Whether you’re new to digital marketing or if you’re considering improving your online marketing skills, a complete digital marketing guide will help you understand the key marketing factors.
Digital marketing refers to promoting and selling products and services using online marketing techniques. Businesses use diverse digital channels including search engines, social media, blogs, online ads, emails, and mobile apps to connect with their current and targeted audience.
Here’s a brief history of digital marketing
An interesting fact – the first digital marketer was Guglielmo Marconi, the inventor of radio. Another claim is that the digital marketing era was launched in 1971, when Ray Tomlinson sent the first email to himself.
The first search engine was Archie, which was born in 1990. However, it didn’t index the web, rather it was an index for FTP sites.
- 1993 – The first clickable banner went live
Online advertising was introduced then. Hot Wired purchased banner ads for advertising on websites.
- 1994 – Yahoo search engine was born
- 1998 – Google made its entrance
Digital cookies appeared in the 1990s
- 2000 – Google released AdWords (gave marketers the opportunity to advertise their products)
- 2004 – Google went public and Facebook went live
- 2005 – YouTube launched / Google launched Google Analytics
- 2006 – Twitter launched / Amazon’s sales reached the $10 billion mark
- 2007 – Tumblr was launched / Apple launched its iPhone
- 2011 – Google+ appeared on the scene
- 2014 – Mobile usage started exceeding desktop usage
There are many types of digital marketing as well as several avenues through which it can be carried out – search engines, social media platforms, and paid advertising among others. Digital marketing could be online as well as offline.
To succeed at digital marketing and marketing as a whole, you need to be forward-thinking.
|Online Marketing||Offline Marketing|
|Search Engine Optimization (SEO)||Electronic Billboard|
|Search Engine Marketing (SEM)||Television Advertising|
|Content Marketing||Radio Advertising|
|Social Media Marketing (SMM)||Cold Calling Marketing|
- Search Engine Optimization (SEO)
While white hat SEO refers to the usage of SEO strategies and methods that focus on a human audience and follows all search engine rules and regulations, black hat SEO is unethical and illegal.
On-page SEO Off-page SEO Keywords Social media optimization Social media commenting Title tags / Meta titles Link building Podcast submission Meta description Video marketing Video Submission URL structure Domain authority Local business listing Internal linking Blog promotion Google My Business Image optimization Article submission Quora Submission Microblogging Press release/PPT submission
Proper On-page and Off-page SEO optimization strategies will give your website a better position in the SERP.
- Search Engine Marketing (SEM)
Search Engine Land explains SEM as the process of gaining website traffic by purchasing ads on search engines. SEM is not the same as SEO. With SEO, you’re earning traffic through unpaid listings in the SERPs. With SEM, you’re buying traffic with paid listings in the SERPs. Google AdWords is by many measures the most popular paid search platform used by search marketers, followed by Bing Ads. Pay-per-click advertising (PPC) is one of the key search engine marketing strategies that drive traffic to your website. You have to pay the publisher every time your ad is clicked. 75% of people say that paid search ads make it easier to find the information they are searching for on a website or search engine.
One of the most common types of PPC is Google Ads. Other channels to use PPC include Facebook ads, Bing ads, Twitter ads, LinkedIn Sponsored Messages and more.
PPC ads can increase your brand awareness and provide quick results. These ads will be displayed as short text ad with a title and a small description.
- Content Marketing
Efficient content marketing is a proven solution to enhance visibility and trust among consumers. Any content you create must be based on user and search intent.
- Using statistics in blog posts improves consumer trust
- Monthly podcast listeners grew from 24% of Americans to 26% year over year
- Social Media Marketing (SMM)
Social media platforms are ideal channels to connect with your audience and build your brand, increase sales, and drive website traffic.
- 89% of marketers use Facebook in their brand marketing efforts
- 95% of B2B content marketers use LinkedIn for organic content marketing, making it the top-rated social media platform
- Marketers are spending more on social media advertising; with social media ad spend amounting to more than $89 billion in 2019
- Affiliate Marketing
Not only the creator and the seller promote a product, an affiliate marketer can also do the same, and can earn too. Affiliate marketing is referred to as an online sales tactic, where marketers can earn a commission by promoting another company’s or people’s products. Any business from small to large could be the merchant behind an affiliate marketing program. Also, the affiliate marketer can be an individual or an entire company. This marketer promotes one or multiple affiliate products and tries to attract and convince potential customers of the value of the merchant’s product so that they actually end up buying it.
While some businesses manage their own affiliate programs, others use an affiliate network.
For instance, Wirecutter is one such affiliate marketing website, promoting products ranging from kitchen tools to travel gear.
The affiliate may get paid per sale, leads or click. However the marketer must make sure to recommend only the products they are familiar with and promote not only one merchant’s products, but many.
Let us discuss affiliate marketing in detail in our next blog!
- Email Marketing
Email marketing is a great tool for businesses to generate more leads than any other marketing method. Businesses can use emails to communicate with their audiences, to promote content, announce discounts and events and thus direct people toward the business’s website.
- Electronic Billboard
Digital billboards are LED or computer-controlled displays that can enhance any advertising campaign, let that be search engine optimization (SEO), social media, Google AdWords or mobile ads. This is the most preferred method of publicity for most advertisers, as they are visually stunning and eye-catching. This marketing method also allows marketers to launch campaigns almost instantaneously. Here’s an interesting billboard design from Harley’s Dream to educate and raise awareness among the public about puppy mills.
Unlike traditional options, digital billboards grab more attention with the lights, colors and moving images.
- 71% of people consciously look at billboards when driving
Small and medium-sized enterprises (SME) can use this affordable marketing and advertising method to build brand awareness in their local area and it is also a lot cheaper than TV ads.
- Television Advertising
- Radio Advertising
- Cold Calling Marketing
Since its invention, television has remained the most effective brand awareness channel. With attractive TV ads, your brand can reach mass audiences and more targeted markets with just a single ad spot.
According to the report from Statista, national TV ad spend was set to reach a total of 51.26 billion U.S. dollars by 2021, compared to 39.27 billion U.S. dollars a decade earlier.
Hubspot has mentioned certain best and attractive ads, of which one is Always: #LikeaGirl (2015).
While creating TV ads, consider adding a URL in the ad. Providing a URL will inform the viewer that the brand is online and active, and typing the correct web address will direct the viewer to the right landing page. However, the URL needs to be short and not too long for the viewers to remember.
With compelling ads, marketers can also get viewers to respond to TV ads by going online. Often, viewers will have their mobile phones or tablets right at hand while watching TV, which can lead to immediate calls-to-action.
Many advertisers still pay commercial radio stations for airtime and the radio station broadcasts the advertiser’s commercial to its listening audience.
According to Neil Patel, radio still reaches 85% of the US population every week. Radio advertising choices vary depending on the brand and the type of message to convey.
Advertising types may include live read, where the radio announcer will be reading the commercials real-time, implementing sponsorships for certain radio segments like weather, traffic and sports scores or a produced shot which can include a straight read of the advertising message or a jingle. Jingle refers to a short, catchy song about the company, which will attract the audience.
Cold calling is a form of telemarketing, which involves the act of calling a person without any prior contact and trying to sell them something.
However, this marketing method can lead to positive as well as negative consumer responses, such as acceptance, call terminations, hang-ups or even verbal attacks.
To be successful, the caller should be well prepared by researching the demographics of their prospects and the market and they should have the soft-sell approach.
A digital marketing professional or a provider of professional digital marketing services in Long Island will be up to date with all the changing online and offline marketing strategies for any business.