Digital Marketing is predominantly Split into 7 Different categories which are given below:
- Search Engine Optimization (SEO)
- Social Media Marketing (SMM)
- Pay Per Click (PPC)
- Content Marketing (CM)
- Email Marketing (EM)
- Mobile Marketing (MM)
- Marketing Analytics (MA)
Digital marketing has become a vital part of organizations in overall marketing strategies within the past few years. It allows organizations to reach out to a specific audience to market directly to the people who are likely to be interested in their product. To Reach Consumers online digital marketing encompasses an immense amount of marketing tactics. Digital Marketing Oshawa is a Marketing agency that helps companies in marketing and increasing traffic.
Teams from Southern New Hampshire University (SNHU) Spoke about digital marketing aligns with classical tactics. Reveals the information on types of digital marketing that are in practice now.
Marketing professor Jessica Rogers says the two disciplines have different audiences and serve to reach them. A key point is that some platforms are more effective than others depending on the audience, while traditional media can reach a wide audience.
Digital Marketing Types:
In his presentation, Rogers described some of the most popular types of digital marketing, providing a short overview of each of them:
Search Engine Optimization (SEO):
Search engine optimization aims to increase a business’s ranking in Google search results, ultimately an increase in traffic to its website. By researching search terms consumers use to find information online and using those terms inside their content, SEO marketers achieve this goal. Several factors are considered in SEO, from how your web pages are written to how other websites link to you to how your website is structured. Salary.com estimates that SEO specialists can earn around $59,000.
The question then becomes, what are some ways a site can improve its search engine ranking? A primary reason SEO is so challenging is that the answer to this question is always dependent on Google’s most current algorithm. Based on What Moz’s Beginners Guide to SEO Says, here are a few things every SEO strategist and marketer should know about how SEO works today:
- Content indexing: It is imperative that you make it easy for search engines to understand what your site is all about. This can be done by adding alt text to images and adding transcripts to video and audio files.
- Good link structure: Search engines need to be able to crawl your site structure in order to find all your content. SEO specialists can take several steps to properly format links, URLs, and sitemaps so that they are the easiest to crawl by site crawlers.
- Keywords and keyword targeting: the use of keywords in your content to make your site easily searchable. One of the fundamental components of SEO is the header. It is no longer recommended to use as many keywords and variations of keywords as possible. By using keywords in headers, you can write the content of high quality. It is considered better to sprinkle the crawl-able content of a page a few times to help it rank higher.
The term “Pay-per-click” refers to paid advertisements and search engine results that are promoted. Digital marketing is a short-term act since the advertisements cease to exist once the advertisers stop paying. A PPC campaign increases the amount of traffic for a business’s website through organic search results.
In addition to the ads you see as you surf the web and watch YouTube videos, you may also see pay-per-click ads on a page of search results.
Pay-per-click is also distinguished from organic search in that you only pay when you get results. You will pay when someone clicks on your ad and lands on your website in a traditional PPC campaign, like one run by Google AdWords. Pay-per-click advertising allows you to spend just about any amount you want. Many large companies use pay-per-click advertising, and they spend tens of thousands of dollars each month.
Depending on how much competition there is for your keywords, you will need to pay more for your ads or to promote your search results. Competitive keywords (i.e. keywords that are highly searched for and for which many sites are competing) cost more, while lower competition terms are likely to be cheaper.
If you set up a pay-per-click campaign, you can also choose to have your ads or promoted results displayed worldwide, or only in a certain geographic area. If you run a brick-and-mortar business, this location-based targeting helps you not waste ad dollars on users who don’t live near your business.
Social Media Marketing(SMM):
Everything a company does through its social media channels falls under this category. Although social media is familiar to almost everyone, marketers need to integrate social media into their overall marketing approach. Creating posts for social media channels and replying to comments on them is not enough to constitute social media marketing.
Coordination and consistency must be the cornerstone of effective efforts, rather than afterthoughts. Several online tools are available to automate and schedule social media posts, although they should only be used as tools, not as a “set it and forget it” solution. In cases where no real person is behind the posts, users will figure that out immediately.
A silo separate from other marketing functions is not necessary for social media marketers. As part of the company’s marketing department, social marketers should coordinate their message across all platforms. Both online and off, to ensure consistency across their company.
Analyzing the success of social media posts, and developing strategies based on that data, is a crucial part of social media marketing. Marketers should also consistently measure and track their campaigns because this data helps them demonstrate to business leaders. That the efforts are driving users to engage with the brand and eventually convert users into customers. Thereby providing value to the company, says Forbes contributor Jayson DeMers.
So, managing your personal Facebook account or Twitter account is very different from social media marketing. The role requires a combination of creative thinking and data-driven strategies, so it might be a good fit for people who enjoy combining these two disciplines. Salary.com estimates that a bachelor’s degree-holding social media analyst can earn about $63,841.
Increasing brand awareness is achieved through content marketing and information sharing. We want the reader to take any action to become a customer by requesting more information, joining a mailing list, or making a purchase. Blog posts, resources like white papers and e-books, digital videos, podcasts, and much more can be considered as “content”.
Generally, the consumer should be provided with value before a brand is advertised or a sale is made. By creating valuable content for your customers, you can build a sustainable, trusting relationship that can lead to many sales over time, not just one.
In addition to incorporating SEO search terms into website content, content marketing is used in email marketing and social media.
Analytics for your content marketing can tell you a lot about your customers: what are they looking for when they land on your website? How can we create content that keeps visitors on our site longer and keeps them looking around? When they lose interest, what kinds do they walk away from the purpose of content marketing is long-term, as opposed to a method such as PPC.?
Marketing automation company Marketo, says marketers can develop a library of content (text, videos, podcasts, etc.) for search engines to find.
Additionally, this library enhances your credibility as a source of information and helps promote brand awareness. As a result, when users come to your website for information, it is hoped that they will consider you an authority when it is time to make a purchase.
People who are interested in writing, video, and audio production can benefit from content marketing. In addition to strategic and analytical skills, digital marketing in general also calls for strong analytical skills.
Email is still one of the most effective marketing techniques, Rogers said, despite the emergence of social media, mobile applications, and other channels. The strategy can be used to provide value to consumers and over time transform audiences into customers through content marketing.
According to the American Marketing Association, email marketing professionals are skilled at not only creating engaging campaigns. But also understanding optimal audience outreach and analyzing customer interactions and data to make strategic business decisions.
There are many types of analytical measures available with email marketing software, but opening rates and percentages of recipients are two frequently improved metrics. A click-through rate represents how many recipients opened the email and clicked on the link within. Email marketing software company Constant Contact says marketers can take many steps to improve users’ reactions to their emails. Among them are:
- Make your email recipients aware of the impending deadline by writing email copy that conveys urgency. You may increase the number of people clicking on your website if there are only a limited number of the offer available.
- Make Your Emails Personal: Including the recipient’s name in your email subject lines will increase your open and click-through rates. Katie, a special offer just for you. “(A sample subject line would be: “Katie, a special offer just for you.”).
- Let Recipients Set Their Preferences: You can keep some of your email subscribers interested in your emails by giving them the option to select how often they want to receive messages from you.
Using the mobile or tablet of your target audience, you can distribute this type of digital marketing. Using text messages, social media, websites, email, and mobile applications, mobile marketers reach out to their targeted audience. Marketing companies can tailor special offers and content to a geographic location or moment, such as the moment a customer walks into a store or enters an event.
Consumers in the United States spend an average of five hours a day on their smartphones, according to a recent TechCrunch article. In comparison with the fourth quarter of 2015, this represents a 20% increase. As many users are now relying on apps rather than mobile browsers, app usage is increasing. Apps account for a significantly greater share of time spent by users in 2017 than television.
A TechCrunch article claims that 16% of that app time is spent with entertainment apps like Netflix and Hulu, 19% is spent with Facebook’s mobile app, 12% on other social and messaging apps, and 11% with gaming apps.
A recent Retail Dive report says 45% of all shopping always or frequently involves a mobile device, whether it’s used for research, price comparisons or to make purchases. Millennials (defined by the Pew Research Center as those born between 1981 and 1997) account for 57% of the population.
Marketing experts know you need to reach your customers where they are, and in 2019, it’s crystal clear: your potential customers are on their phones.
In addition to being highly measurable and trackable, digital marketing has several other advantages. There was a time when coupons and direct mail were the only pieces of marketing that could be tracked. The coupon was an indication that the message resonated with the customer.
Marketers can now track user behavior at a highly detailed level: how many times they click on a link, how much time they spend on a webpage, how often they open emails, and so on. However, the enormous amount of data available about digital marketing performance can make marketers feel like they are drinking from a fire hose and marketers must be able to truly understand what the numbers mean and how they should inform strategy.
In addition to allowing marketers to learn what works with consumers and change their marketing message going forward, this also allows them to demonstrate their value to the company. Data analytics is a critical aspect of a digital marketer’s job, one which sets them apart from traditional marketing professionals.
Digital marketing can be measured and scored using various tools, and many marketers use a mix of these tools based on their needs and their target audience. (Fortune magazine reported that many marketers use more than 100 applications in total.)
Marketing analytics tools can be customized in a nearly endless number of ways to assess your site’s performance, which keywords are bringing users to your site, how they navigate your website, and so much more.
In the end, you will not just be measuring your campaigns through analytics – you will also be improving them based on the analytics.
You’ll study a wide range of marketing-related topics in a digital marketing degree program, including marketing strategies, branding, mobile marketing, and digital advertising.
Advertisers are finding it more challenging to find jobs. Approximately 9% more advertising, promotions, and marketing managers are expected to be employed in the United States by the U.S. Bureau of Labor Statistics (BLS). Those positions carried a median salary of $132,000, based on the 2018 BLS data.
Digital Marketing Skills
By developing marketing strategies for the online environment, digital marketers contribute to the strategic goals of the entirety of an organization, Hobson explained. Rogers said that digital marketers are working to be seen as the voice of their customers and help them interact with brands in the right way.
In order to maximize investments, drive traffic and conversions, and manage integrated digital content, (Marketers) strategically utilize brands’ channels.
Since digital marketers are expected to be where their customers are at all times, they must stay abreast of technology, social media, and software changes. Even though technology changes very quickly, a number of marketing principles remain the same despite today’s hot social media apps.
Most companies now demand Google Analytics, Google and Facebook Ads experience, HubSpot experience, and Hootsuite experience, according to Rogers. A master’s degree in the digital marketing program will teach you how to use these tools and explore their applications through coursework.
The company is also looking for candidates who are proficient in Adobe Creative Suites as well as knowledgeable about search engine optimization and keyword research.
There are still a few marketing pieces that haven’t changed from the days when companies advertised primarily in print, radio, and television. A strong understanding of marketing principles and strong communication skills are necessary for all marketers.
According to Rogers, employers look for soft skills in addition to technology-related competencies.
According to her, the fundamental tenant of marketing is conveying a marketing message and reaching a target audience. It is vital that we communicate not only with our teammates, but also with our customers, executives, and others too. A message will not be received as intended without strong communication skills.”
Keeping up with new and emerging strategies is imperative for companies operating in the digital marketing industry, said Hobson. Some of these activities are handled by digital marketers, while others are handled by other departments within businesses.
It’s more important than ever before to keep up with the competition, Rogers explained. In the rapidly evolving business environment, it’s crucial to look at your competitors’ digital strategies to help you formulate your own.”