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.
The term usually refers to online advertising as opposed to physical shows or events. In other words, “digital” means “on the web”. The use of an online form of marketing may also be called e-marketing.
Digital marketing is a form of marketing that uses the internet as an advertising platform. It is also considered a subset of traditional marketing, and comprises any type of promotional activity that uses digital technology, such as mobile phones, display advertising (such as banners and billboards), and VoIP. The emergence of digital marketing has given rise to social media platforms like Facebook, Twitter and LinkedIn: phenomena often called “Web 2.0”. In this respect, digital marketing further extends beyond traditional Internet advertising; encompassing both online display advertising (such as banner ads) and offline-display advertising (such as billboards).
It is also called “new media”, in reference to the communication channels used in digital marketing (as opposed to mass media). In the most widespread use, digital marketing channels are also called “digital channels”.
Digital marketing is one of three main ways to market products and services: the others are broadcast marketing and in-person marketing.
History: the first computer-based advertising appeared in the 1960s. It was projected using a cathode ray tube (CRT) monitor and was used for such things as recording players, televisions, personal computers, industrial equipment and computers for banks and businesses. By 1966 it had become commercial at RadioShack, which used a few television sets to display stores’ credit accounts on their monitors, with the credit information sent to a central site for verification. In 1970 it was used to transmit images of documents over a leased line whose bandwidth was very limited, because the amount of information that could be transmitted was restricted by the display technology used. It also worked fine for business advertising.
In 1971, using the electro-photographic process (copying hardware), AT&T Corporation created AT&T Information Systems and Services, a type of analog (non-digital) computer modem that transmitted block-coded images across ordinary phone lines at an effective rate of 24 bit/color x 30 lines per second. The unit cost about $500 per month to lease, and had a monthly charge for service on each installed location. In 1976, a U.S. Federal Communications Commission (FCC) grant of 10,000 phone lines helped launch Compuserve’s teleconferencing service which used the same technology to allow multiple users in different locations to share a common screen and keyboard.
In 1974, the “Little Van Gogh” was created by Bill Leach at Stanford University for storing images for large viewers. A challenge with such systems is that the quality of computer screens is inferior to that of television sets with similar resolution. In 1978, Cambridge Display Technologies developed one of the earliest graphic tablet computers – not designed primarily as a graphical user interface – for use in its Tablet Personal Computer (TPC).
In 1981, Ikon Office Systems introduced a graphical telephone directory that was integrated with the FDX (Federal Express) delivery schedule database, to create a system for scheduling package pickup from a terminal in the recipient’s office. In 1983, AT&T Bell Laboratories introduced the Multi-Touch™ Pad, one of the first graphical pointing devices. By 1989 it was used as an input device to manipulate graphics on a screen, for example by moving images along lines on a graph created by another program.
The first video graphic interfaces (GUIs) were developed in the 1960s for specialized computer systems which had very slow visual response times and were viewed on small raster cathode ray tube (CRTs) monitors.
A typical digital marketing campaign consists of the following steps:
- Gathering information about the client and their business / industry: this is typically done by contacting them on their website or by connecting with them through social networks (Twitter, Facebook, etc.) or other technologies. For example, if the client were a dentist, they would seek out their website in order to gather information about each of their employees.
- Identifying how many people are interested in your product / service / industry. This would consist of identifying the product/service that would be ideal for them to take advantage of and then narrowing it down from there. Some methods that could be used to identify the number of people who are interested in your product would be:
a. Website Analytics. This is a tool that uses data from your website to give you information about what type of people visit your site and where they come from. By getting this information, it can help you target the right audience with the appropriate marketing tactics to get them most interested in taking advantage of what you have to offer.
b. Better Business Bureau Reporting : As is the case with anything in business, it’s really important that you take good care of your clients and customers and provide quality products and services. The BBB is a great resource for doing this. Basically, it’s an industry association that assigns a letter grade to companies in every industry they have membership in. Here are some of the things you can find out by checking this site: How long has a company been around? Has it won awards? Does a company have any reputational issues, such as lawsuits?
- Identifying key points that will capture the attention of your target audience: This is important because it helps you focus your marketing message and efforts on the right people and areas of your market.
- Designing copy and relevant graphics: For some ideas on how to do this, check out our article called Copywriting Marketing Messages .
- Identifying the most appropriate media to use: some of the more popular channels include:
a. Paid Channel Advertisements – These are paid advertisements that are placed in magazines, newspapers and other types of media that can reach specific demographics such as people who are in the advertising or product categories you want to target.
b. Search Engine Marketing : This is a form of PPC (pay per click) marketing where an advertisement is placed at the top of a search engine result page so that when someone performs a search for something relating to your company or industry, they see your ad first on their search results page.
c. Social Media Marketing : This is the use of social media websites, such as Twitter, YouTube and Facebook to show, share or describe your company or brand. Some of these techniques include:
i. Using hashtags to target your audience effectively. Have you ever wondered what #socialmedia is? Well we’ve been using hashtags for a few years now and they’re the best way to get your message across in an efficient way! Check out our article on Hashtags here .
ii. Create and use contests. Contests are a fun, yet effective way to get your audience more involved with your company/brand! Check out our article on Contests here .
iii. Create social media graphics on sites such as Facebook and Pinterest. Social media graphics are very popular ways to show people what you do and engage them with your brand. Check out our article on Social Media Graphics here .
- Using an effective marketing message to present your product or service. The key to using a good marketing message is that it needs to be engaging and relevant to your target audience. Be sure that you keep it simple so you don’t overwhelm them with too much information.
- Creating visuals or other advertising materials: this is usually done by creating logos, graphics, media kits, videos and other types of promotional items which are used by your company for things like social media marketing or advertising campaigns. This is an essential step in that it helps build credibility and awareness of your company because it allows potential customers to see what you do from a visual perspective as well as an informational one (copywriting).
- Promoting your product/service to your target audience: This is one of the most important parts of the process because it makes your message visible to the people who you want to buy from you. In order to do this, you want to find relevant ways for people in your industry or niche to find and become aware of your company by using different media channels. One method that’s very popular right now is social media marketing such as Facebook Ads which we’ve discussed before, but there are a few other methods that work well such as:
a. Community Events- This technique involves going to industry conferences, trade shows, etc. in order to reach a large group of potential customers all at once.
b. Email Marketing- This is one of the most popular and effective ways to get your message out there because it allows you to reach people who are interested in what you have to offer without having to spend a lot of money on advertising. It works by sending an email (usually mass) message from your company with information about a product or promotion, and it’s essentially a way to reach many people at once for a relatively low cost.
c. Print Marketing- This involves putting up posters, fliers or other types of printed materials in stores, offices, public areas, etc., that can help advertise your company and its products/services.
d. Telemarketing/Phone Marketing- This involves calling to speak with potential customers on the phone and trying to get leads by promoting your company or products to them.
- Making sure you evaluate the results of your efforts: It’s important that you keep track of your marketing efforts so you can see how well they worked for you (or didn’t work). You can do this by using metrics such as cost per lead, quality of leads, average cost per lead, etc.
- Adapting your strategies to improve results: This is really important because engaging with people in a highly effective way is only effective for so long before you need to change it up and do something different in order to find similar results. For some ideas on finding new ways to get your marketing message across, check out our article, The Importance of Being Relevant.
- Taking it to the next level: There are two ways you can take your company or marketing efforts to the next level:
a. With the right people: This means hiring professionals who know how to reach and engage your target audience effectively. Hire somebody who has experience in this area because they help your company grow and become more profitable over time!
b. In the right areas: This is important because you need to be in certain geographic locations in order for people to come from nearby communities and communities that are related. For example, if you want to sell products in New York City, you need to be targeting New York City residents.
- Taking action and implementing your strategies: This is the last step in the process because it means that you don’t stop from here on out. It means that you keep on doing what you know is right by always being on top of things and keeping up with changes in your industry or niche so that your strategies are always relevant. It’s important that you plan well so that when the time comes, you’re ready for whatever comes your way!
- Creating a weekly marketing schedule: Scheduling is very important when it comes to marketing because it allows you to create a routine in which you’ll always be doing everything that’s necessary for your company/brand. This can help you stay on top of things and not miss any deadlines as well as keep you motivated and focused on what’s important!
- Creating a strategy plan for the future: An important step in creating a strategy plan is knowing where you want to take your company or how far you want it to go. This is because everything you want to achieve should be relevant to your end goal, and it’s important that you create strategies that are geared toward helping you meet those goals.
This is an important step in the process because it allows you to figure out what you need to do and how much time, money and effort it will take to get there. For example, if your end goal is to drive 5,000 qualified leads per month in order to pay off a large loan on a property, then your strategy plan should reflect this by showing how many leads will be needed over the next year or so in order for this goal to become a reality.