Digital marketing is the promotion of goods or services using digital technology through the internet, email, social networking, mobile devices, or any other digital platform. Unlike traditional marketing strategies like posters, television, and billboards, digital marketing is data-driven. Digital marketing focuses on how information is shared and who reads it.
Digital marketing strategy starts with a user experience, which is also called the brand experience. This includes knowing what the user intends to do in order to get the answer to his or her problem or question. A digital marketing strategy that does not address this basic need can be useless. For instance, if an advertiser places an ad on a website without providing clear intent for the visitor, the visitor will just close the browser window regardless of the offering.
A digital marketing strategy that addresses this user intent first is called personalization. By personalizing the ads, advertisers engage in a more meaningful, strategic way. This kind of targeting can be done through several techniques such as creating in-site surveys, providing customized content, and personalizing interactions between customers and brand representatives.
Another technique is native advertising. Native advertising enables brands to advertise in the native language of the target audience. This is very useful when targeting localized communities because they are more likely to be native speakers or consumers who can understand and execute the messages. An example of a native advertising campaign would be a campaign that includes a Spanish translation of the brand’s ads. This kind of marketing automation allows companies to provide real-world solutions to their audience.
Brands should also create digital campaigns through social media. This is commonly referred to as digital marketing or social media marketing. This tactic is often used by businesses that have established a strong online presence through social networks such as Facebook. Brands that utilize this platform must first determine their target audiences and focus their marketing campaigns accordingly. Social media platforms such as Twitter and Pinterest provide great opportunities for creatives to research the market and find commonalities with customers. They can then build campaigns that appeal to these consumers.
Branding campaigns can also be executed through social media strategy. The idea behind this strategy is to create a virtual conversation with the target audience. Brands can use the discussion to promote new products, establish partnerships, and even announce news regarding their company. These conversations can be beneficial because they lead consumers to the websites of the businesses. However, it is important to ensure that users involved in the conversation are interested in the product or service being promoted. This is where digital marketing can become very effective.
A digital marketing campaign can include inbound and outbound marketing. Inbound digital marketing campaigns include sending press releases, creating a blog, and participating in digital communities such as Facebook’s “Like” and Digg’s “Digg It!” Outbound digital marketing campaigns include creating a press release and distributing it through the mail, email, and social media channels. Both strategies allow the brand to reach its target audience but inbound campaigns tend to have a higher impact because they are more direct.
Brands that rely heavily on digital marketing should consider hiring professionals who specialize in this field. There are digital marketers who will create ads that match the company’s online identity. These professionals can create unique advertisements in all digital channels, such as Facebook, Twitter, and Pinterest. Moreover, digital marketers understand the importance of keywords and can design ads that are optimized for these keywords. By utilizing digital channels, brands can ensure that their campaigns are noticed and are successful.