Digital marketing is the practice of creating, delivering, and managing marketing campaigns through the use of digital technologies. It has been described as “the integration of online techniques into marketing plans and execution to create powerful customer relationships”.
Digital marketing is a rapidly growing field that requires the use of multiple channels to reach the Target audience. Traditional marketing methods such as print advertising, radio, and television broadcasting have been replaced by digital media such as the internet and mobile phones.
Digital media allows for quick response times, greater reach, and interactive engagement with the Target audience. In addition, digital marketing allows companies to track customer behavior and feedback in real-time which allows for continuous improvement of customer service. .
There are several different types of digital marketing:
1. Paid advertising: Paid advertising is when a company pays an ad network or website to place their ad on their site.
This type of advertising is most often used by large companies to reach a wider audience.
2. Organic search engine optimization (SEO): SEO is the practice of improving a website’s ranking on search engine results pages (SERPs).
This ranking determines how likely users are to find the website. The higher a website’s ranking, the more likely people are to visit it.
3. Social media: Social media platforms allow companies to interact with their customers directly.
Sites like Facebook, Twitter, and LinkedIn allow companies to build relationships with their customers and followers.
4. Email marketing: Email marketing is when a company sends out emails to their customers without having to pay an ad network or website.
Email marketing is used by smaller businesses to increase brand awareness and drive leads through email lists.
Digital marketing can be used in two main ways: direct response (DR) and indirect response (IR). DR campaigns involve sending customers direct requests for actions such as signing up for a newsletter or making a purchase from a merchant online. IR campaigns involve sending customers content that helps them solve problems or meets their needs in some way.
For example, content might be sent that promotes a product or offers advice on how to improve lifestyle habits. DR and IR campaigns can be combined to create hybrid campaigns that use both direct response and indirect response methods at different points in the funnel.
The majority of digital marketers are employed in the corporate world where they use digital technologies such as web design, internet research, web development, search engine optimization (SEO), social media marketing, email marketing, lead generation forms etcetera in order to create successful online campaigns that convert leads into sales or generate new business opportunities.