Digital marketing is quickly becoming the number one way to promote and sell products online, but it can be difficult to keep up with all of the different ways you can use digital tools to reach your customer base. Below are seven of the most crucial concepts to understand when you’re developing your digital marketing strategy, from why search engine optimization (SEO) is necessary to how using an ad server like Adzerk can help improve your return on investment (ROI).
First Thing That You Need To Know : What is Digital Marketing
Marketing is what businesses do to reach potential customers. Digital marketing is a broad term that covers any form of marketing done in digital format. Advertising on search engines like Google and Bing, creating email newsletters and social media campaigns are all part of digital marketing. Read on for key ideas about digital marketing that you need to know about, whether you’re an entrepreneur starting your first online business or a seasoned veteran looking for ways to innovate and improve your existing efforts.
1) Traditional vs. Digital
Traditional advertising avenues, such as television and print ads, are in decline. Only 12% of marketers report spending more on traditional marketing channels than they did one year ago. Digital is becoming increasingly important for brands and marketers need to be smart about how they approach digital opportunities. This means thinking beyond just social media posts or banner ads. It’s about making meaningful connections with consumers online through content and experiences that match your brand's personality and style.
2) Creative Strategy
These days, businesses are expected to have a social media presence and people look at what they’re saying on there. The digital realm is where brands try new things and take calculated risks to expand their reach, advance their reputation and build on their brand. A successful marketing strategy for online means pairing creativity with an understanding of your business’s goals—and avoiding mistakes that can permanently damage your image. Here are a few key concepts for success
3) Targeting Your Audience
It’s a fact: Without a specific audience in mind, you’re wasting your time. If you don’t know who is going to buy from you and what they want, it will be almost impossible for you to provide value to them or convince them that you should have their business. It may sound cliché, but if you target an audience too broadly, there is no reason for anyone in that group to engage with your brand. The bottom line: Don’t waste your marketing budget trying to catch a fish if there aren’t any fish in the lake!
4) Social Media Optimization
Social Media Optimization is a complex, multifaceted digital marketing strategy focused on attracting and engaging customers through social media platforms. SMO can be achieved through a variety of strategies—blogs, podcasts, contests, Facebook tabs and games are just some examples. Social Media Optimization relies heavily on search engine optimization and is an important component in search engine marketing. Search engines such as Google derive much of their revenue from advertising space. For example, Google AdWords allows companies to place ads related to specific searches directly on its results page—the more people click those links (and stay on them for longer), the more money that search engine makes.
5) Website Optimization
Websites are no longer static pages—they’re complex entities. As such, one size does not fit all when it comes to design and functionality. Each site needs to be custom-tailored to meet its audience’s needs and demands, which is where web optimization comes in. By constantly monitoring analytics (how your users interact with your site), you can tweak every element of your website experience: how it looks, how it loads, how users navigate through it, etc. This practice will help you identify what works and what doesn’t so that you can create a website experience that meets its intended purpose while still serving as an effective tool for turning visitors into buyers.
6) Email Communication
Email is a critical aspect of digital marketing, and it’s one that you can capitalize on even if you don’t have an email list. Learn how other companies are using emails in their digital marketing plans and start leveraging your own email strategy as soon as possible. For example, look at these different types of emails: Welcome Emails: Welcome emails give new subscribers a sense of who you are and what they can expect from future communications with your company. If someone is interested in your products or services but hasn’t become a customer yet, welcome them with a note that follows up on any conversations you had before he/she subscribed. Email Newsletters: Newsletters have been used by businesses for decades—some were even sent via snail mail!
7) Reporting & Measurement
Reporting and measurement are critical for digital marketing, as they have been in traditional advertising. One big difference is that digital allows you to measure performance by putting a tracking code on your site(s) or publishing ads through Google Adwords or Facebook. Measuring ROI is just as important, if not more so, than in traditional media. Without it, you can’t determine what’s working and what isn’t—and thus won’t be able to tweak your campaign accordingly.
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