How Does Digital Marketing Work

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Marketing your business online, whether you name it digital marketing, online marketing, or internet advertisement, is a big deal these days. After all, internet use has more than doubled in the last decade, triggering a massive change in how people buy goods and communicate with businesses.

What is Digital Marketing?

Like every other form of marketing, digital marketing is a way to communicate with and impact your future customers. The real difference is that you can interact with and influence those customers via the internet. Digital marketing, in its most basic form, refers to any online marketing activities or properties. Email marketing, pay-per-click advertising, social media marketing, and even blogging are examples of digital marketing that help people learn about your business and buy from you.

Here are some of the most popular digital marketing assets and tactics used by companies to reach out to their customers online:

Assets for Digital Marketing

A digital marketing asset can be almost anything. It needs to be an online marketing tool. However, many people are unaware of the abundance of digital marketing tools available to them. Here are several examples

  • Your Website is excellent.
  • Identifiable properties (logos, icons, acronyms, etc.)
  • Material on camera (video ads, product demos, etc.)
  • Photographs (infographics, product shots, company photos, etc.)
  • Material that is published (blog posts, eBooks, product descriptions, testimonials, etc.)
  • Tools or items available on the internet (SaaS, calculators, interactive content, etc.)
  • Observations
  • Pages on social media

As you would suspect, this list just scratches the surface. The majority of digital marketing assets will fall into one of these categories. Still, as clever marketers continue to develop new ways to reach consumers online, the list will continue to expand. 

Strategies for Digital Marketing

While the list of digital marketing tactics is continuously changing, the following are some of the most common strategies used by most businesses:

  • Pay-Per-Click (PPC) Marketing: PPC advertisement is a broad term that applies to any form of digital marketing in which you pay for each user who clicks on an ad. Google AdWords, for example, is a form of PPC advertisement known as “paid search advertising” (which we’ll address in a moment). Facebook Ads are a form of PPC advertisement known as “paid social media advertising” (which we’ll address shortly).

 

  • Search Engine Marketing (SEM): You can run text advertisements on Google, Bing, and Yahoo’s Search Engine Results Sites (SERPs). Paid search ads are among the most successful ways to reach out to people specifically looking for a product or service similar to yours.

 

  • Search Engine Optimization (SEO): You can use search engine optimisation (SEO) to try to rank pages or blog posts on your web organically if you don’t want to pay to appear in the SERPs. You don’t have to pay for every click, but having a page to rank takes time and effort (for a more thorough comparison of paid search and SEO, see this post).

 

  • Optimisation of Conversion Rates: The art and science of optimising your online user experience are known as conversion rate optimisation (CRO). Companies most widely use CRO to maximise conversions (leads, chats, calls, purchases, and so on) from their current website traffic.


  • Content Marketing: Another broad digital marketing concept is content marketing. Any digital marketing initiative that uses content assets (blog posts, infographics, eBooks, videos, and so on) to create brand recognition or generate clicks, leads, or sales is referred to as content marketing.


  • An advertisement that is native to the region: Have you ever come to the bottom of a blog and see a list of recommended reading? That’s what native advertising is all about. Since it uses content to draw clicks (“you’ll never believe what happens next!”), The bulk of native ads comes under the content marketing umbrella. Since native advertising is generally mixed in with non-paid content recommendations, it can be challenging to spot, but that’s sort of the point.


  • Marketing via email: Email marketing is the oldest and most common method of online marketing. Email marketing is widely used by digital marketers to advertise promotional offers, highlight material (often as part of content marketing), or promote an event.

 

  • Affiliate marketing: is a form of marketing in which you are paying someone else (an individual or a company) to advertise your goods and services on their website is what affiliate marketing is all about.

 

As you can see from the list above, there are many different ways to advertise your company online. This is why many companies employ an agency to manage their digital marketing campaigns or pay for an in-house marketing team and marketing automation tools to cover their marketing needs (for a thorough comparison of these choices, click here).

Conclusion

Marketing in the digital age is the way of the future. You can monitor the outcomes of your digital marketing activities with fantastic precision, which means it’s easy to see which tactics are delivering profitable results and which ones require more work, in addition to all of the other advantages we’ve mentioned throughout this blog.

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