Digital marketing is characterized by the use of numerous digital methods and methods of communication with consumers through the most popular and convenient online channels. From the website to online advertising, email newsletters, social media communities and more.

There is a wide range of areas related to digital marketing.

The most competent professionals have a clear understanding of the mechanics that help digital tools to help businesses achieve their goals. As part of the marketing strategies of companies, specialists have a wide range of opportunities for promotion through the various channels available in their arsenal.

For example, a content manager creates a series of posts on a corporate blog. They help you attract potential customers with detailed PDF instructions written by a company expert.

An SMM specialist can start promoting blog posts through advertising and viral coverage in corporate social media accounts.

Well, who needs it?

If you are interested in media, online media, advertising, marketing, you understand (well, or really want to understand) the target, metrics and other complex tools. You are constantly interested in what is happening. You are aware of the events of the Internet parties: you know all the trends and even look closely at the pictures in the posts.
You can’t imagine your life without social networks: 24/7 you scroll your feed not only looking for new memes, but also get ideas and inspiration. You are technologically advanced, but also love to write, look at beautiful new landing pages, analyze the market and generally cannot live outside the information field. Therefore, monotonous work kills you and you are looking for something dynamic and driving! And we have something to advise.

Benefits

Digital marketing has several significant advantages over traditional marketing:

Allows you to interact with a wider audience and find customers even in unexpected places.
Provides the opportunity to convey information about the product and the company to a large number of consumers in a short period of time, while other strategies are time-consuming.
Allows you to establish a dialogue with customers.
Digital technology helps to have a greater impact on customers, which increases the likelihood of product engagement.
Digital promotion is cheaper than other strategies.
Transparent tracking of impact effectiveness.

A little physics course

Through our organs, we perceive all the information of the surrounding world in different ways:

We can see everything around.
Hear and listen to the sound scale of the world around us.
Feel the temperature and other external factors.

And all these are analog values of different quantities. For example, in our room it can be light or even very bright, and in gloomy weather the lighting is dimmed. At night, in general, it is almost complete darkness.

The sound is similar – it can be of medium volume, which does not interfere with perception, or it can become simply deafening. Under other circumstances, it is faintly audible, or it is completely absent. Of course, the sound can be in another form. Actually, the translation of the word “digital” means “digital.” But more on that later.

As for the temperature, every time we go outside, we first of all feel this characteristic: in the summer, in the heat, as a rule, it is very hot – so that we start to sweat. The temperature difference can be wide and there are many values. In addition to such basic ones as “hot”, “warm” and “cold”, there are intermediate ones: “unbearable heat”, “coolness”, “frost” and so on.

Basic digital marketing tools

Digital marketing tools include all methods, means and activities that allow you to notify many people, draw the attention of potential customers to a company, brand, service or product. Most often, several tools are used simultaneously, which allows you to reach the maximum of the target audience and achieve high promotion efficiency. The list of tools used depends on the goals of the marketing campaign, the stage of its implementation, the characteristics of the target audience, the product being promoted, etc. The main digital marketing tools are as follows.

Contextual advertising. It consists in placing advertisements (text, graphic and / or in the form of links) on thematic sites.
SEO promotion. Its purpose is to raise the advertiser’s site in the SERP for thematic queries, for which search engine optimization is performed, etc.
Banner advertising. On third-party thematic resources, graphic banners with a product / service offer are placed.
Advertising windows. This is a method of online advertising, which implies displaying pop-up ads on thematic platforms.
TV advertising. It costs significantly more than online advertising, but it allows you to reach the maximum audience of different ages.
Radio advertising. This is also quite an expensive, but effective way to convey your offer to a wide audience.
Native advertising. It consists in the publication on third-party resources of “natural” materials (reviews, expert opinions, etc.), pushing to buy a product / service.
SMS mailing. Subscribers of cellular operators are sent advertising messages with an offer from the advertiser.
Offline QR codes. This method is often practiced to motivate users to install applications, use other digital products or services.
Viral advertising. It provides for the creation of content (most often multimedia) with provocative content, which is why users themselves will distribute it on the network (share it on their blogs, with friends on social networks, etc.).

In digital marketing, other tools based on digital technologies can also be used: from advertising offers when installing programs to sending them by e-mail or melodies that are used to keep subscribers on the line. Traditional media such as newspapers or flyers, if they contain a QR code in the ad (that is, they involve the use of digital technologies) is also digital marketing.

Email marketing

Despite the increasing use of social media. networks, e-mail is still one of the most effective, in terms of cost-effectiveness, marketing channels.

Email marketing is a means of connecting with your potential customers or people interested in your brand.

Many successful internet businesses and marketers use all channels to add leads to their email lists and then use email marketing to create a series of funnels to convert those leads into customers.

QR codes

When they first appeared, someone thought it was a great way to attract customers. It would seem that everything is simple: you print a QR code in a newspaper, magazine, on an information stand or in a booklet, and now everyone who reads takes out his phone to scan and find out what is behind it. But in life everything turned out to be much simpler – no one scans them, because no one wants to “point the camera to find out more about the product.”

The reason is that it requires:

unnecessary actions with the phone and camera
understanding how this technology works
a strong desire to find out what will really happen next
fantasies from the creators of QR codes, who only fill in the addresses of the pages there (although the technology allows you to do much more than that)

The only areas where QR codes work are the payment of utility bills in the bank’s mobile app and city reference information for the very curious. Everything else is self-indulgence.

Pay Per Click (PPC) Advertising

PPC is a model of collaboration with an ad network or resource, where you pay for each click, instead of paying for the number of impressions or a flat rate per placement. Such advertising makes it possible to display ads in search results, as well as in social networks, on sites, services and applications that are members of search engine advertising networks.

You can show your ads to people who are looking for queries related to your products or services. And also show them to Internet users who meet the criteria of your target audience.

PPC campaigns can segment users based on their demographic characteristics (age, gender, etc.) or even their specific interests or location.

SMM – Social Media Marketing. It is focused on interacting with the brand’s audience through publications on the corporate page and harassed advertising.

The main purpose of the marketing campaign in social. networking is about promoting a brand and building public trust, but you can use it to gain customers or even as a direct sales channel.

Take Facebook, for example. The Facebook sales funnel consists of 3 main stages:

The top of the funnel, or the first step, is awareness. At this point, you can use Facebook ads to introduce your brand to Facebook users. Your goal is to attract the attention of as many people as possible and attract new subscribers.
The second step is consideration. At this point, your goal is to attract people (who have shown interest in your brand) and get them through the middle of the funnel to visit your website, install the app, send you a message, etc.
The third step is conversion. This is the final step when you convince users who enter your conversion funnel.

Autoinformers

It is very annoying when the phone rings, picks up the phone, and there the robot begins to offer you a loan in a human voice, talk about discounts or inform about new offers from the company.

Such calls have an extremely negative impact on the company’s image, and the only place where they are applicable is in informing an existing client. For example, his subscription to satellite TV has ended, the term of the CTP policy is coming to an end, and so on. Then it is perceived adequately, and does not cause a sharp reaction.

Affiliate Marketing

One of the oldest forms of marketing that produces great results when used online. The essence of affiliate marketing is that one company advertises another company’s product and gets a commission every time it attracts a new customer.

Many well-known companies like Amazon have affiliate programs and pay millions of dollars a month to websites that sell their products.

When developing your strategy, you should include affiliate digital marketing as a way to attract people to your brand and sell your products for a commission.

In other words, if you have a product or service to promote online, you should consider setting up an affiliate program where people can sign up and find resources and materials they can use to promote your products.

Gift flash drives

Finally, there is an old technique from the 2000s, which some companies still use. We are talking about gift flash drives in the form of a company logo or branded flash drives. Typically, they have a small size of 2-4 gigabytes, an old and slow USB 2.0 and a terrible design. It is not a pity to lose such a flash drive or give it along with the contents to a colleague or client.

Visually, it looks interesting, but as a working marketing tool, this is a complete failure.

The exception is high-quality, expensive, high-status flash drives, but, as a rule, their recipients are already loyal to this company. Therefore, if you are thinking about such a marketing option, better spend this money on SEO, promotion and contextual advertising. It will be much more efficient and useful.

Inbound Marketing

Inbound marketing is another term that refers to how you can use different digital marketing channels to attract new customers. Basically, inbound digital marketing works through the process of creating content and “pushing” interested users through the sales funnel until they convert into leads or customers.

The main elements of inbound marketing are content, attention, engagement, trust, and satisfaction.

All of these elements have a single purpose: to help businesses connect with their potential customers and establish a bi-directional communication channel with them, which will lead to increased sales.

Note: All marketing channels have similar sales funnels. In many cases, the terminology used to describe each stage of the funnel is different. Overall, a digital sales funnel has 3 main goals: educate people to recognize your brand, get them to engage with your brand (via a website or app), and get them to interact.

Mobile Marketing

Mobile marketing refers to the process of finding customers in various mobile application stores, such as Google Play, Apple app store.

These stores host thousands of apps, and their traffic is measured in millions of users per day. With mobile marketing, you can promote your apps either through paid advertising or other methods. So that more users can see and install them.

Design and corporate identity

The recognition of the company depends on this. This is the whole range of graphic elements, thanks to which the brand becomes familiar and recognizable. It is created from:

elaboration of the logo;
branded blocks;
defining a color palette;
development of a corporate font.

In addition to the site, a single style of profiles on Instagram, VK group can be worked out. In this way, it will be possible to distinguish itself from competitors and present a unique product. As a result, the status of companies will rise, the service or product will become noticeable.

Explaining the digital nature

Analog values take on any value, which cannot be said about digital ones. There are only two of them:

“true”;
“False”.

Or “1” and “0”. This is the fundamental difference between any digital signal and an analog value. How is all this applied in practice? It’s simple – the signal is written using digital variables, which are also referred to as boolean variables. Understanding this will help you find out what digital is. These are usually cases where only two values appear:

the answer to the question is “yes” or “no”;
time of day – “day” or “night”;
gender of a person – “M” or “F”;
the temperature sign is “plus” or “minus”.

There can be a lot of such cases, and the transmission of a digital signal is based on this.

But what is audio, video and everything else in the form of numbers? Basically, it will be an analog signal, which is represented by a number of digital variables.

Digital example

Analyzing for example the digitization of the time of day, for each mode we will select our own combination of variables. Moreover, all 24 hours can be divided into 4 categories: morning, afternoon, evening, night. But, since only two values are required, two groups should be distinguished. The first will include the values ”morning” and “day”, which will correspond to daylight hours or “0”; in the second – “evening” and “night”, which, respectively, is the dark time or “1”. Such an example will more accurately allow you to understand what digital is.

Each group can be divided into more than two parts, which will define everything as a whole day. Thus, everything will look like this:

morning – light (0), part 1 (0);
day – light (0), part 2 (1);
evening – dark (1), part 1 (0);
night is dark (1), part 2 (1).

Now each of the 4 parameters will have its own value:

in the morning – 00.
day – 01.
evenings – 10.
nights – 11.

That is, all 4 times of the day are described here in two digital variables, or otherwise – in 2 bits. In the digital world, a bit is a unit of measure for information. In this case, everything is described here using almost any number of bits. 8 bits already form 1 byte. Further, there are already prefixes kilo, mega, tera, etc.

Major digital marketing channels

The Internet. This channel provides for the use of any devices that have access to the global network: laptops, tablets, PCs, smartphones, etc. As part of digital marketing, advertisements are placed on the Internet (search, contextual, banner, teaser, etc.), create a diverse content for passive or viral promotion (videos, text articles, etc.), promote goods and services in social networks, publish expert opinions, perform search engine optimization of the site.
Digital television. It is gradually replacing analog TV from the market and is increasingly integrating with the global network. The most common format for digital marketing on a digital TV channel is the creation of short videos that are broadcast during commercial breaks. In some cases, creeping lines and other possibilities are also practiced.
Local networks. These include various local “associations” of computers. These can be corporate networks within one office, local networks in separate houses, urban areas, etc. Through this channel, advertisements for goods and services are usually distributed, aimed at an audience with a clear geographic reference.
Mobile gadgets. These are cell phones, smartphones. The most common way to promote via mobile devices is to send SMS messages with an advertising offer. It can be performed both according to the client base (i.e., to the numbers of people who have already used the services or bought goods from this company), and according to independent collections of phones. Through the channel of mobile gadgets, you can also use other tools, for example, WOW calls, branded offers, advertising in third-party programs.
Smart gadgets. These include versatile smart devices: watches, scales, fitness bracelets, etc. that have a WI-FI connection to the Internet. For promotion, you can use application branding and other tools.
Interactive displays. They can be installed in shop fitting rooms, cafes and restaurants, POS terminals, chargers, etc. Interactive displays also include digital banners installed for advertising purposes. Videos are mainly distributed through this channel. Pop-up advertising windows are also actively used.
Digital-art. This channel implies the use of any works of art that can be broadcast or created using modern digital technologies. It can be graphics, electronic music, games, etc. The main way of promotion with the help of Digital-art is branding of works.
Social networks. They are used to launch viral advertisements, “independent” opinions and publications, discussions, create and maintain thematic groups. Contextual or banner ads can also be broadcast on social networks.

Why you should contact a full cycle digital agency

I like this type of marketing because it expands the audience in many ways. It captures not only online users, but everyone who uses tablets and phones. This approach allows you to attract people online from an offline audience and vice versa.

Among the clients in greatest demand, digital agencies are needed by the owners of commercial sites of medium and large businesses, because small ones generally cannot afford their services. You should contact if:

the product has a very small target group;
there are no analogues of this product or no one knows about it;
the acquisition depends on the emotions of the buyers;
need to communicate with customers to get feedback.

Such cooperation requires a sufficient budget, because such a promotion is a long-term campaign. It is advisable to stock up on money for six months or a year.

What are the key business indicators used in digital

Internet promotion collects a large number of statistical indicators about users, all actions are taken into account by special services, and conclusions about a particular promotion method are obtained more accurately. The most famous indicators that are guided by:

CTR (click-through rate – how many users clicked on the material, divide the number of clicks by the number of impressions * 100%);
CPC (cost per click = cost divided by the number of clicks made);
Metric – the number of people on the page, events made;
CPS (Selling Price);
CR = (conversion divided by site visitors * 100%);
KPI – Key Performance Indicator;
CPA (cost per action = cost divided by the number of actions performed by the user);
CPL (cost per lead = costs divided by the number of buyers);
LT is the expected lifetime of the client;
ARPU – Average Check.

What a full cycle digital agency does

It differs from specialized ones in that it offers the customer a full range of advertising services, including the development, creation and placement of advertising products in the media. Such organizations are approached because it is more convenient to work with them than with several separate contractors who are engaged in one thing.

Another plus that characterizes this direction is the high efficiency of work due to the large coverage of distribution channels.

It usually includes 6 areas:

creation of sites from scratch – from working out the layout and design to filling with content;
SEO promotion;
advertising on radio, television and other media resources;
promotion using social networks, on mobile devices;
ensuring the participation of clients in seminars and prof. events;
promotion on interactive screens, advertising displays.

Types of digital marketing

Let’s take a quick look at some of the most common types of digital marketing and the methods they use:

SEO

SEO (search engine optimization) is a set of actions to increase the ranking of a website. With its help, links to site pages are displayed in higher positions in the search results of Yandex and Google, thereby increasing organic, free, traffic attracted to the site.

SEO is successfully applied in website and blog promotion. Relatively recently, the possibility of SE-optimization of accounts and communities in social networks has appeared.

There are a number of ways you can use SEO in order to generate quality traffic to your website. They include:

SEO pages

This type of promotion focuses on all the content that exists on the site page.

Careful selection of keywords and phrases based on the level of popularity of queries, for various contexts and user intentions opens up opportunities for creating relevant content that meets the needs of the audience and retains its attention.

This allows you to rank higher on the search engine results pages.

External SE optimization

This type of SEO refers to everything that happens outside of the site. For example, inbound links, also known as backlinks. The number of resources that link to your site, their relative authority, all this affects the site’s promotion.

By interacting with other resources, writing guest articles with active links to your site, as well as attracting external attention, the link mass necessary to promote the site is formed.

It is worth noting that in the past, external promotion played a more significant role, but now it is only one of many factors affecting the ranking.

Technical SEO

This type of SEO refers to what is “under the hood,” that is, in the back-end – the programmatic basis of the site. At the same time, how the pages are encoded, image compression methods, data structuring, and optimization of CSS files play a role.

In other words, everything that affects the increase in website loading speed and the formation of a positive user experience. These are very important factors for search engines.

Content marketing

This concept means the production of content and a set of measures to promote it. This ensures the recognition of the company, attracts the attention of the target audience, contributes to the lead gen and increases the volume of sales. In this case, the following methods can be used, both individually and in combination:

Blog articles

Writing and publishing articles on the company’s corporate blog allows you to showcase professional industry expertise and helps generate organic search traffic. Ultimately, this converts website visitors into leads, and then customers.

E-books, PDF instructions, checklists

Such materials help site visitors to solve their problems. Importantly, such lead magnets allow you to exchange content for contact information of users and subscribe them to email and instant messaging campaigns.

Also, contacts can be used for retargeting and for setting up ads for similar look-alike audiences.

Infographics

Often people want to be shown, not told. Infographics are a form of visual content that helps site visitors quickly and easily perceive complex or voluminous information visually.

It is worth noting that people willingly share infographics on social networks. Consequently, when it is branded and has contacts on it, it increases reach, increases brand awareness, shapes the image of experts, and attracts additional free traffic.

SMM

This direction contributes to the promotion of the brand on social networks, increasing its awareness, increasing reach and traffic, improving conversion rates in the sales funnel and creating conditions for effective lead generation. Promotion is usually carried out on the following platforms:

Facebook;
Instagram;
In contact with;
Classmates;
YouTube;
Telegram;
Twitter;
TikTok.

In order to save time, aggregators and postponed posting services are used. This provides convenient post management processes, allows you to quickly and easily schedule content posting in multiple channels at the same time, as well as track analytics from different platforms.

Effective digital marketing model

The marketing model is one of the key elements of any business strategy. This is a kind of checklist for the effective development of a product and a company on the market.

The marketing model includes the following steps:

Knowledge of the brand / product. Cost-effective banner and contextual advertising or integration with the most visited sites of the target audience.
Brand acceptance. The company communicates information about itself, emotionally involving the client.
Trial purchase.
Benefits when buying through digital technologies. Customer retention through rewards, great deals and long-term incentive programs.
Loyalty. Post-purchase dialogue with consumers.

Investment in digital marketing

Digital promotion can be done using a variety of resources:

paid – sites paid for by the ordering company. This can be contextual advertising, digital banner, etc .;
own – platforms that the company uses for free (for example, a page on a social network);
accumulated are the communication channels that the company acquires as a result of its work (for example, users distributing its viral video).

Interactive in all its glory

Today in many stores you can find interactive screens or POS terminals – both together. Moreover, most of the monitors are concentrated on the street. Needless to say, such marketing tools are present in some subway cars! This digital media promotion is somewhat similar to outdoor advertising, but surpasses it in many ways.

After some time, interactive tools can completely replace outdated promotion tools. And all for the reason that they allow closer and more effective interaction with consumers. A vivid example is the POS terminal. You can use it to make various purchases.

With all this, you can no longer stand in long queues, and service is quite fast. Moreover, they are developing more and more actively.

Digital promotion channels

Promotion channels are the capabilities of digital devices that digital marketing uses. These include:

search engines;
banner advertising;
contextual and teaser advertising
social networks and blogs;
mobile applications;
video content;
native advertising
viral advertising.

Obvious disadvantages

Nothing is perfect in our world, and therefore even such a popular and powerful tool as digital marketing has its drawbacks. Here you cannot tune only 2-3 instruments and then work calmly without worries. No, you have to try different remedies.

Plus, one-off doesn’t apply to digital marketing! It is necessary to constantly analyze the market situation and make the necessary changes. You should also not expect a quick result. You need to be prepared for the fact that success will need to wait for several days, or even weeks.

Features of digital strategy

Digital strategy – defining goals and tools for promoting a company and a product using digital technologies. The goal of the strategy is to connect with a potential buyer and generate interest in the brand through advertising channels.

The goal of the strategy should be presented in the form of concrete figures. For example, increase brand page traffic by 50%.

As part of the digital strategy, the target audience and competing brands are analyzed. Competitive advantages are identified, optimal channels and methods for promotion are selected.

What do digital marketing agencies do?

Whereas conventional advertising agencies provide advertising opportunities, digital marketing agencies offer the following services, which can be used to judge the specifics of working in the digital sphere:

Basic digital marketing services. These include the layout and design of the site and landing page, contextual product promotion.
Development of a comprehensive marketing strategy.
Working with online platforms. Among them: pages in social networks, forums, blogs, specialized sites.
Organization of contests and promotions on online platforms.
Experimental Marketing: Geolocation Services, QR Codes, RFD.

How to choose digital marketing tools in 2020

Look at your target audience: where they are, what they are doing, what they are interested in, and so on. To make your tools work as efficiently as possible, make your segmentation as accurate as possible to get the most out of each tool.
Don’t mix it all up into one big marketing event: website promotion, product advertising, and company image building are three different tasks, each of which requires its own tools.
If you have two roughly the same tools, choose the one that gives you more data for analytics. If you do it for the sake of PR and image, choose the one that you like best.

Finally

Like any technology, Digital Marketing is in constant development: from time to time, new tools appear to promote products among the target audience. Moreover, all bets are aimed specifically at interaction with the consumer, which significantly increases the chances of success in the sale of a particular product, service, or work.

Now buyers can influence the formation of the necessary services and products. In addition, there is an opportunity to communicate directly with manufacturers and get noticed. Now even a small company has every chance of successfully promoting its brand name on the market. Millions of potential customers will learn about the emergence of a new brand and will certainly want to try it out.

Today, many are familiar with the word “digital”. Rebooting and other operations of digital devices will not be difficult for anyone

Sources used and useful links on the topic: https://blog.calltouch.ru/chto-takoe-didzhital-marketing-i-zachem-on-nuzhen/ https://habr.com/ru/company/icanchoose/blog/ 330976 / https://reklamaplanet.ru/marketing/didzhital https://www.syl.ru/article/368829/chto-takoe-didjital-prostyimi-slovami https://promo.ingate.ru/seo-wikipedia/ digital-marketing / https://Elit-web.ru/blog/digital-marketing-chto-ehto https://www.obrazstroy.ru/blog/chto-takoe-digital-marketing/ https://semantica.in /blog/chto-takoe-didzhital-agentstvo.html https://News4Auto.ru/chto-takoe-didjital-prostymi-slovami/

Post source: lastici.ru