The rise of web strategy and digital media centered on digital marketing as a business strategy. A true performance lever. This practice contributes to both improving brand awareness, increasing sales, and maintaining customer relationships. But what is digital marketing? Update on the subject.
What is digital marketing?
Digital marketing refers to all marketing activities that use digital communication channels to promote a brand or product. Known as digital marketing or e-marketing, it is primarily about Internet-related media. But also about smartphones, tablets, and other connected issues. What sets it apart from web marketing is that it relies entirely on the web.
In contrast to traditional marketing, digital marketing puts the customer at the center of its strategy. The goal of:
Digital marketing is so pervasive that it is accessible to all businesses, regardless of size or field of activity. But, digital marketing strategies are not from one organization to another. In the B2B sector, e-marketing focuses on lead generation and then handing it over to the sales team. So, in a B2C company, the goal of the digital marketing strategy is to attract Internet users to its website and convert them into direct customers without going through salespeople.
Why is it essential to do digital marketing?
Quite simply because it is becoming a necessity for digital companies. It is impossible to ignore the digital channel when we know that in 2021, 84.4% of people will be connected to the Internet. So it gives a huge opportunity to achieve web visibility. Also, digital marketing allows an organization to have constant access to the web as opposed to a medium of offline communication. This makes it possible to reach a huge number of Internet users and potential customers worldwide 24 hours a day, 7 days a week.
Also, digital approaches enhance customer relationships. Thanks to this tool, a concept of intimacy and trust have been established between the customer and the business. Messages sent to Internet users become more personalized and services become tailor-made to adapt to personal recognition habits. Outcome: High satisfaction and adherence rate.
Another good reason to do digital marketing: spending time. The platforms used in e-marketing are much less expensive than media plans in the press, TV, or radio, the amount of which is accessible to SMEs. With a good digital strategy, small businesses can compete with larger ones.
Then, launching a new product on the market is easy and fast, including digital. With just a few clicks, you can advertise on search engines or on social media.
Finally, e-marketers can use web analytics tools to measure the effectiveness of an ad campaign and improve its strategy. Which is hard to do with advertising on TV or in the paper.
Methods deployed in digital marketing
An e-marketing strategy based on a large number of Internet media and digital platforms. The choice of these channels must be carefully considered to achieve the desired results. The main thing is to go where the target is predominantly present.
The different digital marketing channels
Website
In many ways, an organization’s website is your digital marketing activity. It’s hard to talk about online marketing without mentioning this channel. In fact, it is on your website that Internet users will find information about your brand and your products. The target customers will contact it or buy it and this is especially the place where they will judge your business. That’s why it’s important to take care of the design, architecture, and content of a website.
Blog
Complementary tools for a blog website. Paying for your business is one of the best interests of blogging. By publishing regular articles, you showcase your skills while giving your brand a serious and dynamic image. Every article posted can improve your visibility on the web and ultimately bring in new potential customers.
Social media
Presence on social networks is essential for a successful digital marketing strategy. With over 59.6 million active users in the UK, these platforms are great tools for gaining visibility on the web. Also, they help exchanges with your target and help build a community around your brand.
Mobile app
Mobile applications play a strategic role in digital marketing. Because? Because Internet users now connect to the Internet through smartphones rather than computers. The mobile app is a great channel to get closer to your goals and meet their needs.
The power of content marketing lies in the attachment of the covered topics and the added value. These should be selected based on the type of information that users may be interested in.
Natural referencing (SEO)
It is useless to have a website until it is displayed on the web. Natural referencing or SEO (search engine optimization) comes here. A powerful vector of traffic, natural referencing puts your site first in search engine results pages. In other words, this strategy targets Google, Bing, Yahoo …
Social media advertising (SMO)
Besides paid referrals, it is also possible to start advertising campaigns on social networks. These successful companies invest a huge budget to spend advertising on these platforms. And they are quite accurate. In fact, the goals of these media are very precise. As a result of gathering a lot of information about users like Twitter, Facebook, Snapchat, Instagram, etc., they are able to offer you based on the behavior of their visitors (based on preferred pages, groups, etc.).
Affiliate Marketing
Affiliate marketing is based on word of mouth. It provides offers (affiliate ) by blog owners for their visitors. The affiliate thus allows you to get internal links to an organization’s (authorized) site and increase its traffic. In return affiliate users click on the link and receive approved commissions when making purchases on the authorized site.
Influencer marketing
is a major lever to improve brand credibility. Many companies use this strategy to develop their online reputation and increase their sales. Influencer marketing uses the power of support from popular people, whose name is an influencer. It could be any blogger, podcaster, or celebrity who has a huge social media community. The reputation of influencers affects the behavior of their customers towards the brand or product.
Mobile marketing
With more than fifty million mobile users, the smartphone has become the number one medium for web surfing. This makes mobile marketing a must in digital strategies.
Mobile marketing refers to all marketing activities conducted through mobile terminals. References come in various forms: mobile applications, marketing SMS, geo-localization push notifications, etc.
How to succeed in digital marketing?
Determining a successful digital marketing strategy is the real challenge for any organization. But you can be successful in this case by following the tips below.
Define your goals
Before you define your digital marketing strategy, you need to know where you want to go first. What is your purpose? Is it to introduce your business, increase sales, get closer to customers…? You can decide how to apply it according to your goals.
Take stock of your situation
Once the goals are defined, the company needs to monitor the digital situation. What about web visibility? Is he active on social networks? How does he manage his customer relationships on the Internet? How do competitors position themselves on the web? Answering this question allows you to identify the strengths and weaknesses of the organization and re-adjust your position.
Identify your target
For a digital marketing strategy to be successful, it is important to know who it is for. The secret of a successful strategy is to know the inner goal. In fact, it allows you to choose the channels you want to be based on the buyer’s personality profile, language elements, delivery content, etc.
Remember the warning points
To properly manage your digital marketing actions, be alert on these essential points:
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