Digital marketing involves some of the same principles as traditional marketing and is often considered a new way for companies to approach consumers and understand their behavior. Companies often combine traditional and digital marketing techniques in their strategies. But it comes with its own set of challenges, including implicit bias.
Marketing refers to activities that a company uses to promote its products and services and improve its market share. It requires a combination of advertising savvy, sales, and the ability to deliver goods to end-users if it's going to be successful. Professionals, known as marketers, take on these tasks either internally (for companies) or externally with marketing firms.
Marketing refers to activities that a company uses to promote its products and services and improve its market share. It requires a combination of advertising savvy, sales, and the ability to deliver goods to end-users if it's going to be successful. Professionals, known as marketers, take on these tasks either internally (for companies) or externally with marketing firms.
Advertisers are commonly referred to as sources, while members of the targeted ads are the receivers. Sources frequently target highly specific, well-defined receivers like McDonald's did with shift workers and travelers.
The company used digital ads because it knew these people made up a large segment of its late-night business. McDonald's encouraged them to download the Restaurant Finder app, targeting them with ads placed at automated teller machines (ATMs), gas stations, and websites that its customers commonly frequented.
As noted above, marketing was traditionally done through print (newspapers and magazines) and broadcast ads (TV and radio). These are channels that still exist today. Digital marketing channels have evolved and continue to do so. The following are eight of the most common avenues that companies can take to boost their marketing efforts. Keep in mind that some companies may use multiple channels in their efforts.
A website is the centerpiece of all digital marketing activities. It is a very powerful channel on its own, but it’s also the medium needed to execute a variety of online marketing campaigns. A website should represent a brand, product, and service in a clear and memorable way. It should be fast, mobile-friendly, and easy to use.
The goal of content marketing is to reach potential customers through the use of content. Content is usually published on a website and then promoted through social media, email marketing, search engine optimization, or even pay-per-click campaigns. The tools of content marketing include blogs, ebooks, online courses, infographics, podcasts, and webinars.
Email marketing is still one of the most effective digital marketing channels. Many people confuse email marketing with spam email messages, but that’s not what email marketing is all about. This type of marketing allows companies to get in touch with potential customers and anyone interested in their brands.
Many digital marketers use all other digital marketing channels to add leads to their email lists and then, through email marketing, they create customer acquisition funnels to turn those leads into customers.
The primary goal of a social media marketing campaign is brand awareness and establishing social trust. As you go deeper into social media marketing, you can use it to get leads or even as a direct marketing or sales channel. Promoted posts and tweets are two examples of social media marketing.
ffiliate marketing is one of the oldest forms of marketing, and the internet has brought new life to this old standby. With affiliate marketing, influencers promote other people’s products and get a commission every time a sale is made or a lead is introduced. Many well-known companies like Amazon have affiliate programs that pay out millions of dollars per month to websites that sell their products.
YouTube is one of the most popular search engines in the world. A lot of users are turning to YouTube before making a buying decision, to learn something, read a review, or just relax.
There are several video marketing platforms, including Facebook Videos, Instagram, and even TikTok to use to run a video marketing campaign. Companies find the most success with video by integrating it with SEO, content marketing, and broader social media marketing campaigns.
Companies and nonprofit organizations also use SMS or text messages to send information about their latest promotions or give opportunities to willing customers. Political candidates running for office also use SMS message campaigns to spread positive information about their own platforms. As technology has advanced, many text-to-give campaigns also allow customers to directly pay or give via a simple text message.
