What
is the role of digital marketing?
The meaning of digital marketing is so simple it
sounds silly: it's marketing you do digitally, using modern technology and
online media.
But the digital marketing industry is one big
church. This definition, therefore, covers thousands of different marketing
tools, strategies, and approaches. In this article, we have grouped all
these elements into four fundamental points.
In the broadest possible
terms, here is what online digital marketing means:
·
Multiple channels.
·
Strategic use of data.
·
Personalized marketing.
·
Relationships before the sale difficult.
In the following
sections, we'll look at these four points in more detail…and explain why digital marketing is for everyone.
Digital marketing uses multiple channels
One of the reasons
for the importance of digital marketing
is its flexibility. Instead of being limited to a single format, digital
marketing includes a wide range of platforms and styles.
Here are some of the
most common digital marketing
channels online:
·
Website. Every
business needs a website. This is where customers can research your brand,
place orders, and share their impressions.
·
Search engine. Your
website must be optimized (natural referencing) so that it appears when
Internet users search for your brand or your sector of activity
online. You can also pay to display ads for your business in search
results.
·
Social media. Different
social networks have different audiences and purposes. People use social
media for customer service, recommendations and reviews – so make sure you're
on the networks your customers use. Show ads on the networks where you
want to reach new prospects.
·
E-mail. It may not be
as trendy as social media, but email marketing is still a very effective way to
contact prospects and convert them into paying customers.
·
Mobile. The digital
marketing industry is increasingly focusing on mobile users. Make sure
your website looks good and works well for mobile browsers. Consider
creating an app for your products or services.
·
Content marketing. Much
of digital marketing focuses on content marketing. This means providing
useful and entertaining content that builds brand loyalty even before you
choose to buy.
Digital marketing uses data strategically
So how do digital marketers reconcile all the
different channels we just talked about?
The data. More
specifically, big data.
The digital marketing industry seeks to
learn as much as possible about consumers. You need to know what your
customers want and need, how they interact with your website and social media,
and what turns them on and off. Knowledge is power, as they say.
Digital marketing is therefore not only about presenting
information and advertisements to potential customers. One of the most
important roles of digital marketing is data collection and analysis. All
of this information feeds into your digital
marketing strategy: eliminating ineffective content, refining your ads, and
learning how to give customers exactly what they need.
Digital marketing is personal
Online platforms,
data collection… Doesn't digital
marketing seem a little impersonal to you?
In fact, digital marketing is much more personal
than traditional advertising and marketing strategies. All of the data
that digital marketers collect is used to personalize marketing campaigns and
tell brands if their strategy is working.
Here are some examples of online digital
marketing personalization:
·
Dynamic content. It
is now possible to exchange content in emails and web pages, based on who is viewing them. For example, you can
ensure that everyone on your mailing list receives a message with their name or
show a different website title for different demographics.
·
Targeting Instead
of sending your message to the crowd, you can now target the highest quality
leads for your brand. Create tailored ads and content, and make sure only
the right people see them.
·
Re-targeting. Digital
marketing allows us to track the behavior of each customer. So, for
example, if someone clicks on a product but doesn't make it to check out, you
can target that customer again with personalized ads and messages.
Digital marketing isn't just a hard sell
Along with getting
personal, the digital marketing
industry has learned to tread lightly. Instead of getting customers to buy
immediately, online digital marketing
takes the time to build a relationship — through content marketing, social
media interactions, and on-the-go email campaigns.
Customer relationship management (CRM) software is an
essential tool for digital marketers. It allows you to track these
customer relationships. From how they first discovered your brand, to
social media behavior, purchase history, and preferred contact
methods. You can give your sales team detailed information about each
prospect.
Digital marketing is for everyone
Multiple media
channels. Strategic data. Personalization. Real relationships
between customers and your brand. What does all this add?
In our opinion, this
shows that digital marketing is for everyone. This involves tools
accessible to all companies, such as data collection and the use of various
media. And with the power of personalization and CRM, you can reach each customer on their own terms. When done
right, digital marketing benefits
customers and businesses. What's not to.
