In the modern world, the ways of influencing a potential consumer are rapidly changing. One of the most popular in recent years has become Digital Marketing (digital marketing), which is able not only to collect accurate and objective information about the target audience but also to track the results of brand or product promotion. An integrated approach allows you to use the most effective promotion channels.
Digital Marketing is the marketing of goods and services using digital technologies. It is used at all stages of interaction with consumers in the b2c and b2b segments. Unlike online marketing, digital marketing also involves offline channels. The effectiveness of this direction is due to close interaction with consumers and the coverage of the target audience. Digital Marketing is actively used to promote well-known brands.
Digital marketing vs internet marketing
Digital Marketing is often confused with internet marketing, so it's worth dwelling on this in more detail. Although digital includes all the tools of conventional Internet marketing, it is not limited to just online advertising and also uses digital channels that are not related to the Internet. These can be TV ads, applications, SMS mailing, etc.
Let's list the main advantages of digital marketing:
If you need to better familiarize a fairly limited target audience with a product or brand, then you should use contextual advertising, create joint projects with the most popular sites for this audience.
If the offer is created specifically for a young and advanced audience, then social media, mobile and web applications, as well as viral videos will achieve wide coverage.
If you need to tell about the offer to the widest possible circle of potential consumers, but TV is not available, then you can use viral content, Internet PR, and non-standard large-scale promotions. These are all elements of digital marketing.
It is most convenient to tell about a complex, multicomponent product in an Internet video.
Often, the choice is made on a wave of emotions, so a positive attitude is important. Beautiful images, dynamic animations, and emotional videos will help you create it.
The promotion of products/services requires constant communication with the consumer. A popular way to reach out to your audience is through social media. This media space helps build brand loyalty.
Obvious cons
There is no perfect promotion tool, and digital marketing is no exception. First of all, it takes time. It takes months and years to be successful in digital. Digital marketing will not work when choosing a pair of channels and tools, you will have to constantly come up with something new, try everything in order to understand the approaches that are beneficial for this particular company.
And most importantly, in digital marketing, you need to constantly be aware of things, analyze and direct the work. Single-use will not lead to success. It is necessary to constantly monitor the situation and make changes.
Although digital marketing is one of the most effective types of marketing, many companies are not ready to implement it. Businesses need leaders who can embrace and implement new technologies. Marketing professionals must analyze brands and predict the future. The most important element of digital marketing is choosing the right balance between human resources and technology in accordance with the needs of the target client.
Digital Marketing Tools
The digital sphere is one of the key factors for the success of a promotion. Such advertising is used literally in any area of modern business. It is most common in online stores, in the provision of services, in virtual learning. They use such an advertising approach to promote startups and promote brands.
Ideally, every company should work with all digital marketing channels and select the most effective set of basic and advanced tools.
Basic tools
Digital advertising has different types. The choice of a tool for promoting a product, service, or brand depends on them. Basic digital marketing tools:
- Content marketing (publications on thematic sites, in a blog, etc.);
- Email marketing (mailing lists that can also be part of content marketing);
- SMM (promotion of groups in social networks);
- Targeted advertising on social networks;
- Contextual advertising;
- Media advertising;
- SEO (website promotion in search engines);
- Partnership programs;
- The site of the company;
- Audio and video advertising (advertising in podcasts, online radio, etc.)
Content creation is the process of filling the media space with information (articles, videos, infographics, blogs, images, etc.) to draw the audience's attention to a product or service. It is the foundation of inbound marketing — an affordable replacement for intrusive and expensive advertising. By creating interesting and useful content, companies gain a place in the market.
SMM or social marketing - attracting traffic/audience attention through social networks. Thanks to a huge active audience, social networks are used both for brand promotion and for expanding the audience and even for active sales. It also helps you find a loyal audience, get feedback, and increase user engagement.
A landing page (or an entire website) that describes a product and its benefits in the face of the company and is often not just a business card, but a tool to attract users (leads). Conversion is the main indicator of website performance.
SEO - getting traffic from search results in search engines is a long-term tool that requires work both with the technical part (optimization of the site architecture, working with HTML and links) and with content that not only increases the ranking in search results but also forms trust in the product and the company.
Email. The traditional tool is sending product information via e-mail to a specific person or group of recipients. If you correctly configure it and correctly identify the recipients of the mailing list, then this tool can become a fairly effective way of selling.
Ad networks are another online promotion tool similar to affiliate marketing. Its essence is to provide traffic/users to the customer and receive payment for a specific user action. It is one of the most accurate and simplest instruments.
Each tool has its own pros and cons. The most important thing is to determine which set of tools will be most effective. Using only one tool will not give a serious result.
Advanced tools
A valuable advanced tool is influencer marketing. It is based on the creation or use of human authority and can change the attitude and perception of a product.
It is also worth taking into account the principles of a strategic partnership with non-competitive firms: these can be joint actions, presentations, and other events. By choosing a decent organization, you can attract more potential customers.
Contextual advertising is another tool that is closely related to SEO optimization. In this case, the user's search queries are automatically selected, on the basis of which the list of advertisements is formed. Banner advertising means placing an advertisement on a specific site.
Targeted ads are usually posted on social media. Basically, it is a link that takes the user to the advertiser's website. Viral advertising is very effective: users themselves distribute videos or advertising links that interest them, sending them to their friends, or simply posting on their page on a social network.
Native advertising. In this case, the mention of the product is organically entered into the text of the article. Native ads have a stronger impact on the reader than annoying pop-up ads.
Finally - advertising in mobile applications. It is embedded in games and applications for smartphones, tablets, and other digital media.
So, we examined in detail the main tools of online digital advertising. But there is another type of advertising.
Offline
In offline advertising, ways of attracting an audience from real life to virtual and vice versa play an important role. The best device for this is a smartphone. The smartphone user can be sent an SMS with a link to the company's website.
You can also place advertisements and interesting offers in public places: on roof installations, electronic boards, panels, billboards, brackets, banners, monitors, etc. A link to your website can be displayed on an advertisement or presented as a QR code.
Since the opinions of consumers about your product may become known to other people, potential customers, and the media, it is better to work with them. If you want to be written about you - get interested, but be prepared not only for positive reviews but also for criticism.
However, the main feature of digital marketing is not that it can be online or offline, but in its measurability and manageability. That is, you can not only predict and roughly calculate the advertising revenue, but also measure the results and make adjustments based on them.
Promotion channels
What are the digital marketing channels? These are social networks; self-service terminals; interactive displays; information and advertising digital signs (Digital Signage); POS terminals; internet sites; gaming consoles; offline stores; computers, laptops, and tablets; digital television; smartphone applications; gadgets; local area networks.
For example, if you want to advertise a brand or product among a fairly limited target audience, then contextual advertising is well suited for this, as well as collaboration with sites that are popular with potential customers.
If the product is aimed at a young and progressive audience, then a significant number of consumers can be reached through social networks, mobile applications, online advertising, or viral video. If you need to reach a large audience, then you can create viral content, turn to online advertising, and original large-scale offline promotions.
If your product needs regular interaction with the consumer, then the media space at the moment is the most popular way of communicating with a significant part of the audience. Such communication increases loyalty allows organizing large promotions and helps to understand the motives and behavior of potential customers.
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