Digital marketing is characterized by the use of numerous digital methods and methods of communication with consumers through the most popular and convenient online channels. Starting from the site and ending with online advertising, e-mail newsletters, social networks and more.
Wide range of areas in digital marketing
The most competent professionals have a clear understanding of the mechanics that help digital tools to help businesses achieve their goals. As part of the marketing strategies of companies, specialists have a wide range of opportunities for promotion through various channels available in their arsenal.
For example, a content manager creates a series of posts on a corporate blog. They help to attract potential customers with the help of detailed PDF-instructions compiled by an expert of the company.
An SMM specialist can engage in promoting blog publications through advertising and viral coverage in corporate social media accounts.
An email marketer from an email marketing agency can create a newsletter with additional information about the company, which will be sent to everyone who downloaded the PDF instruction.
SEO (search engine optimization) is a set of actions to increase the ranking of a site. With it, links to pages on the site are displayed at higher positions in the search results of Yandex and Google, thereby increasing the organic, free traffic to the site.
SEO has been used successfully in website and blog promotion. Relatively recently, the possibility of SE-optimization of accounts and communities in social networks has appeared.
This concept refers to the production of content and a set of measures to promote it. This ensures the recognition of the company, attracts the attention of the target audience, contributes to the lead generation and increase sales.
This direction contributes to the brand’s promotion in social networks, increasing its recognition, increasing reach and traffic, improving conversion rates in the sales funnel and creating conditions for effective lead generation.
Pay Per Click (PPC, Pay Per Click) is a method of attracting traffic to a site with payment for clicks. Each time a user clicks on an ad, a certain amount of money is deducted from the advertising balance.
Perhaps the most popular types of this payment model are Google Ads, which allow you to display ads in search results and your affiliate networks.
This type of promotion is based on the actual effectiveness of the actions of partners who receive commissions from sales of products or services by placing advertising materials on their resources. The control and accounting processes at the same time, as a rule, are automated.
The role of digital marketing
Digital marketing makes it possible to track the effectiveness of any digital activities, which cannot be said about offline advertising. By placing an ad in a newspaper, it is virtually impossible to accurately measure how many readers paid attention to the banner. And it’s hard enough to know if this ad has affected any sales.
With digital marketing, you can almost always easily measure marketing profitability. For instance:
Using analytics services, you can always determine the number of users visiting a site. Along with other data, you can determine how exactly they got on it, how much time they spent, from which device they went. Even how exactly they looked at the pages where they held attention, which places were scrolled and what they clicked on.
Such information helps determine the priority of actions and optimally distribute resources between them, based on the number of users and their actions on the site. For example, if only 10% of the total traffic comes from SEO, the need to invest in a given channel in order to increase its effectiveness becomes obvious.
When using offline advertising, it is often difficult to understand how exactly the process of interaction between consumers and the brand looks like before they personally communicate with one of the employees or purchase something.
Using digital tools, it is easy to identify trends and patterns in the behaviour of people even before they reach the final stage of the customer journey. This means that you can make more informed decisions about how to more effectively engage your audience in the sales funnel and manage the conversion.
Content Efficiency and Lead Generation
You can print a product leaflet and put them in mailboxes. This is content, albeit an offline option. There is a problem: the number of potential customers who have read this promotional material and how many have thrown it away is unknown.
If you place the information in electronic form, for example, in the format of a PDF document on the site, you will be able to measure the number of users interested in it and get the contacts of those who downloaded it using the form. You can accurately measure how many users are attracted by such information, and generate leads that are converted into buyers.