DIGITAL COMMUNICATIONS
Did you know that there are 5.16 billion global internet users as of January 2023? This is equivalent to over 64 percent of the total world population! Yes, you read that right. That’s not all! The number of people who browse the internet is expected to increase by the day. In this digital era, you cannot just rely on offline marketing for generating sales as it is crucial to engage with your target audience when they’re spending most of their time on the internet. This is possible with digital communication strategies.
UNDERSTANDING DIGITAL MARKETING
Digital or online marketing is the collective term for all the marketing and communication strategies that are used for the online promotion of brands, products and services. It is a outreach approach that helps businesses connect with prospects and analyze their behavior. Through digital marketing, brands use various channels of digital communication such as social media, search engines, online advertising, email, videos and multimedia messages to reach potential consumers.
BENEFITS OF DIGITAL COMMUNICATIONS
The biggest benefit of digital communication strategies is that it helps businesses reach a wide range of potential customers. Moreover, there are various other benefits of digital marketing such as:
– It is more affordable than conventional marketing
– Digital marketing helps track the performance of a marketing campaign on a daily basis to help businesses make informed decisions
– Digital marketing communication strategies are flexible and easy to adapt
– Online marketing helps improve the conversion rate and refines lead quality
– With online marketing channels, businesses can engage with their prospects at every stage
– Digital channels are highly accessible and cost-effective
– It involves less capital expenditure than outbound marketing techniques
– Digital marketing helps gather precise data
TYPES OF DIGITAL MARKETING & COMMUNICATIONS
SEARCH ENGINE OPTIMIZATION (SEO)
SEO is a digital marketing tool that helps make search-engine-friendly web pages. SEO helps businesses increase web traffic via search engines. It aims to enhance a company’s visibility among its prospects by making its website rank on the first page of search results. Companies may implement organic or paid SEO strategies. When companies successfully apply SEO in their strategies, they become visible to a wide range of audience.
With SEO-friendly web pages, companies ensure their prospects can easily find what they’re looking for.
CONTENT MARKETING
Content marketing aims to reach prospects with relevant and engaging content. It involves high-quality content that is generally featured on a website and promoted via various digital channels, such as emails, social media, SEO and pay-per-click (PPC) campaigns. Content marketing helps generate leads and convert them into customers. The following are different formats of content used for engaging prospects and encouraging them to interact with the brand:
– Blog posts
– Newsletters
– Videos
– Digital books
– Audio transcripts
– Infographics
– Whitepapers
Over 90% of marketers suggest that their company considers content as a valuable asset. Thus, it is important to make sure that brands publish error-free, well-structured, grammatically correct, accurate and engaging content.
AFFILIATE MARKETING
This is one of the most popular performance-based digital marketing strategies that lets someone earn by promoting another party’s products or services. It involves a revenue-sharing model; as an affiliate, you can receive a commission every time someone buys what you promote. On the other hand, as a merchant, you need to pay the affiliate every time they help you make a sale. Merchants must also provide their affiliates with the required materials, marketing tools and incentives.
Affiliate marketers post affiliate links on the marketer’s social media accounts, host video ads and much more, making it a part of the latest trend – influencer marketing.
INFLUENCER MARKETING
The buzzword in digital marketing, influencer marketing involves collaborating with an influencer. Anyone with a wide base of social media followers, such as celebrities, digital content creators or experts in any field can be an influencer.
Brands can gain the attention of their target audience and reach them with influencer marketing. Influencers represent and promote a company’s products or services via social media to seek customer attention and trust. For a successful influencer marketing campaign, it is essential to collaborate with popular influencers.
SOCIAL MEDIA MARKETING
Social Media Marketing helps generate leads and enhance brand awareness by highlighting the brand’s products, services or culture and engaging with prospects on social media. It can be done via sponsored posts.
Facebook, Instagram, Twitter, YouTube, LinkedIn, Snapchat and Pinterest are the common platforms used for Social Media. You may choose one based on your company’s objectives and target audience’s persona. For instance, any financial startup looking to generate leads can target and engage with its audience on LinkedIn, while a fashion brand can run ads on Facebook or Instagram to target its customers. Social Media Marketing has built-in engagement metrics that help you determine whether you are reaching your prospects effectively.
Tips to create effective SMM strategies
– Understand your target audience and select social media platforms where they’re active
– Curate relevant, interesting and high-quality content
– Schedule your social media posts
– Engage with prospects by replying to relevant comments and queries
– Work with social media managers to seek professional guidance
PAY-PER-CLICK (PPC) | PAID MEDIA
With PPC, marketers can reach prospects on various digital channels via paid ads. In this type of digital marketing, you pay a predetermined fee every time a person clicks on your online ads. Instead of running ads regularly by paying a fixed cost, with PPC, you are only charged for the digital ads that people interact with.
Search engine advertising via Google Ads is a popular type of PPC but campaigns can be run on LinkedIn, Facebook, Twitter and Bing too by featuring relevant ads. Such campaigns involve user segmentation based on age, gender, location and interests.
As soon as there is an available spot on a search engine results page (SERP), the search engine fills it with an instant auction. Each ad is prioritized by an algorithm based on keyword relevance, bid amount, and quality of the ad and landing page. PPC ads are put at the top of SERP based on these factors whenever someone enters a particular search query.
EMAIL MARKETING
Simply put, email marketing comprises sending a promotional email with the expectation that prospects will click on it. You can share the latest offers and discounts, trending content and news about upcoming events via email marketing. But it’s not that simple. Your emails need to be relevant with unique content in the subject line and body. Moreover, it should clearly describe the type of emails that the subscriber can expect. Don’t forget to offer the “unsubscribe” option in your email signature.
If done right, email marketing is an affordable and effective marketing strategy.
MOBILE MARKETING
As mobile phone users are increasing by the day across the globe, it is essential to make sure that any digital content is optimized for mobile devices. You can attract and interact with your prospects on their mobile devices, such as phones and tablets.
Mobile marketing can be done through various channels, including application alerts, notifications, SMS and MMS, and much more. Your marketing campaigns can make a huge impact on your target audience if you feature content for mobile devices.
STEPS TO YOUR DIGITAL MARKETING DELIVERABLES
– Set your objectives
– Determine your target audience
– Create an individual budget for every digital platform
– Focus on keyword research
– Implement a mix of organic and paid digital marketing strategies
– Ensure your content is accurate, relevant and engaging
– Make sure all your digital assets are optimized for mobile devices
– Modify and upgrade your digital marketing strategies based on the measured analytics
Finally, if implemented in the right manner, digital marketing can take your business to new heights of success.
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