Digital Marketing, Search Engine Optimization and Marketing
Digital marketing or online marketing as it is popularly known is a tool to carry out the online marketing of our product.
Direct email marketing, search engine optimization, and search engine marketing are some of the tools that fall into this category. They are becoming more and more common in the online world. It is a very popular form of advertising,
The media is important now because we have access to a lot of data and more and more people have access to this big data. They often view and review data related to customer tastes, ever-changing options, etc.
Other forms of marketing include text messages, mobile applications, electronic billboards, digital television, and radio messages. All are powerful tools to improve our visibility to customers.
Digital marketing is an umbrella term for all of your online marketing efforts. Businesses take advantage of digital channels like Google search, social media, email, and their websites to connect with their current and potential customers.
From your own website to your online brand assets – digital advertising, email marketing, online brochures, and more – there is a wide spectrum of tactics and assets that fall under the umbrella of digital marketing. And the best digital marketers have a clear idea of how each asset or tactic supports your overall goals.
So what exactly is digital marketing?
It is an umbrella term for all of your online marketing efforts. Businesses take advantage of digital channels like Google search, social media, email, and their websites to connect with their current and potential customers.
From your website itself to your online brand assets – digital advertising, email marketing, online brochures, and more – there is a wide spectrum of tactics and assets that fall under the umbrella of digital marketing. And the best digital marketers have a clear idea of how each asset or tactic supports your overall goals.
Here’s a quick rundown of some of the most common assets and tactics:
e-books and white papers
Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.)
Online coverage obtained (public relations, social networks and reviews)
Online brochures and lookbooks
Brand assets (logos, fonts, etc.)
Search engine optimization (SEO)
The process of optimizing your website to ‘rank’ higher on search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives. (Read this post to learn SEO yourself in 30 days.)
The creation and promotion of content assets in order to generate brand awareness, traffic growth, generation of leads or customers. (Learn what a modern content marketing strategy entails here.)
Inbound marketing refers to the ‘full funnel’ approach to attracting, converting, closing, and delighting customers using online content.
Social media marketing
The practice of promoting your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. (Discover 41 resources to learn how to take advantage of social media marketing here.)
Pay per click (PPC)
A method of driving traffic to your website by paying a publisher each time your ad is clicked. One of the most common types of PPC is Google AdWords.
A type of performance-based advertising where you receive a commission for promoting someone else’s products or services on your website.
Native advertising refers to ads that are primarily content-based and presented on a platform alongside other non-paid content. BuzzFeed sponsored posts are a good example, but many people also consider social media advertising to be ‘native’ – for example, advertising on Facebook and Instagram.
Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks like emails, social media, and other website actions.
Businesses use email marketing as a way to communicate with their audiences. Email is often used to promote content, discounts, and events, as well as to direct people to the company’s website. (Check out these 15 successful email marketing campaigns for inspiration.)
Online Public Relations
Online public relations is the practice of securing online coverage obtained with digital publications, blogs, and other content-based websites. It’s a lot like traditional PR, but in the online space.
What is the difference between digital marketing and inbound marketing?
On the surface, the two seem similar – both occur primarily online, and both focus on creating digital content for people to consume. So what is the difference?
The term ‘digital marketing’ does not distinguish between push and pull marketing tactics (or what we could now call ‘inbound’ and ‘outbound’ methods). Both can still fall under the umbrella of digital marketing.
Digital exit tactics aim to put a marketing message directly in front of as many people as possible in the online space, regardless of whether it is relevant or welcome. For example, the eye-catching banner ads you see at the top of many websites are trying to push a product or promotion to people who are not necessarily ready to receive it.
On the other hand, marketers employing digital entry tactics use online content to drive their target customers to their websites by providing assets that are useful to them. One of the simplest yet most powerful inbound digital marketing assets is a blog, which allows your website to capitalize on the terms your ideal customers are searching for.
Ultimately, inbound marketing is a methodology that uses digital marketing assets to attract, convert, close, and delight customers online. Digital marketing, on the other hand, is simply a blanket term to describe online marketing tactics of any kind, regardless of whether they are considered inbound or outbound.
Does digital marketing work for all companies? B2B and B2C?
Digital marketing can work for any business in any industry. Regardless of what your business sells, digital marketing still involves building buyer personas to identify your audience’s needs and creating valuable online content. However, that does not mean that all companies should implement a digital marketing strategy in the same way.