Digital marketing (or “ digital marketing”) is communication using digital technologies, most commonly over the Internet. It serves to build brand awareness, lead generation, conversion, customer loyalty, and upselling and aims to increase engagement between the target group and the brand. Digital marketing is also called data-driven marketing because it is based on data sets and uses the analysis of customer data to optimize communication strategies.
What is the difference between digital marketing and online marketing?
The terms or concepts of digital marketing and online marketing may sound similar, but they are not congruent - quite the opposite! Digital marketing is the targeted, now increasingly personalized, communication with (potential) customers via electronic devices using digital signals. The advantage of digital technology lies in the measurability of all measures: the user signals enable the digital marketing manager to measure success in order to optimize marketing. The content is often played out via digital applications, such as websites, apps, emails, or social media platforms. Online marketing is a subtype of digital marketing
– digital communication does not necessarily have to be connected
to the web. Digital marketing can also take place offline - for example via
display advertising in public places. In the narrower sense, digital marketing
only describes communication via digital technology, the signals of which are
based on the binary system - regardless of the source and the medium through
which the content is played out.
Digital marketing: measures and strategies
Digital marketing consists of many different tools, each of which is used to pursue different goals. The individual options are intertwined as parts of a larger strategy and often influence each other. A digital marketing strategy is usually designed to interlock various measures in order to create interfaces and enable multiplication effects. A successful campaign across multiple media with a consistent message and strong recognition value is referred to as integrated communication. At the same time, care must be taken to ensure that the content and format correspond to the needs, requirements, and expectations of the users of the respective medium. The goal should always be that digital marketing should: be complemented internally during their customer journey in their needs and at the same time does justice to the formal nature of the various touchpoints. For more information, we would be happy to advise you content marketing agency from Berlin and find the right levers for your online marketing strategy. We briefly present the most important tools and terms of digital marketing.
Content Marketing
Content marketing is not limited to the digital space but plays a central role in the communication between a company and its target groups. Content marketing is happening increasingly and mainly digitally. In addition, digital marketing has been significantly shaped by the strategic approach of content marketing. At the same time, content-driven digital marketing combines other disciplines with other strategic weightings, which, however, all interact to produce the desired multiplication effects.
Content
Digital marketing thrives on content. Content marketing means addressing the target group based on their needs through added value in terms of content. It is published on relevant communication channels without the recipient being asked for anything in return. The content must be non-binding and free of charge so that the target group gets involved with it. The more relevant and high-quality the content for users, the more they interact with it and the more likely it is that a purchase decision will be made. However, the added value can only develop its full potential with the users if it actually meets their needs and is psychologically aimed at them. It must be perceptible and communicated where the user is looking for answers.
Social media
Social networks offer digital marketing particularly interesting opportunities to reach the target group. Here the users segment themselves through the settings in their own accounts. The psychological dynamics in social media also thrive on the targeted positioning of users in a social space through selective reception and interaction. Whether through likes, shares, or comments – the users strengthen their self-concept with content. Accordingly, communication via social media tends to be emotional. In the social media context, users expect content that inspires, amazes, or entertains them. The speech must take place on an emotional level. Digital marketing here means an effective approach.
PR
Public relations is a more traditional tool for communicating with target groups but has made the leap into digital marketing through online PR. PR in digital marketing is not only there to put a company in a positive light, but primarily aims to increase visibility on the web. The presence that a company has on the Internet pays off for digital marketing if it is also perceived as transparent - provided that all stakeholders in the digital space are picked up with the relevant content. Skilful online PR helps digital marketing to strengthen corporate brand trust, authority, and reputation among target groups. Do you have any questions? As a digital PR agency from BerlinThis is exactly where we come in and develop tailor-made strategies. Feel free to contact us for an initial meeting in which we can clarify any open questions!
SEO
Digital marketing does not work without search engine
optimization. SEO is a good example of the interdependence of the individual
measures in digital marketing: SEO, content marketing and seeding are mutually
dependent. Google as a search engine is the number 1 touchpoint for every
target group, but if you want to be at the top of the search results pages for
the relevant keywords, you have to create high-quality content primarily for
the users. If digital content and the user signals in the interaction with the
content are positive, the machine will also classify the content as relevant
and give it a good ranking. Added to this is the number and quality of the
backlinks that a piece of content receives. This refers to the links that lead
from a website to your own domain. If pages with a certain authority in the
subject area link your own domain, the backlink is considered particularly
valuable. Link building is a central lever in digital marketing, which is made
possible primarily by means of seeding.