Digital marketing can be broadly divided into 8 main categories, which include: Search Engine Optimization, Pay-Per-Click, Social Media Marketing, Content Marketing, Email Marketing, Mobile Marketing, Marketing Analytics and Affiliate Marketing.
Over the past decade, digital marketing has become a vital component of an organization’s overall marketing strategy. This allows companies to tailor messages to reach specific audiences, making it possible to market them directly to people who are likely to be interested in their product.
Two academic team members from Southern New Hampshire University (SNHU) talk about how digital marketing aligns with traditional strategy and share information about some types of digital marketing.
what is digital marketing
Digital marketing includes a variety of marketing strategies and techniques that are used to reach consumers online. As a form of online marketing, it allows organizations to establish a brand identity and has revolutionized the marketing industry.
Dr. Mark Hobson Lessons With Dr. Mark Hobson
Dr. Mark Hobson, Senior Associate Dean of Business Programs, said that although digital marketing seems like a new world, in fact, it is based on many principles familiar to traditional marketers and requires both basic marketing knowledge and technical know-how. . Is. it happens.
Associate Dean of Marketing Program Dr. Jessica Rogers said that both these disciplines work to connect different groups of consumers. “…Traditional media is a great way to reach a broader consumer base, whereas digital media has the potential to reach a very specific audience,” she said, “An important point is that depending on the target audience, some channels are more are accessible. are more effective than others.
types of digital marketing
Rogers talks about some of the most popular types of digital marketing, giving a brief overview of each:
Search Engine Optimization (SEO)
The goal of SEO is to make a business rank higher in Google search results, ultimately increasing search engine traffic to the business’s website. To accomplish this, SEO marketers research the words and phrases consumers are using to find information online, and use those words in their content. According to the “Beginner’s Guide to SEO” from leading SEO software company Moz, SEO includes many elements from the structure of your website to the words on your web pages to how you link to other sites on the web. According to Salary.com an SEO specialist can earn around $70,058.
So, what are the things that can improve the SEO of a site? It’s important to understand that one of the things that challenges SEO is that the answer to this question always depends on Google and its most current algorithms. With that in mind, here are some of the most important things for SEO strategists and marketers in general to understand how SEO works today, from Moz’s Beginners Guide to SEO:
Content Indexing – By doing things like adding alternate text for images and text transcripts for video and audio content, it is important to allow search engines to clearly “read” your site’s content.
Good link structure – It is important that search engines can “crawl” your site structure to easily find all the content of your site. There are several things that an SEO expert can do to properly format links, URLs, and sitemaps in order to be most accessible to site crawlers.
Keyword and Keyword Targeting – Properly planning your keywords – that is, the search terms you want to find for your site – in your content and headings is one of the fundamental building blocks of SEO. It is no longer a good practice to “stuff” your content with as many keywords and keyword variations as possible. It is sometimes considered a better practice to write high quality content that uses keywords in headers and crawl-able page content, and will rank pages better in search results.
Pay-per-click refers to paid ads and promoted search engine results. This is a short-lived form of digital marketing, which means that once you are not paying, advertising will no longer exist. Like SEO, PPC is a way to increase search traffic for an online business.
Pay-per-click can refer to the ads you see at the top and sides of the search results page, ads you see while browsing the web, ads before YouTube videos, and ads in mobile apps.
One of the other things that separates pay-per-click from SEO is that you only pay for the results. In a normal PPC model like a Google AdWords campaign, you’ll only pay
When someone visits your website by clicking on your ad. You can spend almost any amount on pay-per-click advertising. Some companies may see results with an investment of only a few hundred dollars, but many large companies spend hundreds of thousands per month on pay-per-click.
How much it costs to run an ad or promote your search results will largely depend on how much competition you have for your keywords. Keywords with high competition (ie keywords that many people are searching and many sites are trying to find) will be more expensive and words with less competition will cost less.
When you set up a pay-per-click campaign, you’ll also be able to choose whether you want your ad or promoted results to be shown to users around the world or just in a specific geographic area. If you’re marketing a bricks-and-mortar business, this location-based capability helps you not waste advertising dollars showing ads to users who, according to Google, are your business. are around. Huh. Don’t stay anywhere near.
social media Marketing
This includes everything that a business does through social media channels. Almost everyone is familiar with social media, but marketers must adopt a social approach with an integrated and strategic approach. Social media marketing goes far beyond just creating posts for social channels and responding to comments.
Salary.com An infographic excerpt with text A social media analyst with a bachelor’s degree can earn approximately $68,230.
To be effective, efforts must be coordinated and coherent, rather than an afterthought. To help keep posts consistent, there are a number of online tools available to automate and schedule social media posts, although marketers should only use automation as a tool, not “set it up and run”. “. forget this. Go” solution. If there is no real person behind the post then users will find it quickly.
Social media marketers do not need to live in a separate silo from other marketing functions. Social marketers need to work with a company-wide marketing team to get their message across and online.
Post and strategize based on that data. Another reason marketers continually measure and track their campaigns is that this data allows them to demonstrate a particular campaign’s return on investment and whether it provides any value to the company, according to marketing writer Jason Deamers. , Is.
There are also many free options for spreading your message that go beyond Instagram and Twitter. Some other options include Google My Business, eBay and Facebook Messenger and Marketplace.
In other words, social media marketing is a lot more complicated than managing your personal Facebook or Twitter profile. It requires a mix of creative thinking and purposeful, data-driven strategy, and is probably best suited for professionals who enjoy blending these two disciplines. According to Salary.com, a social media analyst with a bachelor’s degree can earn approximately $68,230.
Content marketing uses storytelling and information sharing to increase brand awareness. Ultimately, the goal is for the reader to take action toward becoming a subscriber, such as requesting more information, signing up for an email list, or making a purchase. “Content” can mean resources such as blog posts, white papers and e-books, digital videos, podcasts, and more. In general, it should first and foremost provide value to the consumer, not just advertise the brand or attempt to make a sale. Content marketing is about building a lasting, trusting relationship with your customers that can potentially lead to multiple sales over time, not just one transaction.
Content marketing works in symbiosis with other types of digital marketing: it is a way to incorporate SEO search terms into fresh website content, and the content created can be shared in social media posts and email marketing publications. You can tell a lot about your customers by looking at the analytics for your content marketing: What are they looking for when they visit your site? What kind of content drives them to stay on the site longer and look around? How do they lose interest and walk away?
Unlike a method like PPC, content marketing is a long-term strategy. According to marketing automation company Marketo, over time, marketers build a library of content (texts, videos, podcasts, etc.) that will continue to drive users to the site via search engines. This content library also helps in promoting your brand knowledge and enhances your profile as a resource of information. And, if users are coming to your site for information, ideally they’ll remember you as an authority when it comes time to make a purchase.
Content marketing is a great opportunity for those who enjoy writing and/or producing video and audio. But like digital marketing in general, it also requires strong strategic and analytical skills.
Even with the emergence of social media, mobile applications and other channels, email is still one of the most effective marketing techniques, Rogers said. It can be part of a content marketing strategy, which provides value to consumers and converts audiences into customers over time. Email marketing professionals not only know how to create engaging campaigns, they also understand optimal audience outreach and are skilled at analyzing customer interactions and data and making strategic decisions based on that data, according to the American Marketing Association.
Email marketing software can offer many different analytical measures, but two that marketers are always trying to improve are the open rate — the percentage of recipients who open the email — and the click rate — the number of recipients who open the email. And clicked on a link in the email. According to the leading email marketing software company Constant Contact, there are several things marketers can do to make their emails more attractive to users and more likely to be opened. This also includes:
Create a sense of urgency – Writing email copy lets your recipients know that time is running out to receive a special deal or only a limited number of offers are available, thereby increasing the number of people clicking on your website may be possible.
Personalize your email – Setting your email and subject line to include the recipient’s name is a proven way to increase open and click through rates. (A sample subject line: “Katie, a special offer just for you.”)
Let recipients set their own preferences – Allowing users to specify how often they want to hear from you can help some of your email subscribers subscribe to your list and click on your email.
It is the digital marketing type that focuses on reaching your target audience on their smart phone or tablet. Mobile marketing reaches people through text messages, social media, websites, email and mobile applications. Marketers can tailor offers or specific content to a geographic location or time pop out
According to a recent article by contentmarketingbody TechCrunch, consumers in the United States now spend five hours a day on their phones. This represents an increase of 20% from the fourth quarter of 2015. Users are spending more of their time in apps than in mobile browsers. In 2017 users are spending more time with apps than watching TV. According to a TechCrunch article, 15% of that app time is spent with entertainment apps like Netflix and Hulu, 19% of it on Facebook’s mobile apps, 12% on other social and messaging apps, and 11% on gaming apps. goes. Is.
Retail Dive reports that 45% of purchases always or often involve a mobile device in some way, whether used for research, comparing prices, or making purchases. For the majority of Millennials (defined by the Pew Research Center as those born between 1981 and 1997), that number is 57%.
Marketers know you need to get your message across to your customers, and it’s pretty clear: Your potential customers are on their phones.
One of the major advantages of digital marketing is that it is highly trackable and measurable. Once upon a time, the only trackable marketing pieces were coupons and similar direct mail offers. If a customer uses a coupon, you know the message has resonated. Today, analytics allows marketers to track user behavior at a highly detailed level: how often they click on a link, how much time they spend on a web page, how often they open an email, and more. But the vast amount of information available about digital marketing performance can seem like drinking from a fire hose, and marketers need to be able to understand what the data means and how they should inform strategy.
Not only does this allow marketers to learn what is successful with consumers and further customize their marketing messages, it also means they can demonstrate their value to the company. Understanding all this data and using it to make strategic decisions is an important part of a digital marketer’s job, and one that sets them apart from their traditional counterparts.
There are many tools available to measure the success of digital marketing campaigns, and many marketers will use some combination of these tools depending on their needs and their audience (Fortune magazine reported that many marketers use more than 100 applications in their total marketing process). use). Use). use). Use). One of the most commonly used tools for marketing analytics is Google Analytics, which can be customized in almost endless ways to measure how your site is performing, what keywords drive users to your site, and more. go, and many more. Go, and much more. Go, and much more. Visiting, how users are navigating through your website, etc.
Having good, accurate analysis and the know-how to interpret them can help marketers “fail fast” quickly, eliminate campaigns that aren’t working, and build better campaigns around concepts whose success Is. Is. Has a proven track record. Over time, you won’t just use analytics to measure your campaigns – analytics will inform and improve your campaigns as well.
In a digital marketing degree program, you will study a range of issues related to your marketing career, including marketing plans and strategies, branding, mobile marketing and digital advertising.
With the increasing prominence of online marketing, affiliate marketing – also known as influencer marketing – has become popular among many organizations in bridging the gap between consumers and organizations. But, what is Affiliate Marketing?
Affiliate marketing makes use of the growing popularity of industry experts and social media influencers. In working with these third-party influencers, your organization will cooperate to promote your products or services for compensation. In collaboration, influencers will engage their audience with posts, blogs or videos to bring more business to your organization and generate new leads. An infographic piece with BLS text predicts a 10% increase in the number of advertising, promotion and marketing managers. through 2030.
Affiliate, or influencer marketing, has become a mainstream form of blog entertainment, news and shipping over the years with new media such as TikTok, Instagram, YouTube. Affiliate making has become one of the more popular forms of digital marketing. According to Inc.com, the affiliate marketing industry was expected to grow to 6.8 billion in 2020.
The job market for marketers is expanding. The US Bureau of Labor and Statistics (BLS) predicts a 10% increase in the number of advertising, promotion and marketing managers. According to the BLS, in 2020, the median salary for those positions was $141,490.
Hobson said digital marketers support the strategic goals of the broader marketing team and the entire company by implementing marketing strategies in the online environment. Rogers said digital marketers strive to be a voice for the customer and how they want to interact with a brand digitally. “(Marketers) approach brands across channels strategically to maximize investment, increase traffic and conversions, as well as manage integrated digital content,” she said.
The need for customers to be present at all times means that digital marketers have a significant responsibility to adapt to changes in technology, social media and software.
Technology changes rapidly; Today’s hot social media apps may be left until next year, but many of the basic marketing principles remain the same.
Lessons with Dr. Jessica Rogers Today, according to Rogers, many employers need experience in Google Analytics, Google and Facebook advertising, HubSpot and Hootsuite. In the Master in Digital Marketing programme, you will learn the foundations of such tools, explore and apply them through coursework. They are also looking for candidates who are proficient in Adobe Creative Suites and who are well versed in SEO and Keyword Research.
The sharp pieces of the marketing puzzle haven’t changed since the days when companies primarily advertised in print, radio, and TV. All marketers must have strong communication skills and a strong foundation in marketing principles.
According to Rogers, employers incorporate these soft skills along with technology-related competencies in job posting requirements.
“A basic tenant of marketing is communicating a marketing message to the target audience,” she said. “… we must not only communicate with our peers, but we must be able to communicate with customers, executives and others. These people are our target audience and without strong communication skills, the message will be received that way. It won’t happen. It will be what we want it to be.”
Hobson said that since digital marketing is a rapidly changing space, it is imperative for companies to stay up-to-date on new and emerging strategies. Companies do this in a number of ways, some of which are the responsibility of digital marketers and others.
“Staying ahead of the competition has never been more important,” Rogers said. “With the landscape for businesses changing so rapidly, it has become an important strategy to engage ourselves in looking at the competition to help inform their digital strategy.”