Marketing and digital marketing are often compared to “traditional marketing” such as magazine ads, billboards, and direct mail. Oddly, television is usually lumped in with traditional marketing. Any marketing that uses electronic devices and can be used by marketing specialists to convey promotional messaging and measure its impact through your customer journey.
In practice, digital marketing typically refers to online marketing campaigns that appear on a computer, phone, tablet, or other device. It can take many forms, including online video, display ads, search engine marketing, paid social ads, and social media posts.
A digital marketing strategy allows you to leverage different digital channels—such as social media, pay-per-click, search engine optimisation, and email marketing—to connect with existing customers and individuals interested in your products or services. As a result, you can build a brand, provide a great customer experience, bring in potential customers, and more.
Did you know that more than three-quarters of Americans go online on a daily basis? Not only that, but 43% go on more than once a day, and 26% are online “almost constantly.”
These figures are even higher among mobile internet users. 89% of Americans go online at least daily, and 31% are online almost constantly. As a marketer, it’s important to take advantage of the digital world with an online advertising presence by building a brand, providing a great customer experience that also brings more potential customers, and more with a digital strategy.
Why are marketing and digital marketing important?
Any type of marketing can help your business thrive. However, digital marketing has become increasingly important because of how accessible digital channels are. In fact, there were 5 billion internet users globally in April 2022 alone.
From social media to text messages, there are many ways to use digital marketing tactics in order to communicate with your target audience. Additionally, digital marketing has minimal upfront costs, making it a cost-effective marketing technique for small businesses.
What is digital marketing?
Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising but also text and multimedia messages as a marketing channel.
Essentially, if a marketing campaign involves digital communication, it’s digital marketing.
Types of marketing and digital marketing
There are as many specialisations within digital marketing as there are ways of interacting using digital media. Here are a few key examples of different types of digital marketing tactics.
As mentioned, the quality of your content is a key component of an optimised page. As a result, SEO is a major factor in content marketing, a strategy based on the distribution of relevant and valuable content to a target audience.
As in any marketing strategy, the goal of content marketing is to attract leads that ultimately convert into customers. But it does so differently than traditional advertising. Instead of enticing prospects with potential value from a product or service, it offers value for free in the form of written material, such as:
- Blog posts
- Video or audio transcripts
Content marketing matters, and there are plenty of stats to prove it:
- 84% of consumers expect companies to produce entertaining and helpful content experiences.
- 62% of companies that have at least 5,000 employees produce content daily.
- 92% of marketers believe that their company values content as an important asset.
As effective as content marketing is, it can be tricky. Content marketing writers need to be able to rank highly in search engine results while also engaging people who will read the material, share it, and interact further with the brand. When the content is relevant, it can establish strong relationships throughout the pipeline.
To create effective content that’s highly relevant and engaging, it’s important to identify your audience. Who are you ultimately trying to reach with your content marketing efforts? Once you have a better grasp of your audience, you can determine the type of content you’ll create. You can use many formats of content in your content marketing, including videos, blog posts, printable worksheets, and more.
Regardless of which content you create, it’s a good idea to follow content marketing best practices. This means making content that’s grammatically correct, free of errors, easy to understand, relevant, and interesting. Your content should also funnel readers to the next stage in the pipeline, whether that’s a free consultation with a sales representative or a sign-up page.
Search engine optimisation
Search engine optimisation, or SEO, is technically a marketing tool rather than a form of marketing in itself. Balance defines it as “the art and science of making web pages attractive to search engines.”
The “art and science” part of SEO is what’s most important. SEO is a science because it requires you to research and weigh different contributing factors to achieve the highest possible ranking on a search engine results page (SERP).
Today, the most important elements to consider when optimising a web page for search engines include:
- Quality of content
- Level of user engagement
- The number and quality of inbound links
In addition to the elements above, you need to optimise technical SEO, which is all the back-end components of your site. This includes URL structure, loading times, and broken links. Improving your technical SEO can help search engines better navigate and crawl your site.
The strategic use of these factors makes search engine optimisation a science, but the unpredictability involved makes it an art.
Ultimately, the goal is to rank on the first page of a search engine’s result page. This ensures that those searching for a specific query related to your brand can easily find your products or services. While there are many search engines, digital marketers often focus on Google since it’s a global leader in the search engine market.
In SEO, there’s no quantifiable rubric or consistent rule for ranking highly on search engines. Google and other search engines change their algorithms almost constantly, so it’s impossible to make exact predictions. What you can do is closely monitor your page’s performance and make adjustments to your strategy accordingly.
Pay-per-click, or PPC, is a form of digital marketing in which you pay a fee every time someone clicks on your digital ads. So, instead of paying a set amount to constantly run targeted ads on online marketing channels, you only pay for the ads individuals interact with. How and when people see your ad is a bit more complicated.
One of the most common types of PPC is search engine advertising, and because Google is the most popular search engine, many businesses use Google Ads for this purpose. When a spot is available on a search engine results page, also known as a SERP, the engine fills the spot with what is essentially an instant auction. An algorithm prioritises each available ad based on a number of factors, including:
- Ad quality
- Keyword relevance
- Landing page quality
- Bid amount
PPC ads are then placed at the top of search engine result pages based on the factors above whenever a person searches for a specific query.
Each PPC campaign has one or more target actions that viewers are meant to complete after clicking an ad. These actions are known as conversions, and they can be transactional or non-transactional. Making a purchase is a conversion, but so is a newsletter signup or a call made to your home office.
Whatever you choose as your target conversions, you can track them via your chosen digital marketing channels to see how your campaign is doing.
Social media marketing
Social media marketing means driving traffic and brand awareness by engaging people in discussions online. You can use social media marketing to highlight your brand, products, services, culture, and more. With billions of people spending their time engaging on social media platforms, focusing on social media marketing can be worthwhile.
The most popular digital platforms for social media marketing are Facebook, Twitter, and Instagram, with LinkedIn and YouTube not far behind. Ultimately, which social media platforms you use for your business depends on your goals and audience. For example, if you want to find new leads for your FinTech startup, targeting your audience on LinkedIn is a good idea since industry professionals are active on the platform. On the other hand, running social media ads on Instagram may be better for your brand if you run a B2C focused on younger consumers.
Because social media marketing involves active audience participation, it has become a popular way of getting attention. It’s the most popular content medium for B2C digital marketers at 96%, and it’s gaining ground in the B2B sphere as well. According to the Content Marketing Institute, 61% of B2B content marketers increased their use of social media this year.
Social media marketing offers built-in engagement metrics, which are extremely useful in helping you understand how well you’re reaching your audience. You get to decide which types of interactions mean the most to you, whether that means the number of shares, comments, or total clicks to your website.
Direct purchases may not even be a goal of your social media marketing strategy. Many brands use social media marketing to start dialogues with audiences rather than encourage them to spend money right away. This is especially common in brands that target older audiences or offer products and services not appropriate for impulse buys. It all depends on your company’s social media marketing goals.
To create an effective social media marketing strategy, it’s crucial to follow best practices. Here are a few of the most important social media marketing best practices:
- Craft high-quality and engaging content.
- Respond to comments and questions in a professional manner.
- Create a social media posting schedule.
- Post at the right time.
- Hire social media managers to support your marketing efforts.
- Know your audience and which social media channels they’re most active on.
To learn more about how Bloody Marketing can help with your social media strategy, check out the comparison of our free social media management tools versus others.
Like affiliate marketing, influencer marketing relies on working with an influencer—an individual with a large following, such as a celebrity, industry expert, or content creator—in exchange for exposure. In many cases, these influencers will endorse your products or services to their followers on several social media channels.
Influencer marketing works well for B2B and B2C companies that want to reach new audiences. However, it’s important to partner with reputable influencers since they’re essentially representing your brand. The wrong influencer can tarnish the trust consumers have in your business.
Marketing automation uses software to power digital marketing campaigns, improving the efficiency and relevance of advertising. As a result, you can focus on creating the strategy behind your digital marketing efforts instead of cumbersome and time-consuming processes.
While marketing automation may seem like a luxury tool your business can do without, it can significantly improve the engagement between you and your audience.
According to statistics:
- 90% of UK consumers find personalisation either “very” or “somewhat” appealing.
- 81% of consumers would like the brands they engage with to understand them better.
- 77% of companies believe in the value of real-time personalisation, yet 60% struggle with it.
Marketing automation lets companies keep up with the expectation of personalisation. It allows brands to:
- Collect and analyse consumer information.
- Design targeted marketing campaigns.
- Send and post digital marketing messages at the right times to the right audiences.
Many marketing automation tools use prospect engagement (or lack thereof) with a particular message to determine when and how to reach out next. This level of real-time customisation means that you can effectively create an individualised marketing strategy for each customer without any additional time investment.
Bloody Marketing‘s automation tools ensure you can interact with your audience via behaviour-based automations, transactional emails, date-based automations, and more.
Affiliate marketing is a digital marketing tactic that lets someone make money by promoting another person’s business. You could be either the promoter or the business that works with the promoter, but the process is the same in either case.
It works using a revenue-sharing model. If you’re an affiliate, you get a commission every time someone purchases the item that you promote. If you’re the merchant, you pay the affiliate for every sale they help you make.
Some affiliate marketers choose to review the products of just one company, perhaps on a blog or other third-party site. Others have relationships with multiple merchants.
Whether you want to be an affiliate or find one, the first step is to make a connection with the other party. You can use digital channels designed to connect affiliates with retailers, or you can start or join a single-retailer programme.
If you’re a retailer and you choose to work directly with affiliates, there are many things you can do to make your programme appealing to potential promoters. You’ll need to provide those affiliates with the tools that they need to succeed. That includes incentives for great results as well as marketing tools and pre-made materials.
Marketing and Digital Marketing: Native advertising
Native advertising is digital marketing in disguise. Its goal is to blend in with its surrounding content so that it’s less blatantly obvious than advertising.
Native advertising was created in reaction to the cynicism of today’s consumers toward ads. Knowing that the creator of an ad pays to run it, many consumers will conclude that the ad is biassed and consequently ignore it.
A native ad gets around this bias by offering information or entertainment before it gets to anything promotional, downplaying the “ad” aspect.
It’s important to always label your native ads clearly. Use words like “promoted” or “sponsored.” If those indicators are concealed, readers might end up spending significant time engaging with the content before they realise that it’s advertising.
When your consumers know exactly what they’re getting, they’ll feel better about your content and your brand. Native ads are meant to be less obtrusive than traditional ads, but they’re not meant to be deceptive.
Mobile marketing is a digital marketing strategy that allows you to engage with your target audience on their mobile devices, such as smartphones and tablets. This can be via SMS and MMS messages, social media notifications, mobile app alerts, and more.
It’s crucial to ensure that all content is optimised for mobile devices. According to the Pew Research Centre, 85% of Americans own a smartphone, so your marketing efforts can go a long way when you create content for computer and mobile screens.
Marketing and Digital Marketing: Email Marketing
The concept of email marketing is simple—you send a promotional message and hope that your prospect clicks on it. However, the execution is much more complex. First of all, you have to make sure that your emails are wanted. This means having an opt-in list that does the following:
- Individualises the content, both in the body and in the subject line.
- States clearly what kind of emails the subscriber will get.
- An email signature that offers a clear unsubscribe option.
- Integrates both transactional and promotional emails.
You want your prospects to see your campaign as a valued service, not just as a promotional tool.
Email marketing is a proven, effective technique all on its own. 89% of surveyed professionals named it their most effective lead generator.
It can be even better if you incorporate other digital marketing techniques, such as marketing automation, which lets you segment and schedule your emails so that they meet your customers’ needs more effectively.
If you’re considering email marketing, here are a few tips that can help you craft great email marketing campaigns:
- Segment your audience to send relevant campaigns to the right people.
- Ensure emails look good on mobile devices.
- Create a campaign schedule.
- Run A/B tests.
Bloody Marketing: You Trusted Marketing and Digital Marketing Agency
The importance of digital marketing in today’s highly connected world cannot be overstated. With more than three-quarters of Americans going online daily and 5 billion internet users globally, the reach and accessibility of digital channels make them a vital tool for businesses.
Bloody Marketing’s comprehensive suite of services, including content marketing, search engine optimisation (SEO), pay-per-click (PPC) marketing, social media marketing, influencer marketing, marketing automation, affiliate marketing, native advertising, mobile marketing, and email marketing, covers a wide spectrum of digital marketing tactics. The variety of services ensures that businesses can tailor their approach to reach and engage their target audience effectively.
Bloody Marketing’s expertise in these digital marketing strategies is highlighted by its commitment to best practices, such as crafting high-quality and engaging content, responding to audience interactions professionally, and utilising social media posting schedules. The integration of marketing automation tools also allows for personalised and efficient campaigns.
With the dynamic nature of search engine algorithms and the constant evolution of digital platforms, having a partner like Bloody Marketing that stays abreast of industry changes is crucial. Whether it’s achieving high rankings through SEO, optimising PPC campaigns, or navigating the intricacies of social media algorithms, Bloody Marketing’s services are designed to help businesses thrive in the digital landscape.
In summary, for businesses seeking a comprehensive and effective digital marketing solution, Bloody Marketing emerges as a reliable partner. Their diverse set of services, commitment to best practices, and understanding of the ever-changing digital landscape make them a recommended choice for businesses looking to establish a strong online presence and connect with their target audience.