The Internet is the most affordable and accessible thing today. If you have a smartphone and a laptop you can comfortably get yourself an internet connection. To understand how easily available the internet has become today, just look at 7-8 years from now. The rear view is clear. Also, more people are going online every day.
Data shows, as per Pew Research, that the average internet usage amongst adults has increased by 5 percent in the past three years. More people are shopping online and even more order food online. The result of it points toward one specific direction - online business. Online businesses have seen massive growth in recent years while offline business has lost their effectiveness to some extent. Add to that the situation created by the recent pandemic, the balance has shifted in favor of online businesses. It is evident by the various maketing analytic strategies undertaken by businesses.
The demand and supply of online for a long time have created an enormous requirement for online marketing - better known as digital marketing. Marketing, as we know, is about connecting with the target audience in the most effective way, time, and place. And since online business has most of its product and service on the internet, it relies on the same through digital marketing.
Define Digital Marketing
Digital marketing refers to the marketing of products and services taking place on the internet. One way or the other it is similar to offline marketing except their methods and applications are different. Businesses today leverage digital marketing through online channels such as social media, search engines, email, and other websites for funnel building.
It even involves multimedia and communication through text messages. Furthermore, the driving factors of digital marketing involve its how, what, why, and when to create a positive impact on the businesses. But how it does so is, essentially, the mystery that can become difficult to understand. So, therefore, here is a breakdown.
The Why of Digital Marketing
At this stage, digital marketing is critical to business and brand awareness. It seems like every other brand has a website. Besides, those who don't have a website at least have a social media presence or digital advertising strategy. Furthermore, it has become quite common for consumers to expect and trust businesses with brands. And since digital marketing offers so many options and associated strategies, you can get creative and experiment with a variety of marketing tactics on a budget. Besides, it can also help in building your brand online.
We can even define digital marketing by its numerous digital tactics and channels to connect with customers. For example, where they spend the majority of their time -online, right. More importantly, the best digital marketers have a clear vision of how each digital marketing campaign can support their overall goals. Digital marketers with marketing strategies can support a broader campaign across the free and paid channels available to them.
The What of Digital Marketing
Digital marketers are responsible for driving brand awareness. They are also in charge of lead generation across all digital channels, both free and paid that the company might be using. The digital channels mainly include social media, the company website, search engine rankings, email, display advertising, and the company blog. The digital marketer also focuses on a different Key Performance Indicator (KPI) for each channel so that they can properly measure the company's performance in each of them.
Say, for example, a digital marketer responsible for SEO measures “organic traffic”. In small businesses, a generalist can own many of the digital marketing tactics described above at the same time. In larger companies, these tactics have multiple specialists, each focused on one or two of the brand's digital channels.
The How of Digital Marketing
The how of digital marketing includes the various methods you can use to do digital marketing. We can take a look at them one by one below:
Even before you step into the world of digital marketing you must have set goals. Only with a defined goal can you plan strategies and work tactics to achieve the desired results. Also, you can save a lot of time and unnecessary hassles with well-defined set goals.
Find Target Audience
A fundamental aspect of digital marketing is to leverage it for finding your target audience. Having a target audience is critical to planning, strategizing, and even executing through various digital channels to market your product and services.
Balance The Budget
As a digital marketer, you must always keep a track of your expenses. You cannot just go on and bleed all your budget in the name of digital marketing. Your budget expenditure must have a plan. The best way to make the most out of your digital marketing budget is to divide it into paid and free marketing campaigns.
Once you understand your target audience and have a budget for online marketing, it is time to start making content materials. You must make the content thoughtfully for the different digital channels you want to use. The content material can become social media posts, weblog posts, PPC ads, sponsored content material and even email advertising and marketing newsletters.
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