You are probably thinking: “Well, here’s another abstruse word. Isn’t there a lot of conventional or online marketing, or web marketing? ” But digital is not as scary as the name itself sounds. And his methods are successfully used by many companies, sometimes without even knowing it. Our Portland digital agency outlined what digital marketing is and asked experts to comment on this topic.
Digital marketing is a generic term for product and service marketing. It uses digital channels to attract and retain customers. And any – from advertising on online radio to advertising contextual advertising on the Internet. In simple terms, digital marketing is any promotion in which digital is involved.
This concept is confused with Internet marketing, marketing on the Internet. But they have a significant difference. Rather, digital marketing includes Internet marketing too, but is not limited to the Internet. Let’s compare: Internet marketing is SEO-website promotion, context, webinars, etc. All channels that are available to the user only on the Internet. And digital marketing is all of the above. Plus advertising and promotion on any digital media outside the network. That is, it implies digital communication that occurs both online and offline.
And, of course, digital advertising does not include promotion through such traditional channels as newspaper ads, flyers, TV ads, billboards. Although, if a QR code is indicated on the billboard then this is already digital marketing. In short, the essence of internet marketing is the use of digital channels.
The History Of Online: How Did Online Marketing Begin?
Digital was possible without internet marketing at all. For example pioneers of SoftAd Group developed an advertising campaign that was unusual at that time for several automakers.
The readers of the magazine had to cut out a special insert from the magazine and send it by mail. And in return, they received an offer of a free test drive and a floppy disk with advertisements for various car brands. So the company used digital media in combination with offline promotion tools. And the term “digital marketing” (or “digital marketing”) itself began to be used in the 90s.
What does internet marketing consist of? Each of the digital agency tools and channels can be devoted to an article. Therefore, we will not analyze them in detail, but we will list the most common types of digital marketing:
- digital TV and online radio;
- advertising in applications, messengers, online games;
- SMS and MMS distribution;
- advertising on interactive and outdoor LED screens, self-service terminals;
- SEO and SEM – Search Engine Marketing on the Web;
- contextual advertising, banners and teaser advertising;
- SMM – social media marketing;
- email marketing;
- affiliate marketing, in which a webmaster is paid for attracting each visitor or customer.
Few digital agencies can afford everything at once, but this is often not necessary. The choice depends on the goals of the business and / or the approach of the agency that runs the project. The perspective of digital and the effectiveness of different channels may differ, so we asked the opinions of several experts from this area at once.
Digital agency ensures the presence and promotion of the brand in the digital environment. The team may include: marketer, PPC and SEO specialists, analyst, project manager, designer, layout designer, programmer, content manager and copywriter.
Digital Agency Provides The Following Services
- development of a comprehensive product promotion strategy;
- creation and promotion of sites, design, media and contextual promotion;
- work with online communities;
- organization of offline events;
- creating advertisements for digital TV or online radio, etc.
But there is one more important point – digital marketing is almost primarily analytics. Fortunately, the digital environment makes it easy to collect data. Marketers analyze information about users and their behavior: demographic data, interests, online activities, advertising sources of referral to the site, etc.
Benefits of digital marketing
Digital marketing can reach both online and offline consumers who use tablets and mobile phones, play games, and download applications. This way, the brand can reach a wider audience, not limited to the Internet.
The ability to collect clear and detailed data. Almost all user actions in the digital environment are recorded by analytical systems. This allows you to draw accurate conclusions about the effectiveness of different promotion channels, as well as draw up an accurate portrait of the buyer.
Flexible approach – digital marketing allows you to attract an offline audience to the online market, and vice versa. For example, using the QR code on the flyer, you can direct the user to the site. And at the same time, thanks to the email newsletter, you can invite subscribers to a seminar or other offline event.
Digital marketing is an end-to-end promotion that includes many channels. Therefore, it is important not to try to cover them all, but to proceed from the goals and opportunities of the business. Especially, that almost all the experts interviewed believe that there are no universal solutions, and the tools should be chosen for a specific company. By the way, Ringostat actively cooperates with agencies and offers them a special loyalty program.
Where Do Digital Marketers Work?
There are two big directions in the digital marketer’s work:
- digital agency;
- inhouse work.
While working in the agency, the specialist leads several projects in parallel. Often these are clients from different areas of business, so that the same person does not advertise competing organizations. Such work allows you to hone skills, without a detailed analysis of the client’s business. But some may find it difficult to keep in mind all the nuances of their projects.
Working in an in-house team assumes that a person works as a marketer in the staff of a company and is only engaged in its promotion. Such specialists well understand the specifics of the company in which they work and hone the skills necessary for it more than universal ones.
Frequently asked Questions
Why is digital marketing better than traditional marketing?
It allows you to use not only traditional offline channels for promotion, but also digital ones. The advantage of the latter is that the return on them is much easier to record and analyze.
How to switch from traditional marketing to digital?
You need to connect digital promotion channels: contextual advertising, SEO, SMM, email marketing, etc. And use web analytics systems to analyze their effectiveness.
Which digital marketing metric is more important?
The most important indicator is the sales that took place thanks to online promotion channels. This metric will help evaluate end-to-end analytics. If it is not connected, then you can focus on targeted conversions – for example, the number of calls, product additions to the cart, or online requests.
Why is digital agency marketing better than traditional marketing?
It allows you to use not only traditional offline channels for promotion, but also digital ones. The advantage of the latter is that the return on them is much easier to record and analyze.
How to switch from traditional marketing to digital agency?
You need to connect digital promotion channels: contextual advertising, SEO, SMM, email marketing, etc. And use web analytics systems to analyze their effectiveness.
Which digital marketing metric is more important?
The most important indicator is the sales that took place thanks to online promotion channels. This metric will help evaluate end-to-end analytics. If it is not connected, then you can focus on targeted conversions – for example, the number of calls, product additions to the cart, or online requests.
