Digital marketing encompasses a wide range of marketing strategies that are utilized to increase brand awareness and generate sales through online marketing campaigns. These strategies include text message marketing, web 2.0 marketing, digital media marketing, web analytics, email marketing, television advertising, and viral marketing. Digital marketing also includes offline marketing strategies such as direct mail marketing, printed marketing materials, and trade shows. Digital marketing is poised to deliver stronger brand recognition on a global scale in a highly competitive world. Brands, which embrace the newest and most dynamic technology trends, stand to benefit the most.
Digital Marketing enables brands to: Market with reduced cost – traditional marketing methods involve long-term investment that can drain budgets; brand recognition can be easily measured; and consumers’ attention spans can be easily maintained. In today’s marketplace, consumers tend to act on the basis of what they have read or seen online. Brands that invest in digital marketing can reap greater benefits by reaching a larger audience through more efficient marketing channels. Consumers do not want to be subjected to annoying pop up ads or flickering banners that interrupt their browsing. Moreover, they are increasingly sensitive to ad sizes and placement. Brands that take advantage of marketing automation solutions are able to increase page views, boost response rates and improve conversion rates.
Driving Traffic to a Site. In addition to driving traffic from other sources, internet marketing allows users to drive traffic to a site. This can be accomplished through SEO (Search Engine Optimization), Pay Per Click (PPC), or banner ads. Social media provides consumers with the means to connect and share information about a brand, product or service. Through social media, users can also obtain information about new products or services. Brand recognition can be significantly increased through internet marketing campaigns that incorporate social media.
SEO can improve website ranking and search engine results. Search engine optimization improves a brand’s or product’s visibility in major search engine result pages (SERPs). Search engines can detect and index web pages based on keywords and content. The increased prominence of SERPs drives more traffic to the site. SEO strategies can include pay per click advertising, content marketing, link building, and SEO network marketing.
Content marketing is another internet marketing technique that leverages social media to enhance exposure. Consumers gain access to and purchase information about a brand through engaging and authoritative content. For example, magazines and newspapers publish compelling articles and opinion pieces, while blogs provide unique content that interests readers. Brands using social media can benefit from engaging in meaningful conversations with consumers. Companies must ensure that promotional messages are communicated through appropriate content marketing techniques.
Banner Ads and Paid Search Engine Optimization (SEO) are two of the most common internet advertising strategies. Companies often choose to utilize these two advertising channels for increasing company exposure. Banner ads appear on websites and other digital marketing channels. Companies that use this strategy must determine which types of digital marketing will increase company exposure and create high return on investment (ROI). Popular advertising platforms include Google AdSense and Yahoo Search Marketing for pay-per-click and organic search engine optimization respectively.
Pay-per-click and organic search engine optimization (SEO) refer to digital marketing strategies that use adverts to direct consumers to websites. The benefits of using these types of marketing efforts include cost efficiency and tracking metrics. With pay-per-click, marketers only pay when users click on their ads. Organic search engine optimization (SEO) involves various activities including improving website relevancy, generating inbound links, generating web traffic, and engaging in keyword and key phrase research. These efforts create high returns on investment (ROI).
The internet provides numerous avenues for marketing. Companies can choose to reach target audiences through paid search engines such as Google, Yahoo!, and Bing or through free web-pages such as social media pages and article directories. Social media marketing allows users to share content with millions of people via Facebook and Twitter. Article marketing is an outlet for businesses to get content into the online press to generate backlinks to their web-pages. Most business managers should note that the best marketing strategies are those that generate the most return on investment (ROI).