What is digital marketing?
Digital marketing is the act of promoting and selling products and services through the use of online marketing tactics, such as social media marketing, search marketing and email marketing. This is the official definition. But honestly, digital marketing is just marketing.
Rule №1 in marketing is to make the right offer at the right time in the right place. You need to connect with your customers where they are. Not surprisingly, today’s users are online: appearing on social media, constantly updating news sites and blogs, and searching the Internet when they need it. Therefore, for better marketing results, you need to be online – attracting people’s attention, building interest in your products and services and stimulating sales.
How does digital marketing work?
Digital marketing works by creating points of contact or points of interaction in various digital channels – such as Facebook, search engines, email and YouTube – to build a connection with potential customers. All of these touches build knowledge and trust, so when people are finally ready to buy, they see you first.
Rule №1 in marketing is to make the right offer at the right time in the right place.
Digital marketing is not just about being there when your customers are ready to buy. It’s about creating a desire to buy and convincing them to buy sooner (and probably more often). It’s also about being more than a trader. With digital marketing, you can actually become a guide and a trusted friend – so when you make a recommendation, people look forward to listening (and buying).
What does this look like?
Let’s look at a few examples.
You need a new juicer. Usually, when you start thinking about buying something, you don’t run to the store and buy the first product you see. First you do some research. You start by searching the internet to find out what your options are.
An example of digital marketing for searching for a juicer on Google.
Initially you are looking for the best brands and the best prices. And once you have an idea of what your options are, seek feedback, ask friends and family for their opinions, compare features and evaluate cases.
This is a scenario. Another can be started with an email.
Let’s say you’ve registered to receive emails from a blog that talks about natural health. One day they send you an email that links you to an article with juice recipes. You read the article and understand that your juicer will not handle the leafy vegetables they recommend. Conveniently, the article has links to juicers that can do the job …… and you’re intrigued, but you’re not ready to buy yet. You still want to do more research before you buy. As in the first scenario, you start searching the Internet …… Comparing prices …… Reading reviews …… And looking for expert opinions…
Only after you have gathered enough information will you make a purchase and usually the brand that gave you the best information.
The key to success in digital marketing.
Remember that digital marketing is designed to give consumers the information they need when they need it, so they can turn to you first when the time comes. As mentioned earlier, this requires building relationships. And there are many ways to do that.
You want to strategically integrate all available tactics…
Some of the tactics you could use are:
- Content marketing
- Social media
- Search marketing
- Website analysis
- Conversion rate optimization
But you don’t want to randomly adopt digital tactics or focus exclusively on single. You want to strategically integrate all available tactics to provide relevant, useful information that answers the client’s questions and deepens their relationship with you. And ideally, you will deliver that value at every stage of your interaction with the customer. Do this and you will take on customers: from awareness to commitment. Traditional marketing is time consuming, difficult to track and expensive. Which is why digital marketing has completely changed the game.
Using tactics, you can engage directly with your customers – so that you are an active and recognizable company. For starters, digital marketing is easier. It gives you many channels through which you can connect with people. And you can talk to them in real time so you can answer their questions and overcome objections when they arise. But that’s not all.
Digital marketing is also faster. Gone are the days of massive circulations and emails. You can write an email campaign in the morning and send it the same day. And in just minutes you can know if it works, because you can track openings, clicks, and sales as they happen. This means you can make changes faster and save time if something doesn’t work.
Digital marketing is more effective. There is transparency that did not exist with traditional marketing, you can engage directly with your customers. Which means you can build real relationships подоб improve engagement and trust… and turn customers into your followers.
Digital marketing shortens the path from the unknown product to the buyer. Transforms the seller-customer relationship, gives consumers new opportunities. Which means you can customize your customer experience.
Do you prefer to be contacted on Facebook, Instagram or Twitter? You can create a thriving social media community that your audience likes best.
If someone prefers to watch videos or read blog posts, you can organize your content into text and video formats and let them choose what to watch.
If they want to see you every day or weekly? Or do they want to hear only on specific topics? You can segment your customer lists to make sure people see you when and where they prefer.
Digital marketing is not just marketing. In less time and with less effort, you can achieve far better results.