Digital Marketing | All You Need To Know
Most purchasing decisions begin online. Did you know in 2018, an estimated 1.8 billion people worldwide purchase goods online?
And what makes them happen? What drove people to buy?
The answer is: digital marketing
Most of you maybe ever heard of it. It’s the new ‘it’ word in the media or agency. Everyone seems to talk about digital marketing. Whether in meetings or when you meet freelancers, this thing has been around nowadays, since we already in a digital native era.
Nowadays people often encountered digital stuff in their life whether its a technology they use or something they see or hear.
In other words, it’s inevitable. Don’t believe me?
Ads you hear when listening to Spotify, the subscription email that loads your email inbox, or as simple as ads that show in the right corner of your browser. That’s digital marketing stuff, right there.
To understand more about the concept of digital marketing, let me tell you everything you need to know about it. Let’s start with it…
What Is Digital Marketing
To make it simple, according to Neil Patel, digital marketing is advertising that is delivered through digital channels, such as email, web applications, social media, mobile apps, search engines, websites or radio.
The Difference Between Digital Marketing and Traditional Marketing
According to skillcrush.com, there are different methods of digital and traditional marketing:
- reach out to local audiences
- produce physical marketing material
- rely on traditional delivery channels
- in-person marketing events
While digital marketing:
- customize to global audiences
- focus on audience interaction
- rely on multiple delivery channels (based on customer needs and preferences)
- online marketing events
But in the end, they share the same fundamental mission: to identify the target market, fill the consumer needs, and reach a sale.
Why Digital Marketing Is Important
Just like I said before, people use the internet more often than anyone in the last 10 or 20 years ago. We are living in a digital era. When you follow brands or influencers on Instagram, you’re already experiencing digital marketing daily. That’s why having an advertisement on the digital channel is important because the market is there. Having an online presence is necessary—regardless of what you sell.
According to Hubspot, a leading inbound marketing software company:
“Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet.”
In 2015, the International Telecommunication Union estimated about 3.2 billion people, or almost half of the world’s population, would be online by the end of the year. That’s why newspapers, magazines or billboards are dying. Some of them are smart though, they simply move to the digital platform. That’s why there is also a lot of e-news platform nowadays. Almost every brand or business has an online presence. Whether its a fashion like H&M, Zara, or Guess, or a tech hailing apps like Grab.
Adding digital skills to your repertoire as a sales and marketing professional has become more of a necessity now.
Digital Marketing Assets
There are three categories of assets:
- Owned assets: a platform that you create and manage. Such as blogs, websites, social media profiles, emails, brochures, and written content.
- Paid assets: a platform that you pay for, such as banners ads, social media ads, pay per click and online advertising campaigns
- Earned: a platform that you don’t have to pay, but you have to work for them. For example reviews, media coverage, testimonials, and guest blogs
Benefits of Digital Marketing
As I mentioned above, having an online presence is necessary. But having a strong presence will benefit you in:
- creating awareness and engagement
- convert new buyers into loyal buyers
- create social sharing and word of mouth marketing
- shorten the buyer’s journey
Inside Digital Marketing
According to Neil Patel, a New York Times bestselling author about digital marketing, there are two kinds of digital marketing:
Search Engine Optimization
It’s the thing you do to make sure your online content comes up when people search it online. A good SEO will make your website shown on the first page on Google. To master this, you also need to learn about keyword research, web traffic analysis, and understand ranking strategy. SEO is divided into two categories:
- On page. Technical optimizations to perform on the website
- Off-page. Optimizations to building a strong pool of backlinks to the website
Search Engine Marketing
This refers to paid online marketing efforts that designed to increase visibility and drive traffic to the website, for example, social media ads, sponsored posts, display ads, pay per click.
It’s a content you create and distribute that is valuable and relevant to attract audiences. The purpose is to drive people to purchase your products or use your services. This includes blog article, product page, company website, ebooks, video content, podcast and email marketing. Content marketing will inform the audience in a soft selling way that will provide value. Unlike traditional marketing that is a static call to action.
You can measure the quality of your blog posts by how many viewers, comment and engagement it created. And the last is the “bounce rate.” The bounce rate tracks how many people leave your site after visiting just one page.
Social Media Marketing
Its a marketing channeled using social media, whether its Instagram, Facebook or Twitter. This can be important to create a strong social media presence and a way for you to engage with your customers or future customers.
My advice is to use automation tools that can post your content on multiple channels.
Pay per click Advertising
PPC or called paid acquisition is the ads you see people running on Facebook and Google.
To measure this you can use Cost Per Acquisition (CPA) or how much money does it cost to get one paying customer
Or called a relationship marketing, whether its partnership or guest post. The more people hear about your product or site from different sources, the more they’ll start to take it seriously as something they need to check out.
This includes subscription emails. To do this, you have to get an email list from prospects and create creative email content to a segmented audience based on demographics, purchasing history and buyer journey stage. As simple as this sounds, it might be tricky. You don’t want people to list your email as spam. If you do well, you can make them buy your products or your services. And the plus side? It can sell to 100,000 people — automatically. Email outperforms every other marketing channel online. To measure this, you can see your CTR or Click Through Rate. It shows how people are interacting with your email, how many people click a link in your marketing emails.
Enhanced offline marketing
- Electronic billboards
- Digital product demos
- Digital product samples
- Radio commercials. An advertising/commercial channeled through radio
- Show sponsoring. Sponsorship in radio
- TV commercials
- Super Bowl commercials
- Cold calling
- Text message marketing (giveaways, coupons, loyalty programs)
- QR codes
How To Create A Digital Marketing Plan
To create it, first, you must plan if the plan you are making is going to be short, medium or long term goals. This could determine how much money and time you will invest, or in other words, the budget. And then, list the strategies and the channels you are going to use. Don’t forget to compose the team, and create a timeline and roadmap. Action and development plans must be made too.
This is the steps you must follow to create a digital marketing plan:
- SWOT Analysis. This cover internal and external analysis. SWOT stands for Strength, Weakness, Opportunities, and Threats. You need to do this to become familiar with the ecosystem you operate, and to address your customer needs. This can be called as benchmarking techniques.
- SMART Framework. With this framework, you can establish digital marketing goals. SMART stands for Specific, Measurable, Attainable, Relevant and Timely goals.
- Define the marketing strategy. After defining the business objectives, define the strategy. Keep in mind that personalization is very important in digital marketing. Segment your target audience and position your company in a unique value proposition. Plan the content strategy with a content calendar and social posting
- Digital Strategies and Tactics. Marketing Automation tools is critical these days. You don’t want to waste your time and resource doing things manually when you can create hundreds of campaigns with mere clicks.
- Measuring Results and KPIs. Assessment. This is when you analyze whether all the works you have done yield the perfect results or the results you expected. To do this, you can do with analytics. KPIs (Key Performance Indicator) can be used to figure if you earned your ROI (Return on Investment). You can use data analysis or data visualization systems or in other words metrics and analysis.
After learning things you need to know about digital marketing, the question is, in a world full of digital marketing everywhere, what is your strategy to stand out?
How are you going to achieve all the objectives?
Can you thrive through it all? Only time and hard work will tell. Consistency is the key. So, create a consistent flow of traffic to your website. The plus side? The more you put into it, the more you get. So, good luck on your journey!