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What is Digital Marketing & Why is it Important?

  • Post category:Marketing
  • Reading time:5 mins read

In its most basic form, digital marketing is the synthesis of a variety of advertising methods delivered via digital channels. These channels include but are not limited to search engines, websites, social media, email, and mobile apps. This understanding of digital marketing covers a wide range of marketing activities. This article will cover a few of the more common forms of digital marketing.

Paid Search

Paid search, or pay-per-click (PPC) as it is referred to among those in the industry, is the “sponsored results” located at the top or side of a search engine results page (SERP). As the name alludes to, you only pay when a user clicks on your ad. You can custom tailor your PPC ads so that they show up when certain search terms are entered. This helps create ads that are targeted to a specific audience or segment.

Pay-per-click ads are flexible, visible, and, most importantly, effective for many types of organizations. Furthermore, PPC is also a contextual advertisement. That means that they will appear when a person is searching for a certain keyword or term.

SEO defined

Search Engine Optimization (SEO)

Search engine optimization (SEO) is a three-fold element of your marketing mix in its most simple form. It includes the process of optimizing content, tailoring technical set-up, and enhancing the overall reach of your website. This is all done with the aim of making your content appear at the top of search engine result pages.

SEO is essentially a set of best practices for what most consider ‘good’ digital marketing. SEO enforces the need for a well-structured and easy-to-use website. Furthermore, SEO ensures that your content is both valuable and engaging. Another factor that contributes is the credibility of the content on your website. This is measured by the frequency and domain authority of the websites that link to your website.

Content Marketing

Ever heard the expression, “Content is king”? If not, you have now! Great content is the catalyst that drives your digital marketing machine.

Here are three essential traits of effective content marketing

  • is an essential pillar of modern SEO
  • helps you get noticed on social media
  • gives you something of value to offer customers in emails and paid search ads

Creating clever content that educates and inspires is tough is a major challenge. However, it is well worth the effort. Offering content that is relevant to your audience helps them see you as a valuable source of information. On top of that, resourceful content makes it less likely that they will tune you out.

Social Media Marketing

People aren’t just watching cat videos and posting selfies on social media these days. Many rely on social networks to discover, research, and educate themselves about a brand before engaging with that organization. It’s not enough for marketers to just post on their Facebook and Twitter accounts to enhance their digital marketing campaigns. You must also weave social elements into every aspect of your marketing and create more peer-to-peer sharing opportunities. The more your audience wants to engage with your content, the more likely they will want to share it. This ultimately leads to them becoming a customer. As a bonus, they will hopefully influence their friends to become customers, too.

Social Media Marketing

Email Marketing

The communication method that we know as email has been around for more than two decades, and it’s not going anywhere anytime soon. It’s still the quickest and most direct way to reach customers with critical information. The reason is simple: Consumers are very attached to their emails. Just ask yourself how many times you have checked your email in the past hour…See what we mean?

However, great marketers know that not just any email will do the trick and attract prospects. Successful email campaigns must be engaging, relevant, informative, and entertaining. In order to succeed, your marketing emails should satisfy these five core attributes:

  • Trustworthy
  • Relevant
  • Conversational
  • Coordinated across channels
  • Strategic 

Mobile Marketing

Mobile devices have become an increasingly integral part of our lives over the years. With that in mind, marketers need to effectively communicate via this unique and extremely personal channel both efficiently and effectively. We keep our mobile devices in our pockets, next to our beds, and constantly check them throughout the day. This constant contact is why marketing via mobile devices crucial.

Mobile Marketing

From SMS and MMS to in-app marketing, there are many ways to market on mobile devices. This makes selecting the right method for your particular business difficult. However, selecting one, or multiple, forms of mobile marketing is essential. Beyond the mechanisms used to deliver your message, you also need to think about your marketing coordination across digital channels. Most importantly, you need to ensure that mobile marketing is part of that mix.

Marketing Automation

Marketing automation is an integral platform that ties all of your digital marketing together. Without it, your campaigns will look like an unfinished puzzle with a crucial missing piece. Software designed for marketing automation streamlines and automates marketing tasks and workflows. Most importantly, it measures the results and ROI of your digital campaigns, helping you to grow revenue faster.

When used effectively, marketing automation will help you gain much-needed insight into which programs are working and which aren’t. It will give you the metrics needed to speak confidently about digital marketing’s impact on the bottom line.

Andrew Roche

Andrew Roche is a Digital Consultant at Shift Digital. He is also pursuing an MBA in Marketing & Finance through the Mike Ilitch School of Business at Wayne State University

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