Digital marketing is the use of digital channels or technologies to sell or promote a product or service. Content marketing, email marketing, pay-per-click (PPC) advertising, and SEO all fall under the umbrella of digital marketing. Put more simply: if you’re being nudged to buy something when you’re online, then that’s digital marketing at work. Digital marketing helps brands reach their target audience and promote their product or service. While that’s the goal of a traditional marketing campaign too, digital marketing allows brands to target a
more specific or niche audience. Connecting with customers digitally helps build a wider audience that trusts your brand. It’s particularly useful for small businesses, which can easily leverage digital marketing tactics without the help of a marketing department or agency
To understand how businesses use digital marketing, let’s use the example of Ryan—a fictitious mid-level salesman at a paper company. As a side hustle, he wants to open up a small business. He creates an app named “Woof!” which allows a person or company to simultaneously send an identical message across different mediums—text, email, Facebook, and so on.
Since Ryan has a small marketing budget, he will rely on systems and processes that have maximum reach with minimal investment. He will channel his resources towards awareness building. Value-filled content will be sufficient to propel his business. He might not have an in-house marketing department, so he will leverage social media through digital marketing agencies or freelancers who specialize in these areas. He might take on the social media marketing aspect himself.
Definitely. Though companies in many business categories continue to approach digital marketing with skepticism, avoiding digital marketing denies your business access to the media the majority of consumers turn to first and at all hours of the day.
Digital marketing has evolved to the point where an immense array of specialists consult with brands to develop effective strategies or implement programs. If you’re new to digital marketing, or lack experience or resources, you should consider engaging an experienced and versatile digital marketing consultant.
Blowing their own horn. Yes, of course, the primary goal of marketing is to create leads. However, in the age of digital media a brand-centric, salesy approach deflects interest in your company. Make your marketing customer-centric.
Second biggest mistake: Far too often, digital marketers start and stop. You need to contribute a steady flow of content to the channels you use.
Digital marketing involves marketing to people using Internet-connected electronic devices, namely computers, smartphones and tablets. Digital marketing focuses on channels such as search engines, social media, email, websites and apps to connect with prospects and customers.
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