Strategies and examples of digital marketing

The internet has changed the way we do marketing. Earlier, you needed to go an extra mile (literally) to advertise your business—publish an ad in a newspaper, pay an agency to put your business on billboards, and break the bank to squeeze into airtime on TV. 

Today, you don’t even have to leave your office or home to promote your product. And, video ads on YouTube cost much less than TV advertisements (and bring you more engagement). 

That being said, the scope of internet marketing is constantly changing—it’s not the same as it was several years ago, with all the digital technologies evolving and Google introducing new changes to the algorithm.

So, how has the definition of online marketing changed? What does it mean in 2022, and what is the future of digital marketing?

Let’s answer these and some other questions to help you better understand the theory behind internet marketing.

What is Digital Marketing?

Digital marketing utilizes digital technologies, the internet, and its channels to connect with consumers and promote a product or service. 

From this definition, you can assume that this form of marketing primarily focuses on online strategies, but it’s not entirely so. Some offline promotional techniques, such as radio and TV marketing, can be attributed to offline digital marketing since they use electronic devices but don’t need an Internet connection.

Digital marketing vs. online marketing and internet marketing

You might have noticed these terms circling the internet. But is there any difference between them? Let’s take a look at the definitions. 

Digital marketing is a broader term for all strategies that involve electronic devices to advertise a product or service. And, as we’ve figured out, it includes both online and offline means. 

In its turn, online marketing, also known as internet marketing, only focuses on online strategies of connecting with an audience. 

In other words, you can say that online/internet marketing is a part of digital marketing.

Digital marketing vs. traditional marketing

On the surface, the difference between digital marketing and traditional marketing is obvious. However, as we figured, radio advertising, which is generally deemed a part of traditional marketing, is now considered a part of digital strategies. 

So, what makes these two areas of marketing different?

The answer is in the medium both of them use. Digital marketing relies on devices and the Internet to promote products and services, while traditional marketing uses newspapers, magazines, and other traditional media. 

In practice, both strategies can coexist and overlap. For instance, if an ad is posted in print media, it’s a part of traditional marketing. However, if it’s an online version of a magazine or newspaper, we’re talking about digital marketing.

Areas of digital marketing

As a discipline, digital marketing includes ten key areas. Let’s explore each of them individually.

1) Content marketing

Content marketing is an area of digital marketing that focuses on creating and distributing content targeting a specific audience. 

Content marketing today is one of the pillars of successful online branding. It serves as a medium connecting a business with its audience through a shared interest and proposed value.

2) Social media marketing

Social media marketing is a part of online marketing that uses social media platforms to reach out to customers and promote a product or service. Today, it’s close to impossible to get your brand noticed without social media. And you can see why – these platforms have enormous audiences. Facebook alone unites 2.89 billion people, and its users are so diverse that any business can successfully advertise there. 

3) Search engine optimization (SEO)

Search engine optimization is a set of strategies to improve the quantity and quality of traffic driven from search engines to your website or web page. 

It’s hard to imagine online digital marketing without SEO in 2022—it is involved in creating content, landing pages and even has a connection with social media marketing. The goal is to improve your rankings in organic search that currently dominates the digital world.

4) Search engine marketing (SEM)

Search engine marketing is a strategy that uses promotional methods, such as paid advertising, to increase a website’s visibility in search results. 

There is a distinct difference between SEM and SEO. If you want to promote your website using SEO, you’ll be focusing solely on organic traffic. Conversely, SEM involves both organic and paid search to get traffic to a website, thus, giving you more opportunities to rank higher.

5) Brand management

Brand management is a group of strategies that help determine the brand’s current position in the market and what needs to be done to improve its perceived value. 

From this definition, you can tell right away that brand management is not just about online digital marketing. It can involve offline strategies and PR. But the goal is to align the brand’s image with its objectives.

6) Mobile marketing

Mobile marketing is an area of online marketing that involves strategies to help a business connect with its audience via mobile devices. 

The role of mobile marketing is growing, which requires businesses to become more mobile-friendly. If you invest in a more responsive website, it positively impacts your reach and helps you rank higher in Google.

7) Digital PR

Digital PR is a strategy that involves online channels to promote a brand. It is also connected to other digital marketing strategies mentioned above, such as content marketing, influencer marketing, social media, and SEO. 

Digital PR involves the following tactics:

  • online press releases
  • influencer outreach
  • online business profiling
  • organizing online interviews
  • publishing content on popular online resources

Since digital marketing focuses on selling and brand awareness, digital PR offers relevant strategies to increase a brand’s visibility online.

8) Campaign management

Campaign management is an area of digital marketing that includes tactics to plan, execute, track, and analyze a marketing campaign. 

The goal of campaign management is to optimize all marketing efforts across multiple channels. Your task is to align every promotional strategy with your audience’s pain points.

9) Web analytics

Web analytics is an area in online digital marketing that involves collecting, measuring, analyzing, and tracking web data and using it to optimize online marketing efforts. 

One of the aspects that web analytics helps marketers cover is consumer behaviors and purchase patterns. Having this data at hand can help you optimize almost every marketing strategy, from paid ads to blog content.

10) Competitor tracking

Competitor tracking is a strategy that helps a brand collect competitor data and later use it to improve a marketing strategy or campaign. 

Competitor analysis has a set of benefits:

  • helps develop a unique sales proposition
  • supplies you with helpful marketing data
  • helps you spot gaps in your marketing strategies

You can also use competitor tracking to improve your product or service and better understand the market.

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