Digital Marketing Is Critical For Business Success
Internet Marketing = Digital Marketing & What It’s All About
Digital Marketing Defined
Digital marketing is and all-inclusive term used to include all aspects of online marketing. In an effort to maximize the visibility of your website and other Internet assets, digital marketing includes Google Search (aka SEO), Email, Social Media, along with the business website for contacting and engaging prospective customers, clients, or patients.
Because people are online so much of the time, they are shopping, buying, sending messages to each other and practically “living” online. Humans spend more than 100% more time on the Internet than they did twelve years ago. Clearly, the web is a powerful tool for business.
The marketing industry exists to bring business and target markets together. Obviously marketing needs to be located where people are most receptive and that is most assuredly on the Internet. Years ago the Internet was nicknamed the “digital superhighway.” Now it should be called the “digital super buy way” and this is where digital marketing can help you.
Credits . . . Much of the following information is from an article by Lucy Alexander in Hubspot, September 1, 2016.
So What Exactly is Digital Marketing?
From your website itself to your online branding assets, like digital advertising, email marketing, online brochures, and beyond — there’s a huge spectrum of tactics and assets that fall under the umbrella of digital marketing. And the best digital marketers have a clear picture of how each asset or tactic supports their overarching goals.
Here’s a quick rundown of some of the most common assets and tactics:
Your Online Assets
- Your website
- Blog posts
- Ebooks and whitepapers
- Interactive tools
- Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.)
- Earned online coverage (PR, social media, and reviews)
- Online brochures and lookbooks
- Branding assets (logos, fonts, etc.)
Digital Marketing Techniques
Search Engine Optimization (SEO)
The process of optimizing your website to ‘rank’ higher in search engine results pages, therefore increasing the amount of organic (or free) traffic that your website receives. (Read this post to teach yourself SEO in 30 days.)
The creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, or customers. (Learn what goes into a modern content marketing strategy here.)
Inbound marketing refers to the ‘full-funnel’ approach to attracting, converting, closing, and delighting customers using online content.
Social Media Marketing
The practice of promoting your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. (Discover 41 resources for learning how to leverage social media marketing here.)
A method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords.
A type of performance-based advertising where you receive commission for promoting someone else’s products or services on your website.
Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed sponsored posts are a good example, but many people also consider social media advertising to be ‘native’ — for example, Facebook and Instagram advertising.
Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions.
Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people towards the business’ website. (Check out these 15 successful email marketing campaigns for inspiration.)
Internet Public Relations
Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR, but in the online space.