What is
digital marketing?
“Digital marketing” is the
process of building and maintaining customer relationships through online
activities to facilitate the exchange of ideas, products, and services that
satisfy the goals of both parties.
Why are
people going online?
ü
For
information on a new product, service or location
ü
If they have a
question
ü
If they are
looking for help
ü
If they want
more information on certain individuals or organizations
ü Meeting
attendants
ü Business
contacts
ü General
information (maybe about you…)
ü New
employees
ü Available
jobs
ü Etc.
With the constant growth of the web, and more people
getting connected every day, digital marketing has become a necessity for many
organizations. This also includes small businesses that wants to trade online
and make a name for themselves on the web.
The web is crowded with information. If you have a
website, can these people reach you that are searching the web for answers?
There
are many benefits of digital marketing
Over
traditional marketing *
ü
Puts the
consumer in control
ü
Provides
convenience
ü
Increases
satisfaction
ü
Drives brand
loyalty
ü
Reduces the
selling cycle
ü
Reduces the
cost of sales
ü
Builds your
brand
ü
Provides
targeted results
ü
It is
measurable *
ü
Cost effective
*
What
does digital marketing consist of?
Key
components
ü
Website design
(user experience)
ü
Search engine
optimization (SEO) *
ü
Pay per click
(PPC) *
ü
Social media
marketing (SMM) *
ü
Email
marketing
ü
Display
advertising (banner ads)
ü
Affiliate
marketing
ü
Content
marketing
ü
Online
reputation management (ORM)
Digital marketing objectives
One way to make sure you are found on the web is with
an optimized digital marketing strategy. Most digital marketing strategies and
campaigns have following 5 objectives.
ü
Reaching the right
audience
ü
To engage with
your audience
ü
To motivate
your audience to take action
ü
Efficient
spending on your campaign
ü
Return on
investment (ROI)
Digital marketing goal
Digital marketing is about generating sales and/or
capturing leads from customers that are searching on the Internet for answers.
How
digital marketing evolved over the years
Back
in the day, it was all about search
engine optimization –
(organic search)
ü
Build a
website
ü
Apply the art
of on and off page SEO to your website, you build links, you build more links,
and you build even more backlinks, focus on the meta-tags, content, etc.
ü
You hope it
shows up in Google someday
ü
You hope it
displays on the results with the right keywords (what people are typing in when
they search)
ü
It was like
fishing and hoping you will get a catch.
With
SEO, PPC was born –
(paid search)
ü
Google’s
Ad words (3 line ads that show upon the right/top of search engine results)
ü
Microsoft’s
Ad centre
ü
Yahoo’s
search marketing (Overture)
ü
Build ads
around keywords and pay for
everyone that clicks the ad and visits your site
