One of the biggest inventions of the humankind was made during the early nineties. This was the introduction of the internet, by the Americans.
Today, its where we spend most of our time on the internet than any other place. The internet has evolved to be a source of livelihood to its millions of users.
Nowadays People use the internet for a wide array of activities, which includes social media, different apps and other different forms of digital communication. All this as a result of more advanced technological leaps happening every day.
Currently, people are becoming increasingly dependent on technology, to handle their day to day activities. In fact, the Internet is progressively becoming a necessity for crucial human beings, such as socialization and education.
In U.S.A a recent study found that as high an 87%of the adults are dependent on technology. The percentage goes higher, for younger generations and kids. Its increasingly becoming obvious for anyone in business, that if they want to be successful, then they ought to find clients/customers where they are mostly spending their time at i.e online.
Another Example is right here at home, where the number of people both adults and young school going kids, are spending more time online, increasingly over the years. A recent study has actually found out, that the hours are doubling over the last decades
“Facebook alone now has approximately 1 billion active users per day.”
Offline marketing is getting less popular every day, especially in developed countries such as the U.K and most of the EU block. This is because Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet.
What is digital marketing?
Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online.
From the website itself to a business’s online branding assets like digital advertising, email marketing, online brochures, and beyond — there’s a spectrum of tactics that fall under the umbrella of “digital marketing.”
Contrary to popular belief, it does not include more traditional forms of marketing such as radio, TV, billboard, and print because they do not offer instant feedback and report.
What Does a Digital Marketer Do?
We have all once let an advert run, simply because it was hilarious or it just simply awed us. If it was online, These are the people behind it. They are in charge of driving brands awareness and promoting it through all available digital marketing channels both free and paid, that are at a company’s disposal.
These channels include social media, the company’s own website, search engine rankings, email, display advertising, and the company’s blog.
Common digital market tactics in 2019
There are many types of tactics we use for digital marketing nowadays but we will discuss the following important tactics that are using in 2019:
Search Engine Optimization (SEO)
Search Engine Optimization or simply put as SEO basically involves attempting in any form, to improve your listings on a search engine ranking. Either on Google, Yahoo or Bing, these sites will always rank a site after a search in terms of its most relevant and authoritative.
Websites that may benefits from this are.
There are multiple sites that provide the SEO analysis for the websites, some are with premium services and some provide free SEO analysis help.
Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.
The channels that can play a part in your content marketing strategy include:
- Blog posts.
- E-books and whitepapers.
- Online brochures and look books.
The major benefits associated with content marketing are usually, that your sales margin increase, you get to save on your business costs, and the biggest of them all is business usually record better customer s relation with more loyalty, to your products or services.
Social Media Marketing (SMM)
This practice promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. For a small business, engaging with consumers on at least one social media platform offers an opportunity to promote your goods or services without a large monetary investment via traditional marketing channels.
The channels you can use in Social Media Marketing include:
Advantages associated with social media marketing
The main advantage that comes with social media marketing is the precision in its target audience. Let’s say you are in a shop that basically deals with baby clothes. In this case, your target audience should be mainly females, whose interests include parenting.
With Facebook, you can precisely reach this audience, thanks to its advanced algorithms and matching technology.
Other advantages may include the ability to interact with your interested customers and their cost efficiency, compared to other forms of marketing.
Pay-per-click, also known as cost per click, is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher when the ad is clicked.
One of the most common types of PPC is:
- Google Ad Words
- Bing ad words
Google Adwords allows you to pay for top slots on Google’s search engine results pages (SERP) at a price “per click” of the links you place.
Other channels where you can use Pay Per Click (PPC) are following:
- Paid ads on Facebook.
- Promoted Tweets on Twitter.
- Sponsored Messages on LinkedIn.
- Paid ads on YouTube
Its major advantages include its cost-effectiveness as you only pay once someone visits your websites, its ability to reach to its target audience and the fact that you can customize your advert any time as your campaign progress makes it really attractive to many business models.
Affiliate marketing is a joint and mutually beneficial business partnership between merchants and website publishers/owners whereby an affiliate is compensated for every visitor or client provided through his effort.
Channels include in Affiliate Marketing:
- Hosting video ads through the YouTube Partner Program.
- Posting affiliate links from your social media account
Its main advantage is that online merchants get free ad space and will only pay for proven results (pay per sale. This makes sure they get value out of their adverts.
Native advertising is the use of paid ads that match the look, feel and function of the media format in which they appear.
Buzz Feed-sponsored posts are a good example another great example, includes the use of social media as platforms of advertising in itself a “native”, for example, for both Facebook and Instagram advertising.
The main advantage of native marketing is that it exposes the reader to advertising content without sticking out like a sore thumb; as a result, people may give it a thought, as opposed to ignoring it
Marketing automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.
Many marketing departments can automate repetitive tasks they would otherwise do manually, such as:
- Email newsletters.
- Social media post scheduling.
- Contact list updating.
- Lead-nurturing workflows.
- Campaign tracking and reporting.
The technology of marketing automation makes these tasks easier.
Email marketing is the act of sending a commercial message, typically to a group of people, using email. This can be done by either promoting content on your websites, discounts, and events, as well as sending people to click sites towards your business website.
You can do this by sending out different kinds of emails such as:
- 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 of emails for customer nurturing.
Does Digital Marketing Work for All Businesses?
An honest answer to this is a big YES. Digital marketing can be applied to literary any business model on any scale and industry. This is outright regard of what your business revolves in.
The key model to it is recognizing your target audience, and what exactly it is, they need. With this information, you can easily create and satisfy your customer’s needs, after which creating valuable online content.
This, however, does not mean that companies should have the same strategy in marketing for their business. They should choose what suits best to them, with great consideration to the cost that each is going to take.
With Digital Marketing it should not take as much time to at least measure the results of your campaign or advert, as compared to other offline marketing strategies, this primarily due to the fact it’s easier to measure ROI. However, it ultimately depends on the scale and effectiveness of your digital marketing strategy.
If you spend some time in building comprehensive buyer personas to identify the needs of your audience, and you focus on creating quality online content to attract and convert them, then you’re likely to see strong results within the first six months.