With the rapid development of the internet in the 21st century, particularly in the last decade, many companies have had to rethink how technology affects their existence and how it influences the development of their core business, since internet allows marketers to reach an unprecedented number of new and existing clients at a relatively low cost.
What is digital marketing?
Let’s start from the beginning: digital marketing is a promotional activity taking place on the internet and encompasses all marketing processes that involve electronic devices or the web. Businesses are taking advantage of the immense potential of various digital channels, such as search engines, social media, modern websites and email, to help them connect with existing and new clients. Digital marketing is defined by the use of many digital tactics and channels to connect with clients and users in the online space – where they spend most of their time. It covers everything from company websites to dedicated online brands, digital advertising, email marketing, web brochures and various other tools and methods.
The term “digital marketing” itself has two synonyms: internet/web marketing and digital advertising, which are at their core identical to digital marketing. Both aim to increase traffic to websites through pay-per-click ads, banner ads, pop-ups, targeted emails and other marketing tools.
Afraid of acronyms? Not anymore!
The web provided users and clients with quick access to information, as well as with various entertainment and communication options. That is why it makes perfect sense that businesses have become an integral part of the internet through their digital advertising strategies. Businesses of all shapes and sizes are diverting their marketing funds into the most commonly used online channels for consumers, bringing them closer together.
The following marketing methods, either as a core element of a digital strategy, or as one of several building blocks, are available to clients:
Pay-per-click (PPC) advertising, also known as cost-per-click (CPC), is an online advertising model used to drive traffic to target websites via payment for clicks. Marketers post ads (either Google Search text ads or Google Display banner ads), and clients pay only after a user clicks on the ad. It is an extremely broad term because it covers virtually all concepts and branches of digital marketing – the client pays for every user who clicks a link in the ad.
An example of PPC advertising is advertising through the Google AdsGoogle Ads platform, also called “Paid Search Advertising”. Another very popular type of PPC advertising are Facebook ads, also known as “Paid Social Media Advertising”. PPC can be used to refer to paid ads on social networking sites, such as Facebook, Twitter and LinkedIn, as well as to ads on the Google Search Network and Google Display Network.
This type of advertising will produce instant results – the moment your campaign is approved by the publisher (e.g., Google Ads platform), your ads start appearing to your target audience and the ad can quickly reach thousands of web users. Responsiveness, the ability to launch new ads quickly and the promise of ads reaching the market in real time make PPC advertising ideal for long-term brand promotion and short-term flash marketing campaigns, such as product launches or seasonal promotions.
Paid Search Advertising
As mentioned earlier, paid advertising, i.e. paid search advertising, involves paying to show a text ad in paid advertising sections that resemble organic search results. Marketers need to define the conditions of when the ad will be displayed. These conditions are essentially keywords relevant to the content of the ad, since the ads displayed on search result pages are based on search terms (keywords) entered into the search engine.
All major search engines, such as Google, Bing, and Yahoo, allow companies to display text ads on their websites and among search results. Paid search advertising is one of the best ways to target potential clients who are actively looking for a product or service. We are talking strictly of text ads that appear when searching for relevant keywords.
Paid search is currently the largest revenue generator for most search engines. According to eMarketereMarketer, Google generated as much as $24 billion in paid search worldwide in 2016 – with 37 billion clicks costing on average $0.60 (average CPC).
Paid Social Media Advertising
Many companies still don’t consider social media advertising an integral part of their digital marketing strategy. They could be making a big mistake: social media is a great way to increase brand visibility and allows companies to reach large numbers of users and potential clients.
Users (i.e. consumers) spend multiple hours daily on social media and more than 75% of marketing professionals75% of marketing professionals have confirmed that they have increased traffic and the number of active users on their website through paid social media advertising. These activities have ultimately had a positive effect on the company’s bottom line.
Social media advertising has also become an important part of managing the company’s social media profiles. With increased presence of companies on social media, networks such as Facebook must effectively filter posts appearing on individual timelines with considerable chunks of the timeline dedicated to advertising.
BlueCoronaBlueCorona, a leading marketing agency, states that an average user sees only 2% of all business Facebook page posts they follow – if they are not promoted through social media advertising. Paid ads allow marketers to reach people they couldn’t reach otherwise through organic methods.
Most social media, such as Facebook, Instagram, Twitter, LinkedIn, Pinterest and Snapchat offer the possibility of displaying paid ads. Paid social media advertising is great for creating connections and building relationships with your audience.
Conversion Rate Optimization
Conversion Rate Optimization (CRO) is a strategy aimed at improving online user experience. In most cases, businesses use CRO to get more conversions (such as acquiring new followers, increasing user chat engagement, improving sales), based on their existing website traffic.
Native advertising refers to promotional activities such as paid blog posts and articles that match the look and feel of the media format they appear in. Most ads of this type fall under marketing activities with the goal of increasing the number of clicks through engaging content.
Such ads most often appear on social media timelines or as recommended content on websites. Unlike display or banner ads, these ads do not really look like advertisements – they appear to be part of the editorial system or look like useful content. The key to native advertising is that is seems harmless: the reader receives the information without being overwhelmed by distracting ads.
This type of advertising can sometimes be difficult to spot, as it is usually mixed in with unpaid content recommendations. Such articles are often presented as “recommended” content on online news portals and are marked with the symbol €.
Email marketing is the oldest form of online marketing, but it is no less important than newer tools for reaching online users.
Email marketing involves sending emails with promotional content to a large number of users. Typically, these messages contain ads, commercial messages, inquiry forms, promotions and discounts, and even personalized offers for recipients. The purpose of email marketing is to gain new clients, improve your business relationship with your current customers, and increase trust between you and your clients.
Most digital advertisers and businesses use email marketing to advertise special offers, tag content (often as part of content marketing), or to promote events. A common example of email marketing frequently used by companies and other organizations are newsletters.
Give your company a chance!
Digital marketing is recognized as the fastest growing type of marketing in the world. Companies are devoting an even larger share of their advertising budget to digital activities and are less likely to decide for advertising in traditional media, such as print, radio and television. The number of users searching the web for information, reading various content or otherwise being active on the world wide web is rising with each passing day. Become a part of the marketing galaxy yourself and pin a star of success on a stormy, yet beautiful sky.
And, if you are struggling with marketing or just want to get started, contact us. We will be happy to help!And, if you are struggling with marketing or just want to get started, contact us. We will be happy to help!