It is a form of marketing your products. High level approach to advertise your products, services through digital channels such as search engines, websites, social media, email and mobile.The list goes to endless digital sources.
Impact which it creates to the business and the Brand:
It compasses all marketing efforts that use an electronic device or the internet. It reaches all kind of current and prospective customers, through search engines, social media, email, mobile apps and other websites.
Through digital marketing you reach a larger audience than you could through traditional methods, and target the prospects who are most likely to buy your product or service. Additionally, it's often more cost-effective than traditional advertising, and enables you to measure success on a daily basis and pivot as you see fit.
Identify & research the actual prospects:
You can target only the prospects most likely to purchase your product or service. Lets check, how does it work. If you place an advertisement on TV, in a magazine, you have limited control over who watches that ad. Of course, you can measure certain demographics — including the magazine's typical readership, or the demographic of a certain neighborhood — but it's still largely a shot in the dark. On the other hand, Digital Marketing allows you to identify and target a highly-specific audience, and send that audience personalized, high-converting marketing messages.
For instance, you might take advantage of social media's targeting features to show social media ads to a certain audience based on variables such as age, gender, location, interests, networks, or behaviors. Alternatively, you might use PPC or SEO strategies to serve ads to users who've shown interest in your product or service, or who've searched specific keywords that relate to your industry. Read How do search engines rank your content? [SEO ]
The key to getting your content to rank well in search is having a clear understanding of how Google finds, analyzes, and ranks your content. Getting your content to rank highly in search results depends predominantly on two things:
Discovery, relevance, and authority – those are the three stages that cover how search engines work in a nutshell. And each of these three stages correlates with an action the search engine takes: crawling, indexing, and ranking. The key to getting your content to rank well in search is having a clear understanding of how Google finds, analyzes, and ranks your content.
Pay-per-click, or PPC, is a form of advertising that allows you to pay a fee to have your website on the search engine result page (SERP) when someone types in specific keywords or phrases to the search engine. The SERP will display the ads you create to direct visitors to your site, and the fee you pay is based on whether people click your ad. When done right, PPC can earn you quality leads. If you can create a seamless user journey , it could mean a massive ROI for your PPC efforts. Pay-per-click advertising is most common in search engine results pages, like Google or Bing, but is also used on social channels. If you’re wondering where you can find pay-per-click ads, they’re the results you see before and to the right of the organic search results.
Some of the PPC platforms :
The perks of using Bing Ads over Google Ads is a slightly lower CPC at the expense of a larger audience, of course.
Digital marketing lets you outrank bigger players in your industry.
If you work for a small business, it's likely difficult for you to compete with the major brands in your industry, many of which have millions of dollars to invest in television commercials or nationwide campaigns. Fortunately, there are plenty of opportunities to outrank the big players through strategic digital marketing initiatives.
For instance, you might identify certain long-tail keywords that relate to your product or service, and create high-quality content to help you rank on search engines for those keywords. Search engines don't care which brand is biggest — instead, search engines will prioritize content that resonates best with the target audience.
Additionally, social media enables you to reach new audiences through influencer marketing. I don't personally follow any big brands on social media, but I do follow influencers who will occasionally showcase products or services they like — if you work for a small-to-medium sized company, this could be a good avenue to consider.
Digital Marketing is measurable.
Digital marketing can give you a comprehensive, start-to-finish view of all the metrics that might matter to your company — including impressions, shares, views, clicks, and time on page. This is one of the biggest benefits of digital marketing. While traditional advertising can be useful for certain goals, its biggest limitation is measurability.
Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If you've ever put an advertisement in a newspaper, you'll know how difficult it is to estimate how many people actually flipped to that page and paid attention to your ad. There's no surefire way to know if that ad was responsible for any sales at all.
On the other hand, with digital marketing, you can measure the ROI of pretty much any aspect of your marketing efforts.
Website Traffic : With digital marketing, you can see the exact number of people who have viewed your website's homepage in real time by using digital analytics software, available in marketing platforms. You can also see how many pages they visited, what device they were using, and where they came from, amongst other digital analytics data.This intelligence helps you to prioritize which marketing channels to spend more or less time on, based on the number of people those channels are driving to your website.
With offline marketing, it's very difficult to tell how people are interacting with your brand before they have an interaction with a salesperson or make a purchase. With digital marketing, you can identify trends and patterns in people's behavior before they've reached the final stage in their buyer's journey, meaning you can make more informed decisions about how to attract them to your website right at the top of the marketing funnel.
Content Performance and Lead Generation :
Imagine you've created a product brochure and posted it through people's letterboxes — that brochure is a form of content, albeit offline. The problem is that you have no idea how many people opened your brochure or how many people threw it straight into the trash.
Now imagine you had that brochure on your website instead. You can measure exactly how many people viewed the page where it's hosted, and you can collect the contact details of those who download it by using forms. Not only can you measure how many people are engaging with your content, but you're also generating qualified leads when people download it.
Attribution Modeling :
An effective digital marketing strategy combined with the right tools and technologies allows you to trace all of your sales back to a customer's first digital touchpoint with your business. We call this attribution modeling, and it allows you to identify trends in the way people research and buy your product, helping you to make more informed decisions about what parts of your marketing strategy deserve more attention, and what parts of your sales cycle need refining. Connecting the dots between marketing and sales is hugely important. If you can improve your customer's' journey through the buying cycle by using digital technologies, then it's likely to reflect positively on your business's bottom line.
Role of digital marketing ?
While traditional marketing might exist in print ads, phone communication, or physical marketing, digital marketing can occur electronically and online. This means that there are far more possibilities for brands to reach customers, including email, video, social media, and search engines. At this stage, digital marketing is vital for your business and brand awareness. It seems like every other brand has a website. And if they don't, they at least have a social media presence or digital ad strategy. Digital content and marketing is so common that consumers now expect and rely on it as a way to learn about brands. With digital marketing, you can also use tools like analytics dashboards to monitor the success and ROI of your campaigns more than you could with a traditional promotional content. It is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online. From the website itself to a business's online branding assets — digital advertising, email marketing, online brochures, and beyond — there's a spectrum of tactics that fall under the umbrella of "digital marketing.'' Lets say A content marketer, for example, can create a series of blog posts that serve to generate leads from a new ebook the business recently created. The company's social media marketer might then help promote these blog posts through paid and organic posts on the business's social media accounts. Perhaps the email marketer creates an email campaign to send those who download the ebook more information on the company. This is how your digital presence is unfolded.
Different Types of Digital Marketing :