To understand the importance of digital marketing to the future of marketing in any business.
Digital marketing today is about many more types of audience interaction than website or email... It involves managing and harnessing these of Digital’ that I have defined in the introduction to the latest update to my Digital Marketing: Strategy, Planning and Implementation book. The 5Ds define the opportunities for consumers to interact with brands and for businesses to reach and learn from their audiences in different ways
Digital marketing certainly encompasses all online marketing activities. However,
it might include some offline activities, too!
Content marketing is a type of digital marketing that focuses on creating and distributing content for a target audience. The content aims at being valuable, relevant, and (ideally) consistent. Its ultimate goal is to drive a profitable customer action.
SEO, or Search Engine Optimization, is the process of getting quality traffic from free, or organic, search results on the search engines (like Google and Bing).
Search engine marketing refers to a form of digital marketing that aims at increasing the visibility of a website in search engines by using paid methods. In other words, it’s the ads you put out there on Google AdWords and Bing Ads.
Simply put, social media marketing refers to the process of using social media platforms to attract traffic and attention. By using social media, you can increase exposure and build meaningful relationships with your customers.
Pay-per-click is a model of advertising where marketers pay a fee every time people click on their ad. Basically, it’s the process of buying visits to your site, as opposed to getting them organically via SEO or other types of digital marketing.
Basically, affiliate marketing is a type of digital marketing where a person partners up with other businesses in order to receive a commission for the traffic s/he generates for this business.
Blog posts : Great for increasing your organic traffic when paired with a strong SEO and keyword strategy.
EInfographics : Very shareable, meaning they increase your chances of being found via social media when others share your content. (Check out these free infographic templates to get you started.)
Short Videos : Again, these are very shareable and can help your brand get found by new audiences by hosting them on platforms like YouTube.
Lots of businesses leverage digital channels such as Google search, social media, email, online advertising and their websites to connect with their current and prospective customers. Many companies focus on online (or digital) channels over offline marketing tactics because it allows them to reach their ideal target audience where they're already spending most of their time: online.
Great for lead generation as they're generally more comprehensive than a blog post or infographic, meaning someone is more likely to exchange their contact information to receive it.
Again, this is a high value content piece which is great for lead generation. Research reports and new data for your industry can also work for the awareness stage though, as they're often picked-up by the media or industry press.
As they're a more detailed, interactive form of video content, webinars are an effective consideration stage content format as they offer more comprehensive content than a blog post or short video.