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What is Digital Marketing and Digital Marketing Strategy?

In this article, you’ll learn the basics of digital marketing and how an effective digital marketing strategy could help your business.

What exactly is Digital Marketing?

Digital marketing is the promotion of services or products using digital technology through the internet and social media platforms mobile phones or any other electronic media.

Digital Marketing
Digital Marketing

It’s also an umbrella term that includes a variety of marketing strategies like Social Media Marketing, Search Engine Optimisation, as well as Email Marketing.

As opposed to traditional methods for marketing such as billboards, printing, and TV the digital marketing method is more dependent on data. Numerous prominent digital advertising platforms provide reports of campaigns to provide a comprehensive analysis of data.

Thanks to the power of technology and the web, technology, Digital Marketers today are able to gather and analyze data from various user interactions or customer behavior and can provide more personalized content and advertisements to clearly defined audiences for greater engagement and better results.

Why should you choose Digital Marketing?

Contrary to traditional marketing, online marketing offers the following advantages:

Measurable and Trackable

Technology advancements have made it relatively easy to evaluate the effectiveness of marketing campaigns using dashboards for digital analytics such as Google Analytics, Google Data Studio as well as Adobe Analytics.

By deploying digital analytics, the information that is accumulated over time is in front of you. Every contact (touchpoint) to your company creates its own set of data, which allows you to sort the data into segments and comprehend the role each interaction plays in the bottom line (sales and conversions).

A conversion could be any step a user performs like downloading white papers, filling out an inquiry form or even making the purchase online.

From this page, you will be able to discover which touchpoints are most popular with your intended viewers i.e. generated the highest conversions, and replicate this success in future campaigns.

Take a look at our selection of top 10 social Media Analytics Tools.

Efficiency in Optimization

The rise of buying platforms for media allows marketers to buy advertising spaces on different mobile and web-based apps and access live reports in a matter of hours.

The data allows marketing professionals to evaluate the performance of their campaigns and adjust their strategies at a moment’s notice, for example improving the creativity of ads to increase the engagement of their audience.

Broad as well as Targeted Reach

With billions of people using social media platforms such as Facebook, YouTube, and LinkedIn the reach of your ads is limited only by the budget you have set. A lot of these platforms let you target your advertisements to specific segments of the population e.g. by interests, demographics and patterns of behavior e.g. retargeting.

Retargeting is a type of marketing that permits you to display relevant ads to visitors who have visited particular pages on your website. For instance when a person went to an online store selling groceries and then went to the page that sells apples the store could show ads that are related to apples after the user has left the website and visited other websites or social media platforms and mobile applications.

Three Pillars of Digital Marketing

There are three pillars to Digital Marketing. They include:

Digital Marketing
Digital Marketing
  1. User-Journey
  2. Digital Channels
  3. Creativity and Content

1. User-Journey

The most important element of marketing through digital is the user experience.

The user journey is the customer’s experience and interaction with your brand through every channel, digital and not, that influences his feelings and impressions of your brand.

It generally begins with the awareness stage, and then ends with the purchase or advocacy (loyalty) stage:

  1. Recognition: The customer is first exposed to the brand.
  2. Consideration (interest/evaluation): The customer needs to evaluate his decision and consider other brands.
  3. Buy (desire/action): The customer is ready to complete a purchase.
  4. Advocacy (loyalty): The client spreads word of mouth and refers the brand to his acquaintances.

The typical customer engages with your creativity or content via diverse media channels (social media or search, display ads) and then visits your site.

While he is browsing through your mobile or website Your aim is to motivate the user to take action that is called conversions, like the submission of the contact form, or adding an item to a shopping cart.

2. Digital Channels

The second component of digital marketing are the digital marketing channels.

The marketing channel can be described as an instrument that companies use to communicate or convey messages to consumers.

In the field of digital marketing, digital channels are where customers are able to learn more about your business and the services it can offer. That’s where your traffic (users) originates from.

Digital marketing channels are:

  • Organic Search (e.g. Google)
  • Paid Search
  • Display
  • Email
  • Social Media
  • Referral (e.g. Websites that are linked to)

Organic Search

Search engines are used by people to do a myriad of things, from shopping, and research, to entertainment. Google alone handles more than 4000 requests each second (3.5 billion queries each day).

Organic search results are displayed in the lower part of the search results, below the ads for paid searches.

 

To rank an online site on the top of organic search engine result pages (SERPs) marketers use the digital marketing technique known by the term search engine optimization (SEO).

Paid Search

The results of paid searches appear at the top of the SERPs.

To be able to promote your site on results of paid searches on Google it is necessary to join an account with a Google Ads account and then implement an online marketing strategy referred to by the name the search engine marketing (SEM).

Display

The term “display channel” refers to ads that are displayed on websites when people navigate through them.

 

For your ad to appear on web page placements You can begin by using Google Ads or a demand-side platform.

Email

There were four billion people using email by 2020, according to Statista. Email remains one of the top ways that businesses connect with their customers.

Digital marketers employ digital marketing strategies, also called marketing automation and email marketing to send relevant and targeted emails to email subscribers who are properly segmented.

Social Media

Social media needs no introduction. Users use it every day to stay current on the latest news or to connect with families and friends around the world.

Companies are using social media platforms to interact with potential customers and engage customers in the most personal and authentic manner. Through the use of various Social Media Marketing Tools, you’ll be able to know the preferences and needs of your targeted audience across different channels of social media. This will allow you to better create content that will more effectively engage your audience.

Referral

Referral traffic is due to clicks on links (backlinks) and then navigating between different websites (the hyperlink’s target or site). This implies that traffic is coming from other websites, not the direct search of Google.

Referral links are created through online partnerships that are strategic or by way of earned media. The implementation of online PR is among the most efficient ways of getting brand mentions, building backlinks, and creating brand recognition.

What are the different Digital channels that impact your business?

These are only the most prominent ways to use digital marketing and based on the options you choose to utilize, it’s crucial to analyze the reports of digital marketing analytics to determine which channels yield the most return on investment so that you can make the appropriate budget allocations.

Digital marketing campaigns can also include integrating several strategies for digital channels (multi-channel) like display advertising, content marketing along with email marketing.

Don’t think of omnichannel as a synonym as it, like multi-channel is also about engaging customers using different channels. Omni-channel can be described as providing an omnichannel unifying, and seamless customer experience, no matter if the customer is interacting with a brand via social media, in a physically-based store, or the website.

Physical brochures that print QR codes that link customers to the store online, or membership programs that provide products based on customer purchases both offline and online are examples of omnichannel strategies.

Digital marketing is a great option to be combined alongside offline channels for marketing, such as print ads and live events in the industry pop-up booths, and in-store promotions that maximize leads and market penetration.

A great example of an offline/online marketing integration is to launch an event (offline) and then launch a Facebook Advertising campaign (online) to advertise an offline event. Then, throughout the show (offline) take personal details of leads, such as email addresses and phone numbers to follow up with them via emails and mobile marketing (online).

By providing an omnichannel user experience throughout the user’s journey starting from the beginning of the awareness phase to the post-purchase stage companies can interact with their customers at different points.

For example, companies can start online PR campaigns in order to raise awareness, or create content marketing campaigns to assist customers in evaluating their products, drive intention buyers to their site through search engine optimization, online ads, and emails, and then nurture leads to make a purchase via Email Marketing, Digital Advertising Marketing Automation along with Social Media Marketing campaigns.

The choice of marketing channels that are digital depends on a myriad of variables like:

  • Marketing goals: Are your goals to build brand awareness or to encourage purchases?
  • Marketing Budget Are you able to allocate enough funds to spread your marketing efforts across several digital channels?
  • manpower Are your sales and marketing teams equipped with the right expertise and knowledge to run multiple digital and social media campaigns?
  • Customer: Which platforms are your customers using? What are your interactions?

We will discuss the various digital marketing channels in this blog article.

3. Content and Creatives

The third pillars of digital marketing are creatives and the content.

They are that is texts, images as well as videos that are developed and promoted by your brand, which your customers engage with and absorb often referred to by the term content marketing.

Creatives can be found in the form of:

  • Ad banners
  • Video-based advertisements
  • Text ads

However, Content is made up of:

  • Blog articles
  • Explainer videos
  • Infographics

Check out: 120 Types of Content to use in the future Digital Marketing Campaign

What is a Digital Marketing Strategy?

The term “Digital Marketing Strategy” refers to a Digital Marketing Strategy is a strategy or plan of action to achieve a set of marketing objectives. The goals are determined based on the objectives of your company as well as in the order of importance. When these goals have been established the digital marketing strategies are designed and implemented to meet them.

Digital marketing strategies are distinct from a digital marketing campaign. When we talk about digital marketing strategies we’re talking about the master plan or plan to accomplish an end-to-end goal, whether macro or long-term. Campaigns, however, are the particular strategies employed to attain more micro short-term objectives within this strategy of digital marketing.

What are the reasons why Having a Digital Marketing Strategy is Essential?

The importance of having a strategy is the same as having a plan in place to reach any desired goal. It optimizes the workflow process, which allows for maximum effectiveness while not ignoring different areas for reviewing the data analytics and implementing the results.

This will allow for constant advancement in the different strategies for digital marketing, ranging from the search engine (SEO/SEM) as well as optimization of conversion rates (website users experience) as well as email marketing and social media marketing to work towards your goal of getting new customers in and developing stronger relationships with existing customers.

Your business needs to have an effective and sustainable strategy for content marketing to attract and retain more customers by making use of the potential of online content and integrating different media channels, including traditional media.

As organizations begin to recognize that it is important to take on transformation and get ready for it and prepare for it, companies will continue to embrace digitization in their core activities as well as in new ways of communicating with customers. So, having a solid plan for digital marketing is crucial for its success of this.

The most important components of the Digital Marketing Strategy

A few of the key elements of a digital strategy for marketing comprise:

  • Define the brand Use brand guidelines in defining the brand. Think about the Unique Selling Points (USPs) that you have in your company.
  • Create customer personas: Know demographic data like age, gender locations, gender, and also the reasons that motivate people to select the services and products. Utilize Google Analytics to assist in developing buyer’s personas, and then classify them according to keywords used in organic traffic
  • Define S.M.A.R.T. (Specific, Measurable, Achievable, Relevant, Time-bound goals.) Marketing objectives and KPIs: E.g. To achieve a 20% growth in leads generated by a contact form in the next six months
  • Finding target market segments: Use market research tools like Google Keyword Planner, Google Trends as well as Facebook Audience Insights, to research market trends and determine possible targeted markets
  • Conducting a competitive analysis Utilize web and social analytics tools like similar web, Semrush, and SocialBakers to study your competitors and conduct SWOT analyses.
  • Allocating and managing resources in a way that helps achieve goals: Resources include manpower (in-house team or outsourcing, outside marketing companies) along with budget.
  • Reviewing and optimizing campaigns’ performance Utilize digital analytics software like Google Analytics to track, evaluate, and report on your digital marketing campaign’s results

These are only a few of the parts of the components of an online marketing plan.

How do you create a Digital Marketing Strategy?

Digital marketing strategies involve creating marketing goals based on the analysis of market data and the target audience, deciding on platforms and channels for digital marketing as well as determining specific delivery methods for channels, and defining macro marketing KPIs to assess the effectiveness in the strategy of digital marketing.

However, the illustration of a digital advertising campaign is to build brand recognition (micro goal) by creating a viral marketing strategy (tactic) on a particular social media platform like Facebook. Short-term (micro) KPIs will be employed to monitor the performance and effectiveness of the marketing campaign on digital media.

Before you can begin to develop any digital marketing campaign You must first develop an approach. A part of that strategy is making a customer journey and touchpoint map that appears like this:

This map can serve as a crucial reference document in determining which marketing channels to focus on and what digital marketing strategies your team must employ.

The execution procedure of digital marketing strategies that we will cover within the course of our two-day online marketing course will look like this:

 

To see a fuller illustration, take a look at a strategy for digital marketing example created by one of Equinet’s students of the Certified Digital Marketing Strategist (CDMS) program.

You can also download an online digital strategic template (Word Doc) to begin making a digital marketing strategy for your company.

Digital Marketing Examples

There are a variety of types or types of marketing using digital technology. Some examples of this are:

  • Social Media Marketing (SMM)
  • Search engine Optimisation (SEO)
  • Search Engine Marketing (SEM)
  • Email Marketing
  • Marketing Automation
  • Digital Advertising
  • Content Marketing

Let’s look at the way Equinet Academy integrates and implements different Digital Marketing Strategies like SEO as well as Content Marketing, Email Marketing as well as Social Media Marketing.

At the stage of awareness:

  1. Equinet sells its Digital Marketing Career Handbook to students of digital marketing through Facebook paid posts. (Social Marketing of Media as well as Content Marketing)
  2. Equinet is also ranked at the top of Google for relevant digital marketing careers keywords like “digital marketing careers advancement” and “digital marketing salary Singapore”. (Search Engine Optimisation and Content Marketing)

At the time of the evaluation stage:

  1. Equinet sends email messages to its subscribers regarding the coming schedules of courses. (Email Marketing)
  2. Equinet also offers also a tool for recommending courses that allow users to ask questions and get course recommendations (Content Marketing)

At the point of purchase:

  1. Equinet operates retargeting programs by targeting social media and displaying advertisements to people who have visited one of their course pages. (Digital Advertising and Social Media Marketing)
  2. Equinet also ranks at the top of Google’s paid and organic search results for keywords related to courses like “digital Marketing courses” and “SEO course Singapore”. (Search engine Optimisation as well as Search Engine Marketing)

In the Advocacy phase:

  1. Equinet sends course follow-up surveys to the students of each course. Equinet also sends follow-up reminders to join group mentoring sessions. (Email marketing and automation of Marketing)

In the previous example, it is clear that a variety of online marketing techniques and channels are used in a coordinated manner across different phases of the journey.

Additionally, content and creatives are included at each stage of the user’s journey permitting the users to engage with advertisements, emails, and the website’s content.

You can see other examples of digital marketing within our case study library.

Summary

The entire digital marketing strategy can be summarized in this structure:

The user journey or buying funnel starts from the awareness stage and progresses down to the interest (evaluation/consideration), action (purchase), and loyalty stages.

Throughout the entire user journey, the user interacts with the brand via various media channels (organic search and social media, as well as email) and also takes actions through CTAs or call-to-actions on websites or ads (e.g. websites with landing pages).

If you’re interested in learning more about how to design and develop a digital marketing strategy enroll in the digital marketing strategy class or browse through our selection of digital marketing classes that are held in person in Singapore or online across a variety of digital marketing channels, disciplines, and platforms.

If you’d like to become a Digital Marketing Strategist, we can provide you with a way to finish the six fundamental modules.

Are you unsure of which course to choose? Take a look at our tools for choosing courses right now. Take a three-question survey to decide on the right course to your requirements.