What Is Digital Marketing?
When it comes to digital marketing, whether it is called online marketing or internet-based marketing, the focus still revolves around harnessing digital technologies to attract potential buyers. Main target? Arouse interest and increase sales momentum for many products and services.
What makes digital marketing so appealing is the plethora of communication channels at your disposal. Think email, text messaging, the vast expansion of social media, and the ever-growing field of online advertising. It’s a playground full of opportunity, accessible through any gadget connected to the web.
Now, think of this guide as your treasure map in the vast sea of digital marketing. It’s a comprehensive resource filled with all the important information needed to build effective and impactful strategies tailored specifically to your business. Aspire to explore the essence of digital marketing, demystify the most effective methods, and delve into real-life cases that deliver astonishing and unprecedented results.
Why Is Digital Marketing Important in 2024?
Traditional marketing platforms like newspapers, broadcast television, and radio still hold significance, but their former dominance over vast audiences has waned. Success in marketing now hinges on reaching your audience where they reside, and today, that place is the internet.
In the United States alone, Statista reports a staggering 311 million internet users, a number continually on the rise. As digital usage skyrockets, so does the realm of opportunities for digital marketing. The significance isn’t solely due to the soaring internet usage; it’s crucial because the techniques employed in digital marketing yield extraordinary outcomes.
Recent Nielsen surveys among marketers revealed compelling statistics: 62% affirmed that social media marketing’s digital spending was either highly or very effective. Search marketing and online/mobile display marketing received commendable effectiveness ratings of 57% each, while online/mobile video soared to 58% in perceived effectiveness.
What Is a Digital Marketing Strategy?
A marketing plan lays out the roadmap you will take to achieve the goals set forth in your company’s business plan through marketing efforts. Meanwhile, a digital marketing strategy delves into the use of digital technology and communications to attract your target audience and convert prospects into customers.
Master digital marketing strategists use a variety of digital tools. From search engine optimization (SEO) to digital advertising, social media marketing, email marketing, and content marketing, these techniques work together to deliver exceptional results. Your digital strategy should meticulously detail the tools you will leverage and exactly how you will deploy them to benefit your business.
Types of Digital Marketing
Social Media Marketing
Looking at the statistics of social media usage is mind-boggling. An estimated 4.9 billion people globally are currently engaged in social media, and predictions suggest this number will soar to 5.9 billion by 2027.
As of 2024, the hierarchy remains stable: Facebook leads with a staggering 3.0 billion active users, followed by YouTube with 2.6 billion, WhatsApp and Instagram each boasting 2 billion users. LinkedIn holds strong with over 901 million users worldwide, while TikTok, Snapchat, Twitter, and Pinterest each command a user base of over 450 million. These expansive audiences present an array of opportunities for marketers.
One standout advantage of social media marketing is its accessibility. You don’t necessarily need a hefty budget to make an impact. Each platform offers free account creation, enabling immediate content sharing even without advertising funds. Additionally, these channels provide avenues for targeted paid advertising, facilitating tailored campaigns to reach your ideal audience.
Social media has proven its prowess in driving sales; a notable 78% of consumers admit to purchasing a product after encountering it on social platforms. To optimize outcomes, starting with one or two social channels and gradually expanding is advisable. Consistency in engagement is pivotal for success in social media marketing; regular interaction with your audience is key.
Search Engine Optimization (SEO)
Right now, there’s a strong likelihood that internet users are actively seeking the very products and services your business offers. However, these potential leads can only discover you if your company’s website prominently features on search engine results pages (SERPs). In essence, being visible and ranking high on Google search results are pivotal to being noticed.
Making an investment in search engine optimization (SEO) stands as one of the most astute marketing decisions you can make. Exceptional SEO practices can yield an ROI of 700% or even more. By strategizing upfront, you can ensure that your website content becomes easily discoverable by potential buyers. Moreover, employing compelling content and marketing messages aids in converting more website visitors into actual buyers.
For those working within a constrained budget, kickstarting your SEO journey is feasible using free tools like Google Keyword Planner and Google Trends for preliminary research. There are also paid SEO tools available that streamline the research and planning process, providing comprehensive insights to enhance your Google and other search engine rankings.
Understanding the intricacies of SEO can be intricate, and if it’s unfamiliar territory, hiring an expert could be a wise choice. Top-tier SEO services cover every facet of SEO, encompassing technical aspects, on- and off-page strategies, link-building, mobile optimization, keyword research, and SEO-driven content creation.
Search Engine Marketing (SEM)
There was a time when search engine marketing (SEM) encompassed all aspects of search-based marketing, including organic traffic growth-oriented SEO and fee-related paid SEO for sponsored posts with premium visibility on SERPs. However, in today’s landscape, SEM primarily denotes paid search initiatives.
SEM proves to be highly effective, especially for businesses that believe their potential customers are actively searching the Internet for relevant products or services with a genuine intention to purchase. For example, someone searching for “electrician near me” is likely close to hiring an electrician.
In general, the higher your business ranks on Google, the more traffic your website will attract. Therefore, investing in paid advertising to ensure higher rankings can give your company a competitive edge over your competitors.
Video Marketing
Video holds such paramount significance in today’s marketing landscape that it demands special acknowledgment as one of the most potent and captivating digital marketing strategies for fostering business expansion.
The versatility of video marketing spans across various platforms—from embedding videos on your website to leveraging them on social media platforms, incorporating them as a facet of content marketing, or integrating them into influencer marketing endeavors. According to a study conducted by animated video production company Wyzowl, a staggering 87% of marketers attested that video marketing contributed to a surge in sales, while an overwhelming 92% acknowledged video’s commendable return on investment.
Marketers frequently utilize diverse video formats such as sales pitches, explainer videos, testimonials, and product demonstrations. As per the Wyzowl study in 2022, a substantial 71% of marketers integrated videos into their social media strategies.
Email Marketing
Email marketing, although a longstanding tool, remains a potent asset in the arsenal of marketers. As of 2023, the staggering volume of emails sent and received daily surpasses 347 billion, projected to escalate to 376 billion by 2025. Notably, for every dollar invested in email marketing, an average return of $36 is garnered.
To harness the potential of email marketing, employing specialized software becomes imperative. Premium email marketing software simplifies contact management, facilitates email design and dissemination, and tracks crucial performance metrics like email open rates and conversions.
Numerous businesses opt for comprehensive customer relationship management (CRM) systems to handle contact databases and orchestrate email marketing initiatives. Identifying the ideal software hinges on aligning with your precise business requirements. SiSu Freedom identified leading marketing CRMs for small businesses, citing HubSpot, Salesforce, Zoho, and Zendesk as among the top contenders.
Content Marketing
In 1996, during a meeting at the American Society of Newspaper Editors, John F. Oppendahl coined the term “content marketing.” Since then, marketers have embraced this phrase to encompass all communication forms that offer value to specific audiences. A robust content marketing strategy has the potential to yield significant results by fostering a loyal following and driving sales through compelling content.
Content marketing takes various shapes—written, auditory, visual, or video-based. Blogs, e-books, case studies, infographics, white papers, podcasts, checklists, how-to guides, and both short- and long-form videos are widely used for content marketing. Engaging in content marketing or boosting content visibility spans platforms such as websites and social channels.
Effective content marketing strategies provide valuable insights that resonate with potential buyers’ needs and desires. Content can inform, entertain, educate, or persuade, but the emphasis should steer away from overt sales pitches and focus on being influential or enlightening. Exceptional content has the potential to go viral as audiences share content that resonates with others sharing similar needs and interests.
Podcast Marketing
Have you contemplated initiating a podcast for your business? Or delving into advertising prospects on influential podcasts within your industry? Both strategies hold significant value within the realm of digital marketing.
Numerous businesses utilize podcasting to heighten product visibility and fortify their brand as a credible authority. There’s a range of avenues to explore when tapping into the potential of podcast marketing. You might opt to launch your podcast, engage as a guest on industry-specific podcasts, or invest in advertising slots on niche podcast platforms.
Influencer Marketing
The surge in social media usage and the emergence of social stars with expansive fan bases have ignited a rapid ascent in influencer marketing in recent times.
Influencers boast large or precisely targeted audiences that diligently follow them across various social media platforms. As their title suggests, influencers possess the ability to leverage their “influence” to encourage their followers to purchase specific products or services. For instance, a mere Instagram post by someone like Selena Gomez, who commands over 420 million followers, featuring a particular brand’s mascara, could catapult sales for that product.
While an influencer’s endorsements hold sway over purchasing decisions, they come at a cost. Influencers charge a fee for promoting products and services to their audience. These fees fluctuate based on factors such as follower count, audience engagement, and the nature of the post—whether it’s a brief mention or an extensive personalized promotion.
While some influencers boast millions of social followers, others cater to smaller but potentially ideal audiences for specific brands. Influencer marketing can prove to be an invaluable asset for businesses that match their target consumers with an influencer’s fan base.
Short Message Service (SMS) Marketing
SMS or text marketing involves reaching potential buyers through simple text messages. It boasts exceptionally high open rates, with studies revealing that recipients open an impressive 98% of text messages.
However, SMS comes with its limitations. A single message allows only 160 characters, and there’s no room for visual design. Moreover, complying with the Telephone Consumer Protection Act (TCPA) mandates obtaining written permission before sending promotional texts—yet not everyone eagerly subscribes to receiving advertisements on their phones.
To embark on SMS marketing, partnering with a texting service is key. Top-notch mass texting services streamline the process, enabling your company’s marketing messages to efficiently reach your customer and prospect base.
What Are the Benefits of Digital Marketing?
Each form of digital marketing offers its unique advantages. For instance, LinkedIn marketing proves effective for connecting with business professionals, whereas Instagram and TikTok present boundless opportunities for B2C businesses. On the other hand, email marketing facilitates sustaining an online rapport with your contact base, while content marketing enables the delivery of substantial value to potential buyers.
Here are some key advantages of digital marketing:
- Accessible for every budget: Whether starting small or aiming for more significant outcomes, digital marketing offers options adaptable to various budgets.
- Viral potential: Engaging content tends to be widely shared in the digital realm, amplifying your marketing outreach as it gets circulated.
- Simple initiation: Basic digital marketing efforts require minimal essentials—a social account, a smartphone, or a computer—to kickstart your strategy.
- Behavior tracking: Most digital marketing forms enable tracking content views and engagement, allowing insights into viewer actions post-engagement.
- High ROI potential: When executed effectively, digital marketing holds the potential to yield remarkable returns on investment (ROI).
Digital Marketing Examples
If you spend time on any digital device during the day, chances are you come across numerous instances of digital marketing techniques. Here, we showcase how companies utilize content marketing, influencer marketing, and video marketing to promote their businesses.
Content Marketing Example
E-books stand as a favored content marketing tool. The key to their success lies in providing enough perceived value for individuals to share their contact information—typically an email, occasionally a physical address or phone number—to access them.
HubSpot, a leading provider of top-notch marketing CRMs, showcases a diverse range of free e-books on its website. They actively promote these resources through email and social media marketing, showcasing just one facet of HubSpot’s comprehensive digital marketing strategies.
Influencer Marketing Example
Gymshark, a British fitness wear brand, heavily embraces influencer marketing. One of their influential campaigns revolved around the idea that it takes 66 days to transform your life. To materialize this campaign, Gymshark collaborated with six TikTok influencers to propagate this message. Each influencer labeled their posts with #gymshark66, resulting in the campaign amassing over 45.5 million views.
Rahmel Dockery, renowned as @realdockery on TikTok with 4 million followers, is among Gymshark’s influencers. His TikTok post, tagged with @gymshark and #gymshark, garnered 3 million likes, 10.9 thousand comments, and 42.9 thousand shares. This significant outreach from a single post underscores the potency of partnering with fitting influencers for business endeavors.
Video Marketing Example
We learned about the marketing operations of monday.com, a cloud-based platform that helps businesses manage projects, tasks, and workflows. Using diverse digital marketing techniques, especially video, the company uses short-form videos to showcase the advantages and capabilities of its products. These videos are hosted on YouTube and widely promoted on the company’s website and social channels.
Digital Marketing Costs
The costs of digital marketing can be intricate to discern. Expenses in marketing fluctuate depending on the methods employed, the size and characteristics of the audience, policies set by advertisers and influencers, the software utilized, and the expenses incurred in creating digital promotional content.
Engaging in DIY digital marketing through social media might incur minimal expenses, while extensive ventures in email marketing, influencer marketing, and video marketing can extend into the thousands. The table provided below furnishes an outline of the expenses related to various types of digital marketing endeavors.
| Digital Marketing Technique | Typical Costs for Small Businesses |
| Social Media Marketing | Engage in DIY at no cost. Alternatively, invest $11 to $85 hourly to enlist a social media manager for post management. Pay-per-click (PPC) ads on social platforms span from $1 to $5 per click. |
| SEO | Opt for DIY at no cost. Alternatively, employ an SEO agency and expect to pay between $50 to $200 per hour. |
| SEM | The cost of search PPC ads varies from $1 to $50 per click, contingent upon the targeted search term. |
| Content Marketing | Opt for DIY at no cost. Alternatively, allocate $30 to $120 hourly for copywriting services and $10 to $100 or more per hour for graphic design. |
| Email Marketing | For smaller contact lists, utilize providers like Mailchimp and Zoho Campaigns at no cost. Expect to pay between $59 to $80 per month for 5,000 contacts. |
| Influencer Marketing | Expenses fluctuate based on the platform, influencer, and post type. Influencers with smaller fan bases charge between $10 to $100 per post, whereas influencers with millions of fans charge $20,000 or more. |
| Video Marketing | Opt for DIY using a smartphone at no cost. Around 60% of marketers mention averaging $1,000 or less on each video, whereas 11% mention spending over $5,000 per video. |
| Podcast Marketing | Launch your podcast for free using available software. Podcast equipment prices can range between $50 to $5,000 or beyond, while professional podcast production services can span from $1,000 to $3,000 per month. Podcast advertising costs range from $20 to $100 per thousand listeners reached. |
| SMS Marketing | Expenses span from 2.1 cents per message to exceeding $200 per month. |
Frequently Asked Questions
What are the types of digital marketing?
The widely favored types of digital marketing encompass email marketing, SEO, influencer marketing, SMS marketing, and social media marketing. Additionally, content marketing, video marketing, and paid search stand out as excellent digital marketing techniques.
What is the easiest type of digital marketing?
Though every marketing endeavor demands a robust strategy, social media marketing stands as one of the simplest facets of digital marketing to commence. You can establish a free account on various social channels like Facebook, TikTok, Instagram, YouTube, Pinterest, Snapchat, LinkedIn, or others. Once your account is active, you can promptly share valuable content about your products and services.
What is the best digital marketing platform?
The ideal digital marketing platform aligns with where your target audience invests their time. B2B businesses often find LinkedIn as a primary platform. Google Ads serves as an excellent choice for local service-based businesses. Meanwhile, consumer goods and services thrive on Instagram and TikTok, the leading digital platforms for this sector.
What is the best social media management software for digital marketers?
The top-notch social media management software includes Buffer, SocialPilot, and Sprout Social. Hootsuite excels at managing multiple platforms, whereas Zoho Social stands out for individual creators.
Is digital marketing a good career?
A career in digital marketing proves excellent for individuals passionate about marketing, equipped with strong communication skills, and at ease with digital technologies. Consider pursuing an online digital marketing degree to kick-start your journey to success in this field.
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