What is Digital Marketing?

With how rapidly available the internet is, it’s hard to imagine that the number of people who go online every day is still increasing. Especially in the last two years, we’ve seen the way people use the internet change a lot. From the way people shop to how people communicate is slowly making offline marketing not as functional as it used to be- mainly due to the pandemic. Offline and online marketing has slanted to be online to meet consumer behavior.

Digital marketing utilizes different channels like search engines, websites, social media, emails, and apps. This gives marketers the ability to interact with and understand their target audience online. Digital marketing also advertises to people based on their actions and preferences online. There are as many areas within digital marketing as there are ways of communicating using digital media. Here are a few key examples. 

Content Marketing

Content marketing is a marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant articles, blogs, videos, podcasts, infographics, and other media. Content marketing is generally used to generate an audience’s interest in a brand’s product or service. As powerful as content marketing is, it can be difficult to navigate. Content marketing creators need to be able to rank in search engine results while also attracting their audience in hopes for them to interact with the brand. When the content is compatible, it can create substantial relationships with the brand to an audience.

Paid Search – Pay-per-click

Paid search is a form of digital marketing where search engines such as Google and Bing allow advertisers to show ads on their search engine results page. Paid search works on a pay-per-click model. Pay-per-click (PPC) drives traffic to a brand’s website through advertisements such as text, website and video ads online. PPC is an online advertising model in which an advertiser pays a publisher every time an advertisement link is “clicked” on. A PPC campaign has 1 or more target actions that users are meant to do after clicking on an ad- this may look like subscriptions or sign-ups. This process is known as conversions, and they can be transactional or non-transactional. A viewer making an actual purchase is a conversion, but so is signup or an email subscription to your brand. 

Display Ads

A display ad, also known as a banner ad, is a form of online paid advertising that is typically a designed image or a photo and copy. Viewers can then click on the image with the promotion to then be taken to the corresponding landing page. Display ads allow for catchy messaging, plus motion graphics, video, and your company’s branding to stand out and attract attention.

Social Media Marketing 

To reach a larger audience, brands will take advantage of social media platforms such as LinkedIn, YouTube, Facebook, Instagram, and TikTok to advertise a brand’s content. Social media marketing is a way of driving movement and awareness by engaging viewers online. Many brands use these platforms to advertise their products or services with posts, images, and videos. Social media marketing provides built-in engagement tools, which help a brand to understand how well they are reaching an audience. Many brands use social media marketing to start discussions with their audience rather than incite them to spend money right away.

Email Marketing

In order to keep an audience engaged, as well as generate more traffic to a brand’s website, email marketing is used to send emails to your audience or potential customers to help them better understand a brand’s product or service that they could visit on a brand’s website. The idea of email marketing is fairly easy- a brand will send a promotional email, hoping that your audience will interact with it. However, the process of email marketing is a bit more tricky. A brand has to be sure that their emails are warranted to their audience. You want your audience to view your brand’s emails as a value, not just as an advertising gizmo.

Affiliate Marketing 

Attaining traffic from third-party websites is typically achieved through affiliate marketing. Affiliate marketing allows someone to make money by promoting a brand’s business. Affiliates, also known as promoters, would endorse the brand’s product or service to their digital audiences to help with the brand’s engagement, subscriptions, and purchases online.

Search Engine Optimization

Search Engine Optimization (SEO) is an important component in content marketing, a method based on the circulation of relevant and compatible content to a target audience. SEO is the way of getting pages to organically rank higher in search engines such as Google. Because search is one of the main ways in which people discover content online, ranking higher in search engines can lead to an increase in traffic back to a website.

What are the benefits of Digital Marketing?

Digital marketing has become very successful because it has the ability to reach such a large audience online at a lower cost than traditional marketing. Now that we’ve covered the basics of what digital marketing is, here are a few benefits as to why digital marketing is so important. 

Digital marketing not only can reach a large audience, but it is cost-effective too. With traditional marketing practices, it can be difficult for small-to-mid-size businesses to compete with larger companies. Digital marketing, however, places businesses in the same arena. It is an easy way to easily get your brand out to an audience.  

One of the most considerable benefits of digital marketing is the ability to measure your brand’s results. Although traditional marketing methods can be very sufficient, it’s challenging to measure that effectiveness. There isn’t a distinct way to measure the influence of your marketing campaign with traditional marketing without specifically asking people how they discovered your business. With digital marketing, however, a brand can precisely track the outcomes of its marketing efforts through comments, clicks, conversions, impressions, and shares. 

To have an efficient marketing strategy, it’s essential to target the right people. With digital marketing, a brand can target people that are specifically responsive to your campaign. You can effectively target people with interest in your brand or services. Aside from all the benefits that digital marketing has to offer, the most important advantage is the ability to accurately target people through SEO. 

Learn more about how digital marketing can help your business. Here at Modern Foundation, we help great companies grow their revenues online. How can we help with your unique situation?

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