What is Digital Marketing?

Definition 

Digital marketing is the promotion of products or brands via one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time. It is the process of attracting targeted audiences online that will point out the difference between a booming business and a failed venture. Digital marketing gives business owners the tools to compete, survive, and grow.

Digital marketers monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn’t work, etc. Brick-and-mortar businesses are either changing their business models to online ones or boosting their existing marketing efforts with digital marketing strategies, with the intention of growing an online marketplace to match the current times. 

Digital marketing comes with its share of channels. Down below you’ll find what they are, and you can pick and choose which one you want to focus on for your company. 

Percentage wise distribution according to the different channels

Why is Digital Marketing Important?

Digital media is so pervasive that consumers have access to information any time and any place they want it. Gone are the days when the messages people received about your products or services came from you, directly, and consisted of only what you wanted them to know. Digital media is an ever-growing source of entertainment, news, shopping and social interaction where consumers are now exposed to what the media, friends, relatives, peers, etc., are saying about your brand, not just what you’re saying about your brand. They are more likely to believe the other outside reviews than you. People want brands they can trust, companies that know them, communications that are personalized and relevant, and offers tailored to their needs and preferences.

 

A web of digital marketing outlining the types of contact consumers will interact with

 

Why Digital Marketing Can Help Grow Business

Because of the evolution of modern technologies, companies and brands are harnessing the powers of digital marketing to evolve their own business. These are some reasons why digital marketing is your good friend: 

– small companies have the same opportunity as larger companies to market on an online, even playing field

– it’s cost-effective, more cost-effective than traditional marketing

– it delivers conversion that brings leads, subscribers, and sales 

– it helps generate better revenue through higher conversion rates

– targeted audiences are engaging with the content 

– it is meant for the mobile consumer; everybody who has their device near them 

– it builds brand reputation; paying customers become loyal customers who can become brand ambassadors

– it leads to a better ROI for marketing investments 

– people trust digital marketing through social proof; your target can pass that trust on to their inner circles 

– calls-to-action encourage people to take favourable action

– it enables your business to be a part of the global, interconnected ecosystem called the internet

– it allows your business to exist and survive in an online presence 

 

In this modern, social world it's important to expand your business on a digital landscape to better engage with current or potential customers

 

The 5Ds of Digital Marketing

Digital marketing today is about more audience interaction than just website or email. It involves managing and harnessing these ‘5Ds of Digital’ that have been defined below. The 5Ds define the opportunities for consumers to interact with brands and for businesses to reach and learn from their audiences in different ways:

  1. Digital devices – audiences experience brands as they interact with business websites and mobile apps, typically through a combination of connected devices including smartphones, tablets, desktop computers, TVs and gaming devices
  2. Digital platforms – most interactions on these devices are through a browser or apps from the major platforms or services, which includes Facebook, Instagram, Google, YouTube, Twitter and LinkedIn
  3. Digital mediadifferent paid, owned and earned communications channels for reaching and engaging audiences including advertising, email and messaging, search engines and social networks
  4. Digital data – the insight businesses collect data about their audience profiles and their interactions with businesses, which now needs to be protected by law in most countries
  5. Digital technology – the marketing technology or martech stack that businesses use to create interactive experiences from websites and mobile apps to in-store kiosks and email campaigns

 

Customers are digitally literate and understand that interaction with brands flourishes in an online sphere

 

Where Digital Marketing Can Be Found in 2019

In 2019, digital marketing will take form in: 

Facebook:

– still the #1 social media platform in the United States

– 41% of its users being over the age of 65

– appropriate for targeting an older/senior demographic

Instagram:

– their meteoric rise has passed one billion users

– its user base is primarily of the younger demographic (mostly, users under 30 years old)

Chatbots:

– these text chat windows are used by the plenty on Facebook

– providing weather reports and helping with customer service needs

– are allowed to get that much more personal with users

 

Chatbots are an interesting way to allow for digital marketing efforts as they are becoming more in use by consumers

 

Video:

– 73% of Americans use YouTube

– video is now paired with accurate and valuable user metrics of digital media to provide key data on how specific functions are performing

– good video production and content makes for a top-tier, effective digital marketing tool 

Live Video:

– due to the spike in streaming services, such as video game play on the PS4, live streaming abilities have the power to digital market through influencer marketing

– having a social media or celebrity influencer who is interacting with comments draws audiences in 

Content Marketing:

– having a thorough understanding of your target can lead to effective content marketing that hones in on what your audience will be interested in

– specialized material for specific people can bring home impressive results

– keeping content relevant and forward-thinking can lead to heavy traffic 

Personalized Email:

– email is the final step to motivate a consumer’s actions

– too generic or automated of a message leaves people bored

– if the email offers a promotion or a demo video of a product, after someone browses that same product, it can be an effective way to make that consumer a loyal buyer

 

Look towards more personalized emails to send to your clients, as they have the effect to create loyalty

 

Voice Interaction:

– due to the popularity of Siri, Google, Alexa, and others, verbal interaction with technology is on the rise

– people prefer to talk instead of type out

– content can read better when it is spoken, as opposed to using a text-based search approach

– digital marketing can make waves in this rising recognition device 

 

Digital marketing is extremely important to put into effect this year, as businesses are using this to better connect with their clients and potential clients. Digital marketing drives your business forward, and creates lasting impressions on a wide range of people. 

 

 

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