Digital marketing is the component of marketing that uses the internet and online based technologies such as desktop computer ,mobile and other social media platforms to promote a product and service . Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing.As digital platforms became increasingly incorporated into marketing plans and everyday life and as people increasingly use digital devices instead of visiting physical shops digital marketing campaigns have become prevalent, employing combinations of search engine optimization , search engine marketing ,social media marketing ,content marketing have become commonplace .Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones callback, and on-hold mobile ring tones.The extension to non-Internet channels differentiates digital marketing from online marketing .
Why is important?
Any type of marketing can help your business thrive. However, digital marketing has become increasingly important because of how accessible digital channels are. In fact, there were 5 billion internet users globally in April 2022 alone.
From social media to text messages, there are many ways to use digital marketing tactics in order to communicate with your target audience. Additionally, digital marketing has minimal upfront costs, making it a cost-effective marketing technique for small businesses.
Types
Search engine optimization
There are as many specialisations within digital marketing as there are ways of interacting using digital media. Here are a few key examples of type of digital marketing tactics .
Search engine optimization, or SEO, is technically a marketing tool rather than a form of marketing in itself.
Website Marketing
A website is the centerpiece of all digital marketing activities. It is a very powerful channel on its own, but it’s also the medium needed to execute a variety of online marketing campaigns. A website should represent a brand product and service in a clear and memorable way. It should be fast, mobile-friendly, and easy to use.
Pay-Per-Click Advertising
Pay-per-click advertising enables marketers to reach Internet users on a number of digital platforms through paid ads. Marketers can set up PPC campaigns on Bing, LinkedIn, Twitter, Pinterest, or Facebook and show their ads to people searching for terms related to the products or services.
Content Marketing
The goal of content marketing 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, search engine optimization, or even pay-per-click campaigns. The tools of content marketing include blogs, ebooks, online courses, infographics, podcasts, and webinars .
Social media marketing
Social media is a great way to reach a specific, targeted audience and connect directly with customers, potential customers, and partners. Which social media platform(s) you use depends on who you want to target. Facebook is still the largest social media platform worldwide. Twitter is still popular with B2B buyers. Instagram and TikTok are incredibly popular with millennial and Gen Z consumers, and LinkedIn is a great place to connect with B2B buyers in the early stages of the buying cycle.
is a great way to reach a specific, targeted audience and connect directly with customers, potential customers, and partners. Which social media platform(s) you use depends on who you want to target. Facebook is still the largest social media platform worldwide. Twitter is still popular with B2B buyers. Instagram and TikTok are incredibly popular with millennial and Gen Z consumers, and LinkedIn is a great place to connect with B2B buyers in the early stages of the buying cycle.
How does digital marketing work?
There are a number of ways to approach a digital marketing campaign. As a digital marketer, you have in your toolbox a wide range of tactics, strategies, and channels that can be employed to connect with your audience. Generally speaking, digital marketing campaigns involve several common steps:
1
Define your marketing goals
Digital marketing is a wide-ranging field. So it’s important to establish your goals before starting a digital marketing campaign. For example, do you want to build brand awareness? Acquire new customers? Focus on retention and customer loyalty? Outlining goals helps you tailor your strategy and budget to maximize your impact.
2
Identify your target audience
Whose attention are you trying to get? The more details that you can find out about your target audience (age, location, income, etc.) the easier it will be to determine how to connect with them.
3
Identify the right marketing channels and marketing tactics
Now that you know who you want to reach, you need to decide how (and for how much) you want to reach them. Suppose you’re a B2C digital marketer trying to connect with younger customers. In that case, you might allocate more of your budget to social media advertising on specific platforms rather than put the majority of your efforts (and money) into blog publishing.
4
Develop and optimise content and messaging for each channel
Analyse your data and try to find out as much as you can about your audience. For example, if you know that your customers prefer browsing on their phone versus a laptop, the content they receive will need to be optimised for mobile viewing. But that may not be enough. Customers interact with brands across a variety of channels in a nonlinear fashion. So you need to make sure that every piece of content has a consistent brand voice and messaging. Consistency prevents confusion about what your brand is and the value you provide.
5
Campaign measurement across key metrics
Measure across key metrics and iterate based on those results. If you don’t measure your performance based on the key metrics you defined earlier, how will you know whether the campaign is doing well or continuously improving? Measuring results over time ensures that you’re connecting with customers, driving loyalty, and building brand advocacy.
