Modern marketing relies on technology to research the great performance of a marketing campaign, and help guide future strategies and deciding . the simplest thanks to define a digital marketing platform is to interrupt it down into its two parts: digital marketing and digital business platforms. Let’s take a glance at how the 2 relate:
What is Digital Marketing?
Digital marketing is any marketing initiative that leverages online media and therefore the internet through connected devices like mobile phones, home computers, or the web of Things (IoT). Common digital marketing initiatives focus on distributing a brand message through search engines, social media, applications, email, and websites.
Today, digital marketing often focuses on reaching a customer with increasingly conversion-oriented messages across multiple channels as they move down the sales funnel. Ideally, marketing teams are going to be ready to track the role each of those messages and/or channels played in reaching their ultimate goal.
Examples of Digital Marketing Assets
In short, a digital marketing asset is any tool that you simply use online. Here are a couple of of the more common examples:
- Social Media Profiles
- Images and Video Content
- Blog Posts and eBooks
- Reviews and Customer Testimonials
- Branded Logos, Images, or Icons
Why is Digital Marketing Important?
Digital marketing is on the increase – surpassing spend on traditional marketing for the primary time ever in 2019. this is often because consumers are increasingly present on online channels. With tech advancements like AI and machine learning, marketers are better equipped with the marketing technology needed to succeed in consumers on digital devices at just the proper moment. this is often against traditional marketing methods – which need to be planned and placed well beforehand . Consider the following:
- The world has 7.7 billion people and 4.4 billion people use the web
- Nearly 30 percent of consumers would rather interact with brands via social channels versus getting to a store.
To be competitive, organizations got to be present across digital channels and devices. However, this doesn’t mean offline channels should be ignored altogether. the simplest thanks to meet consumer demands is with an omnichannel presence – which mixes offline and digital elements.
What Are the advantages of Digital Marketing?
By employing digital marketing initiatives, your organization can create a more cohesive, customer-centric customer journey that meets your audience where they’re . It also exposes the door to ongoing engagement even after a sale , which may help marketing teams more effectively foster brand loyalty and improve customer retention.
What is a Digital Marketing Platform?
Gartner notes that within the context of recent business, platforms are tools that provide multiple business or technology capabilities. While there are tools to deal with specific functions within one business need, like one tool to schedule social media updates alone, platforms support multiple functions across these needs. Platforms typically enable a more extensive set of functions with APIs, integrations, and partnerships with other applications or data sources.
Now, let’s revisit the initial question. what’s a digital marketing platform? A digital marketing platform may be a solution that supports a spread of functions within the realm of selling over the web . consistent with Gartner, it’s important to notice that to classify as a platform, the answer cannot claim to support every component of digital marketing – but will rather cover functionality like media buying, performance measurement and optimization, and brand tracking. However, it’s going to not cover other marketing efforts like SEO, social media.
Digital Marketing Strategies with Examples
The Platforms for digital marketing include social media, influencer marketing, content marketing, email, program optimization (SEO), pay-per-click (PPC), affiliate, and mobile. Let’s take a deeper check out each:
1. Social Media Marketing Platforms
Todays’ consumers are highly reliant on social media platforms like Instagram, Facebook, LinkedIn, and Snapchat. this is often why it’s essential that brands are active across accounts. Consider these stats:
- On average users have about 8 social media accounts.
- An average of two hours and 22 minutes are spent on social per person per day.
- Out of the 5.11 billion people that have a phone, 3.26 billion access social media using it.
- People spend about 1/7th of their waking time on social platforms.
Social media platforms allow marketers to succeed in their prospects during a myriad of the way . First, marketing teams can use these channels to distribute paid ads and sponsored content. Each platform features a way for marketing teams to make paid ad campaigns and segment users so these ads appear on the feeds of audience members. While each platform is different, most have capabilities that allow marketing teams to put ads supported location, job title, interests, age, etc.
Social media is additionally an excellent thanks to promote products or resources organically to your followers, and have interaction with consumers. likelihood is that , folks that follow your brand on social media have likely purchased from you within the past. Interacting with them on social media or answering customer service-oriented questions may be a good way to make sure continued engagement with the brand and cultivate positive experiences and customer loyalty.
Finally, marketing teams can use social media to create their brand and establish a voice which will make them popular to follow and share. for instance , Wendy’s flippant and funny tone has made them exceptionally popular on Twitter, commonly earning likes, retweets, and responses.
2. Influencer Marketing
Another effective thanks to harness digital channels to succeed in target audiences is with influencer marketing. Brands can partner with celebrities, sites, or others that are considered experts in their field, that share similar values. Brand can then reach these influencers’ followers with branded content and offers. Many marketers have found success with influencer marketing, with 9 out 10 noting that it had been an equivalent or better than other channels they use. Additionally, 1 out of two women based a sale decision on a recommendation from an influencer.
Here is an example of influencer marketing: GoPro partnered up with this Colorado-based influencer, Loki, whose followers include many outdoor enthusiasts. This put their product ahead of their audience , with a recommendation from a like-minded, trustworthy source.
3. Email Marketing
Email marketing campaigns allow organizations to remain connected with prospects and customers, sending them customized newsletters or offers supported past shopping history or brand engagements. If a private has interacted with a couple of of your branded touchpoints – like an email offer for 10 percent off the things they need been considering, or free shipping – which will be what ultimately brings a few conversion. Nearly 60% of consumers say that email plays a task in their purchase decisions. Furthermore, transactional emails are more likely to be opened by subscribers.
4. Content Marketing
Content marketing allows marketing teams to be proactive in answering their users’ questions. Marketing teams create content, videos, and other assets to answer questions or provide context to consumers throughout the three stages of the buyer’s journey:
The awareness stage: Buyer realizes they need a requirement
The consideration stage: Buyer determines a course of action to satisfy this need
The decision stage: Buyer decides on a product / service to get to satisfy the necessity
For example, a consumer might realize they have new shoes to wear to the gym. The marketing team for an activewear company may produce a bit about what features you would like from a shoe , as against what you would like if you specialise in strength training. watching this content, the customer determines they have a pair of trainers that meets that criteria. Another piece of content might show the foremost popular trainers and their price points. Once they’re educated on these factors, they decide. The guidance offered by your brand throughout will likely end in them purchasing from you. Content marketing is usually less costly than other sorts of marketing, while producing nearly 3 times as many leads.
5. Search Engine Optimization (SEO) Marketing
Search engine optimization often goes hand in hand with content marketing. When the customer from the above example is conducting research that gym shoes to shop for , they’re going to probably click on one among the primary three results that appear on Google. With this in mind, the athletic shoes’ marketing team wants to make sure their article appears in those top results. this is often done by optimizing content for user experience and ensuring the technical elements are in situ to enable program crawlers to simply find and index this content.
6. Pay-per-click (PPC)
Pay-per-click may be a sort of paid advertising that permits marketing teams to essentially purchase traffic to their website. Marketers place ads on websites or search engines like Google and Microsoft Bing, and pay a fee whenever the ad is clicked on. These ads often appear at the highest of the search results page, andare typically determined by bids on specific keywords, while banner ads on websites usually have set prices.
7. Affiliate Marketing
Affiliate marketing is analogous to referral programs, it involves working with outside individuals or companies under the agreement that they promote your product in exchange for a commission from each sale which will be attributed to their efforts. this is often how to chop down on costs and outsource a number of the work of promotion, however, you’re putting your brand’s reputation in someone else’s hands, so this sort of selling often requires more extensive monitoring and tracking.
An example of affiliate marketing would be when a billboard running on a podcast or radio show offers a reduction code for listeners to use when purchasing the merchandise . The customer may receive 30% off their purchase, for instance , and reciprocally , the show gets alittle percentage of every purchase that’s made using the code. Mobile marketing initiatives can include many of the digital marketing strategies mentioned above, and typically leverages a mixture of text messages, social media, email, push notifications, and mobile applications. The importance of mobile marketing is rising, because it is predicted that by 2024, the amount of mobile shoppers will rise to approximately 187.5 million users. With the clear move to mobile, marketers got to believe how they will optimize their current marketing efforts for mobile to be ready to deliver a seamless and user-friendly experience.
8. Mobile Marketing
Mobile marketing initiatives can include many of the digital marketing strategies mentioned above, and typically leverages a mixture of text messages, social media, email, push notifications, and mobile applications. The importance of mobile marketing is rising, because it is predicted that by 2024, the amount of mobile shoppers will rise to approximately 187.5 million users. With the clear move to mobile, marketers got to believe how they will optimize their current marketing efforts for mobile to be ready to deliver a seamless and user-friendly experience.