In today’s blog we are going to talk about digital marketing.
So what is Digital Marketing?
First, we are going to talk about what does “digital marketing” mean. Any form of a marketable product or a marketing service that involves electronic devices can be called digital marketing. Digital marketing is simply marketing.
I have to point out that Digital Marketing can be both Online and Offline. For example, Social Media Marketing ( SMM ) is Online type Digital Marketing. An advertisement on a billboard is an example of offline digital marketing.
You can read more about SMM on our weekly blog post
How does Digital Marketing work?
Digital marketing is similar to traditional marketing when it comes to big companies, who attempt to develop mutually profitable connections with customers and other companies.
Nowadays, digital marketing has replaced most traditional marketing strategies.
Why is that? Because most purchase decisions begin ONLINE.
Now think about the last purchase you made. Maybe you purchased a new car or a business.
No matter what exactly you were searching for, you probably began your search by checking out the best possible solutions online. The decision you made was possibly based on the community reviews and ratings you came across, also on the features, and pricing you researched.
Then what is the difference between the two main groups of Digital Marketing?
Let me explain. Offline digital marketing is an advertising strategy that is published and released outside of the internet. Offline marketing tactics can be implemented over different media, including radio, television, and phone advertising. However, you can experiment with offline digital marketing. For instance, Heineken transformed billboards into surprise concert performances which spread far and wide online.
While offline marketing involves things like radio, television and phone advertising, online marketing has 7 main categories:
· Search Engine Optimization ( SEO )
· Search Engine Marketing ( SEM )
· Social Media Marketing ( SMM )
· Content Marketing
· Pay-per-click advertising ( PPC )
· Email Marketing
· Affiliate Marketing
Search Engine Optimization ( SEO )
According to Search Engine Land, SEO stands for “search engine optimization.” It is the “process of getting traffic from the free, organic, editorial or natural search results on search engines.”
Basically, SEO is the optimization of a website to improve its position on the results of search engines, but this algorithm changes every year, and in later years it has evolved a lot. Read more about the SEO Myths here - https://yclas.com/blog/seo-myths.html
Search Engine Marketing ( SEM )
Search Engine Marketing or SEM is a subgroup of digital advertising, associated with targeting a website to rank on the paid search engine results pages. It is based on the pay-per-click pattern of showing text ads above the organic search results.
Social Media Marketing ( SMM )
Social Media Marketing is a smart form of online digital marketing that uses social networking websites as a marketing tool. Its main objective is to achieve marketing and branding goals by creating and sharing content on social media networks.
In a nutshell, content marketing is the continuous process of communicating with your customers without selling them anything.
Content marketing is used for developing a specific target audience. The final aim is to create real customer engagement, and also to change and enhance your customer's behavior towards your company in a positive way.
Pay-per-click advertising ( PPC )
What is PPC? It stands for pay-per-click, a model of online digital marketing in which you can post an ad and pay to the publisher of your ad a fee each time someone clicks on it. In general, it’s a way of buying visits to your site, instead of trying to get those visits organically.
Email Marketing provides direct contact with clients and potential customers. Thanks to email marketing you can send out updates, reminders or special deals to your customers straight away. It doesn’t matter if you are sending personalized emails that look professional and represent your business or a Newsletter.
The last category, we are going to talk about is Affiliate Marketing. This is one of the most popular digital marketing strategies to earn money. The process comes down to earning a commission by promoting other people’s products or services.
How does it work? Individuals partner with a business in order to make a commission by referring readers or visitors to a business’s particular product or service.
For example, let’s say I have a blog and I want to promote my favorite soft drink. By doing a blog post about it, I will earn a piece of profit with each purchase that is made through the link, button or banner which leads to product. To be honest, it is not as simple as it sounds.