Definitive Guide to the Evolution of Digital Marketing

You can now get more leads at the right time and at the right place with digital marketing techniques. You have the chance for competition, survival and business growth.Digital marketing is becoming a powerful marketing channel for many reasons. Let’s have a look on some.

• Small organizations even now have the chance to attract the targeted traffic using online channels.
• Helps you generate better revenues.
• Gives you the opportunity to measure success with the percentage rate of incoming traffic gets converted into leads, subscribers and sales.
• Promotes communication with the targeted audience in real times.
• Generate better ROI for your marketing investment.
• Prepares your business for an interconnected ecosystem by using the concept of the Internet of Things (IoT).
• Ensures your brand’s survival online.
• Supports two-dimensional way communication.
• Fast enough to support you to connect with a large audience in a few minutes.
• Your audience is consuming digital content. They are moving towards tablets, smartphones and laptops where digital marketers have gained the most ground.

Online Marketing

Online marketing is an attempt that you make to spread your brand, product or service awareness to your potential clients with the use of web-based channels. The key benefits of using it in digital marketing is to measure the impact of any course as well as how visitors are captured by the use of landing pages and website experience. You can also determine which channel is most cost-effective in capturing leads and can drive higher lifetime value for consumers.

With the online digital marketing, you can target your audience based on demography. You can easily connect with your audience beyond your geography by utilizing global marketing. Not only this, now you are able to do multi tasks and can handle numerous transactions simultaneously.  

There are numbers of online tools that can be used to build and maintain a robust online digital marketing program.

Search Engine Marketing(SEM)

In digital marketing, SEM is used to enhance the visibility of your site in search engine result pages. In paid SEM, your sponsor ads appear at right or at the top of SEs to gain more attention. For example, when you explore for a specific product or a service online, you use a specific keyword in search engines. As a result, you will come across various ads that will match with your keyword. The paid listing appears on the prominent location and exactly matches your exploration by giving you a chance to click on it.

The primary networks of SEM are Google AdWords and Bing Ads. These are flexible and configurable and you can set up in a few hours. SEM also assist you to track and analyze your campaigns and success.

Content Marketing

Content marketing is the long-term strategy that covers creating and distribution of valuable articles to attract, capture and drive profitable leads or customers’ actions. Blog posts, infographics, whitepapers, ebooks and online brochures are some channels that play a key role in content marketing strategy.

In digital marketing, you have to follow a series of steps for content creation;

• Analyze the core idea that is needed for your articles that best suits your business goals.
• Set up content planning for collaborations and schedule processes.
• Automate your marketing plans.
• Revise the different channels that need separate content strategies according to their technical aspects, usage and characteristics.
• Make sure your target audience and buyer personas are getting your messages.
• Create, aggregate, curate and optimize your articles.
• Provide your information in various formats each with their specific call-to-action.
• Train your teams that are involved in the planning, execution and follow-ups.
• Analyze your competitors and market.
• Last but not the least, test and optimize your plans regularly.

When strategies are applied in a better way, you can enjoy benefits in digital marketing covering;

• Improved SEO efforts.
• Influenced conversions with great content.
• Convert more website visitors into clients.
• Develop more accurate consumer segments.
• Create better buyer personas.

Social Media

Social media promotes brand awareness, generate high-quality prospects, drive in-person sales and improve ROI through online channels like Facebook, Twitter, LinkedIn, Pinterest, Snapchat, Google+ and Instagram. Although digital marketing is dominant, social media platforms are becoming noticeable due to built-in data analytics tools. These permit you to track the growth, profit, and commitments of ad campaigns.

Creating a social media plan is a requisite part of your overall customer purchase process. It guides you and informs you whether you’re succeeding or losing. Here are some steps through which you can make a winning social media strategy;

• Set S.M.A.R.T- Specific, Measurable, Attainable, Relevant, Time-bound goals that align with your business intentions.
• Track each metric like posts, replies, likes, reviews and comments.
• Create audience personas.
• Conduct competitive analysis.
• Measure your own progress regularly.
• Set up new channels and improve the existing ones.
• Inspire your visitors and consumers by sharing success stories and award-winning campaigns.
• Create social media content calendar.
• Test, judge and refine your approach.  

Email Marketing

Email marketing is one of the basic processes of digital marketing in sending commercial messages to communicate with your clients. Moreover, it is also used to promote content, discounts, events and to direct audience towards your website. You can easily segment groups of your prospects then consumers and send them distinct advertising messages that target their personal demands and concerns. With automated emails, you can develop your one-to-one marketing discussions.

Based upon the purpose, email marketing campaign occurs in many types such as;

• Information for new content and product update announcement.
• Welcome messages.
• Subscription emails for blogs, newsletter and magazines.
• Event invitation and promotion notes for loyal clients.
• Transactional mail including confirmations, billings and order booking.
• Lead nurturing emails.

Offline Marketing

Offline marketing strategies employ offline media courses to create awareness of a company’s products and services. It has two basic forms- print media and non-print media.  Offline marketing media includes television, radio, newspapers, pamphlets, posters, brochures, flyers and banners.

Presently, with collaboration, you can choose to offline and online digital marketing. For example, if you offer a sale on your products then limits showcasing this information on your website and don’t use other methods to publicize the event, your company can have limited number of potential transactions. You can use newspaper, billboards and magazines having the information about your site to advertise the event. These offline ads can feature tracking URLs, landing pages or QR codes. By using these options, you can analyze where your guests are coming from, who they are and how many have responded to the call to action.

Advertising

Offline advertising means tying traditional television, radio, direct mail, signage and trade to exhibit your website for improved tracking and increased value. Along with digital marketing, publishing an article in a print publication, running print advertisements is another way of getting in front of more potential clients.

On the local level, you can have access to that 8% of people who aren’t in the circle of your digital marketing.  It will not only generate quick result but your visitors will also remember you in the long run. You can put the same offline advertising on multiple online platforms and the effectiveness of the entire campaign could be doubled.

Direct Sales

In direct sales, you need direct contact with your buyer. From your clients’ perspective, they take benefit from direct selling because of the convenience and service it provides. These services include a personal demonstration and explanation of products, home delivery, and generous satisfaction guarantees. Developing online digital marketing strategies that support your offline transactions makes your sales team more active and more productive.

Public Relations

Traditionally, offline PR consists of one-way communication without much feedback. Though traditional public relations strategies still work well, you can enhance their speed and result with online digital marketing strategies. Offline PR involves interaction with your potential audience with a newspaper journalist, TV reporters, Radio talent, industry publications and magazine editors.