Digital marketing is basically an umbrella of all marketing efforts that use an electronic device or the internet.
Everything from search engines, social media, email, and other websites to connect with current and prospective customers that is done electronically falls right under digital marketing.
Digital Marketing got a little fancier and bougie with the new Millenium but was actually in play 100 years earlier with the first demo in England.
As of 31st December 2019, there were 4.6 billion internet users of the total world population of 7,796,615,710. The digital era is the present and absolute future of marketing.
As long as anything can be used as a marketing tool online, it is a digital marketing asset. Here are a few examples:
- Your website
- Branded assets (logos, icons, acronyms, etc)
- Video content (video ads, product demos, etc)
- Images (infographics, product shots, company photos, etc)
- Written content (blog posts, eBooks, product descriptions, testimonials, etc)
- Online products or tools (SaaS, calculators, interactive content, etc)
- Social media pages
Types Of Digital Marketing
- Search Engine Optimization (SEO)
- Content Marketing
- Social Media Marketing
- Pay Per Click (PPC)
- Affiliate Marketing
- Native Advertising
- Marketing Automation
- Email Marketing
- Online PR
- Inbound Marketing
- Sponsored Content
There’s quite a number of types of digital marketing, both online and offline but we shall be deep-diving into the most common types below.
1. Social Media Marketing.
Social Media Marketing or SMM is basically another form of internet marketing that involves creating and sharing content on social media networks in order to achieve your marketing and branding goals. These networks have become more than you posting something funny for your friends to relate with or comment on, it is more.
Many, now, rely on social networks to discover, research, and educate themselves about a brand before engaging with that organization. Marketers now do more than leave posts on Twitter, Facebook, Instagram et al. They are engaging with potential customers and the more your audience wants to engage with your content, the more likely it is that they will want to share/buy it. This ultimately leads to them becoming a customer. And as an added bonus, they will hopefully influence their friends to become customers, too. Awesome! Right!?
2. Email Marketing
One of the older forms of digital marketing is the use of email. It, according to Wikipedia, is the act of sending a commercial message, typically to a group of people, using email, with the aim of achieving one or more of three primary objectives, to build loyalty, trust, or brand awareness.
Statistics show that at least 94% of internet users have and use email. This means, that out of any 10 users at any given, at least have access to emails and that presents a wide scope of reach. Access to almost everything on the internet has an option for email and more often than not, people opt for the email option.
Did You Know? – There is three times the number of email accounts as there are Facebook and Twitter accounts combined.
Successful email campaigns must be engaging, relevant, informative, and entertaining. To succeed, your marketing emails should satisfy these five core attributes:
- Be coordinated across channels
3. Content Marketing
This encompasses the creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and customers.
Did You Know? Content Is King.
Content is supposed o be educational, rather than promotional. That is way more desirable. It helps your audience see you as a relatable source of vital information. The channels that can play a part in your content marketing strategy include:
- Blog posts: Publishing articles on your blog helps you demonstrate your industry expertise and generates organic search traffic for your business. This ultimately gives you more opportunities to convert website visitors into leads for your sales team.
- Ebooks and whitepapers: Ebooks, whitepapers, and similar long-form content help further educate website visitors. It also allows you to exchange content for a reader’s contact information, generating leads for your company and moving people through the buyer’s journey.
- Infographics: Sometimes, readers want you to show, not tell. Infographics are a form of visual content that helps website visitors visualize a concept you want to help them learn.
4. Search Engine Optimization (SEO).
Abbreviated SEO, it is basically Google’s way of separating the chaff from the good stuff. Google introduced algorithms that sift out websites that use keyword stuffing to rank higher on search engines. Good quality and well-written content is the future. It will greatly boost your ranking on Google, thereby increasing your traffic and engagement.
Did You Know? 67% of all the clicks are from the first 5 listings on a search results page.
SEO can almost be viewed as a set of best practices for good digital marketing. It enforces the need for a well-constructed and easy-to-use website, valuable and engaging content, and the credibility for other websites and individuals to recommend you by linking to your site or mentioning it in social media posts.
5. Pay-Per-Click Advertising
Pay-per-click (PPC) advertising is actually a broad term that covers any type of digital marketing where you pay for every user who clicks on an ad. For example, Google AdWords is a form of PPC advertising called “paid search advertising” (which we’ll go over in a second). Facebook Ads are another form of PPC advertising called “paid social media advertising” (again, we’ll get into that shortly).
6. Mobile Marketing
Mobile marketing has huge potential—after all, 79% of smartphone users have their phone on or near them for all but two hours of their day; furthermore, we found that 49% of people own two mobile devices. That said, tapping into this potential takes planning. Mobile trends occur at breakneck speeds, and it takes dedication to keep up. Rather quickly, customers are paying more attention—and dollars—to mobile. From SMS to email and mobile apps, each touchpoint requires careful consideration when building out a modern mobile marketing strategy.
Master how to leverage mobile marketing to target users via their mobile devices, as well as the endless potential it can unlock for your marketing return on investment (ROI). You will discover what makes mobile a unique communication channel that can allow you to reach leads through SMS, email, websites, mobile apps, and mobile notifications.
7. Market Automation
Marketing automation refers to the software that serves to automate your basic marketing operations. Many marketing departments can automate repetitive tasks they would otherwise do manually, such as Email schedule, social media post scheduling, campaign tracking, and workflow.
Related: Digital Marketing In Nigeria
Aside from the above, digital marketing takes on some offline forms too and here below, we look at the major ones:
Did You know – at least 80% of households in developing economies have access to radio, with listener averaging two hours a day. Crazy numbers!
You should be thinking about reaching them already. Easy digital marketing. Radio advertising offers you the opportunity to deliver a simple yet powerful message to a targeted group of consumers.
Quite plainly, radio sells audiences. Each radio station speaks to a very specific audience, with respect to program, announcers and time, so once you know the age and gender of your target customers, you are in.
Your target market should determine the type of station you choose to advertise on. For example – If you are looking to appeal to men between the ages of 18 and 30, you might want to consider advertising on an all-sports station or for the least sports shows.
Radio programming is designed to lure in a specific group of listenership, and then these listeners are what radio stations sell to advertisers.
What you need to know is that audience size shifts dramatically throughout the day, and radio rates vary to reflect the change in the estimated number of listeners you are reaching.
The day is divided not into hours but into sessions:
A.M. drive time, 6 a.m. to 10 a.m., has the most listeners.
Midday, 10 a.m. to 3 p.m., will have considerably fewer listeners, but they are often very loyal to a certain station.
P.M. drive time, 3 p.m. to 7 p.m., will have almost as big an audience as the morning drive time. These people may be in more of a buying mood than those rushing to work in the morning.
Radio listenership drops off rapidly once people get home and out of their cars. The evening belongs to television—unless you’re in a “shift town.”
The Evening day-part lasts from 7 p.m. to midnight, and Late night from midnight to 6 a.m. At these times you’ll find fewer, but fanatically loyal, listeners. These listeners have made a conscious decision to listen to the radio rather than watch TV.
PS: While it’s fun to hear your own commercials on the radio, avoid buying a station because it’s your favorite unless, of course, you’re typical of your perfect customer. – From Entrepreneur
Basically, it is a form of offline digital marketing that uses a large-scale print advertisement (a billboard) to market a company, brand, product, service, or campaign.
In the age of viral social media trends and the internet, billboard advertising continues to soar as an effective mode of offline digital marketing.
Billboards can’t be avoided because of their nature in size and the fact that they are always in places of high population, the impressions are huge. Billboard advertising is categorized as out-of-home (OOH) advertising, which is any advertising that reaches consumers when they’re outside their homes.
Below are the factors set to influence the rating of the billboard:
- Circulation – Total number of people who pass by the billboard each week.
- Demographics – The age, gender, income level, and other characteristics of the traffic that passes the billboard.
- Impressions – The number of people who see the billboard.
See, here is the thing, if you are going to employ billboards in a digital marketing campaign, do them right or you are going to waste of a whole load of money on them.
How do you do them right?
Creative – The space is quite expansive. Use it wisely because honestly there are billboards before yours because you need your brand to stand out of the rest.
Story – This is more or less with creativity and doesn’t be too dragging because people are spending.
Simplicity Is Key – Clients are spending little time with your billboard. You want to have a message they can decipher with ease.
Location – Take time to understand where you are putting your board and how you can use this relation for easier communication. Manipulate the message with a local celebrity, delicacy or even sports team.
This is the god of offline digital marketing.
The beauty of TV advertising, regardless of the demographic, there is a program on TV for them and it is up to you as the marketer to determine the time you want to have your message aired. Every station reaches every audience daily, with schedules that include cartoons, celebrity, talk, sports, soaps, news, movies, reality, and primetime programs. Just take your pick!
The average person spends 3 hours on TV.
Some of the advantages of advertising your small business on television include the following:
- TV reaches a much larger audience than local newspapers and radio stations, and it does so during a short period of time.
- It reaches viewers when they’re the most attentive.
- It allows you to convey your message with sight, sound, and motion, which can give your business, product, or service instant credibility.
- It gives you an opportunity to be creative and attach a personality to your business, which can be particularly effective for small businesses that rely on repeat customers.
Digital Marketing, like we said, in the beginning, is the new home of marketing, as well as the future. And you can probably now explore the various forms for your business, with respect to your goals and clientele.
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