What Is Digital Marketing?
The term digital marketing refers to the use of digital channels to market products and services in order to reach consumers. This type of marketing involves the use of websites, mobile devices, social media, search engines, and other similar channels. Digital marketing became popular with the advent of the internet in the 1990s.
Digital marketing involves some of the same principles as traditional marketing and is often considered a new way for companies to approach consumers and understand their behavior. Companies often combine traditional and digital marketing techniques in their strategies.
KEY TAKEAWAYS
Digital marketing involves marketing to consumers through any number of digital channels.This form of marketing is commonly executed on websites, mobile devices, and social media platforms.
This form of marketing is different from internet marketing, which is exclusively done on websites.Digital marketing is a broad field, including attracting customers via email, content marketing, search platforms, social media, and more.One of the biggest challenges digital marketers face is how to set themselves apart in a world that is oversaturated with digital marketing ads.
Understanding Digital Marketing
Marketing refers to any activities that a company uses to promote its products and services and improve its market share. In order to be successful, marketing requires a combination of advertising savvy, sales, and the ability to deliver goods to end-users. This is normally undertaken by specific professionals or marketers who can work internally (for companies) or externally with other marketing firms.
Traditionally, corporations focused on marketing through print, television, and radio. Although these options still exist today, the rise of the internet led to a shift in the way companies reached consumers. That's where digital marketing came into play. This form of marketing involves the use of websites, social media, search engines, apps—anything that incorporates marketing with customer feedback or a two-way interaction between the company and customer.
Types of Digital Marketing Channels
As noted above, marketing was traditionally done through print (newspapers and magazines) and broadcast ads (TV and radio). These are channels that still exist today. Digital marketing channels have evolved and continue to do so. The following are eight of the most common avenues that companies can take to boost their marketing efforts. Keep in mind that some companies may use multiple channels in their efforts.
Website Marketing
A website is the centerpiece of all digital marketing activities. It is a very powerful channel on its own, but it’s also the medium needed to execute a variety of online marketing campaigns. A website should represent a brand, product, and service in a clear and memorable way. It should be fast, mobile-friendly, and easy to use.
Content Marketing
The goal of content marketing is to reach potential customers through the use of content. Content is usually published on a website and then promoted through social media, email marketing, search engine optimization, or even PPC campaigns. The tools of content marketing include blogs, ebooks, online courses, infographics, podcasts, and webinars.
Email Marketing
Email marketing is still one of the most effective digital marketing channels. Many people confuse email marketing with spam email messages, but that’s not what email marketing is all about. This type of marketing allows companies to get in touch with potential customers and anyone interested in their brands.
Many digital marketers use all other digital marketing channels to add leads to their email lists and then, through email marketing, they create customer acquisition funnels to turn those leads into customers.
Social Media Marketing
The primary goal of a social media marketing campaign is brand awareness and establishing social trust. As you go deeper into social media marketing, you can use it to get leads or even as a direct sales channel. Promoted posts and tweets are two examples of social media marketing.
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