Content
What should be understood by the term "digital marketing"?
Digital marketing is a type of marketing where services and products are promoted using digital technologies, such as the internet. This allows information about the given services and products to reach a potentially wider audience. Thus, through digital marketing, it becomes easier to build a connection with customers.
Digital marketing does not differ much from the traditional concept of marketing. The main difference lies in the fact that it is done with the help of digital technologies.
The things included when talking about digital marketing are:
- Content marketing;
- Email marketing;
- Social marketing;
- Google Ads.
Types of digital marketing
Every digital agency follows specific steps in building a digital marketing strategy. But besides the strategies themselves, it is important to mention and explain the types of digital marketing.
Already mentioned above, we will now explain them in more detail.
Content Marketing
This type of marketing focuses on creating, publishing, and distributing content for various audiences. It emphasises information related to people under 18 or people over 40, for example. All of this is naturally done online.
Digital marketing agencies apply it extensively. It is suitable for various businesses, increasing the popularity of a brand, product, or service. It also attracts visitors to the respective website or store and, last but not least, stimulates larger online sales.
Types of content marketing can be various:
- Video;
- Images;
- Text;
- Audio;
- PDF files;
- Books.
Email Marketing
This is the process of sending a message with a promotional or commercial message to a specific audience using email. However, explicit permission from individuals is required to send these messages. It is one of the most developed areas of digital marketing, and every digital agency excels in it.
One characteristic of this type of digital marketing is targeting the right time to send messages.
It is also important not to overdo emails to avoid negative effects. Some important factors to consider include:
- Clearly specifying what emails subscribers will receive;
- Specific content in emails and headlines.
To make an email campaign successful, the following metrics are considered:
- Message delivery – whether customers will see the message or if it will automatically be marked as spam;
- Email open rate – measures the likelihood that the sent email will be opened by users;
- CTR (Click-Through Rate) – if the email contains links, this metric reflects whether any of the links were selected.
Social Marketing
This is a type of digital marketing focused on advertising on platforms like Facebook, among others. Other widely used social networks include Instagram, Twitter, and TikTok. Thanks to these platforms, advertisements reach the necessary audience, making communication between the merchant and the customer easier. To achieve this, the following tips are helpful:
- Create attractive content – the idea is to engage the audience in reading about a topic (service, product, game) through comments or sharing in different posts.
- Create specific ad campaigns or individual ads – the choice depends on what and to whom the ad will be shown. Targeting a specific audience is better achieved with a digital advertising campaign, while promoting a specific product benefits from individual ads.
- Create stories, live streams, encouraging the target audience to take a closer look at your brand, products, and services.
Google Ads
Advertising on Google is an integral part of digital marketing strategies. Paid ads on Google and ads on social media are good to run in parallel. There are different opinions on whether to choose one of the two options, but the truth is that their proper application, along with the other options mentioned above, yields exceptional results. There are various possibilities, such as:
- Search ads – these are ads that appear at the top and bottom of the page after a search query. The idea here is to give the user the opportunity to make a purchase, request, or other actions that benefit the merchant.
- Display ads – Google has a specialised display network, allowing you to strategically place your ads on web pages visited by potential customers who have shown interest in your products and services. This revolutionary approach is highly effective, especially for building successful remarketing campaigns.
- YouTube ads – suitable for a diverse audience, allowing you to showcase your brand, website, and try out specific advertising messages, tracking their effect. This type of advertising is divided into several categories:
- Short ads, around 10-15 seconds, which cannot be skipped, and the user must watch them.
- Long ads, which may be several minutes long, but the user has the option to stop them after 5-10 seconds.
SEO (Search Engine Optimisation)
SEO has undergone significant development over the years. This influences a website to be well-optimised and user-friendly. If these conditions are met, search engines rank the site high on the results page. The main SEO options that need to be implemented for higher rankings include:
- Technical SEO – This often addresses errors with 4xx or 5xx status codes, front-end or back-end code issues. It also resolves problems related to site speed.
- Creating a semantic core and selecting keywords – This is one of the most important steps that every digital agency must perform. Various tools are used to create the semantic core and select keywords essential for the site.
- Content optimisation – This involves planning and creating new content or improving existing content. Content optimisation is performed not only on text but also on images.
- Link building – Another crucial aspect of digital marketing involving both internal and external links. It is essential to select quality sites for external links and not to overuse internal links on different pages. Quality link building increases a site’s Page Rank, authority, and visibility in search engines.
- On-Page SEO – This type of optimisation is carried out on the actual page, with some of the characteristics mentioned above falling under this category.
Digital marketing strategies
Every digital marketing agency employs one of two digital marketing strategies:
- “PUSH” digital marketing strategy – In this type, there is a connection between the creators of the service/product and the respective client. Marketing agencies send promotional or commercial messages to their clients using communication channels like email, SMS, or RSS. This strategy is very effective for grabbing the user’s attention by sending and receiving messages.
- “PULL” digital marketing strategy – In this strategy, the client actively seeks everything they need, such as diverse information and different types of content (text, images, videos). All this information is found on blogs, company websites, video sites, etc.
What are the goals that marketing agencies follow when creating a plan?
Firstly, marketing agencies research social media. They examine places where the client may already be registered, the number of followers, and what has been posted.
Next, digital agencies research their client’s audience. Although some users may find this task unimportant, it is crucial. It provides insight into whether what is being offered or will be offered is properly directed towards the right audience. Tools like Google Analytics are used to understand user preferences, buying behaviour, age, and more.
The next goal is to create an interesting and unique brand message. The most important thing here is to establish a connection between the brand and the products or services so that when the customer decides to search for something, they directly associate the brand.
The last goal that digital marketing agencies must fulfil is to create high-quality, relevant, and detailed content. The better this step, and not just this step, is executed, the more successful any digital marketing strategy will be.
