Digital marketing is nothing but the integration of offline and online marketing strategies. Basically, digital marketing encompasses different elements such as search engine optimization, pay per click management, banner ad’s placement, email marketing and many more. These elements are usually used by digital marketing companies for creating an online presence by targeting potential customers. These companies also take care of offline promotion, which is again used to promote the company’s product or service. Digital marketing is a great way of gaining higher visibility over the web world. For instance, digital marketing can be done with pay per click advertising or article marketing.
With the help of inbound marketing strategy, you will be able to gain maximum exposure over the web. It can also be called the “push technology” or the “Optic Internet strategy.” Therefore, this type of marketing campaign requires a great deal of online research, knowledge about various online marketing techniques, and a well-defined set of goals. Generally, digital marketing campaigns are most effective when integrated with traditional inbound marketing techniques such as television and print advertisements, corporate promotions and promotional events and so on.
Traditional inbound marketing strategies are aimed at creating awareness of products and services through different types of media. The common examples include radio and TV commercials, printed ads, magazines, newspapers, billboards, and so on. On the other hand, digital marketing strategies can be referred to as “push” methods, which is basically a form of technology-based marketing. This involves the use of traditional marketing platforms such as search engine marketing, search engine optimization, Pay per click management, and so on. This type of technique makes use of traditional advertising platforms in addition to new digital advertising platforms such as social networking sites, text messaging and so on.
In the past, the promotion of websites was done primarily through print media and traditional advertising platforms. However, times are changing with the advent of new technologies that facilitate the marketing of websites through social networks, email marketing, instant messaging, and so on. The most popular among these platforms is search engine marketing. Search engine marketing enables marketers to create high quality, relevant, cost-effective and time-targeted advertisements that increase traffic and conversions. These internet marketing strategies can be used by small, medium and big players in the market.
In traditional marketing, the marketer usually sends out mass-marketing announcements via various channels in an effort to capture the attention of potential customers. These mails or SMS are forwarded to a specific list of contact addresses and the message is converted into sales leads or inquiries. These leads can later be used for different purposes, depending on the needs of the company. Digital marketing offers marketers a similar opportunity but on a smaller scale.
Search engine optimization (SEO) refers to the process of optimizing pages on search engines for improved visibility. For example, if a user types a query in the search box of Google, the page is then scanned for keywords and phrases that are likely targeted by the customer. Based on the information retrieved from the scan, the page is then optimized and its content made more user-friendly, easy to navigate, and attractive to the viewer. Digital marketing can be used for this purpose as well, but it is usually carried out with the help of SEO firms that have considerable experience in digital marketing.
An effective digital marketing strategy always makes sure to reach out to as many potential customers as possible. This is achieved through a campaign which targets not only broad demographics but specific ones as well. Marketers make use of tools such as keywords, image captions, video tutorials, content reviews, navigation tools and so forth to make their advertisements more attractive and inviting to the target audience. Once these users find your content interesting and useful, chances are they will not only share it with their friends, contacts or peers, but also share it with other potential customers as well.
Another important factor to consider when creating an effective digital marketing campaign is to make use of platforms which are most likely to attract visitors. For instance, there are social media platforms, video sharing platforms and search engine optimization platforms that are used by many marketers today. Since there is no dearth of such sites and platforms, digital marketers should focus on using them exclusively in their campaigns rather than experimenting with the others. Since most people use a number of such platforms at the same time, marketers can get a clear insight into the attention span of their target audiences.