What is Digital Marketing?

Digital marketing is the marketing of products or services using digital technologies, mainly on the internet, but also including mobile phones, display advertising, and any other digital medium.

Digital marketing’s development since the 1990s and 2000s has changed the way brands and businesses use technology for marketing. As digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of visiting physical shops, digital marketing campaigns are becoming more prevalent and efficient.

SEO (Search Engine Optimization)

SEO may target different kinds of search, including image search, video search, academic search, news search, and industry-specific vertical search engines.

Optimizing a website may involve editing its content, adding content, modifying HTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.

PPC (Pay-Per-Click)

Pay-per-click (PPC)/Adwords, also known as cost per click (CPC), is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher (typically a search engine, website owner, or a network of websites) when the ad is clicked.

Pay-per-click is commonly associated with first-tier search engines (such as Google Ads and Bing Ads). With search engines, advertisers typically bid on keyword phrases relevant to their target market. In contrast, content sites commonly charge a fixed price per click rather than use a bidding system. PPC “display” advertisements, also known as “banner” ads, are shown on web sites with related content that have agreed to show ads and are typically not pay-per-click advertising. Social networks such as Facebook and Twitter have also adopted pay-per-click as one of their advertising models.

SMM (Social Media Marketing)

Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Most social media platforms have built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public.

Social networking websites allow individuals, businesses and other organizations to interact with one another and build relationships and communities online. When companies join these social channels, consumers can interact with them directly.^[3] That interaction can be more personal to users than traditional methods of outbound marketing and advertising.^[4] Social networking sites act as word of mouth or more precisely, e-word of mouth.

EMail Marketing

Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send advertisements, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Marketing emails can be sent to a purchased lead list or a current customer database. The term usually refers to sending email messages with the purpose of enhancing a merchant’s relationship with current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and sharing third-party ads.

Content Marketing/ SMO (Social Media Optimization)

Social media optimization (SMO) is the use of a number of outlets and communities to generate publicity to increase the awareness of a product, service brand or event. Types of social media involved include RSS Feeds, social news and bookmarking sites, as well as social networking sites, such as Facebook, Twitter, Instagram, video sharing sites and blogging sites. SMO is similar to search engine optimization, in that the goal is to generate web traffic and increase awareness for a website. In general, social media optimization refers to optimizing a website and its content to encourage more users to use and share links to the website across social media and networking sites. SMO also refers to software tools that automate this process, or to website experts who undertake this process for clients.

The goal of SMO is to strategically create interesting online content, ranging from well-written text to eye-catching digital photos or video clips that encourages and entices people to engage with a website and then share this content, via its weblink, with their social media contacts and friends. Common examples of social media engagement are “liking and commenting on posts, retweeting, embedding, sharing, and promoting content”. Social media optimization is also an effective way of implementing online reputation management (ORM), meaning that if someone posts bad reviews of a business, a SMO strategy can ensure that the negative feedback is not the first link to come up in a list of search engine results

Mobile Marketing

Mobile marketing is multi-channel online marketing technique focused at reaching a specific audience on their smartphones, tablets, or any other related devices through websites, E-mail, SMS and MMS, social media, or mobile applications. Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas. In a more theoretical manner, mobile marketing as “any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device”

SMS Marketing

SMS marketing  through cellphones’ SMS (Short Message Service) became increasingly popular in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content. On average, SMS messages have a 98% open rate, and are read within 3 minutes, making it highly effective at reaching recipients quickly.

Over the past few years SMS marketing has become a legitimate advertising channel in some parts of the world. This is because unlike email over the public internet, the carriers who police their own networks have set guidelines and best practices for the mobile media industry (including mobile advertising).

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