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What is digital marketing?
Digital marketing, also known as online marketing, refers to advertising delivered through digital channels to promote brands and reach potential customers using the Internet and other digital communications such as:
search engines
Web sites
Social media
Email the address
Mobile applications
Message text
Internet advertising
In short, if a marketing campaign uses any of the above online media channels, it is digital marketing.
Consumers today rely heavily on digital tools for product research. According to HubSpot research, about 77% of consumers research a brand online before interacting. Meanwhile, 51% of consumers use Google to research products before buying.
How does digital marketing work?
Digital marketing uses a variety of strategies to engage customers, whether the goal is to encourage them to make a purchase, increase their brand awareness, or draw attention to your brand. Modern digital marketing consists of a wide range of channels, including:
Social media
Content Marketing
Web Marketing
SEO (search engine optimization)
contextual advertising (pay-per-click)
To realize the true potential of digital marketing, marketers must delve into today’s vast and complex multi-channel world to find strategies that will make an impact through engagement marketing.
Engagement marketing is creating meaningful interactions with prospects and repeating customers based on the data you collect over time. By engaging customers digitally, you build brand awareness, position yourself as a thought leader, and put your business at the forefront when customers are ready to buy.
Why is digital marketing important?
By implementing a comprehensive digital marketing strategy, marketers can gain valuable insight into the behavior of their target audience, opening the door to new ways of interacting with customers.
In addition, companies can look forward to increased retention. According to an Invesp report, companies with multi-channel solid customer acquisition strategies retain an average of 89% of their customers. Contrast this with companies with weak multi-channel programs with only a 33% retention rate.
Digital marketing continues. For example, the growing variety of wearable devices for consumers provides them with new marketing opportunities. Forbes also predicts that social media will become more conversational in the B2B space, video content will be optimized for search engine optimization (SEO) purposes, and email marketing will become more personalized.
“Digital technology is at the heart of everything in marketing today – it has gone from “one of the things marketing does” to “what marketing does.”
Sanjay Dholakia, Former Chief Marketing Officer of Marketo
Differences between B2B and B2C marketing.
You’ve almost certainly heard of B2B and B2C, but are you aware of the differences between the two? B2B is business to business, and B2C is business to consumer, so your marketing activities need to be tailored and targeted to each audience.
Language and messaging.
With B2B marketing, you focus on making direct contact with and doing business with other businesses, while with B2C, you focus on consumer and customer marketing instead.
For example, in B2B marketing, you are more likely to focus on messaging to educate your prospects with professional language and industry terminology – you are formal and direct. In B2C marketing, the focus can be on customer acquisition, brand awareness, and storytelling.
Decision-making.
Another critical difference is the decision-making process. With B2C, customers can buy from you relatively quickly. Of course, you must first earn their trust with your digital marketing strategy.
But one person is often the sole decision maker, primarily if you’re retailing a single product, such as clothing or kitchen appliances. With big things like vacations, things can get complicated. But the shopping trip is faster and simpler.
With the help of B2B marketing, a business can convince many stakeholders – you can sell building materials directly to large construction companies and compete with similar suppliers.
Ultimately, it’s all about knowing your target customers and tailoring your marketing accordingly.
Benefits of digital marketing.
Digital marketing can help you identify your audience, learn important information about them, and provide metrics that validate your marketing team. Premium
