Digital marketing

In this article, you will gain a foundational overview of digital marketing & what a digital kinh doanh strategy can vày for your business.

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What is Digital Marketing?

Digital marketing is the kinh doanh of products or services using digital technologies via the internet, social truyền thông media, điện thoại phones, or any other digital medium.

It is also an umbrella term that encompasses different sale strategies such as Social Media Marketing, Search Engine Optimization, và Email Marketing.

Compared to traditional kinh doanh methods such as print, billboards, và TV, digital kinh doanh is primarily data-driven. Many popular digital advertising platforms today provide access khổng lồ campaign reports for comprehensive data analysis.

With the combined forces of both the internet và công nghệ, Digital Marketers today are able to lớn collect & analyse data of different customer behaviour or user engagements, enabling them khổng lồ facilitate more personalised nội dung and advertisements toward clearly defined audiences for better engagement và results.

Why Digital Marketing?

Unlike traditional sale, digital marketing boasts the following benefits:

Trackable and Measurable

Technological advancements have made it fairly easy to measure the efficacy of marketing campaigns through digital analytics dashboards such as Google Analytics, Google Data Studio, và Adobe Analytics.


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Google Analytics Report on Traffic Acquisition from Various Marketing Channels


Through the deployment of digital analytics, the data collected over a period of time are right at your fingertips. Each và every user interaction (touchpoint) with your business produces its own set of data, allowing you khổng lồ segment the data and underst& how each touchpoint contributes lớn your bottom line (sales or conversions).


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Examples of digital touchpoints


A conversion can be any action a user takes such as downloading a White paper, submitting an enquiry khung, or making an online purchase.

From here, you can find out which touchpoints resonate with your target audience i.e. contributed the most conversions, và reproduce this success on future campaigns.

Efficiency in Optimisation

The emergence of media buying platforms has allowed marketers lớn purchase ad spaces across various websites and sản phẩm điện thoại apps and đánh giá live reports within hours.

This allows marketers to lớn review ad campaign performance và make tweaks on the fly such as optimizing ad creatives to lớn improve audience engagement.


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Google Ads allows for tweaking of ad creatives on the fly


Broad and Targeted Reach

With billions of users on social media platforms lượt thích Facebook, YouTube, và LinkedIn, your reach is primarily limited by your budget. Many of these social truyền thông platforms also allow you to target your ads lớn specific audiences e.g. by demographics, & interests, and behavioural patterns e.g. retargeting.

Retargeting is a size of marketing that enables you to show relevant ads lớn users who have sầu visited certain pages of your trang web. For example, if a user visited an online siêu thị selling groceries và navigated khổng lồ a product page selling apples, the grocery siêu thị could target the user with ads related to lớn apples after the user leaves the site & browses other websites, social truyền thông platforms, and thiết bị di động apps.

3 Pillars of Digital Marketing


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3 Pillars of Digital Marketing


There are 3 Pillars in Digital Marketing. They are:

User-JourneyDigital ChannelsCreative sầu và Content

1. User-Journey

The first pillar of digital marketing is the user journey.

The user journey is a customer’s encounter & interaction with your brvà across all channels digital & non-digital which shape his emotions and perceptions about your brand.

It typically starts from the awareness stage và ends at the purchase or advocacy (loyalty) stage:

Awareness: The customer is first aware of the brand.Consideration (interest/evaluation): The customer needs khổng lồ evaluate his decision và consider other brands.Purchase (Desire/action): The customer is ready to make a purchase.Advocacy (Loyalty): The customer spreads word of mouth và recommends the brvà lớn his friends.
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User Journey – From Digital Channels khổng lồ Website and Taking Action


A customer typically interacts with your creatives or content on various digital channels (social media, tìm kiếm, display ads) và lands onto your trang web.

When he browses through your website or Mobile tiện ích, your goal is khổng lồ encourage hlặng to lớn take important actions which are referred khổng lồ as conversions, such as filling in a contact size or adding a hàng hóa to a shopping cart.

2. Digital Channels

The second pillar of digital kinh doanh are digital marketing channels.

A kinh doanh channel is a medium organisations use lớn communicate or deliver messages khổng lồ consumers.

In digital marketing, digital channels are avenues where your customers come khổng lồ know about your business & what it has to offer. This is where your traffic (users) come from.

Examples of digital sale channels include:

Organic Search (e.g. Google)Paid SearchDisplayEmailSocial MediaReferral (e.g. Traffic through other websites)Organic Search

People use tìm kiếm engines for various reasons ranging from retìm kiếm, shopping, lớn entertainment, with Google alone handling over 40,000 queries per second (3.5 billion tìm kiếm queries per day).

The organic search results appear below the paid search ads.


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Organic Search Results (Below the paid tìm kiếm ads)


In order to rank a trang web on top of the organic search engine results pages (SERPs), marketers implement a digital sale strategy known as search engine optimization (SEO).

Paid Search

The paid search ads results appear all the way up at the top of the SERPs.


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Paid Search Ads Results


In order lớn advertise your trang web on the paid tìm kiếm ad results on Google, you will need lớn sign up for a Google Ads tài khoản và implement a digital marketing strategy known as tìm kiếm engine kinh doanh (SEM).

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Display

The display channel refers to lớn ad placements that appear on webpages when users browse them.


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An example of a display ad banner appearing on a news article


To have sầu your ad appear on trang web placements, you can start with Google Ads or a demand-side platkhung.

Email

There are roughly around 4 billion tin nhắn users as of 2020 – Statista. E-Mail is still one of the most popular mediums businesses use to lớn communicate with their customers today.

Digital marketers implement digital sale strategies also referred to lớn as gmail marketing và sale automation khổng lồ send targeted & relevant emails lớn properly segmented tin nhắn subscribers.

Social Media

Social Media needs no introduction. People use it daily khổng lồ keep up lớn date with news or connect to lớn friends và family across the globe.

Businesses are on social media khổng lồ connect to potential customers by engaging them in a more personal & authentic way. With the help of various social truyền thông sale tools, you will be able lớn underst& the needs and interests of your target audience across various social media platforms. This will help you better tailor your nội dung to lớn better engage your target audience.

Referral

Referral traffic acquired are a result of users clicking on hyperlink (backlinks) & navigating from one trang web lớn another (the hyperlinks target or website). This means traffic coming from other websites instead of a direct tìm kiếm into lớn Google.

Referral links are forged through strategic online partnerships or as a result of earned truyền thông. Implementing online truyền bá is one of the most effective sầu methods lớn earning brand mentions, acquiring backliên kết, and generating brand awareness.

How Do the Different Digital Channels Impact the Business?

These are just a few examples of digital kinh doanh channels, and between what you decide lớn use, it is important lớn analyze digital sale analytics reports lớn understand which digital channels return the highest investment in order to allocate the right budgets accordingly.

Digital sale campaigns also usually involve sầu integrating multiple digital channel strategies (multi-channel) such as search engine kinh doanh, nội dung marketing, display advertising, và gmail sale.

Do not confuse this with omni-channel, which lượt thích multi-channel, also involves engaging customers via multiple channels. Omni-channel is more accurately defined as providing a consistent, unified, và seamless customer experience regardless of whether the customer interacts with a brand on social truyền thông media, in the physical store, or on the online store. 

Physical brochures that in-print QR codes lớn liên kết the customer baông xã lớn the online store, & membership systems that tailor hàng hóa recommendations based on customer purchase history both online và offline are examples of omni-channel strategies.

Digital sale can & should be integrated with offline sale channels such as print advertisements, live sầu industry events, popup booths, & in-store promotions to lớn maximise target market reach & lead nurturing.

An example of an online/offline kinh doanh integration would be launching a trade show (offline) và launching a Facebook Advertising campaign (online) khổng lồ promote the offline sự kiện. And during the event (offline), collecting personal details of leads such as emails và phone numbers to lớn follow up through gmail and mobile marketing (online).


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Digital Marketing Funnel


By delivering an omni-channel customer experience across the user journey, all the way from the awareness to the post-purchase stages, businesses can engage their audiences at various touchpoints.

For instance, businesses can launch online lăng xê campaigns lớn create awareness, implement content marketing to help customers evaluate their products, drive high purchase intent traffic to their trang web via SEO, digital ads, and gmail, và nurture leads khổng lồ repurchase through E-Mail Marketing, Digital Advertising, Marketing Automation, và Social Media Marketing campaigns.

The selection of digital marketing channels depends on a variety of factors such as:

Marketing objectives: Are your goals lớn increase br& awareness or encourage purchase?Marketing Budget: Do you have sufficient budget khổng lồ span your sale campaigns across multiple digital channels?Manpower: Does your marketing team have the necessary knowledge và skills lớn manage multiple campaigns and digital agencies?Customers: Which platforms are your customers on? What are your customer touch points?

3. Creatives and Content

The third pillar of digital sale are the creatives and nội dung.

These are content in the size of visual graphics, text, & videos created & marketed by your brvà that your customers interact with and digest, also referred to lớn as Content Marketing.

Creatives come in the size of:

Ad bannersVideo advertisementsText ads

While Content comes in the size of:

Blog articlesExplainer videosInfographics

Read also: 120 Types of Content for your next Digital Marketing Campaign

What is a Digital Marketing Strategy?

A Digital Marketing Strategy is a plan or course of action towards achieving mix kinh doanh goals. Goals are determined by what your business objectives are và in order of priority. Once these goals are set, digital kinh doanh campaigns will be developed and executed lớn achieve them.

A digital sale strategy is different from a digital sale chiến dịch. When talking about digital kinh doanh strategy, we are referring to lớn a master plan or a blueprint khổng lồ achieve sầu a long-term or macro goal. Campaigns on the other hand are the specific tactics used to lớn achieve more micro, short-term goals within the digital sale strategy.

Why is Having a Digital Marketing Strategy Important?

Having a strategy is about as important as having a plan to achieve sầu any goal. It fully optimises the workflow implementation, allowing high efficacy while overlooking various areas khổng lồ review data analytics và acting upon them accordingly.

This makes way for continuous improvement in the various digital sale strategies ranging from search kinh doanh (SEO/SEM), conversion rate optimisation (trang web user experience), email kinh doanh và social truyền thông sale to lớn build towards your business goal, gaining new customers và building deeper relationships with existing ones.

Your business also needs a competitive sầu & sustainable content sale strategy khổng lồ reach and convert more customers through leveraging on the power of online content, while integrating the different digital kinh doanh channels with traditional truyền thông.

As businesses continue to adopt digital transformation in their core operations & in new channels of reaching customers, having a good digital kinh doanh strategy is vital for this success.

Key Components of a Digital Marketing Strategy

Some key components of a digital kinh doanh strategy include:

Defining the brand: Utilise brand guidelines lớn define your br&. Consider the Unique Selling Points (USPs) of your business.Developing customer personas: Understand demographic information such as age, gender, location, as well as the motivations that drive sầu people khổng lồ choose the products và services. Use Google Analytics to assist in creating buyer’s persomãng cầu & segment them according lớn the từ khóa in organic trafficDefining S.M.A.R.T. (Specific, Measurable, Achievable, Relevant, Time-bound goals.) marketing objectives and KPIs: E.g. Achieve a 20% increase in leads generated from contact khung within the next 6 monthsIdentifying target markets: Use market research tools such as Google Keyword Planner, Google Trends, and Facebook Audience Insights to lớn conduct market retìm kiếm & identify potential target marketsPerforming competitive analysis: Use web and social analytics tools such as similarweb, Semrush, and SocialBakers to lớn analyze your competitors và conduct a SWOT analysis.Managing và allocating resources appropriately to achieve sầu objectives: Resources include manpower (in-house team or outsource, external marketing agencies) & budget.Reviewing & optimising campaign performance: Use digital marketing analytics tools such as Google Analytics to lớn traông xã, measure, and report your digital marketing campaigns’ performance

These are just some of the components of a digital kinh doanh strategy.

How Do You Develop a Digital Marketing Strategy?

A digital sale strategy involves setting marketing objectives based on the analysis of market information & target audiences, selecting digital marketing channels and platforms, determining channel-specific delivery tactics, & defining macro kinh doanh KPIs khổng lồ measure the performance of the digital sale strategy.

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On the other h&, an example of a digital kinh doanh chiến dịch centres around creating br& awareness (micro objective) by launching a viral sale chiến dịch (tactic) on a specific social media channel like Facebook. Short term (micro) KPIs are used khổng lồ keep traông xã of the progress and success of the digital marketing chiến dịch.

Before developing any digital kinh doanh campaigns, you should first have sầu a strategy. Part of the strategy includes creating a customer journey & touchpoint maps that looks something lượt thích this:


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