Digital marketing is a part of Digital Transformation that enables brands to engage consumers through digital channels. Digital marketing uses the internet, mobile devices, social media, search engines, apps, smart TVs, and more to reach even the most elusive audiences.
Digital marketing is another channel that marketers use when advertising their products or services. Digital marketing channels include social media websites, search engine optimization, pay-per-click advertisements on search engines and mobile devices. Digital marketing is a must for companies of all sizes to reach a larger audience with diverse needs & wants in the 21st century.
Digital Marketing Features
Digital marketing utilizes multiple digital channels to engage audiences through personalized communication. Digital marketing is a form of direct selling in the Digital Age.
Digital media is used for marketing through outlets such as:
- Digital Media (website, mobile websites, mobile apps)
- Social Media (Facebook, Twitter, and LinkedIn)
- Search Engines (paid advertisements, organic search results) Digital Marketing Component Digital marketing has many component parts including Digital Product, Digital Marketing Channels (website, social media), Digital Distribution (how people access your service) Digital experiences (feelings and emotions experienced when engaging with digital channels).
Digital success is determined by how well marketers understand their target audience. As digital channels continue to evolve, the way consumers interact, engage, and transact with Digital brands is evolving.
- Digital marketing is the practice of leveraging numerous electronic channels to connect with customers and prospects in order to promote goods, services, or ideas. Digital marketing uses two-way communication between consumers and organizations through the use of digital media.
- Digital marketing provides ways for businesses to reach new customers or engage with existing customers. Digital marketing strategies are used to create Digital products, connect with Digital audiences, and drive Digital marketing campaigns.
- Digital marketing allows brands to extend their reach beyond the physical limitations of traditional media channels by using electronic communication technologies such as mobile phones, social networking sites, blogs, web feeds, and more.
Components of Digital Marketing.
Digital Experience – Digital experiences will play a bigger role in Digital marketing. Digital technologies can influence traditional pre-purchase behaviors such as the channels and websites where consumers start their research, what they search for on those sites, and how they make purchasing decisions.
Digital experiences are becoming more important because of the drop in purchase consideration from 58% to 50%. Digital experiences also create a Digital trail that marketers can use to better understand Digital customer behaviors.
Digital Media – Digital media will play a key role because it has been reported that every person now has an average of 3 networked devices. Assuming people use just one device per day, this means brands have on average 5 billion touchpoints with consumers each day.
Digital media taps into people’s screens all day long, so Digital marketers must adapt to digital consumers’ changing behaviors.
Digital Overload – Digital overload is the state that occurs when Digital customers receive too many Digital messages and become tired of Digital marketing efforts or ads. This could be due to an overuse of ad retargeting by Digital marketers.
Digital marketers need to recognize the Digital media consumption patterns in order to avoid Digital overload. Knowing where customers are engaging with brands and having a plan is key to avoiding Digital overload.
Digital Privacy – Digital privacy concerns will remain a pain point in Digital marketing as long as customer data is collected in large amounts. Digital marketers will need to continue to use Digital messaging that puts customers first and built trust.
Digital Trust – Digital trust is the state that occurs when Digital consumers believe they are secure in engaging with brands online, either via mobile or other devices. Without being able to doubt the security of Digital transactions, Digital marketers will have trouble convincing customers to engage with Digital brands.
Digital marketers need to build trust and not lose it once established by using Digital messaging that puts customers first, is secure, and aims to be privacy-friendly.
Digital Attribution – Digital attribution is used to attribute sales and conversions to different marketing channels and determine which channels are more effective than others. Digital marketers will not be able to fully understand Digital marketing ROI without Digital attribution.
Digital marketers must ensure they know what Digital channels are generating sales and engaging Digital customers so that brands can invest more in those Digital channels which have proven effective.
Key Performance Indicators (KPIs) – Digital KPIs are the measurements of how Digital marketing efforts are impacting customer behaviors and sales.
Digital marketers must determine where Digital customers are engaging with Digital brands, how frequently they engage, the level of satisfaction and overall ROI for Digital campaigns to determine what kind or combination of Digital marketing channels needs to be applied in order to boost digital business results.
Multichannel Marketing – Digital marketers must consider the use of Digital messaging that aligns with all Digital marketing efforts and points customers to channels or experiences.
Digital marketers making the transition from traditional to Digital should start by considering why they’re engaging in Multichannel Marketing and what value it adds to their business. If no value is found, Digital marketers may want to reconsider Digital marketing efforts and messaging. Digital marketers must also remember to figure out the appropriate channels, media, and digital experiences for their target audience and check that all Digital brand touchpoints are consistent across those channels.
Social Media Marketing – Social media is important to Digital marketers as they look to engage customers where customers spend most of their time. Digital marketers can create Digital content that engages Digital users with social sharing buttons and aims to be shared across multiple channels and networks, such as Facebook and Twitter.
Digital marketers who want to engage consumers via social media should consider creating engaging and shareable Digital content and push it out using paid or organic social media marketing strategies on channels.
Digital marketers must also consider how customers are engaging with Digital content on different Digital networks, as some Digital networks are more popular than others depending on the industry or customer demographic.
Mobile Marketing – Mobile devices have transformed the way people engage with information and brands and this has prompted Digital marketers to adapt Digital messaging to suit the mobile experience.
Digital marketers need to ensure they follow best practices when engaging customers via Mobile Marketing, as consumers are inclined to leave websites that take too long to load or have difficult navigation. Digital marketers must also consider looking at their customer data and analytics to determine which Digital channels will be better for them to engage consumers on.
Digital Analytics – Digital marketers must know how Digital customers engage with Digital content and where traffic is coming from to understand how to effectively reach customers.
Google Analytics allows Digital marketers to track which channels are most effective at bringing customers to their website, allowing them to better choose which ones they want to continue interacting with customers.
Digital marketers can also track which channels are leading customers from one transaction to the next, allowing them to create a seamless experience for customers when using multiple Digital touchpoints throughout the customer journey.
Digital Content Marketing – Digital content is the center of every digital marketing campaign and with so many options available it’s important for Digital marketers to know when and where Digital content works best.
Digital marketers should engage customers with Digital content that speaks to the customer demographic and is relevant to what customers are looking for. Digital content can be an effective way of increasing trust, loyalty, and engagement between Digital marketers and their customers. It’s important for digital marketers to create engaging content that offers customers something beneficial to them, rather than Digital marketers offering content with the intent of gaining customers’ attention.
Branding – Digital marketers must build effective relationships with customers by enhancing brand awareness and increasing their trustworthiness when engaging audiences.
One way Digital marketers can do this is by creating innovative strategies for branding, and implementing Digital marketing tactics that merge unique concepts and technology into their campaigns. When searching for a Digital agency, ensure the agency is knowledgeable on Digital Marketing best practices as well as innovative technologies so your campaigns can provide tangible results.
Social Media – Customers look to social media to post comments and share content with other customers, Digital marketers must ensure they do the same. Customers are using social media sites to share content and Digital marketers can encourage customers to join them in creating engaging Interactive content that will drive traffic to the Digital marketing campaign.
Social Media has become a platform for digital marketers to build relationships with customers so it’s important they use tools such as video, photos, and forums to engage customers on a deeper level.
Digital marketers must be aware of Marketing best practices and the latest marketing trends to ensure they are successful in their efforts. The input provided above offers insight into key features that every digital marketer should know about, as well as a Component of digital marketing strategies you can implement now for increased success.
If your business is looking for help with Digital implementation or wants to learn more about what’s ahead for Digital Marketing, contact our team today!