Digital marketing refers to any marketing that uses digital channels to reach prospective customers. Sometimes called “online marketing,” but it goes beyond internet marketing it encompasses digital channels like mobile phone messaging (SMS and cold calling), email marketing, social media marketing, display advertising, SEO.
In a world where every business has to fight for customer’s attention, marketing plays a huge role.
For decades now, a lot of businesses, manufacturers have surfaced.
All striving to be the first one to make it to the end of the chain.
What does this mean for business?
You need rock-solid marketing if you want to stay in the business for long.
Talking of marketing, a concept that has sprung up in the 21st century is Digital marketing.
This concept is a no brainer today that you can’t afford to leave it out of your marketing.
But how do you know what to do when it comes to digital marketing?
In this post, you’re going to learn about digital marketing, what it is, how you can use it for your business, type of digital marketing and more.
So let get started by answering what is digital marketing?
What is digital marketing?
Digital marketing is any marketing effort or activity that is done using electronics or the internet.
Businesses leverage different digital marketing channels such as search engine optimization, email, and social media to connect with their customers or prospective customers.
Why digital marketing matters
Digital marketing has endless opportunities compare to traditional marketing.
Think of it this way:
Let’s say you have a billboard advert placement for your product.
You can’t tell how many people view your advert and how many people make sales as a result of that billboard advert.
It’s easy for you to monitor your success and return of investment (ROI).
You can even get creative and experiment with different marketing approaches on different channels to see the one that resonates with your audience.
And more importantly, it controls more eyeballs than traditional marketing.
It is where your audience’s attention is today.
Now that you know why it matters let get to the types or examples of digital marketing.
Digital marketing examples
Now that we know what digital marketing is and know why it matters.
You might be asking what are the types or examples of digital marketing.
Digital marketing has two types namely – Offline and Online marketing.
That said. Since I’ll talk about online marketing in a separate article.
I’ll only mention the different areas of online marketing here and do a quick run-down.
This is the type of marketing that is done online. Examples of this include:
- Search Engine Optimization (SEO)
- Content Marketing
- Pay Per Click (PPC)
- Social Media Marketing
- Affiliate Marketing
- Email Marketing
- Online PR
- Native Advertising
- Marketing automation
Search Engine Optimization (SEO)
This online marketing typically refers to the activity done to increase your website rankings in search engines.
This is further divided into three parts: Technical SEO, on-page SEO, off-page SEO.
These are the factors that affect the performance of, visibility of, or how search engine access your website that is – indexing and crawling, schema, site structure, page speed, how your website was code and more.
This also has to do with finding the keyword you want to rank for and telling the search engines that the keyword resides in your content, matching search intent and more.
This is your content – both what’s visible to your users on your web pages (text, images, videos or audio) as well as elements visible only to search engines (HTML tags, data structure).
This is anything that’s not on your site but affects your site’s ability to rank higher on search engines.
Off-page is about growing and demonstrating your website’s authority, relevance, and trust.
Think of this as a vote. Think link building, reviews, social media.
This varies from the different algorithms like the number of domains linking to your site, the authority of the domain and more.
By networking with people and guest post you can increase your site’s authority.
This has to do with creating and promoting your website by creating helpful content for your users to drive traffic to your site, create awareness, leads, and customers.
You can do this through various channels like:
Blog: Create the content on your blog to demonstrate your expertise, generate traffic, and convert those traffic into leads and hopefully turn them into a customer.
Ebooks: This helps you to further educate your audience and establish you as a thought leader by creating an ebook tailored to answer your target audience problem.
Visuals: Visual content helps to educate your target audience by representing their problems in a visual format. Not everybo9dy wants to read blog post or ebook, you can show them what to learn.
Pay Per Click (PPC)
This is a way of paying ad network to show your website high up and you’re been charged anytime someone clicks on your ad.
An example of this is Google Adwords.
Other ad networks are:
Facebook ads: This way, you’re paying Facebook to show your content high up in your target audience’s feed.
You can use it to drive awareness, traffic and generate leads for your salespeople.
Sponsored message on LinkedIn: You’re paying LinkedIn to send a message into your target audience inbox directly. You can target users by industry, year of experience and more.
Twitter ads: Here, users can pay to place a series of posts or profile badges to the news feeds of a specific audience, all dedicated to accomplishing a specific goal for your business. This goal can be website traffic, more Twitter followers, tweet engagement, or even app downloads.
Social Media Marketing
These channels have to do with promoting your business and your content on social media to increase awareness for your brand, drive website traffic and generate leads for your business.
The channels you can use in social media marketing include:
This type of marketing is quite different from other online marketing types.
This is a kind of performance-based marketing meaning you’re promoting other people product or service and you’re getting paid for doing so by commission or per click.
Ways you can do this type of marketing include:
- Posting affiliate link on your website
- Posting affiliate link on your social media
- Hosting video ads through YouTube agency partners.
This is the way of communicating, promoting content offers to people who have subscribed to receive such email as a way to direct them to your site or have them take a specific action.
Examples of these are:
- Subscription newsletter
- Customers welcome email
- Tips for customer nurturing
- Teaching course through email
- Follow up email
This is much like a traditional way of public relation (PR)
But it’s done online. Online PR is the process of securing earned media coverage for your business.
You’re trying to get coverage from digital publications, journalists, blogs or another website.
Channels you can use for your PR efforts include:
Responding to reviews online: When someone gives a review of your business online, whether good or bad, you should reply to the review and engage with the reviewer to humanize your brand.
Replying to comment on your site and other industry sites: Similar to the way you’d respond to reviews of your company, responding to people who are reading your content and other related blogs are one of the best ways to generate conversation around your industry.
Outreach on social media: Talking to people or journalists within your industry on Twitter, is a great way to develop a relationship with them that produces earned media opportunities for your company.
Think of this as the old traditional marketing – newspaper.
But this is quite different.
It is content-led that is you write content to be featured on a platform with other non-paid content.
Examples are Buzzfeed and search engine journal.
Marketing automation is like a smart marketing way.
You’re employing software that serves to automate basic marketing operations that you would have otherwise done manually.
This kind of marketing saves time and allows you to get more done on time.
You can automate a repetitive task like:
- Email newsletter
- Social media post scheduling
- Tracking and reporting campaign
Now let’s look at digital offline marketing.
As the name suggests this is any form of marketing effort that is done offline.
Offline marketing is a little bit old-school but it’s still in play today.
Let’s have a look at the types of offline marketing that we have.
- Enhanced marketing
- Radio marketing
- Television marketing
Here is a very quick overview of offline marketing.
This is the kind of marketing that is entirely offline but it is incorporated or enhanced with electronics.
What do you see when you go into your local gadgets store today?
You see people leaning over laptops or tablets.
Trying to show you how you can use the gadgets.
Maybe your own gadgets store doesn’t do that (I think you should find a new store that allows these features so you can experiment with the phone before buying).
What about your local restaurant?
Have you ever walked into a restaurant and your order was placed right on the table using a tablet provided by the restaurant?
Or the one most of our radio stations are now doing – going on Facebook or Instagram live
This is any offline marketing enhanced with a digital channel.
This is the type of marketing done on the radio.
Thanks to the first marketer Guglielmo Marconi who invented the radio in 1896.
Till today radio is still in use though there is a new fashion of this in play – podcast.
I see this industry as to where the money is wasted the most after TV marketing because they weren’t specific.
They max out their reach that is reaching out to the audience who are not the right fit for the type of business been advertise.
Television marketing has been around for a while now and it’s not going anywhere anytime soon also.
It’s the type of advertisement done via television.
They’ve been around for more than half a century.
It is the industry where the money is burned the most every year.
So what is wrong with television marketing?
They also lack specificity.
And they are interruptive.
Unlike the world of search engines and social media.
We’re been market around the product we already show interest about.
Meaning we know when something is not relevant to us.
What is the work of a digital marketer?
The digital marketer’s job was to use his digital marketing skills to create awareness, generate lead through the various channels using both free and paid methods.
This includes channels like social media, search engine optimization, email, and the company’s own website.
A digital marketer focuses on different KPIs in order to properly measure the performance of each channel.
For example, a digital marketer who is in charge of social media measures the number of social shares and social engagement the company has.
There are many roles in digital marketing it varies and depends on the size of your company.
For a small business, one person can be the one in charge of SEO, content marketing, social media manager and some other task.
For a large company, this task can be handled by separate individuals.
One person can be the Content strategist and another person is the SEO manager.
So if your business is a small business you can have one person handle many positions.
For example, your SEO specialist can also be your content strategist and your social media manager.
Here are few examples of a role a digital marketer can handle:
SEO specialist is the one in charge of the website ranking in search engines.
His job is to get the website ranking on the first page of Google within the first three using different search engine optimization approach.
And the main KPI to measure the success of his work is the number of organic traffic you’re getting from Google.
Because today it doesn’t matter whether you’re ranking on the first page you might still not be getting the clicks.
Especially in the time of featured snippet also called answer box and many other SERP features.
Your SEO manager can also work with your content team to make sure the content they create is following search engine best practices.
Your content strategist is the one in charge of your blogging strategist.
Ensuring that content is created to support the overall business goal and making sure each piece of content is created with a goal in mind.
A content strategist is a wheel that’s driving your business content to align with your goal.
He could walk with other departments in your organization to ensure you’re creating content that’s really driving the needle for your company.
Social media manager
The role of a social media manager is to manage all the business activities on social media.
Depending on your industry, you might be selective in the social network you choose.
For example, if you’re a business to business (B2B), you might opt for a channel like LinkedIn where you’ll have professionals hangout.
And for business to customer (B2C) you can opt for a platform like Facebook.
He can also establish the business posting schedule on social media working in collaboration with the content team.
Social media manager’s KPIs are based on the number of followers, the number of impressions (the number of time your post appear on users feed), and the number of shares a post received.
Does digital marketing work?
Digital marketing works virtually for all kinds of businesses in any industry.
At CONVO we have used it virtually for all kinds of industry, and it works for any business from pet to politics.
As with any business you need to build out your persona and create content to meet the needs of that persona.
Same as digital marketing, it has to do with building out your buyer persona and creating content to meet the persona’s needs.
However, one thing to keep in mind is that not all digital marketing strategy is created the same way.
Digital marketing in Business-to-customer (B2C)
As a business-to-customer (B2C) depending on the type of B2C and what you sell, your digital strategy goal will be to attract and convert visitors into customers.
With this in mind, you don’t need to start generating leads for your salespeople.
Instead, you can focus on building out your buyers’ journey, creating a funnel that moves visitors quickly.
A good rule of thumb is to feature your product high up in your funnel and in the content you create, by aligning your product as a solution in your content.
Choosing a strong call-to-action (CTAs) and the right channel will also contribute to your success.
Digital marketing in Business-to-business (B2B)
If your business is a business-to-business (B2B), your marketing strategy may be centered around generating lead online for your business.
Meaning your goal will be for someone to pick a phone call and speak to your salesperson.
With that your digital marketing strategy will be to convert the highest number of leads via your digital assets.
You might also focus on a business-centered platform like LinkedIn.
Digital marketing role to a business
Digital marketing plays a vital role in business.
In fact with the world we live in now it is very difficult for businesses to survive without having a digital marketing strategy.
Unlike other traditional marketing, digital marketing allows businesses to see the result of their effort in real-time.
If you’ve ever created flyers to advertise your product.
You’ll notice that it is very difficult to measure the number of people who actually read the flyers and the number of people who buy your product after viewing that flyers.
On the contrary, with digital marketing, you can measure the success and the ROI of any aspect of your business.
Here are some of the aspect you can measure your success with digital marketing:
I talked about distributing flyers the other time.
Now imagine you create flyers or you create a product catalog for your business.
The flyers or the catalog is offline.
There is no way you can know the number of people who view the flyers or catalog, or if the person flipped through to the last page or the number of pages viewed.
Now imagine that flyers or product catalog were created in the form of an ebook or a blog post and hosted on your website.
It is easy for you to know the number of people who viewed the blog post or the number of people who downloaded the book, number of pages viewed and time spent on the page.
By looking into your analytics dashboard, you can get all this data in real-time without the stress and it’s free.
Measure website traffic
With digital marketing, you can view the exact number of people who view your pricing page in real-time from your analytics app.
Not only that you can also see how many pages they viewed, the time spent on time, the device they’re using to access your site, and their geographic location.
Armed with this information you can decide on how you want to prioritize your marketing strategy.
Which channel or platform should you focus more or which strategy to consider.
For example, if only 5% of your traffic comes from social media, that shows you need to up your game and spend more time on your social media strategy.
All these are not achievable in traditional marketing.
There is no sure-fire way for you to spot trends and patterns with your customers.
Touchpoints or Attribution modeling
If you employ an effective marketing strategy and you have the right tools in place to help you in your marketing things look easy for you to iterate and deploy.
With these you can trace back every sale back to their first digital touchpoint with your brand this is called attribution modeling.
With attribution modeling, you can learn a lot about your business.
You can learn a lot about your potential customers too.
This makes your marketing effort simpler and easy if implemented well.
You can identify trends in the way people research your company before making any purchase.
You can use this insight to make a decision and know which parts need improvement.
For example, if the majority of people that turn to a customer have their first interaction with your ebook or connect with you on social media.
That way you can see the trend in the way people research your company.
Attribution modeling let you make an informed decision with your marketing strategy
You can see which part of your funnel or sales cycle requires fine-tuning.
According to Aberdeen group company that has a sales strategy aligned with marketing strategy sees a 20% growth rate to 4% decline with a company with poor alignment.
What are digital marketing assets?
Anything can be your digital marketing asset as long as it is a marketing tool found or use online.
Many people don’t realize or know that they have as many of these assets at their arms-length.
Here are the obvious examples of digital asset:
- Video ( your how-to videos, product demo and video ads)
- Branded asset(Logo, Icons, color scheme)
- Images (custom images, infographics)
- Written asset (Blog post, Ebook, whitepaper)
- Social media pages
- Voice and Tone (Your brand’s personality and the way you communicate)
These are just the obvious ones as you can imagine but smart marketers (including me) are coming up with new ideas in creating their digital assets and new way to reach their audience.
Watch out as the list keeps growing.
What content type should I create?
The type of content you’ll create and when you should create it all depends on your audience’s need and the stage they’re in the funnel.
If you take the time to create your persona and understand what they want
You’ll know the type of content they want and when they want it.
If you haven’t created your persona yet
HubSpot has a cool tool – Makemypersona that you can use to create your buyer persona.
You can use this to understand how your audience’s goal and challenges are tied to your business.
On a basic level, the content you create should be aim to help them achieve their goal and solve their problem.
You should also consider where they’re in their journey in relationship to when they’re most likely to consume that type of content.
This is called content mapping.
Content mapping goal is to create and target content to the audience according to – Interest or characteristics of the person consuming the content – here is where the buyer persona comes to play.
And, how likely is the person going to make a purchase – that is the lifecycle stage
When it comes to the format the content is going to be, one size does not fit all.
You also need to experiment and know what’s good for your audience.
Here are some of the formats I recommend using in different buyers stage:
At this stage, your buyer becomes aware they have a problem that needs to be solved.
Your target audience might be unfamiliar, or only somewhat aware of the product or service that you offer
In this stage of the buyer’s journey, you’re going to be focused on increasing brand awareness, and
positioning yourself as a thought leader.
Types of content you can create in this stage include blog posts, instructional videos, or infographics.
This stage, your target audience is looking for a solution to their problem.
They may be more aware of your product or service and starting to compare you against other options.
If you do your marketing well enough at the awareness stage, the work you’ve done will make them more interested in your brand than any of your competitors
In this stage, you should provide your target audience with useful content that answers specific questions they might have.
Types of content you can create in this stage include webinars, ebooks, research report.
Your audience is ready to make a purchase, all they need is that small push to get them across the finish line.
Your content here should focus on giving your target audience any information they need to make an informed decision about their purchase.
Content like case studies, testimonials, live demo works well at the stage.
What are the benefits of digital marketing?
The way people shop and buy things is evolving into a digital landscape.
People no longer want to spend time at a store to get that potato mash or spend an hour in-store shopping for their kids.
Everyone is going digital now, there are new ways to shop now and new way to enjoy life.
Consumers are researching now before they buy any product or services.
Think about the last time you buy a product.
Probably you start researching that product on your mobile or desktop.
Either way, the journey started online.
And according to Forbes 82% of consumer conducts research online, and more than a third of retailers say customers like to research and buy online.
So now that you know how your customers start their buying journey
You know they start out researching before making any purchase.
You might be thinking how do you reach them?
Of course, through the means, they use in researching your product.
After all, you don’t hammer in a nail with a screwdriver.
The answer is through Digital marketing.
Let’s take a look at the benefits of digital marketing.
- It’s easier to create brand awareness and engage with your potential customers before and after-sales.
- It is the most cost-effective way for businesses to market their products or services, unlike traditional marketing which small brand has to compete with the big brands for ad space, with digital marketing the possibility is endless for small business on a tight budget to compete.
- It is measurable. Unlike television marketing, you can’t tell the number of people who buy your product as a result of watching your ads on TV. But for digital marketing, you see the result in real-time.
- It makes the buyers’ journey shorter than before. How is that possible? With digital marketing you can present the right offer at the right time by looking at the stage a prospect is in their journey.
How long does digital marketing result take?
With digital marketing, it is easy and you’ll see results faster than traditional marketing.
But how fast the result is going to be, depends on your digital marketing strategy.
if you’ve taken the time to build out your buyer persona and understand the typical process they go through before making a purchase, identify their needs and have started creating online content to solve their problem.
If you’ve done all this perfectly then you’re likely to see the result in three to five months.
But if you incorporate paid advertising into your marketing strategy then the result becomes quicker than you can imagine.
What simply matters is your patient, you might think you’re not getting any result you have to make sure you’re focusing on the right KPIs.
Digital marketing and mobile marketing
As you can imagine smartphones are the primary devices people are using to surf the internet in the world we lived in today.
This makes mobile marketing a critical component of your digital marketing strategy.
In fact, smartphones account for 69% of the time consuming digital content in the United States.
Google recently get rid of sidebar ads to give mobile users the best experience and consistency between desktop and mobile.
In today’s digital world it is safe to assume that the first digital touchpoint between you and your prospective customers was on mobile devices
This means you have to make your mobile experience faster and better.
The shift from desktop to a mobile device has changed a lot
You should also think about your entire site and landing pages
You need a website that looks great on desktop and mobile devices.
You need to have a mobile-optimized website or you lose a large number of your website traffic to your competitors.
On a basic level, you need to have a responsive website.
Digital marketing vs. Traditional marketing
If you’re marketing in today’s world you’ll notice it’s different from what it used to be a few years ago.
I mean we now have social media and smartphone is on the rise and thanks to software and AI many things that used to be difficult are now easy.
Marketers have in their arsenal varieties of tools they can employ to gather data to inform them of their decision.
Also, they have a great number of tools and strategies to influence the decision of their potential customers.
Digital marketing allows you to measure and qualify your campaign in real-time, unlike traditional marketing mediums.
Take, for example, you have an advert on one of the newspapers
There’s no way you’d know what the reader did when they say the ad, did they even flip through to the page, or did they even see the advert?
There’s no surefire way you can tell what happens to your ad, expect the number of people you’re going to reach.
Who knows if the figures are correct as there is no way you can measure this.
Now let’s imagine you have that ad placed on your website or on the social platform
You can get the number of impressions, what actions they take, and some other metrics which make digital marketing a better marketing avenue than traditional marketing.
Digital marketing trend
One of the things that differentiate digital marketing from traditional marketing is the ever-changing landscape.
It doesn’t take long for new trends to surface.
More and more technology is introduced and people are more inclined to check them out.
Gone are the days where you only write a block of text on your website and you’ll be fine.
In today’s digital world putting text on your website just doesn’t work anymore and please don’t try it, the result may be bad for your business.
People now demand high-quality images and interaction from business and they expect you to provide these for them.
Why won’t you?
You’re called a business because they exist.
So what’re the trends to watch out for as you start your journey in digital marketing?
There is no doubt voice search is on the rise now.
Google revealed that 20% of mobile queries are voice searches
Today, two in five adults now use voice search at least once per day, and by 2020 it is estimated that half of all searches will come from voice search.
What does this mean for your business?
You need to start implementing a voice search for your SEO strategy.
Content marketing is the way of producing helpful content to your audience without trying to sell to them.
The goal of content marketing is to educate, inform, entertain and delight your audience.
There is so much content out there that you’ll beg to ask – are your audience even listening?
To win in today’s digital world, you need to make sure you’re focusing your effort on creating less content but better content.
So instead of churning out blog posts stuffed with keywords every month, try creating one or two really good, awesome pieces of content a month.
Content that answers prospects questions.
As digital marketing evolves, we will continue to see trends in the way we use videos.
In fact, studies show that 54% of consumer wants to see more video content from brands and they are expected to meet up with this.
The 2019 report by Wyzowl shows that 87% of marketers use video as marketing tools.
Why incorporating video into your marketing?
Think of it like this, they say a picture is worth a thousand words.
Guess what a video will worth?
You get it millions or even billions of words.
Video marketer gets 66% more qualified lead per year according to Optinmonster.
Thanks to video on social media, 93% of marketers also said they landed a new customer using video.
With all this video marketing is going nowhere anytime soon.
You need to start adopting it into your marketing strategy.
Prospects use more than one digital channel to investigate your business.
They might do an online search and see your Google My Business listing, click through to your website and read your reviews.
That’s why all of your digital marketing efforts need to work together to promote a consistent branding message.
Everyone loves a great story.
People want to be part of a group, to belong.
Stories give you a reason to communicate and relate.
Stories give you something to believe in.
But business storytelling is more than what you just write on your website, social media or blog.
It’s your value and mission, why you do what you do and how you communicate that consistently to your audience – wherever they are.
It’s a way of connecting with your prospective customer on an emotional level.
Stories help you create a contrast between choices.
You’re not the only one that does what you do
And in today’s information crowded place how do you stand out?
That’s where storytelling comes in.
What makes up digital marketing? The 5D’s
What is digital marketing’s future with your business?
To really understand that, we need to think about the way customers have interaction with brands nowadays.
Digital marketing today is about having interactions with people across all platforms available for your brand.
Your audience has interaction with your brand more than your website and social media.
So what does the future holds for your business?
You need to start harnessing the power of the 6D’s of digital marketing.
Yeah, 5D’s of digital marketing.
What does this mean?
In a digital world like the one we lived in today, there are a lot of things out there that you can use in your business.
So what’s the 5D’s? They’re – Digital devices, platforms, media, technology, and data.
They define the opportunity for brands to know more about their customers, and for the prospective customers to engage with the brand.
Let’s start with the digital devices
Your audience can interact with you through your website or social media. (images of digital devices)
This interaction is known as the customer experience. And this experience is done through a combination of devices like desktop computers, smartphones, tablets, and gaming devices.
Next, you’ll need a digital platform for the interaction
All the interaction with your brand on different devices was made possible through browsers or apps of the major digital marketing platform. (p
Platforms like Facebook, Google, Instagram, YouTube, LinkedIn, Twitter. The list goes on and on.
Next, is the digital media
These are different communication ways to reach and interact with your audience.
Either paid or owned including advertising, messaging images, video ads, etc.
Next, we have the technology
These include all the marketing technology within your reach.
These are things like your website, mobile app, software and more.
This is where interaction takes place, and during this interaction, you’re collecting important data, information, insights.
And last but not least. Oh…I already mentioned that – data
The insights you collect from your audience.
With this data, you can make an informed decision about your business.
You’ll understand your audience’s want, when they want it and how they want it.
These are the beauty of digital marketing.
Wrapping it up
Digital marketing is the future of marketing.
You can’t afford to miss the opportunities the internet has given to you.
Online marketing is so important to any business now than ever. It gives you the ability to track your marketing effort in real-time letting you make an informed decision.
Meaning, you see which strategy works and one that needs some refining.
If you’re convinced or want to see how digital marketing can elevate your business, Or maybe you want to up your digital marketing game, check out our digital marketing service today and see how we can help you amplify your business growth.
Either way, what other areas of digital marketing you want to see me cover or you have any questions concerning digital marketing, let me know in the comments section.
Digital marketing FAQ
Why is digital marketing important?
With digital marketing, you can reach a large audience, it’s cost-effective and measurable, unlike traditional marketing. It allows you to get to know your audience and personalize your message to them.
Is it achievable or profitable
Short answer. Yes. Long answer? Think of it this way, it’s not easy to build a brand using traditional marketing but with digital marketing, you can build a brand, generate lead and establish a loyal fan base.
What is a digital marketing strategy?
These are actions you take to help you achieve your business goals and objectives using selected online marketing channels which encompasses both free and paid methods.