Digital marketing is a broad term of marketing processes that are using all available digital canals for promoting a product or a service. Digital marketing is shown, in many cases, as a better and more efficient then traditional marketing. Many companies stopped using paper ads and began using PPC campaigns and other forms of digital marketing.
A great advantage of digital marketing, especially of internet marketing, is a better possibility to track the efficiency and activity of campaigns and also affordable and cheaper ways of promotion. Because of these reasons, companies prefer digital marketing.
Channels that digital marketing is made of are:
1. Web pages
2. Social media
4. Email marketing
5. Mobile marketing
6. Search engine optimisation (SEO)
7. PPC (Pay Per Click) campaigns
10. And other things that include digital marketing
INTERNET (ONLINE) MARKETING
Internet marketing is a subgroup of digital marketing. It is actually, the most important thing because the majority of digital marketing activities are within the boundaries of internet marketing. As said, internet marketing includes only online channels, the channels that are using internet.
MAIN CHANNELS OF ONLINE MARKETING
Web Page – web page is a basis of online marketing because almost all online marketing campaigns and activities want to drag potential buyers on a website on which they can find out more info about the certain company and offers. When potential buyers come to a website and see the offer, the main goal is them to become buyers.
Search Marketing (SEM) – billions of people use search engines daily, which makes a great potential for promotion. For example, Google search engine has 40 000 inquiries per second. Marketing on search engines has two activities: Search engines optimisation (SEO) and paid ads on search engines.
Search Engine Optimisation (SEO) – includes optimisation techniques which goal is to make better positions on search engines. The better position on SE, the bigger chance for users to go to your website. If your website is n1. on a position for a specific keyword, you will get the biggest number of visitors.
Content Marketing – writing content that will drag buyers and keep them. It is an exceptionally important segment of marketing which fits well with SEO. Quality content is a basis of good position on SE, and because of that content marketing and SEO do not function without one another.
Email Marketing – is one of the important tools of web marketing. Email is the most effective way to turn visitors into buyers. Email marketing works in a way that you collect email addresses of people that are interested in your products and services, and sending them newsletters that they approved.
Mobile marketing – in 2015. 52,7% mobile users used web on their cellphones. That number increased trough years, as many people use their mobile phones to search on web, scroll on social media or simply buy a product or service. Mobile marketing includes making content and ads that are suitable for viewing on mobile phones.
Banners are ads with a promoting message that lead on advertiser’s website. You can see banners very often on websites, mobile apps, newsletter etc.
What is Inbound and what is Outbound marketing?
Inbound marketing is focused on creating quality content which drags people to your company or product and service. By creating content that is coordinated with your buyers interest, you are naturally attract visitors on your website and as the time passes, that people can become your buyers. Key thing in inbound marketing is that visitors come to your page all by themselves, without your product and service advertising. Inbound is the cheapest and commonly most efficient way to drag buyers, but requires more time to get good results. Inbound marketing is based on permission. Few examples of email marketing:
Email marketing – people subscribed and by that gave permission to receive mails from you
Social media – people choose to like your Facebook page to see your posts
SEO – people come to your website which they saw on search engine results
Content Marketing – people are coming to your website to read something that is interesting to them
Outbound marketing is represented by showing ads and promotive messages to people that did not ask for it.
Outbound marketing includes:
Newspaper and magazine ads
Promotional flyers on home address
Sending a lot of emails without permission etc.