Digital Marketing

What is Digital Marketing

Digital marketing has become one of the most popular buzzwords in the last couple of years. Everybody is talking about digital marketing and professionals praise it’s the way to grow an online business. If you type the phrase ‘digital marketing’ in Google trends, you will see that there is a clear upshift in search terms related to digital marketing.
Digital Marketing search team popularity

Universities advertise their new digital marketing courses and in general, there is an increased demand from users to learn digital marketing and use it to improve their online presence.
In this guide, we will examine what is digital marketing, what are the various digital marketing channels, what is a digital marketing strategy and clear out some misconceptions about digital marketing and its role in the Internet world.

Website Marketing

A website is the focal point of all digital marketing campaigns. By itself is a very powerful channel but it’s also the medium to execute most of the other online marketing campaigns. Your website should represent your brand, product, and services in the best possible way. It should be fast, mobile-friendly and easy to use. Once you have a website your next step is to come up with a digital marketing strategy and promote your website and content with the purpose of getting more traffic and customers.

Search Engine Optimization (SEO)


Search engine optimization is the process of optimizing your website for search engines. The main goal of SEO is to help a website rank higher in the search results and get organic traffic from search engines. SEO has a number of sub-processes. The main ones are:
  • Technical SEO
  • On-Page SEO
  • Off-Page SEO

Pay Per Click (PPC)

PPC advertising gives you the ability to reach internet users on a number of networks through paid ads.
You can set up PPC campaigns on Google, Bing, Linkedin, Twitter, Pinterest or Facebook and show your ads to people searching for terms related to your products or services.
PPC campaigns can segment users based on their demographic characteristics (age, gender etc) or even their particular interests or location.
Every time a user clicks on your ads, you pay a fee to the provider (and thus the term pay per click).
The most popular PPC platforms are Google Ads and Facebook.

Content Marketing

Content marketing is all about the content. The digital world is a huge collection of content in different forms like text, images, audio, and video.
The goal of a content marketing campaign 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, SEO or even PPC campaigns.
The difference between having a blog versus running a content marketing campaign is that the later has specific goals as to what content to publish when to publish it, who to target, and how to monitor the effectiveness of your content campaigns.
The main tools of content marketing are:
  • Blogs
  • eBooks
  • Online Courses
  • Infographics
  • Podcasts
  • Webinars

Social Media Marketing (SMM)

Social media marketing has to do with reaching people in the various social networks either through content marketing campaigns (postings), paid ads or both.
The primary goal of a social media marketing campaign is brand awareness and establishing social trust but as you go deeper into social media marketing, you can use it to get leads or even as a direct sales channel.
Take for example Facebook. Facebook sales funnel consists of 3 major steps.
The top of the funnel is awareness. This is the stage where you can use Facebook ads to introduce your brand to Facebook users. Your goal at this stage is to get your ad in front of as many people as possible and gain new followers.
The second step is a consideration. At this stage, your goal is to get people (that showed an interest in your brand) and pass them through the middle of the funnel and get them to visit your website, engage with your page, install your app, send you a message, etc.
The third step is conversion. This is the final step where you try to convince people that enter your funnel to convert. A conversion can be anything that has value for your business like the sale of a product or service or a visit to your store.
As you can see in the diagram above, for each funnel stage, you have a number of options as to which type of campaigns you can use.

No comments:

Post a Comment