What Is Digital Marketing
Digital marketing is the process of promoting products and services through digital channels, such as
social media, SEO, email, and mobile apps. Any form of marketing that involves electronic devices is considered digital marketing.
This can be done online and offline; In fact, both types are important to a well-rounded digital marketing strategy.
Do you want to know more about digital marketing?
Why Digital Marketing Matters
Remember billboards? I will.
As a toddler in California, my experiences from the back seat of our car mostly alternated between: "Mom, when are we there?" and "Oh, look, McDonald's, can we go?" Every time one of these 10-foot billboards pops up on the side of the road.
Growing up with Indian parents, the answer to both of them would, more often than not, be the same: "Not yet."
Sometimes, big brands even start a billboard war, like the one between Audi and BMW, which got a lot of laughs:
In 2015, many of my clients spent hundreds of millions of dollars on billboard advertising.
Today, most companies have moved to online marketing.
That's because Google and Facebook generate more revenue than any traditional media company. After all, they control more eyeballs. That's why digital marketing matters; This is where the focus is.
The reason billboards like the one above are dead is because the future of driving will look like this:
Even though driverless cars already exist, drivers still have to pay attention.
do me a favor; Next time you give someone a ride, take a look at the passenger seat. Just for a second.
Chances are, they'll be looking at their phone.
Who will see these ads if no one is looking down the road?
What's more: The share of people spending more time using electronic devices continues to grow, while print advertising continues to decline.
is radio marketing. The next time you hear an annoying, overzealous car dealer running every word of your commercial, thank Mr. Marconi.
Phone marketing is the largest and fastest growing area of offline marketing, which admittedly has many flops, busts and failures.
What is the difference between a billboard somewhere in the Arizona desert and a billboard in Times Square in New York City?
Measure? products?
Three letters: LED. Light emitting diodes.
All billboards in Times Square are electronic!
Why? Because in the Arizona desert, no one is competing with you for people's attention. If you have a billboard, you win.
In Times Square, attention is more valuable than anywhere else in the world, with more than 360,000 visitors every day.
If you want a distraction, there are buses, taxis, screaming promoters, and then, of course, electronic billboards. Some of them are even interactive, showing live feeds of people on the Square or photos of users.
Renting billboard space in Times Square for just one day can set you back more than $50,000.
All billboards in Times Square are electronic!
This means you don't have much time to figure out this digital marketing stuff.
Around 5 billion people worldwide go online to shop, learn, play and even work.
Digital marketing is essential if you want to reach these people.
Maybe you think you have a local store, so you don't have to worry about digital marketing.
You would be wrong.
According to Google, 88 percent of people who do a local search on their smartphone visit the relevant store in the next week.
If you're not online, you'll miss out on that traffic.
Digital marketing also provides access to more data and analytics about your customers, how they go through the buying cycle, and what they want.
You need to understand and know how to leverage digital marketing for your business success.
The History of Digital Marketing
Digital marketing gained popularity in the early 2000s, but digital marketing has been around for a long time.
Like, for a long time. About 100 years longer, to be exact.
His name was Guglielmo Marconi, and he was born in 1874.
In 1896, he was the first person to demonstrate the "public transmission of wireless signals".
He invented the radio.
Soon after his demonstration in England, Morse's signals moved to open water.
Although it would take another 10 years for radio to reach the general public, it certainly didn't take long for creators to realize that they could use it to sell things.
The first live broadcast was from an opera performance at the Met and guess what people did next?
They bought tickets to the show!
Digital marketing was born.
Online Digital Marketing Overview
2 main pillars of digital marketing are online marketing and offline marketing. That said, since I'll be talking about online marketing in a separate guide, I'll just mention the different areas of online marketing here for the sake of completeness.
There are 7 major categories of online marketing:
- Search Engine Optimization (SEO)
- Search Engine Marketing (SEM)
- Content Marketing
- Social Media Marketing (SMM)
- Pay Per Click Advertising (PPC)
- Affiliate marketing
- Email marketing
Intro to Digital Marketing
There are Five main categories
Better offline marketing
Radio Marketing
Television marketing
Phone marketing
QR codes
Enhanced Offline Marketing
What is the difference between a billboard somewhere in the Arizona desert and a billboard in Times Square in New York City?
Measure? products?
Three letters: LED. Light emitting diodes.
All billboards in Times Square are electronic!
Why? Because in the Arizona desert, no one is competing with you for people's attention.
In Times Square, attention is more valuable than anywhere else in the world, with more than 360,000 visitors every day.
If you want a distraction, there are buses, taxis, screaming promoters, and then, of course, electronic billboards. Some of them are even interactive, showing live feeds of people on the Square or photos of users.
Renting billboard space in Times Square for just one day can set you back.
Here's another example
People leaning on iPads, Macbooks, and iPhones.
If you have any kind of electronic products, product demos should be an important part of your digital marketing strategy.
Another example is the free trial CDs that AOL sent out in the early '90s—you'll remember that they were everywhere at one point. All those CDs may be annoying, but they're probably a big reason for AOL's early success.
Radio Marketing
In fact, it is developing:
About 244 million Americans listen to the radio every month.
People spend an average of 99 minutes per day listening to radio content.
Radio ad spending is predicted to reach $11 billion.
In recent years, radio has taken a smart move: having hosts study advertising sponsorships at the beginning of shows.
Find a station whose audience reflects your company's target demographic; Radio stations should be able to provide you with data that helps you choose the right fit.
For example, if your company sells maternity products, you might want to find a radio program whose average listener is a woman between the ages of 24 and 40.
If you go the traditional radio advertising route, the key is to be entertaining and grab listeners' attention.
Cadillac and Dairy Queen are two brands that come out with solid radio ads on a regular basis.
You can listen to some examples here.
T V Marketing
Television marketing is huge, it's unlikely to go away completely. However, this is changing as consumers move away from traditional television in favor of streaming services like Netflix and Amazon Prime.
Some Fast Facts About TV Marketing:
122.4 million households in the United States own a television.
85 percent of American households have at least one streaming service.
Although cable TV advertising is difficult to target to the right audience, has a low ROI compared to other forms of digital advertising, and generally seems irrelevant in the digital age, television is one type of advertising that Might still be worth it. But this will cost you beg.
Remember I mentioned that renting a billboard in Times Square can cost $50,000 a day?
The 60-second commercial aired during the Super Bowl cost $5.6 million.
Often viral and memorable ads still pay for themselves thanks to their cross-pollinating effect.
About 10 percent of all TV commercial-related shares on social media come from Super Bowl ads.
So do about 8 percent of all views on YouTube that go to TV commercial videos.
If your commercial makes it onto the blacklist (commercials that the network decides can't be shown on TV), the viral effect is usually even stronger, like the infamous Carl's Junior ad that aired in 2015. Couldn't show up at the Super Bowl.
What's more, these ads become online assets, generating millions of YouTube views over time.
Sadly, the hype of Super Bowl ads probably outlives the period of success that is about to end.
So, if you plan to do offline digital marketing, I recommend focusing on the marketing platform or channel of the future — which, in the case of television marketing, means streaming services.
About 75 percent of Americans own a smartphone, and more people access the Internet from their phone than from a desktop PC or laptop.
Phone Marketing
Mobile marketing is here to stay. In 2015, mobile ad spend exceeded desktop ad spend for the first time and the market continues to grow.
Let's look at some offline ways to market your products using phone marketing.
Calling and texting
Cold calling is the act of calling someone you have no previous contact with in an attempt to make a sale.
Cold calling can generate an average of three sales per day, so it doesn't have the potential of social media or email. Still, it can be a valid marketing method in some industries
What works best is marketing through texting, an "app" available on every phone.
Whether online or offline, a text message is almost a guaranteed read.
While you should definitely get permission first, for example, by sending your customers a specific word to a phone number, several providers offer text marketing at scale.
There are several ways to take advantage of text message marketing.
A QR code is a type of barcode that takes users to a specific web page or app.
For example, this is for Wikipedia's English homepage:
Previously you had to download a specific app to use QR codes, but now all you need is the camera on your smartphone to scan and open the site.
They can be used in conjunction with serving ads, sending customers to video, or even better offline marketing, as in this Burger King television ad:
How to Set Up an Digital Marketing Strategy
Ready to set up an offline digital marketing strategy? Here's how to do it in four easy steps.
- Develop a better offline marketing strategy: Create tailored ads for platforms like digital billboards, give product demos, and offer digital product samples.
- Create a radio marketing strategy: Reach out to local radio stations about ad sponsorships or create engaging traditional ads featuring silly voices, local celebrities, or trendy topics.
- Engage in television marketing: The most effective way to get a decent ROI on TV advertising is to buy ad time during popular events that people watch live, creating ads that go viral (controversial, emotional , or being funny), or create ads that can be reused across multiple advertising channels.
- Use phone marketing: Smartphones create unique opportunities for phone advertising. Use advanced software to cold call and leave colorless voicemails for targets, send texts offering deals and promotions to subscribing customers, or use QR codes.
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