish to the newsfeeds of individuals who match your business's audience.


Twitter Ads campaigns: Here, users will pay to put a series of posts or profile badges to the news feeds of a selected audience, all dedicated to accomplishing a selected goal for your business. This goal is website traffic, more Twitter followers, tweet engagement, or maybe app downloads.


Sponsored Messages on LinkedIn: Here, users will pay to send messages on to specific LinkedIn users supported their industry and background.


Affiliate Marketing


This is a kind of performance-based advertising where you receive commission for promoting someone else's products or services on your website. Affiliate marketing channels include:


·     Hosting video ads through the YouTube Partner Program.

·     Posting affiliate links from your social media accounts.


Native Advertising


Native advertising refers to advertisements that are primarily content-led ads. They are featured on a platform alongside other, non-paid content. BuzzFeed-sponsored posts are good examples. But a lot of us also consider social media advertising to be "native". For instance - Facebook ads and Instagram ads.


Marketing Automation


A Marketing Automation software is a tool that serves to automate your basic marketing operations. Many marketing departments can automate repetitive tasks they'd otherwise do manually, such as:


Email newsletters: Email automation doesn't just allow you to automatically send emails to your subscribers. It also can facilitate your shrink and expand your contact list PRN so your newsletters are only visiting the people that want to work out them in their inboxes.


Example of a Newsletter


Social media post scheduling: If you wish to grow your organization's presence on a social network, you would like to post frequently. This makes manual posting a touch of an unruly process. Social media scheduling tools push your content to your social media channels for you, so you'll spend longer that specialize in content strategy.


Lead-nurturing workflows: Generating leads, and converting those leads into customers, may be a protracted process. you'll be able to automate that process by sending leads specific emails and content once they fit certain criteria, like after they download and open an e-book.

Campaign tracking and reporting: Marketing campaigns can include a large amount of various people, emails, content, webpages, phone calls, and more. Marketing automation can facilitate your sort everything you're employed on by the campaign it's serving, so track the performance of that campaign supported the progress all of those components make over time.


Email Marketing


Companies use email marketing as the simplest way of communicating with their audiences. Email is commonly wont to promote content, discounts and events, further on direct people toward the business's website. the categories of emails you may send an email marketing campaign include:


·     Blog subscription newsletters.

·     Follow-up emails to website visitors who downloaded something.

·     Customer welcome emails.

·     Holiday promotions to loyalty program members.

·     Tips or similar series emails for customer nurturing.


Online PR


Online PR is that the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It's very like traditional PR, but within the online space. The channels you'll use to maximize your PR efforts include:


Reporter outreach via social media: speech journalists on Twitter, as an example, could be a good way to develop a relationship with the press that produces earned media opportunities for your company.


Engaging online reviews of your company: When someone reviews your company online, whether that review is sweet or bad, your instinct can be to not touch it. On the contrary, engaging online for reviews on your company helps you humanize your brand and deliver powerful messaging that protects your reputation.


Engaging comments on your personal website or blog: kind of like the way you'd reply to reviews of your company, responding to the people that are reading your content is that the best thanks to generate productive conversation around your industry.


Inbound Marketing


Inbound marketing refers to a marketing strategy wherein you attract, engage, and delight customers at various stages of the buyer’s journey. You’ll use every digital marketing tactic listed above, throughout an inbound marketing strategy, in order to form a customer experience that works with the customer, not against them. Here are some classic samples of inbound marketing versus traditional marketing:


·     Blogging vs. pop-up ads

·     Video marketing vs. commercial advertising

·     Email contact lists vs. email spam


Sponsored Content


With sponsored content, you as a brand pay another company or entity to make and promote content that discusses your brand or service in a way.


One popular variety of sponsored content is influencer marketing. With this sort of sponsored content, a brand sponsors an influencer in its industry to publish posts or videos associated with the corporate on social media.


Another style of sponsored content can be a blog post or article that's written to spotlight a subject, service, or brand.


Conclusion


With all this being said – you must have realised that digital marketing is the only way in which you can leverage your marketing efforts into the right direction. This is no time for a business to stand still, as the next generation – GenZ, and more tech-savvy consumers of these times want brands to connect with them in new and exciting ways that make the customer journey easier and more enjoyable.


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