Digital marketing is an aspect of marketing that uses modern digital technology including desktop PCs, handheld devices and other electronic media and networking platforms to advertise products and services and promote businesses. Digital marketing helps in advertising the company’s services and products to a large number of customers without the need for expensive and long lasting advertisement campaigns. It helps businesses to reach a larger number of potential consumers through the medium of their choice. This allows them to strengthen their brand recognition and create a strong presence within the chosen niche.
The most common definition of digital marketing includes the “user journey” and “the brand experience”. According to this definition, digital channels provide an interactive portal through which the user can communicate with the company. The user journey begins at the Web site where the user first enters the marketplace. The marketer then designs the content that the customer finds attractive and informative and finally delivers it to the intended audience via the chosen digital channels. Each of the steps in the user journey can be divided into distinct stages, each of which provides a rich opportunity for the brand to establish its personal identity within the chosen niche.
Social media is one of the most prominent players in the digital marketing strategy and accounts for the largest share of the market. A social media platform enables the company to interact with prospects and provide personalized messages and information to target audiences based on their interests, likes, dislikes or other parameters which are relevant to the market. Facebook, Twitter and LinkedIn are the most popular platforms used by the majority of companies for this purpose. Social media also helps in generating leads, which, in turn, helps in improving the quality of contacts and acquiring new customers.
Email has become one of the most preferred ways of communicating with prospects and providing information about the company. It is essential for brands to reach out to prospects as soon as they start engaging with the product or service. A well thought out email campaign targets the right audience and targets them with compelling content, a professional look and a brief message. Email inbound marketing also helps in reaching out to those who do not use email and use other more informal communication mediums like chat and forums. However, when reaching out to these people, brands need to remember not to overly push their offerings and they should instead develop a relationship based on trust and understanding.
Pay per click and traditional offline methods play a vital role in inbound and digital marketing campaigns respectively. Pay per click is an online advertising strategy that works by bidding on keywords and key phrases related to the product or service and informs the prospect about the offering. Using the keywords or key phrases correctly ensures that the website is noticed by more prospecting customers and also that they are able to remember it easily. The main benefit of PPC is that the company spends less money for reaching out to prospects as opposed to employing inbound marketing methods. The drawback of using PPC is that it does not inform the prospects about the benefits of the product and also does not guarantee that they will purchase it.
Another common mistake committed by novice digital marketers is over-hyped or under-delivering on their promises. Under-delivering means less than what has been promised to the client and over-hyped means too much. When using the internet for traditional marketing campaigns, digital marketers should keep in mind that people do not have time to read long paragraphs of text and prefer simple but meaningful content. They want to instantly know what the company has to offer and what benefits they can get from it. For this reason, if a digital marketing campaign is to be successful, the tone must be very conversational as opposed to one that is too dry and boring.
Social media is another popular area of focus for many digital marketers. Social media includes Twitter, Facebook and LinkedIn which are used for sharing information and generating leads. Social media is a very effective marketing platform for small and medium businesses due to the immediate feedback that they can receive and it is also ideal for strengthening business relationships. Unfortunately, there are a lot of people who misuse social media and end up doing nothing but wasting time and generating zero leads. It is therefore important that when employing the use of social media, digital marketers must employ strategies that will ensure these people do not misuse the platform.
Marketing campaigns can be a challenge, especially if you are new in this field. There are a lot of things to consider such as choosing the right platforms, formulating campaigns, engaging in discussions and creating viral campaigns. Digital creatives who are willing to learn more about the different platforms will find it easier to navigate the different platforms and choose the ones that are ideal for their business. If you are not sure which platforms are best suited for your marketing campaign, then it would be wise to consult with experts in the field so that you can be guided properly.