Digital Marketing: An Overview
There’s no denying the internet dominates many quarters of our everyday life. From connecting with friends and family to finding the closest restaurants, we use the net for almost all our daily activities. In fact, reports suggest that people spend twice as much time surfing the web nowadays as they did nearly a decade ago.
This puts a marketer in a very interesting position. With most consumers spending more time online, understanding how to appeal to a customer in the digital space has slowly been gaining significance. This is why the concept of digital marketing has become very important for a business’s marketing strategy in recent years.
So, what is digital marketing?
Digital marketing is a strategy which refers to advertising in digital channels such as search engines, websites, and social media. It’s the process of utilizing digital assets in the promotion of a brand.
Digital marketing covers an umbrella of services. However, the four most common type of digital marketing services are as follows:
SEO marketing or search engine optimization is the process by which marketers can determine their website’s or page’s position on a search engine’s results page.
However, you must be wondering; Why should that matter, anyway?
Well, think of the way search engines are used on a daily basis. If you’re searching for a service or product, chances are you wouldn’t have gone past the first page of results before finalizing on what you want. Therefore, having a high rank on Google’s search page can play a decisive factor on how successful your business can be because it increases visibility.
So how do you optimize your website to feature on the first page of Google?
Well, to know this you need to understand a little bit about how SEO works. Let’s take the example of Google to demonstrate this.
When someone searches for a phrase on Google’s search option, Google scans through millions of pages to find the correct content. After a page has been published, Google sends out crawlers that scan it and look for elements such keywords, meta descriptions and inbound and outbound links to understand what the page is about. It then feeds this into its algorithm which measures how relevant the content is, thereby giving the page a rank on its results page.
Pay-per-click is a digital marketing practice where advertisers pay a fee each time their ad is clicked. In this sort of advertising, marketers bids for a slot in the featured ads section of Google’s search page. If they get the slot, the company pays a little fee to the search engine every time their ad is clicked.
There are many factors that go into creating a good PPC campaign. Elements such as the right keywords, optimized PPC landing pages and ad groups all play vital roles in determining an effective campaign.
One of the most important platforms for PPC is Google AdWords. Google AdWords operates on a pay-per-click model in which marketers bid for keywords and pay for each click on their advertisements. Every time someone searches for something, Google looks at its index of AdWords bidders and selects winners based on the relevance and the size of the keyword bid.
Probably one of the first forms of digital marketing, email marketing is still very relevant in today’s world. It is a digital marketing practice where emails are sent out to potential and current customers to promote products and services. Most companies use it as a way of communicating directly with their customers and to establish a personal connect with them.
One of the main advantages of using this type of marketing is the cost and the reach. It’s very easy to target a very large market which may be interested in your product for minimal costs. This is why email marketing is perfect for small businesses trying to make a big impact. Another advantage to this is it’s very easy to track and see how well your email campaign is doing.
However, one of the biggest disadvantages to e-mail marketing is that it can quickly degenerate into spam content. Good emailers are about relevance and personalization. Repeatedly sending customers content that they don’t need will quickly put your email marketing efforts in the bin. Therefore, if you wish to use this type of marketing strategy try concentrating on not only sharing promotions but also providing value to the customer with information they may need or enjoy.
Social Media Marketing:
Social media marketing is the practice of promoting a brand on social media to increase your audience base, drive traffic and generate leads for business. This is probably the most common and most widely known form of digital marketing. We all know how social media is becoming a bigger and bigger part of everyday life which is why it is the perfect platform for brands to showcase what their brand is all about.
Social media marketing today plays a very important role in a brand’s marketing strategy because it’s full of benefits. Social media ad costs are much lower than traditional media costs which allow for greater promotions and greater reach. Also, social media allows you to focus on exactly who you wish to target and your campaign’s performance in real time. All these factors make social media marketing a great tool for boosting brand awareness and engagement.