Digital marketing is the use of digital technologies, typically mobile devices, the Internet, and various social networking websites to reach potential consumers. In fact, some marketing gurus believe that digital marketing is an entirely separate endeavor that must a new approach to understanding how consumers act differently than traditional marketing and a new means of approaching consumers. However, as the Internet continues to mature into a major player in marketing and sales, many marketing professionals are recognizing the value inherent in incorporating this marketing discipline into their campaigns. While traditional marketing still has value, there is always room for more. The following are five key examples of why more marketing is being done online.
One: Search Engine Optimization (SEO) is becoming an increasingly important component of any marketing campaign. SEO determines which search terms your potential customers will enter when looking for a product or service. If your company’s website does not rank for a targeted keyword phrase, it is doomed to fail. Today’s search engines, such as Google, have become very smart and use various types of metrics to determine which pages on a website get traffic and which do not, and they will penalize companies that are not effective at ensuring a top ranking for key phrases.
Two: Social media is reaching all forms of communication. Earlier, marketing was usually limited to media such as television commercials and print ads. Now, social media is virtually synonymous with the Internet. Many consumers use both the Internet and their cell phones to connect to the web and to find information. These connections provide an opportunity to reach potential consumers through different social channels.
Three: Analytics is becoming increasingly important for digital marketers. Analytics measures performance based on specific questions about the customer experience. This includes things like click-through rate, where users actually land on the website and how long they stay. These questions can be used to understand who is clicking on Facebook ads, creating new campaigns, increasing conversions, etc. In addition, analytics provides insight into the demographics of users and what they are looking for.
Four: SEO and advertising technologies are evolving rapidly. The pace of change can’t be ignored. Companies must be prepared to incorporate emerging digital marketing solutions and ad technologies to remain relevant in an increasingly competitive marketplace. SEO can help a website to maintain rankings in major search results, which can translate to increased traffic and potential purchases. Pay-per-click campaigns can be developed and managed more effectively, resulting in lower cost and higher conversions.
Five: Affiliate marketing and digital signage continue to revolutionize the way businesses conduct business. With the proliferation of digital advertising on the internet and social media platforms, affiliate marketers can build powerful, residual income streams. Affiliate marketing allows companies to promote their products and services in a manner that rewards affiliates for referrals. Many affiliate programs offer payment through a pay-per-click program or pay-per-sale program.
Six: Digital marketing and email marketing continue to merge seamlessly. Email marketing campaigns can be customized according to the preferences of a target audience and tailored to include elements specific to the product being promoted. Social media advertising campaigns can be integrated into email marketing campaigns, increasing reach and visibility. In addition, digital marketing and email marketing campaigns can be integrated with Pay-Per-Click and search engine optimization efforts.
Seven: Paid advertising and search engine advertising continue to experience exponential growth. Both advertising types have many advantages over traditional forms of marketing. These advantages include: immediate impact, immediate relevance and, most importantly, a return on investment. In fact, recent studies indicate that investing in pay-per-click and search engine advertising campaigns can help a company achieve measurable return on investment results in less than one year.