Digital marketing. Everyone seems to be talking about this term these days, and well, it does deserve the praise, to be honest. Some of you might wonder: what is digital marketing? Today, I will give you some simple explanations about this form of marketing everyone loves and hates.
What is Digital Marketing?
Digital marketing is the promotion of brands to connect with customers using the internet and digital communication, including email, social media, search engines, and other channels to reach consumers. Or as Neil Patel puts it, Digital marketing is any form of marketing that involves electronic devices, and it can be done both online and offline.
Digital marketing is an entirely new approach that requires a new way of reaching customers and new ways of understanding how customers behave compared to traditional marketing.
Digital marketing is any form of marketing that involves electronic devices, and it can be done both online and offline.
Digital marketing targets a specific customer base segment and incorporates an interactive approach with customer feedback or a two-way interaction between the company and customer.
Digital marketing is usually confused with internet marketing, which is actually a subset of digital marketing. Internet marketing is advertising solely on the internet, whereas digital marketing can occur through mobile devices, on a subway platform, in a video game, or via a smartphone app.
What does a Digital Marketer do?
Digital marketers are responsible for pushing brand awareness and driving lead generation through digital channels. The best digital marketers have a clear idea of how each campaign supports the company's business objectives. And depending on the goals of the whole marketing strategy, marketers can support a more extensive campaign through digital media — both free and paid — that are available at the company's disposal.
Digital marketers are responsible for pushing brand awareness and driving lead generation through digital channels.
Digital marketing is carried out across many marketing roles today. In small companies, one marketer might take care of different digital marketing tactics at the same time. In larger companies, on the other hand, these tactics have dedicated specialists that each focus on just one or two of the brand's digital channels.
Digital marketers usually focus on a different key performance indicator (KPI) for each channel to accurately measure the company's performance across digital media. For instance, an SEO Specialist's priority is to measure their website's organic traffic, while a content marketer keeps track of post engagement on the brand's social media.
Digital Marketing Channels
Choosing the right digital marketing channels will help you get that ROI. But how do you know which marketing channels are the right ones to bring you the most for your ad spend and your time? There are so many changes happening in marketing, and it's challenging to know which platforms will work best for you.
Here's a list of some of the best digital marketing channels and tactics you should be focusing on in 2021.
A website is the centrepiece of all digital marketing activities. Alone, it is a potent channel, but it's also the medium needed to execute various online marketing campaigns. A website should represent a brand, product, and service clearly and memorably. It should be fast, mobile-friendly, and easy to use.
PPC advertising enables marketers to reach Internet users on several digital platforms through paid ads. Marketers can set up PPC campaigns on Google, Bing, LinkedIn, Twitter, Pinterest, or Facebook and show their ads to people searching for terms related to the products or services. PPC campaigns can segment users based on their demographic characteristics (such as age or gender) or even target their particular interests or location. The most popular PPC platforms are Google Ads and Facebook Ads.
The goal of content marketing is to reach potential customers through the use of content. Content is usually published on a website and then promoted through social media, email marketing, SEO, or even PPC campaigns. Content marketing tools include blogs, ebooks, online courses, infographics, podcasts, and webinars.
Email marketing is still one of the most effective digital marketing channels. Many people confuse email marketing with spam email messages, but that's not what email marketing is all about. Email marketing is the medium to get in touch with your potential customers or the people interested in your brand. Many digital marketers use all other digital marketing channels to add leads to their email lists. Then, through email marketing, they create customer acquisition funnels to turn those leads into customers.
The primary goal of a social media marketing campaign is brand awareness and establishing social trust. As you go deeper into social media marketing, you can use it to get leads or even a direct sales channel.
SEO stands for Search Engine Optimization, the practice of increasing targeted organic traffic to your website through Google's search results. It is entirely about improving the website rank in the Search Engine Results Pages (SERPs).
According to a 2019 study by Brightedge Research, 53.3% of all website traffic comes from search engines like Google, and SEO drives 1,000%+ more traffic than organic social media. Most importantly, SEO increases FREE traffic to the website for months or even years to come.
YouTube has become the most popular social media platform and the second most used search engine in Thailand, and a lot of users are turning to YouTube before they make a buying decision, learn something, read a review, or just relax. Several video marketing platforms, including Facebook Videos, Instagram, or even TikTok, to run a video marketing campaign. Companies find the most success with video by integrating it with SEO, content marketing, and broader social media marketing campaigns.
Digital Marketing Challenges
Digital marketing poses unique challenges. Digital channels are evolving fast, and digital marketers have to keep up with how these channels work, how they're used by consumers, and how to use these channels to effectively promote their products or services. Besides, it's becoming more difficult to capture consumer’s attention because they are increasingly overwhelmed with competing ads. Digital marketers also find it challenging to analyze the vast troves of data they capture and then exploit this information in new marketing efforts.
The challenge of capturing and using data effectively highlights that digital marketing requires marketing based on a deep understanding of consumer behaviour. For example, it may require a company to analyze new forms of consumer behaviour, such as using website heatmaps to learn more about the customer journey.
Digital channels are evolving fast, and digital marketers have to keep up with how these channels work, how they're used by consumers, and how to use these channels to effectively promote their products or services.
Need help with Digital Marketing for your brand?
Does your brand need a marketing lift to withstand the evolving digital world? Our team at Sphere Agency, a creative digital marketing agency in Thailand, is here to talk through any of these marketing strategies for the years to come, and more. Contact us today.