In the last decade, digital marketing has grown in importance as part of a company’s entire marketing plan. It enables businesses to target their communications to a specific audience, allowing them to market directly to people who are likely to be interested in their product. Digital marketing refers to a wide range of marketing strategies and technology that are used to reach out to customers over the internet. Two members of the Southern New Hampshire University (SNHU) academic staff discussed how digital marketing fits together with traditional marketing strategies and provided information on some of the different types of digital marketing now in use.
Digital Marketing Types
Rogers discussed some of the most common methods of digital marketing and gave a brief description of each:
- SEO stands for “search engine optimization” (SEO)
The purpose of SEO is to encourage a company’s website to rank higher in Google search results, resulting in more traffic from search engines. To do so, SEO marketers look for words and phrases that people use to seek for information online and include such terms into their own content. According to Moz’s “Beginners Guide to SEO,” SEO includes a variety of factors, including the text on your web pages, how other sites link to you on the web, and how your website is built.
So, what are some ways to boost a website’s SEO? It’s critical to recognise that one of the factors that makes SEO difficult is that the answer to this query is always contingent on Google and its most recent algorithm. Keeping that in mind, from Moz’s Beginners Guide to SEO, here are a few of the most critical factors for SEO strategists and marketers in general to understand about how SEO works today:
- Indexing of content – It’s critical to make it easy for search engines to understand what your site’s content is by including alt text for images and text transcripts for video and audio content.
- Good link structure — Search engines must be able to “crawl” your site structure in order to find all of your material. An SEO specialist can style links, URLs, and sitemaps in a variety of ways to make them more accessible to site crawlers.
- Keywords and targeted keywords – One of the essential building blocks of SEO is properly deploying your keywords – i.e. the search terms you want your site to be found for – in your content and headers. Stuffing your content with as many keywords and keyword variations as possible is no longer a good idea. Writing high-quality content with keywords in the headers and a few times throughout the crawlable page content is now regarded as best practice, and pages will rank higher in search results.
- Pay-per-click (PPC) (PPC)
Paid adverts and sponsored search engine results are referred to as pay-per-click. PPC, like SEO, is a strategy to boost a company’s internet search traffic.
Another feature that sets pay-per-click apart from SEO is that you just pay for the outcomes. You only pay when someone clicks on your ad and visits your website in a traditional PPC campaign, such as Google AdWords.
Pay-per-click advertising allows you to spend virtually any amount of money. Some businesses may get a return on their investment of a few hundred dollars, but many huge businesses spend tens of thousands of dollars a month on pay-per-click advertising.
You can specify whether your ad or promoted results are shown to users all over the world or solely inside a certain geographic area when you set up a pay-per-click campaign. If you are marketing a brick-and-mortar business, this ability to tailor by location helps you not waste ad dollars serving ads to users who don’t live anywhere near your business, according to Google.
- Social Media Marketing
This includes everything a business does via social media channels. Although almost everyone is familiar with social media, marketers must use it in a planned and integrated manner. Social media marketing goes far beyond simply creating posts for social channels and responding to comments.
To be effective, efforts must be coordinated and consistent rather than an afterthought. There are many online tools available to automate and schedule social media postings to help keep messages consistent, but marketers should only use automation as a tool, not as a “set it and forget it” solution. If there is no genuine person behind the posts, users will immediately figure it out.
Social media marketers should not operate in a vacuum from the rest of the marketing team. Social marketers must collaborate with the rest of the marketing team to ensure that their messaging is consistent across all platforms, both online and offline so that the entire brand is presenting the same story.
Analytics is an important aspect of social media marketing: social media marketers must be adept at analyzing the performance of their postings and developing plans based on that information. Another argument for marketers to be included is because they love combining the two disciplines. According to Salary.com, a social media analyst with a bachelor’s degree can earn around $63,841.
- Marketing with Content
To raise brand awareness, content marketing employs narrative and information sharing. The ultimate goal is for the reader to take a step toward becoming a customer, such as seeking additional information, joining an email list, or purchasing something.
Blog postings, resources such as white papers and e-books, digital videos, podcasts, and other forms of content are all examples of content. It should, in general, first and foremost deliver value to the consumer, rather than simply market the brand or try to sell something. According to Forbes, content marketing is about developing a long-term, trusting relationship with your customers that can potentially measure and tracking their campaigns is that this data allows marketers to show business leadership that their efforts are driving users to engage with the brand and eventually converting users into customers, thus providing value to the company.
It necessitates a combination of creative thinking and pragmatic, data-driven planning, and it may be a good fit for generating multiple sales over time rather than just one.
Material marketing works in tandem with other forms of digital marketing: it’s a means to combine SEO search words into new website content, and the results may be disseminated via social media and email marketing. Analyzing your content marketing statistics may reveal a lot about your customers: what are they looking for when they come to your site? What types of information entices people to stay longer on the site and explore around? What types of things pique their interest and cause them to leave?
For those who enjoy writing, as well as video and audio production, content marketing is a fantastic option. However, like with all aspects of digital marketing, it necessitates excellent strategic and analytic abilities.
- Marketing via email
Despite the rise of social media, smartphone apps, and other platforms, email remains one of the most effective marketing tools, according to Rogers. It can be used as part of a content marketing plan to provide value to customers and convert them into customers over time. According to the American Marketing Association, email marketing professionals are competent at not just creating compelling messages, but also understanding appropriate audience outreach and monitoring consumer interactions and data, as well as making strategic decisions based on that data.
The open rate – the proportion of recipients who opened the email – and the click-through rate – the number of recipients who opened the email and clicked on a link in the email – are two analytical measures that marketers are continually aiming to enhance using email marketing software. There are several things marketers can do to make their emails more appealing to consumers and more likely to be opened, according to Constant Contact, a renowned email marketing software business. These are some of them:
Make a Sense of Immediacy – Writing email copy that informs recipients that a special offer is only available for a limited time or that a limited quantity of the offer is available can improve the number of people who click through to your website.
Make Your Email More Personal – Including the recipient’s name in your emails and subject lines has been shown to enhance open and click-through rates. (For instance, “Katie, a special offer only for you.”)
Allow recipients to choose their own preferences – Allowing consumers to choose how frequently they want to hear from you can help you keep some of your email subscribers on your list and clicking on your emails.
- Marketing on the Go
This sort of digital marketing focuses on reaching out to your target audience through their smartphone or tablet. Text messages, social media, websites, email, and mobile applications are all examples of mobile marketing. Marketers can customize offers or special content based on a customer’s location or time, such as when they enter a store or attend an event.
Consumers in the United States now spend five hours a day on their phones, according to a recent TechCrunch story. In comparison to the fourth quarter of 2015, this is a 20% rise. In addition, users are spending far more time in apps than on mobile browsers. Users in 2017 spend far more time with apps than they do with television. According to the TechCrunch report, 15 percent of the app time is spent on entertainment applications like Netflix and Hulu, 19 percent on Facebook’s mobile app, 12 percent on other social and messaging applications, and 11 percent on gaming apps.
According to Retail Dive, 45 percent of all buying involves the use of a mobile device in some form, whether it’s for research, pricing comparison, or making a purchase. That percentage is 57 percent for the majority of Millennials (those born between 1981 and 1997), according to the Pew Research Center.
Marketers understand that you must carry your message to your customers where they are, and in 2019, that means your potential consumers are on their phones.
- Analytical Marketing
Digital marketing is very trackable and measurable, which is one of its main advantages. Coupons and other direct mail offers were once the sole trackable marketing materials. Today, analytics allow marketers to watch user behavior down to the smallest detail: how many times they click on a link, how long they stay on a website, how often they open emails, and so on. However, the massive amount of data accessible on digital marketing effectiveness can feel like sipping from a fire hose, and marketers must be able to properly comprehend what the numbers represent and how they should be used to inform strategy.
This not only allows marketers to learn what works with customers and alter their marketing messages in the future, but it also allows them to showcase their worth to the organization. Understanding all of this data and using it to make strategic decisions is a key aspect of a digital marketer’s job, and it’s what sets them different from traditional marketers.
In a digital marketing degree program, you’ll learn about marketing plans and strategies, branding, mobile marketing, and digital advertising, among other topics relevant to your marketing job.
The job market for advertisers is expanding. According to the Bureau of Labor Statistics (BLS), the number of advertising, promotions, and marketing managers will rise by 9%. According to the Bureau of Labor Statistics, the median compensation for these jobs was $132,000 in 2018.