Digital Marketing
Digital Marketing uses internet channels and online technology to carry out the promotion of different product and services. It can be done in many different forms such as videos, ads, paid ads, social media posts and many more. It also helps in covering a large variety of strategies and tools which helps the businesses in focusing on the target audience of the business.
It also plays a key role in raising brand awareness to an extent at which the brand can be recognized by the customers. Brand Awareness also helps in influencing the customers buying decision as a brand is familiar to the consumer and the consumer can also assess the risk associated with the product of the particular brand.
A company can undertake digital marketing according to its business model, i.e., if a company has a B2B (Business to Business) model in which a company directly sells to businesses then the process for the same requires a longer and strategic approach, whereas if a company has a B2C (Business to Customer) model in which a company directly sells to the customers then the process for the same requires a large audience and a short sales cycle.
There are various tools and techniques and channels of digital marketing which helps in interacting with the customers using different digital media. The various tools and techniques and channels of the same are discussed below.
Techniques Of Digital Marketing
Content Marketing
Content Marketing is the type of marketing in which with the help of written, visual or audible content a business can reach its potential customer and show them the content that is in their best interest and it also engages the customer. The content is generally posted on a website and then the content is promoted through different digital marketing channels which makes the content easily available to the customer and so that they can gain knowledge about the product or service they need.
Content Marketing tries to be more subtle as compared to advertising and the product or service which is being marketed may or may not be conspicuous. It also educates and shares values to the customers who are reading about the product or service. It is not directly promoting a businesses’ products or services but is making the business a trustworthy source of information.
Content is used by businesses to generate leads and then make them into loyal customers as it is an effective and affordable way. There are a lot of ways in which a content can be written such as Blog Posts, Newsletters, eBooks, and many more.
Email Marketing
A business uses email marketing, a form of direct marketing to target potential customers using strategic email messages It is also one of the most effective way of digital marketing but many people think of it as spam mails and treat those mails accordingly. Various digital marketers uses other channels to collect information about the leads and use that information in email to convert the leads into customers.
When using email marketing, a promotional message is sent to the potential customer so that the customer clicks on it. It needs to be made sure that the email that is being sent are wanted and also the potential customer needs to see the email as a valued service and not as a promotional tool.
It also helps in creating campaigns with the help of marketing segmentation technique which segments the emails according to the customer needs and helps in achieving the customer needs effectively.
Search Engine Optimization (SEO)
Search Engine Optimization (SEO) is more of a promotional tool rather than a type of digital marketing. Businesses use SEO so that they can focus on the content optimization, target the potential customers and the technical setup so that the website can appear on the Search Engine Result Pages (SERPs) top for some keywords that help in differentiate the content from that of the others.
It is also a type of science as it involves research so that it can achieve highest rankings. The research in SEO is done in the form of selecting the right keywords so that the content can be optimized. There are 3 types of Search Engine Optimization(SEO):
- On-Page SEO- This SEO focuses on the customer’s important questions by focusing on the right type of keywords and optimizing the content according to the keywords.
- Off-Page SEO- This SEO focuses on bringing traffic to the website which can be ensured by using good quality backlinks.
- Technical SEO- This SEO keeps a check on the backend and the coding part of the website so that the website can be optimized from time to time.
Social Media Marketing
The first and foremost task of social media marketing is to create brand awareness among the potential customers and building trust so that a business can create a goodwill. Its main feature is to promote the business through social media platforms organically. As a lot of people spend their time engaging on social media platforms, one can highlight their products and services on those platforms and market them.
Social Media Marketing is an effective tool of digital marketing as it can organize on to one meetings of businesses to their followers on the social media platform. When a business is trying to increase its reach on social media it needs to post content on different social media platforms consistently, identify the target audience and their most used social media platform and post the content which is of high quality and engages the followers as soon as they read or see or hear it.
Some of the most popular and famous social media platforms on which a business can market its product or services are Instagram, Facebook, X(previously known as twitter), LinkedIn, YouTube. For Example- LinkedIn is the best social media platform when wanting to connect with other businesses.
Pay Per Click(PPC) Advertising
Pay Per Click(PPC) Advertising is the advertising when one pays money everytime whenever the ad they have published is clicked, these ads are paid ads. PPC also helps marketers to reach the customers through different websites and digital platforms. Google Ads, Meta Ads, YouTube Ads are some of the main platforms on which the marketers can run PPC campaign and show those ads to the people which are searching for the relevant product or service.
Pay Per Click(PPC) Advertising is a form of digital marketing which has a short time duration as compared to other forms of marketing which means as long as the money is being paid the ad will keep on running. PPC campaigns can differentiate customers on the basis of their demographics, interests and location. When establishing a PPC campaign the prices of the ads are needed to be studied thoroughly as it can vary from ad to ad and it can become very expensive. So without proper planning and expertise the ads price can skyrocket and it will also result in the failure of the ads.
Mobile Marketing
Mobile Marketing is a type of digital marketing in which the customers for the business are targeted on mobile devices like smartphones, tablets and smart watches. Businesses can reach to the customers with the help of SMS, as no matter place or time the customer have its mobile device with them 24/7 and thus it makes it easy to send messages on time.
In mobile marketing, it is important to ensure that the content that the business is trying to convey to customer is optimized for mobile devices as it gives a direct connection with the customers. It delivers the most relevant messages to the customers according to their location and it also helps in connecting with a wide audience as it has a wider reach.
Affiliate Marketing
Affiliate Marketing is the digital marketing technique in which a person can make money by promoting any other person’s business. In this whenever a lead or a sale is generated, the person who was promoting the business will be receive a commission as set according to their deal. One can become either the promoter or the person whose business is being promoted. The promoter is called as the affiliate.
When the business is being promoted by an affiliate who has a platform setup and also have connections to the customers you are targeting then there is a high chance the promoted business will be trusted by the audience of the affiliate as the audience already trusts the affiliate.
Digital Marketing has given a new face to affiliate marketing as it has revolutionized its techniques. Some affiliates promote the product in such a way by describing about the product in their content and linking the company of the product in the content. For Example- Buy Noise Smartwatch from Amazon.