Digital Marketing Essentials You Always Wanted to Know

Vibrant Publishers

• Publisher: Vibrant Publishers
• Year: 2020
• ISBN:
  9781949395426
• Edition: 1
• Topic: Business
• Subtopic: Digital Marketing
• Index: Business

• What is digital marketing?
• Create a content marketing framework.
• Critical components of social media marketing.
• Key metrics for digital marketing success.

The Internet has changed how we communicate, and that includes how we market. From corporate websites, to social media platforms, search engines, and more, there are many ways to reach your market in the digital age. The vast amount of data that can be generated (Big Data), ads to the complexity of marketing decisions, but also lets you understand your market better than ever before.

Digital Marketing Essentials You Always Wanted To Know includes easy-to-understand concepts, tips, and insights to understand how to gain and retain happy customers through the use of digital technologies. This book will help you understand the principles that boost marketing productivity, including the tools required to create and implement a winning digital marketing strategy. It shows how to integrate your digital activities across channels to improve your marketing performance.

Whether you are a beginner, looking to understand the basics of digital marketing, or an expert marketer, searching for a way to increase your digital marketing ROI, Digital Marketing Essentials You Always Wanted To Know will help you achieve your goals.

About the Series

The Self-Learning Management series is designed to help students, new managers, career switchers and entrepreneurs learn essential management lessons. This series is designed to address every aspect of business from HR to Finance to Marketing to Operations, be it any industry. Each book includes basic fundamentals, important concepts, standard and well-known principles as well as practical ways of application of the subject matter. The distinctiveness of the series lies in that all the relevant information is bundled in a compact form that is very easy to interpret.

Understanding Digital Marketing

Digital Marketing is a collective term for the marketing of services and products through digital technologies, largely the internet, but also including advertisements, mobile phones, and many other digital channels.

The evolving nature of digital marketing since the 1990s has changed the way firms and brands use digital marketing and technology for marketing. Today, digital marketing is the phenomenon that unites customization and mass distribution to achieve marketing goals.

Digital marketing campaigns are becoming more and more predominant and effective, as digital platforms continue being integrated into our everyday marketing plans, and as people stop going to physical shops and instead use digital devices.

The unique convergence of technology and the multiplication of digital devices has brought about new digital marketing strategies that offer much potential to organizations and brands. Such strategies include public relations, marketing automation, branding, visual communication, relevant advertising, measuring output, and many others.

Digital marketing such as search engine marketing, social media optimization, content marketing, social media marketing, search engine optimization (SEO), display advertising, and influencer marketing is very common in our advancing technology. It’s extending to other non-internet-based channels that offer digital media, like a callback, on-hold mobile ringtones, and mobile phones (SMS and MMS).

In this chapter, we will learn

• To define and understand both traditional and digital marketing
• How digital marketing works
• The overall digital marketing process
• The movement of customers through the digital marketing funnel

1.1 Traditional Marketing vs. Digital Marketing

The debate on finding the most effective marketing approach still rages on, but amid all these debates, some interesting questions relating to digital marketing and traditional marketing are arising. Is digital marketing a modern version of traditional marketing? Which is the most beneficial approach between digital marketing and traditional marketing? Finally, which marketing strategy is most preferred by companies?

To answer these lingering questions, we must understand how traditional marketing and digital marketing compare to each other, and what the differences in their characteristics are.

“Marketing is the process of executing and planning the pricing, promotion, distributions, and conception of goods, services, and ideas to create an exchange that satisfies the individual and organization objectives”- Philip Kotler

Traditional Marketing

Traditional marketing pertains to older media: prints, broadcasts, direct mails, telephones and billboards, point of purchase (POP), and face-to-face. Traditional marketing was the only form of marketing until the creation of the Internet in 1990.

This marketing strategy might have evolved over the years, but the fundamental aspects remain intact. The marketing techniques we utilize today still depend heavily on the four Ps of marketing. That is the product, price, place, and promotion.

On the outside, digital marketing might seem so different from traditional marketing because it’s all about the fourth P, “promotion.” But the fact is that digital marketing wouldn’t be so efficient if it wasn’t depending on the other Ps. Digital marketing uses each P in its own unique way, which is sometimes even better than the way traditional marketing uses them.

Digital Marketing

The digital marketing goal is the same as that of traditional marketing, to engage customers and address their concerns. Digital marketing allows for stronger and in-depth analysis of Customer Relationship management that wasn’t possible with traditional marketing. With a simple profile and dialogue, a company can get more insights of each consumer and fragment the market more deeply to suit their needs and desires.

1.2 Traditional Marketing vs. Digital Marketing: The Differences

The Reach of the Marketing Approach

Even though traditional marketing is still efficient, it depends on targeting and finding customers grounded on demographics, while digital marketing puts companies out in the opening for people to find them.

Ease of Access

One downside to digital marketing is that, unlike the traditional marketing methods where ads are carried on easily understandable and accessible channels like magazines, daily newspapers, radio jingles, and street displays, it depends on the ease of its potential customers to access the Internet and be familiar to the channels being used to target them. When there is no connection or knowledge of using digital channels, the adverts won’t reach the targeted customers.

Inability to Target and Monitor Your Campaign Performance

Unlike traditional marketing, digital marketing provides companies with tools that help in monitoring campaign performance and measuring its effects. It allows them to track their website traffic effortlessly.

Limited Interaction

In digital marketing, there is limited interaction between the customer and the platform used for marketing. Traditional marketing, on the other hand, is a one-way street where companies can provide or broadcast their product or service information to the targeted audience directly. The main aim of this brand-building process is to target a certain group of potential customers and convert them.

Traditional marketing methods like face-to-face marketing gives companies a chance to obtain real-time feedback, which is insightful when you are testing out a new product.

Higher Costs

It might cost you a lot more to reserve small space in the local newspaper or air-time on one of the TV stations or local radio stations than posting an advert on YouTube or Facebook. The high recurring costs associated with investing in traditional marketing might not give the returns you desire.

Digital marketing offers you the chance to create multiple campaigns at the same time and on a budget that suits your needs. You can target several people in different countries, or different ages and genders. Also, you can evaluate and edit your advertisements to adapt to the different market changes, incurring no extra costs.

Return on Investment (ROI)

Digital marketing stands out as the best choice to measure and increase ROI than traditional marketing because of the availability of different online analytical platforms.

1.3 How ...