Digital marketing is the process of marketing products or services through any electronic device. This helps businesses and companies leverage every possible digital source in order to engage and acquire potential customers.
Digital Marketing is a strategic approach that mainly focuses on Brand development and business online branding. The process is facilitated through both offline marketing and online marketing. The use of digital marketing not only allows brands to market their products and services but also provides efficient channels for customers to easily interact with the businesses.
Offline Marketing Types
Offline marketing refers to the marketing of products and services offline but with the use of enhanced electronic devices. Before the online revolution, the digital space was occupied by contemporary offline media.
Billboards (Hoardings) Marketing
Digital billboard marketing represents the use of outdoor advertising structures called electronic billboards positioned typically in densely populated areas (usually cities). With distinct visuals and highlighted taglines, billboards are widely seen in top designated market areas. The constantly changing graphics ensure maximum exposure and impact to potentially targeted audiences.
Radio marketing or on-air marketing is a success metric constant that enables businesses to advertise (broadcast) their products and services on the radio. The key objective is to connect and target a particular segment of potential consumers.
The speed with which on-air advertisement can be created gives radio marketing advantage over ads of visual medium, making it extremely easy for marketers to manage as well as customize campaigns to build customer engagement over a short span of time.
Phone marketing is a multi-channel direct marketing strategy aimed at reaching targeted audience over the telephone through calling and texting (SMS). On average SMS messages have a 75% open rate making it highly effective at reaching customers quickly. The process is popular among financial/insurance service providers and businesses that operates based on set geographical locations (Location-based services).
For businesses to generate leads, phone calls proves to be an efficient way to target perceived decision-makers who might be good prospects for a product or service. Today telephone marketing has evolved a step further and is carried out by professional telemarketers, or by automated telephone calls.
Television marketing refers to programmable television advertising or commercials broadcasting produced by a business to deliver market expansion of a product or service. For decades television adverts and short commercials have been a key tool for businesses. This has helped them remain competitive and engaging to audiences.
Online Marketing Types
Online marketing is a set of tools and methodologies used for promoting products and services through online assets branding and digital channels. The key benefit of online marketing is the ability to easily measure the scale and impact of applied channels and customer behavior.
Social Media Marketing (SMM)
Social Media Marketing is a digital marketing technique that targets social networking websites and applications for brand development or promotion of products or services.
The goal is to boost customer acquisition and retention through inbound content creation or content sharing and endorsing (promoting) desired products through customizable marketing campaigns.
Search engine optimization (SEO)
Search engine optimization (SEO) is a process of serving optimized web content that enables buisnesses to expand their visibility and rank higher on search engines resulting in overall increase of free (organic) traffic.
The web channels that largely dependent on Search engine optimization (SEO) are:
SEO helps businesses optimize and create fast, robust, and user-friendly websites and blogs that performs higher in search engine rankings. The stratergy ensures better traffic and helps bringing in more potential customers thus eventually increasing brand consumer base and conversion rates.
Search engine marketing (SEM)
Search engine marketing, or SEM, is described to be one of the most effective channels to grow businesses in an increasingly competitive global marketplace.
SEM/PPC is a form of online marketing that involves the promotion of websites and blogs through paid advertisements (sponsored listings) by increasing their market visibility and brand exposure in search engine results pages (SERPs).
Search engine marketing helps drive traffic to business (website/blog) by paying a publisher for obtained impressions and every advertisement clicked by a visitor. The most popular channel of integrating SEM is Google AdWords, which allows businesses to buy top slots on Google's search engine results pages(SERP) at a competitive price/click.
Content marketing is an online marketing approach aimed at creating and promoting valuable, and consistent content to attract, acquire and retain targeted audience. Content marketing after SEO is the most cost effective measure opted for online buisness branding, increasing traffic volumes and generating leads.
The most wwidely used content marketing channels are:
- Blog Articles
- Online Brochures
- Animations (Gifs, cartoons, politoons and more)
Content marketing simply means creating and sharing immersive free content to attract and convert audience into customers, and customers into repeated buyer. Let's settle down for "RedBull" as an curative example (The brand major marketing plan (53%- approx) resolves around content marketing).
Email marketing is highly effective digital marketing stratergy of sending customized messages through emails to potential customers. Email is argubally the most preferred way of communicating with audience and customers.
- Promotional (Marketing) Campaigns
- Newsletters and Subscriptions
- Account validation (improves security) and Welcome mails
- Promote Offers and Follow ups
- Products and Service Feedback (online surveys)
- Billing and Help centre
- Announcements and Updates
Affiliate marketing is performance-based digital marketing in which businesses pay commissions to an affiliate for every directed referral that completes to a sale. The process includes authorizing other business and niche to promote product and services on their platforms.
Benifits of Digital Marketing
Digital marketing provides businesses an opportunity to gain access into competitive markets at affordable and cost-effective rates. The key benefits of Digital marketing are the ability to easily measure and scale the impact of applied channels and analyze customer behavior in real time.
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