Digital marketing (also known as online marketing or Internet marketing) is much more than just a website or a social media account.
The demand for digital marketing is on the rise . To make the most of the astonishing array of marketing resources available , all under this sometimes misunderstood umbrella phrase, we must first understand the broader scope of digital marketing.
Different types of digital marketing (or channels)
There are many different aspects of marketing in this era of a hyper-connected society.
It’s probably best to think of these as different “channels,” since this is what we digital marketers are all about. Each of the digital channels has its own job to do, as part of an overall strategy to gain new customers, improve your online presence, or increase brand awareness.
Depending on what you're selling and whether it's a product or a service , some channels will be more effective than others in getting your message across. Some of the marketing channels available may simply not be a good fit for your own business. That's why it's so important to select the right digital channels.
digital marketing
What are the most popular digital channels?
Search Engine Optimization (SEO).
Pay-Per-Click Advertising (PPC)
Email marketing
Social media marketing (Marketing through Social Networks)
Content marketing
Display advertising
Affiliate marketing
Online PR (Online Public Relations)
Video content (and advertising)
Mobile marketing
There are a lot of English terms, right? It is natural in the world in which we marketing professionals move, and both channels and techniques were first created in the English-speaking world.
As each channel grows in both diversity and complexity, new skills and processes will be needed to make the most of each one in particular. To get the most out of your digital marketing strategy and marketing campaigns, it’s advisable to execute on each channel in a planned and consistent way. Otherwise — trust me — it’s going to be a mess that’s hard to manage.
Different aspects of digital marketing
As I mentioned earlier, digital marketing encompasses much more than just website or social media marketing . We need to consider how each channel’s audience chooses to interact with the material presented to them so that we can leverage each of the channels to our advantage .
Some of these will be more relevant to your business than others , while others will be completely irrelevant. You need to select which channel will work best for your own business, thinking strategically.
Since everyone uses search engines—Google.com being the most popular—to find information, most of the time, search engine optimization (SEO) and paid search with Google Adwords (or Google Ads as it is now known) is a good place to start.
Two key channels (tactics if you will) that are highly recommended to include in your strategy are: content marketing and email marketing . Using a marketing automation system or software to send your promotional emails will undoubtedly make your life much easier.
If you test other channels, it should be pretty obvious what will and won't work for your particular products and services.
Here are some aspects of the digital world that you should familiarize yourself with:
Devices – Mobile devices along with computers, tablets, smart TVs and gaming consoles are the most common devices used by people to access the internet. Chances are you’re on your mobile device right now, and this is often the first port of call when we browse the internet today.
Channels – Also known as media, these are things like websites, blogs, podcasts, social media, organic search, paid search, paid media software applications (which incorporate mobile ads and digital banner advertising), and email.
Platforms – This is where social media comes in. And the number of social media platforms is huge and will only increase, as more and more tastes and interests are catered to. Facebook, YouTube, Twitter, Linkedin, Pinterest, Instagram and the “new” TikTok are all examples of digital platforms. They allow you to set up your own channels to promote your products and services.
Digital media – consists of a variety of free and paid methods to communicate with your audience. Media can be videos, infographics, text-based content, photos. Digital marketers often use different types of media as part of digital marketing tactics to engage with target audiences.
Technology – This is what we use to make digital marketing easy for end users. This can be technology used to create a website, to automate email marketing sequences as part of a sales funnel, to enable in-app advertising on mobile devices, or to successfully run a pay-per-click campaign. Technology and digital marketing are closely linked.
Data – This is arguably the most valuable thing for digital marketers. By using different channels, it is possible to gather data about your actual customers and potential customers. When the data is combined, it will allow you to create accurate customer “ Buyer Personas ” and, more importantly, it will allow your marketing to present the “right message, to the right person, at the right time”. At Mauna Media this is what we love the most, this is the core of Inbound Marketing .
What else do we call digital marketing?
Every industry has its own buzzwords and jargon, and digital marketing is no exception.
Most of it is useful, but sometimes the habit of giving something a name just creates unnecessary confusion. Some people in different areas of marketing are calling the same things by different names, which doesn't help.
Digital marketing is a term used to promote and/or inform a potential audience about the products or services you offer through the various channels that exist on the Internet. The difference in the terms used to describe this (such as online marketing and internet marketing) is purely semantic. They all basically mean the same thing.
It would be easy to get sidetracked in defining something. Instead, let’s focus on the differences between traditional marketing and digital marketing.
Traditional marketing has been around for decades , using whatever resources and technology (or lack thereof) were available at the time. Examples include print, direct mail (snail mail), billboard advertising, television, and radio.
Digital marketing is the marketing of the hyper-connected society , which primarily uses Internet technologies to reach its audiences. In fact, it would be strange to run a marketing campaign today without a large percentage being digital marketing.
Or, to put it another way, most gambling data russia marketing has now become digital marketing due to the overwhelming impact of technology on our lives. In fact, when we talk about marketing in a modern sense, we actually mean digital marketing .
This includes, but is not limited to, websites, search engine marketing, content marketing, mobile apps, email, and of course, social media accounts.
There are several ways we can use these channels to get our message across . An interior design firm can use Pinterest to their advantage, while a lawyer is more likely to find success through pay per click, organic search on Google, or Linkedin. Music teachers and recording artists will use video to promote themselves, while doctors will use other channels.
What is the role of digital marketing? Why is it important?
We must not lose sight of the role of digital marketing and more traditional types, since what all forms of marketing have in common is: the promotion of your brand .
Marshall McLuhan's mantra that " the medium is the message " is as true today as ever.
There is a fundamental difference between traditional marketing and digital marketing: traditional marketing is much more expensive than digital marketing and much less measurable. Digital marketing is neither free nor cheap and requires a lot of effort. But compared to traditional marketing, it is much more accessible to a large majority of companies, businesses and entrepreneurs. This is also why it has been adopted so massively. This is why you don't see a commercial for a small shop in your town on TV, but you do see their advertising on Instagram.
Perhaps one important difference between digital marketing and traditional marketing is vanity. Many brands, especially at the beginning of their digital life, put too much enthusiasm into getting “friends,” “fans,” or “followers” on social networks, something that, from the start, requires a lot of effort and may not produce a single cent in sales. This threatens the very life of the brand and the sustainability of the business.
Many traditional marketing functions can therefore be easily adapted to the digital age. The digital world is a highly relevant space for identifying the needs, desires and aspirations of our brand's potential customers.
Added to this are specific channels that can provide information, offer online chat participation, facilitate simple and easy purchasing or registration options, and all the legal needs that accompany the purchasing process.
Finally, buyers of your products/services can become lifelong advocates of your brand, right on digital channels, by achieving customer satisfaction from the positive user experience they received.
Now it's your turn
In summary, digital marketing is the skillful use of digital technologies and appropriate digital channels to raise awareness about your brand and promote your products or services.
The skills required to conduct effective marketing are constantly changing, making it increasingly unlikely that one person within your company will have the ability to credibly perform each task.
It is more likely that you, or people in your organisation, will need additional training on the various aspects of the exciting world of digital marketing. Alternatively, you may need to hire marketing professionals to carry out these tasks on your behalf so you can focus on the core of your business.
