WHAT IS DIGITAL MARKETING?

Digital channels are becoming increasingly important, which is also noticeable in marketing. People's shopping behavior has changed noticeably. Therefore, more and more companies are focusing on digital marketing to better reach their target group and motivate them to take certain actions.

In the following article, we explain what digital marketing is, how it differs from inbound marketing and what types of digital marketing there are. 

What is digital marketing? 

Digital marketing is advertising products, brands, people, or digital content over the Internet. A synonym for this is also online marketing. The aim is to address potential customers in the digital space and get them to take action. Marketing channels in digital marketing services include not only web-based advertisements, social media, or email but also text messages. In other words, all marketing measures that involve digital communication are considered digital marketing.

Differentiation between digital marketing and inbound marketing 

There is a common confusion between digital and inbound marketing, which is perfectly understandable because digital marketing often uses many of the same tools as inbound marketing. Both types of marketing have the common goal of getting the attention of potential customers through the so-called buyer's journey and ultimately winning regular customers.

However, the two types of marketing have different understandings of the relationship between the tool and the goal: 

• In digital marketing, several channels are usually used, or the focus is placed on a specific channel to convert prospects into customers.  
• Inbound marketing, on the other hand, first considers the goal, then the available channels, and finally, which channels are effective in reaching the target group and at what point in the sales funnel they should be used. 

Ultimately, the distinction between digital marketing and inbound marketing isn't all that crucial, as a combination of digital and inbound marketing works best.  

The different types of digital marketing 

There are different specializations and types within digital marketing. Below we present some examples. 

Content marketing 

Content marketing aims to acquire leads and, ultimately, customers. However, the approach is different from that of conventional advertising. Rather than promoting potential value in a product or service, content marketing offers free value in the form of written material. As a result, content marketing is very effective, but it is closely related to search engine optimization to reach the right users and be seen. 

Social Media Marketing 

Social media marketing is used to increase channel traffic and brand awareness. Popular platforms include Facebook, Instagram, Twitter, YouTube, and LinkedIn. Social media marketing involves the active participation of followers and users. In social media, the focus is on building a community and following, and not necessarily on direct purchases. Social media marketing is ideal for companies that offer products and services that are not suitable for impulse sales.

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Search engine optimization 

Search engine optimization, also known as SEO for short, is a valuable tool in digital marketing to make websites attractive to search engines and to rank as high as possible in search results. In this way, the visibility of a website and the traffic can be sustainably increased. This can only be achieved with good research and considering various factors. The content must be high quality, relevant to the users, and show a high level of user engagement. Furthermore, the website should be mobile-friendly and contain a certain number and quality inbound links. 

Email Marketing 

Email marketing sends users promotional messages that motivate them to click on the email and take the desired action. It is important that the user has agreed to receive such emails and that they are desired. In addition, the content of the email should be individualized, and an unsubscribe option should be available. Prospects should not only see your email campaign as an advertising tool but also see added value in it. 

Pay per click 

With pay-per-click marketing, ads are placed on various platforms and only paid for when the ads are clicked on. Such PPC campaigns can have multiple or just a single goal and are intended to move the user to an action. These can be purchases, newsletter registrations, or phone calls, for example. How ads are displayed is different for each social media platform.

Conclusion

Digital marketing is about marketing via the Internet and other electronic devices. It is not a single process but consists of various sub-components that you can use depending on your goals and needs.

Not all methods are suitable for all companies. It is, therefore, important to develop a digital marketing strategy that describes in detail how each process is used.