Digital marketing became a popular way to reach out to potential customers in the 1990s when the internet became widespread. It uses a variety of digital avenues to promote and sell goods and services. Digital marketing can be used along with the tried and true methods of print and TV advertising while providing you with a new and modern way to approach potential customers.
Digital marketing encompasses several tools that allow you to measure the success of your campaign, but it does have its challenges. For one, it’s difficult to make yourself stand out in an oversaturated world of digital ads.
How It Works
The goal of digital marketing is to improve a company’s market share. A mix of advertising and sales savvy is necessary for its success. Professional marketers can work internally with your company or externally through marketing firms serving several companies.
One fact sets digital marketing apart from your traditional advertising campaigns. Digital marketing is interactive. It reaches potential customers through channels like social media, mobile devices, and websites.
Now that smartphones are a necessity of life for most people, digital marketing is more effective than ever before. By taking advantage of this type of advertising, your ads reach consumers no matter where they are.
Types of Digital Marketing
Digital marketing spans many more avenues than just social media. The following are a few of the most popular types of digital marketing you can utilize.
Website Marketing
Your website can be the focal point of your digital marketing campaign. Your website should feature your products or services. It also needs to be easy to navigate, load quickly, and be mobile-friendly.
Pay-Per-Click Ads
Pay-per-click ads allow you to reach consumers on select websites and digital platforms. Your ads will be shown on places like Google or social media sites. You’re reaching individuals already interested in your type of product or service because the ads are only displayed for those who have searched for similar items.
Content Marketing
Content marketing works by creating and sharing things like blogs, videos, and social media posts. These don’t openly promote your product or service. Instead, they create interest in what you have to offer.
Email Campaigns
Email campaigns remain one of the most effective forms of digital marketing. It takes thought and works best if you have already collected a list of email subscribers through your website. Otherwise, a digital marketer can collect email addresses through their other digital marketing channels. Unfortunately, if someone hasn’t already shown interest in your company, they may view your emails as spam.
Social Media Marketing
Social media marketing is a great way to build your brand awareness. It also helps establish trust. It involves using promoted posts to help your social media presence grow.
Affiliate Marketing
Affiliate marketing is an old form of advertising that the digital world has revived. Influencers promote your services or products. Each time a sale is made, you pay the influencer a commission.
Video Marketing
Many people will research a product before they buy it. They might watch a how-to video or a product review on YouTube for more information. Video marketing involves making these types of videos about your products and posting them on popular social media sites. The most successful video marketing campaigns integrate this form of digital marketing with content marketing and search engine optimization.
Text Messages
This is when you use text messages to let customers know about your current promotions and new products.
Tracking Your Digital Marketing Results
Key performance indicators (KPIs) are used by digital marketers to measure the success of a marketing campaign and compare the results to those of your competition. The following are typical KPIs marketers use:
Click-Through Rate
This counts the number of people who clicked on your ad compared to how many saw the ad.
Conversion Rate
This goes one step further. It compares the number of people who made a purchase versus the number of people the ad reached.
Social Media Traffic
This tracks how many people interact with your social media profile. It tracks the number of views, followers, likes, and shares you’ve received.
Website Traffic
This keeps track of how many people visit your website during a set amount of time. It tells you how effective your digital marketing is at driving people to your website.
If you aren’t utilizing digital marketing, you’re missing out on a great opportunity to reach existing and potential customers. Luckily, there are lots of services that can help you to create a successful strategy. Contact My Marketing Department to learn more, 727.888.1200.