What is digital marketing? Digital marketing kase kare
What is digital marketing
?Common problems that digital marketing can solve
Problem: I don’t know my audience well enough to get started. Getting to know your audience takes time, and while your marketing team may have developed audience personas that can be of use, consumers actively spending time online may not behave in the way you’d expect. You’ll need to test different language with different targets, keeping in mind that certain descriptors will appeal to different people and their place in the buying cycle. Attune yourself to your audience and you’ll build credibility that will set you apart from the competition.
Problem: I haven’t optimized my channels for SEO. Regardless of your position in the marketing process, it’s important to have an understanding of SEO best practices. In addition to improving search engine ranking, SEO can reinforce and support your campaign testing and optimization to ensure you’re delivering high quality, valuable content that your potential customers want.
Problem: I don’t have a social media strategy. Regardless of whether you want to develop an organic social media strategy, a paid social media strategy, or a blend of the two, it’s important to have some form of social marketing in place. While social media is excellent for branding and engagement, it can also be a useful channel for digital marketing advertisement. Find a niche and a consistent voice, be patient, and as your following increases, the impact of your ads will increase as well.
Problem: My marketing teams are siloed. It’s important to break out of silos to create nimble, fluid structures. Your customers aren’t sequestered in one channel waiting for ads, so your marketing efforts must deploy cross-channel functionality with teams that bring multiple skill sets to the table to engage customers where they are. Each social network and channel includes different audiences and expectations, so marketing efforts may look completely different for each. This includes tone, imagery, offers, and even the time of day you post.
Problem: I’m under pressure from my CMO to report on metrics that support the bottom line. Digital marketing supports a vast universe of metrics that can be utilized to determine the effectiveness of your marketing efforts, but these metrics should be chosen with care. Each case will depend upon your audience makeup and focus on each channel. Keeping this in mind, start by determining your goals for each channel and set metrics
your CMO will want to see the
most.Components of digital marketing
. After more than two decades, email is still the quickest and most direct way to reach customers with critical information. Today, successful email campaigns must be incredibly engaging, relevant, informative, and entertaining to not get buried in your customer’s inbox. To succeed, your marketing emails should satisfy five core attributes. They must be trustworthy, relevant, conversational, coordinated across channels, and strategic. Marketing automation. Marketing automation is an integral platform that ties all of your digital marketing together. In fact, companies that automate lead management see a 10% or more bump in revenue in six to nine months’ time. Without it, your campaigns will look like an unfinished puzzle with a crucial missing piece. Marketing automation software streamlines and automates marketing tasks and workflow, measures results, and calculates the return on investment (ROI) of your digital campaigns, helping you to grow revenue faster. Marketing automation can help you gain valuable insight into which programs are working and which aren’t, and it will provide metrics to allow you to speak to digital marketing’s efforts on your company’s bottom line.
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At a high level, digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. Using these online media channels, digital marketing is the method by which companies endorse goods, services, and brands. Consumers heavily rely on digital means to research products. For example, Think with Google marketing insights found that 48% of consumers start their inquiries on search engines, while 33% look to brand websites and 26% search within mobile applications.
While modern day digital marketing is an enormous system of channels to which marketers simply must onboard their brands, advertising online is much more complex than the channels alone. In order to achieve the true potential of digital marketing, marketers have to dig deep into today’s vast and intricate cross-channel world to discover strategies that make an impact through engagement marketing. Engagement marketing is the method of forming meaningful interactions with potential and returning customers based on the data you collect over time. By engaging customers in a digital landscape, you build brand awareness, set yourself as an industry thought leader, and place your business at the forefront when the customer is ready to buy.
By implementing an omnichannel digital marketing strategy, marketers can collect valuable insights into target audience behaviors while opening the door to new methods of customer engagement. Additionally, companies can expect to see an increase in retention. According to a report by Invesp, companies with strong omnichannel customer engagement strategies retain an average of 89% of their customers compared to companies with weak omnichannel programs that have a retention rate of just 33%.
As for the future of digital marketing, we can expect to see a continued increase in the variety of wearable devices available to consumers. Forbes also forecasts that social media will become increasingly conversational in the B2B space, video content will be refined for search engine optimization (SEO) purposes, and email marketing will become even more personalized.
“Digital is at the core of everything in marketing today—it has gone from ‘one of the things marketing does’ to ‘THE thing that marketing does.’”
– Sanjay Dholakia, Former Chief Marketing Officer, Marketo
To optimize your marketing strategies, digital is mandatory. Digital marketing can help you to get to know your audience, learn important data about them, and provide metrics that will give your marketing team credibility.
Digital marketing spans across a massive network of digital touchpoints that customers interact with many times a day. To properly utilize these channels, you need to have an understanding of each.
Paid search. Paid search, or pay-per-click (PPC) advertising, typically refers to the sponsored result on the top or side of a search engine results page (SERP). These ads charge you for every click and they can be tailored to appear when certain search terms are entered, so your ads are being targeted to audiences seeking something in particular. These ads can be extremely effective, as they rely on data gleaned from individuals’ online behavior and are used to boost website traffic by delivering relevant ads to the right people at the right time. These ads also involve retargeting, meaning that depending on the customers’ actions, marketing automation tools can craft unique, personal cross-platform ads.
Search engine optimization (SEO). SEO is the process of optimizing the content, technical setup, and reach of your website, so that your pages appear at the top of a search engine result for a specific set of keyword terms. Using SEO can drive visitors to your site when they display behavior implying that they’re searching for relevant products, which can be a game changer considering that 90% of people searching haven’t formed an opinion about a brand yet (Status Labs, 2018). While PPC and retargeting have their place, organic online traffic earned through search engine optimization has enormous influence on search rankings and, by extension, organic site traffic. By using keywords and phrases, you can use SEO to massively increase visibility and begin a lasting customer relationship. SEO is defined as increasing a website’s rank in online search results, and thus its organic site traffic, by using popular keywords and phrases. Strong SEO strategies are hugely influential in digital marketing campaigns since visibility is the first step to a lasting customer relationship.
Content marketing. Effective content marketing is not outwardly promotional in nature, but rather serves to educate and inspire consumers who are seeking information. When you offer content that is relevant to your audience, it can secure you as a thought leader and a trustworthy source of information, making it less likely that your other marketing efforts will be lost in the static. In the age of the self-directed buyer, content marketing gets three times more leads than paid search advertising, so it’s well worth the additional effort.
Social media marketing. The key to effective social media marketing goes far beyond simply having active social media accounts. You must also be weaving social elements into every aspect of your marketing efforts to create as many peer-to-peer sharing opportunities as possible. The more your audience is inspired to engage with your content, the more likely they are to share it, potentially inspiring their peers to become customers as well.
Mobile marketing. Mobile devices are kept in our pockets, sit next to our beds, and are checked constantly throughout the day. This makes marketing on mobile incredibly important—two-thirds of consumers can recall a specific brand they have seen advertised on mobile in the last week—but mobile is also very nuanced considering its intimate nature. SMS, MMS, and in-app marketing are all options to reach your customers on their devices, but beyond that, you must consider the coordination of your marketing efforts across your other digital marketing channels.
customers beyond advertisements. Seventy percent of internet users want to learn about products through content versus traditional advertisements (MDG, 2014).
Digital marketing drives content marketing. The top five B2B content marketing tactics are social media content (92%), e-newsletters (83%), articles on your website (81%), blogs (80%), and in-person events (77%) (source).
Digital marketing is vital for SEO. The first organic search results on Google account for 32.5% of traffic share for a search term (Chitka)
Planning, implementing, and optimizing your digital marketing program
Problem: I don’t know my audience well enough to get started. Getting to know your audience takes time, and while your marketing team may have developed audience personas that can be of use, consumers actively spending time online may not behave in the way you’d expect. You’ll need to test different language with different targets, keeping in mind that certain descriptors will appeal to different people and their place in the buying cycle. Attune yourself to your audience and you’ll build credibility that will set you apart from the competition.
Problem: I haven’t optimized my channels for SEO. Regardless of your position in the marketing process, it’s important to have an understanding of SEO best practices. In addition to improving search engine ranking, SEO can reinforce and support your campaign testing and optimization to ensure you’re delivering high quality, valuable content that your potential customers want.
Problem: I don’t have a social media strategy. Regardless of whether you want to develop an organic social media strategy, a paid social media strategy, or a blend of the two, it’s important to have some form of social marketing in place. While social media is excellent for branding and engagement, it can also be a useful channel for digital marketing advertisement. Find a niche and a consistent voice, be patient, and as your following increases, the impact of your ads will increase as well.
Problem: My marketing teams are siloed. It’s important to break out of silos to create nimble, fluid structures. Your customers aren’t sequestered in one channel waiting for ads, so your marketing efforts must deploy cross-channel functionality with teams that bring multiple skill sets to the table to engage customers where they are. Each social network and channel includes different audiences and expectations, so marketing efforts may look completely different for each. This includes tone, imagery, offers, and even the time of day you post.
Problem: I’m under pressure from my CMO to report on metrics that support the bottom line. Digital marketing supports a vast universe of metrics that can be utilized to determine the effectiveness of your marketing efforts, but these metrics should be chosen with care. Each case will depend upon your audience makeup and focus on each channel. Keeping this in mind, start by determining your goals for each channel and set metrics
your CMO will want to see the
most.Components of digital marketing
#1.Email marketing
. After more than two decades, email is still the quickest and most direct way to reach customers with critical information. Today, successful email campaigns must be incredibly engaging, relevant, informative, and entertaining to not get buried in your customer’s inbox. To succeed, your marketing emails should satisfy five core attributes. They must be trustworthy, relevant, conversational, coordinated across channels, and strategic. Marketing automation. Marketing automation is an integral platform that ties all of your digital marketing together. In fact, companies that automate lead management see a 10% or more bump in revenue in six to nine months’ time. Without it, your campaigns will look like an unfinished puzzle with a crucial missing piece. Marketing automation software streamlines and automates marketing tasks and workflow, measures results, and calculates the return on investment (ROI) of your digital campaigns, helping you to grow revenue faster. Marketing automation can help you gain valuable insight into which programs are working and which aren’t, and it will provide metrics to allow you to speak to digital marketing’s efforts on your company’s bottom line.
x
At a high level, digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. Using these online media channels, digital marketing is the method by which companies endorse goods, services, and brands. Consumers heavily rely on digital means to research products. For example, Think with Google marketing insights found that 48% of consumers start their inquiries on search engines, while 33% look to brand websites and 26% search within mobile applications.
While modern day digital marketing is an enormous system of channels to which marketers simply must onboard their brands, advertising online is much more complex than the channels alone. In order to achieve the true potential of digital marketing, marketers have to dig deep into today’s vast and intricate cross-channel world to discover strategies that make an impact through engagement marketing. Engagement marketing is the method of forming meaningful interactions with potential and returning customers based on the data you collect over time. By engaging customers in a digital landscape, you build brand awareness, set yourself as an industry thought leader, and place your business at the forefront when the customer is ready to buy.
By implementing an omnichannel digital marketing strategy, marketers can collect valuable insights into target audience behaviors while opening the door to new methods of customer engagement. Additionally, companies can expect to see an increase in retention. According to a report by Invesp, companies with strong omnichannel customer engagement strategies retain an average of 89% of their customers compared to companies with weak omnichannel programs that have a retention rate of just 33%.
As for the future of digital marketing, we can expect to see a continued increase in the variety of wearable devices available to consumers. Forbes also forecasts that social media will become increasingly conversational in the B2B space, video content will be refined for search engine optimization (SEO) purposes, and email marketing will become even more personalized.
“Digital is at the core of everything in marketing today—it has gone from ‘one of the things marketing does’ to ‘THE thing that marketing does.’”
– Sanjay Dholakia, Former Chief Marketing Officer, Marketo
To optimize your marketing strategies, digital is mandatory. Digital marketing can help you to get to know your audience, learn important data about them, and provide metrics that will give your marketing team credibility.
Digital marketing spans across a massive network of digital touchpoints that customers interact with many times a day. To properly utilize these channels, you need to have an understanding of each.
Paid search. Paid search, or pay-per-click (PPC) advertising, typically refers to the sponsored result on the top or side of a search engine results page (SERP). These ads charge you for every click and they can be tailored to appear when certain search terms are entered, so your ads are being targeted to audiences seeking something in particular. These ads can be extremely effective, as they rely on data gleaned from individuals’ online behavior and are used to boost website traffic by delivering relevant ads to the right people at the right time. These ads also involve retargeting, meaning that depending on the customers’ actions, marketing automation tools can craft unique, personal cross-platform ads.
Search engine optimization (SEO). SEO is the process of optimizing the content, technical setup, and reach of your website, so that your pages appear at the top of a search engine result for a specific set of keyword terms. Using SEO can drive visitors to your site when they display behavior implying that they’re searching for relevant products, which can be a game changer considering that 90% of people searching haven’t formed an opinion about a brand yet (Status Labs, 2018). While PPC and retargeting have their place, organic online traffic earned through search engine optimization has enormous influence on search rankings and, by extension, organic site traffic. By using keywords and phrases, you can use SEO to massively increase visibility and begin a lasting customer relationship. SEO is defined as increasing a website’s rank in online search results, and thus its organic site traffic, by using popular keywords and phrases. Strong SEO strategies are hugely influential in digital marketing campaigns since visibility is the first step to a lasting customer relationship.
Content marketing. Effective content marketing is not outwardly promotional in nature, but rather serves to educate and inspire consumers who are seeking information. When you offer content that is relevant to your audience, it can secure you as a thought leader and a trustworthy source of information, making it less likely that your other marketing efforts will be lost in the static. In the age of the self-directed buyer, content marketing gets three times more leads than paid search advertising, so it’s well worth the additional effort.
Social media marketing. The key to effective social media marketing goes far beyond simply having active social media accounts. You must also be weaving social elements into every aspect of your marketing efforts to create as many peer-to-peer sharing opportunities as possible. The more your audience is inspired to engage with your content, the more likely they are to share it, potentially inspiring their peers to become customers as well.
Mobile marketing. Mobile devices are kept in our pockets, sit next to our beds, and are checked constantly throughout the day. This makes marketing on mobile incredibly important—two-thirds of consumers can recall a specific brand they have seen advertised on mobile in the last week—but mobile is also very nuanced considering its intimate nature. SMS, MMS, and in-app marketing are all options to reach your customers on their devices, but beyond that, you must consider the coordination of your marketing efforts across your other digital marketing channels.
customers beyond advertisements. Seventy percent of internet users want to learn about products through content versus traditional advertisements (MDG, 2014).
Digital marketing drives content marketing. The top five B2B content marketing tactics are social media content (92%), e-newsletters (83%), articles on your website (81%), blogs (80%), and in-person events (77%) (source).
Digital marketing is vital for SEO. The first organic search results on Google account for 32.5% of traffic share for a search term (Chitka)
Planning, implementing, and optimizing your digital marketing program
Begin the launch of your digital marketing program by first determining your audience and goals, and then putting in place metrics to ensure you’re always improving.
Step 1: Identify and segment your audiences. Today buyers expect a personalized experience across every touchpoint. To do this, you must understand their demographic, firmographic, and technographic attributes as well as how to address their questions and pain points.
Step 2: Establish goals and measurement strategy. Use audience information to determine personas and get a clear view of their sales journey to establish your goals and measurement strategy. Important metrics include impressions, reach, clicks, click-through rate (CTR), engagement rate, conversions, cost per lead (CPL), effective cost per thousand (eCPM), as well as back-end metrics like return on investment (ROI), return on ad spend (ROAS), first- and multi-touch attribution, and lifetime customer value (LCV).
Step 3: Set up your adtech and channels. Ad technology can take some time to navigate, so make sure you have the right data management platforms (DMPs), demand-side platforms (DSPs), supply-side platforms (SSPS), and ad exchanges in place before you get started. Align your team, communicate everyone’s objectives, and show how their channels fit into the big picture of digital marketing.
Step 4: Launch and optimize. Digital marketing can be used for acquisition, nurturing, building customer loyalty, and branding. Review metrics regularly, so you can know where you are excelling and where you need work to become a leader in this high-impact, high-demand space.
Learn more about how to get digital marketing working for you in our co-authored white paper with Harvard Business Review (HBR), Designing a Marketing Organization for the Digital Age
Blogging digital marketing
Blogging is good platform on digital marketing
Blogging marketing for good
programs is staying up to date on the latest news, trends and best practices across the industry. Great resources for staying on the leading edge of what’s working and what’s not are the many blogs that report on the digital marketing industry — including topics ranging from search engine optimization to social media marketing to conversion intelligence.
To help you stay on top of the latest and greatest in digital marketing we’ve created a list of eight of the best marketing blogs — highlighting their special features, why you should visit them regularly and what “extra credit” special insight they provide today’s marketing organizations.
Check out these leading marketing blogs and bookmark the ones that resonate with your information needs.
Top Digital Marketing Blogs to Follow
1. Occam’s Razor
Each week Google’s Digital Marketing Evangelist, Avinash Kaushik, shares solutions to real-world analytic challenges, unpacks future-looking opportunities and highlights frameworks to inspire marketing professionals to “think smart and move fast.”
Go for the: Unique insights on deciphering Google’s search engine mysteries.
Stay for the: In-depth, how-to guidance on both Google Analytics basics and advanced Google Analytics tricks to help measure website and campaign performance. The blog is a goldmine of inspiring and practical information on web analytics and data intelligence — including qualitative analysis, competitive intelligence analysis, web metrics and more. In particular, Kaushik presents insight on how to extract meaningful stories from data and turn them into actionable insights.
Extra credit for: Bringing the fairly dry subject of analytics to life.
Recent post examples:
Smart Data Visualizations: Quality Assessment Algorithm
Responses to Negative Data: Four Senior Leadership Archetypes
The Impact Matrix: A Digital Analytics Strategic Framework
2. The Moz Blog
The Moz inbound marketing and SEO blog provides tips, tricks and advice for improving websites and doing better search, social and inbound marketing. Industry experts contribute their experiences, advice, insights, how-tos and more.
Go for the: Step-by-step SEO how-to guides.
Stay for the: Proven insights on earning customers through winning search strategies. Blog posts keep readers up to date on industry news related to SEO or inbound marketing initiatives, including the ever-changing guidelines, rules and regulations for search. The blog gives marketers an opportunity to deepen their knowledge of SEO and learn how they can better integrate it into their overall marketing plan.
Extra credit for: “Whiteboard Friday” videos, which dive deep into niche topics under the vast SEO umbrella.
Recent post examples:
When (and When Not) to Outsource Link Building
6 Ways to Build Brand Authority with Content Marketing
Sustainable Link Building: Increasing Your Chances of Getting Links
Marketing expert Neil Patel’s digital marketing blog provides a wealth of insight into email marketing, content marketing and more. Patel is one of the top marketers in the country and has built successful companies of his own, including KISSMetrics and CrazyEgg. He is also a consultant for several Fortune 100 brands.
Go for the: Tactical resources on how to get things done.
Stay for the: Actionable insights that can help drive marketing results in digital marketing, conversion optimization, e-commerce and SEO. Blog posts feature engaging content that is useful regardless of where a marketer is in their journey.
Extra credit for: Daily Marketing School podcast episodes with top-level marketing tips and strategies from entrepreneurs who “practice what they preach.”
Recent post examples:
How to Find Paid Social Media Keyword Ideas from Top Hashtags
How Core Web Vitals Affect Google’s Algorithms
How to Choose the Right Technical SEO Agency
4. MarketingLand
 |
Publishes daily posts on marketing news and management insights, including breaking stories, industry trends, and the tips and tricks of various aspects of the digital marketing industry. It is the sister publication of MarTech Today and Search Engine Land.
Go for the: Daily breaking news stories about all aspects of the digital marketing industry, which help marketers stay ahead of the competition.
Stay for the: Practical tips and strategies marketers can use in their digital marketing campaigns. Blog post topics are informative and relevant, ranging from updates in content management systems to new features on social media platforms to the latest best practices in email marketing.
Extra credit for: Detailed analytic reports, such as MarTech Intelligence Report Enterprise Digital Personalization Tools: A Marketer’s Guide, B2B Marketing Automation Platforms: A Marketer’s Guide, and Enterprise Local Marketing Automation Platforms: A Marketer’s Guide.
Recent post examples:
Why businesses that Prioritized Martech, Data and Organization are Faring Better during COVID
Is Your Transformation Strategy Really a Strategy?
Virtual Events are Here to Stay: and They’re a Digital Channel
5. Search Engine Land
Publishes the latest news on search engines, search engine optimization (SEO) and search engine marketing (SEM).
Go for the: Comprehensive guide to SEO to get the basics down fast.
Stay for the: Data-driven articles about SEO and search engine marketing (paid search). The blog also features breaking news, trending topics and data projection forecasts related to local search, retail, Google and Bing. Blog posts are excellent resources for helping marketers maximize search traffic. Posts share insight that allows readers to take actionable insights to improve their online marketing efforts.
Extra credit for: Its series of live discussions, presentations, tutorials and less formal meetups led by the editorial team at Search Engine Land.
Recent post examples:
Google December 2020 Core Update Rolling Out
The Problem with the ‘Structured Content’ Mindset
Be a Digital Marketing Winner with these 3 Powerful Video Storytelling Strategies
6. Econsultancy
The latest global marketing and digital insights marketers need to know from Econsultancy’s analysts and experts.
Go for the: Practical advice for brands on how to market themselves online in a way that both follows best practices and integrates innovative trends.
Stay for the: Insights on the entire digital marketing spectrum, along with deep dives into niche industries. The blog shares marketing advice that businesses can apply to their marketing programs to help reach their objectives.
Extra credit for: In-depth reports on everything from mission-critical SEO tactics to data-driven analytics.
Recent post examples:
The Vital Role of ‘Slow Data’ in Ecommerce
Will Subscriptions be the Next Big Thing in Travel?
Preparing for Google’s Page Experience Update: What Should Marketers do Between Now and May?
7. Social Media Examiner
Insights to help marketers discover how to best use social media marketing to connect with customers, generate awareness and increase sales.
Go for the: In-depth, step-by-step guides on strategies, content calendars and more to stay ahead in the social media game.
Stay for the: Advice on social media platforms like YouTube, Facebook, Twitter, Pinterest, Instagram, TikTok and more, including what’s working today. The insight shared helps marketers formulate effective social media strategies on different channels. Posts include the latest social media updates and news, along with case studies, podcasts, interviews with experts and reviews of the latest industry research.
Extra credit for: The annual social media marketing industry report on the major social platforms.
Recent post examples:
YouTube Ad Targeting: What Marketers Need to Know
Facebook Lead Form Ads: How to Optimize for Results
TikTok Content Marketing: How to Grow Your Business with TikTok
8. Unbounce Conversion Intelligence
Publishes conversion intelligence insights on all things related to marketing since 2009, from landing pages to conversion rate optimization to A/B testing.
Go for the: Landing page templates.
Stay for the: Great content on building optimized web pages that convert site traffic, e-commerce and using AI in digital marketing. Insights shared in posts help marketers increase conversions on landing pages, improve content and get the best results from e-commerce.
Extra credit for: The Smart Traffic app, which uses AI to tailor landing pages to visitors’ attributes.
Recent post examples:
6 Copywriting Tips for Creating Persuasive Landing Pages (and Converting More Visitors)
The 5 Essential Elements of a Winning Landing Page
How Ecommerce Marketers Can Successfully Compete with Amazon
Stay Informed About Digital Marketing Updates
2021 is sure to be filled with digital marketing changes and updates. Stay informed by adding one or more of these blogs to your inbox to be sure you’re prepared for whatever is next in 2021. As a bonus, consider adding the Kuno Creative blog to your reading list as well, where we cover the latest insights on inbound marketing.
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