What is digital marketing? I recently asked this question to a non-marketing professional. The answer: “..any marketing you get on a computer, iPad or phone.” Although this is not incorrect, there are dozens of outlets in which marketers distribute digital marketing and hundreds of ways to do it. Many digital marketing strategies are so subtle that consumers don’t even realize they are being marketed to (think SEO). So what is digital marketing? Maybe the real question is why is digital marketing important to a business owner, a brand, or a company, and how will it shape the future of customer engagement and ROI?
Digital Marketing is…
SEO (Search Engine Optimization)
Search Engine Optimization is one of the most sought after forms of digital marketing and often one of the most difficult to achieve. SEO is a company’s ability to optimize it’s website based on a number of different factors such as keywords, video and relevant content so that their website appears at the top of search engine results.
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Banner Ads (Pay-per-Click)
Pay-per-Click Banner Ads are the ads you see at the top of a website, your Google search results, or even those that pop up across the screen on the site your looking at. These ads are also targeted and measurable. There are a number of ways to distribute these, however what is most important to remember is that you only pay for the ad when someone clicks it. This means that if you have engaging content and a clear way of converting customers once they’re on your website, this is a great way to get them there.
Social Media Marketing
A recent study by Mondo, a top marketing talent acquisition agency, found that 80% of companies surveyed plan to increase their digital marketing budget in 2015. The top skill sets they’re looking for include Social Media, Content Creation, and Digital Analytics. Companies are beginning to realize that by having updated, relevant and engaging social media, they are able to interact with their consumer base much more frequently and stay top of mind between purchases. This is even more relevant now with Facebook’s ability to “boost posts” allowing you to share your content with an even larger, target audience based on specific requirements that you are able to determine.
Content Marketing is involved in all aspects of marketing, whether SEO, social media, video pre-roll, or simply the content on your website. There is a way however to use content on its own to market your brand or company. By writing up a press release or blog there are multiple ways to distribute great quality content about a specific aspect of your business. There are a number of options for distributing press releases about a feature of your brand, new development in your product or upcoming event. This is a great way to reach more people and share with them how and why you are the best. Blogs are great as well. Blogs are more casual than press releases and speak directly to your audience. Blogs are most often used to share information with people looking into your services for two reasons: 1. Your readers can learn more about the services you provide and if they are right for their business. 2. By writing compelling content about what you do you are seen as an expert in your field and therefore your readers are more likely to purchase your services from you.
In the end, it is best to review all of your options with a marketing agency to determine which strategy is best for you. Maybe you will realize all of your demographic is 60+ and print is still your best bet, or you will recognize that you can reach an entirely different audience by targeting the specific individuals who can benefit from your product or service most. Digital marketing is the best option for strategic marketing, in that you can reach your specific audience based on your geographic, demographic and behavioral requirements.