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.
Digital marketing should be one of the primary focuses of almost any business’s overall marketing
strategy. The more you embrace the possibilities of digital marketing, the more you’ll be able to
realize your company’s growth potential.

There are as many specializations within digital marketing as there are ways of interacting using
digital media. Here are a few key examples.
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1. Search engine optimization (SEO):-

Search engine optimization, or SEO, is technically a marketing tool rather than a form of marketing
in itself. The Balance defines it as “the art and science of making web pages attractive to
search engines.”

The most important elements to consider when optimizing a web page for search engines include:

*Quality of content
*Level of user engagement
*Mobile-friendliness
*Number and quality of inbound links.

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2. Content marketing

The quality of your content is a key component of an optimized page. 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
*E-books
*Newsletters
*Video or audio transcripts
*Whitepapers
*Infographics

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3. 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.
The most popular digital platforms for social media marketing are Facebook, Twitter, and Instagram,
with LinkedIn and YouTube not far behind.

To create an effective social media marketing strategy, it’s crucial to follow best practices like:-

*Craft high-quality and engaging content
*Reply 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

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4. Pay-per-click marketing

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
channels, you only pay for the ads individuals interact with. 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 prioritizes each available ad based on a number of factors, including:

*Ad quality
*Keyword relevance
*Landing page quality
*Bid Amount

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5. Affiliate marketing

Affiliate marketing is a digital marketing tactic that lets someone make money by promoting another
person’s business. It works using a revenue-sharing model. 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 program.

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6. 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 as advertising. 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 realize that it’s advertising.

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7. Influencer marketing

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.
Influencer marketing works well for B2B and B2C companies who 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 with your business.

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8. Marketing automation

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.

Marketing automation lets companies keep up with the expectation of personalization.
It allows brands to:

*Collect and analyze consumer information
*Design targeted marketing campaigns
*Send and post-digital marketing messages at the right times to the right audiences

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9. Email marketing

The concept of email marketing is simple—you send a promotional message and hope that your
prospect clicks on it. First of all, you have to make sure that your emails are wanted. This means
having an opt-in list. Email marketing is a proven, effective technique all on its own: 89% of surveyed
professionals named it as their most effective lead generator.

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

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10. Mobile marketing

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 optimized for
mobile devices.

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