What Is Digital Marketing And Why Do You Need It?

Digital Marketing is a specialized area of Marketing that applies techniques designed to increase exposure or sales using digital technologies.

Perhaps you’re running a political or awareness campaign. Maybe you have a brand. You want as many people as possible to find out about it.

Digital Marketing includes a lot of techniques, some of which you might already be using without even knowing they fall under the Digital Marketing umbrella. The target, as stated above, is to increase exposure/reach and sales. Here are some of the techniques that Digital Marketers use to reach the goals:

Search engine optimization (SEO)

Search engine marketing (SEM) and Paid Advertising

Social media marketing

E-mail marketing

Display advertising

Mobile apps

SMS and MMS marketing

Search engine optimization (SEO)

Everybody uses search engines to find stuff online. So this is a big and very important subject. If you have a great website if people can’t find it! And while there are other ways to get traffic to your site, ranking high in search engines will be the most dependable traffic source you will have in the long run.

There are two types of SEO:

On page SEO refers to the things your site needs to have implemented in the code and content (without getting into detail, this includes the correct: title tags, meta tags, URLs and navigation structure, image attributes, site map, heading tags, keyword density, page loading times, etc.).

Off page SEO refers to all the things you can do outside your site (link building, blogger outreach, social media etc.).

SEO is a sustained effort, it’s not something you do once and you can forget about it – search engines’ rating formulas update frequently and it takes constant monitoring and adapting to keep ahead of the competition.

Search engine marketing (SEM) and Paid Advertising

SEM is all about increasing visibility in Search Engine Results Pages (SERPs) – do something to have your link be more visible than the rest (increasing the chance people will actually click it). Just to be clear, the broader SEM field also includes SEO – but for better understanding I wanted to talk about them separately.

So how do you increase your link visibility in search engines results pages? Mainly through paid advertising: all major search engines provide an advertising service (like Google AdWords or Bing Ads). Unfortunately, buying search engine advertising (or at least doing it right) is not simple; it involves a lot of research, monitoring and optimizing.

Social media marketing

Having your site/page show up high in search results is great! You get a steady stream of people interested in what you have to offer. But you could always use more! More people finding out about you, more visitors to your page, more conversions, more sales. And while everybody uses search engines to find things they’re looking for, what about the people that don’t yet know they’re looking for something? Enter social media: the best way for you to get in front of even more people. But social media is not simply about advertising your stuff, it’s a lot more than that: building an audience, shifting desires, getting feedback, customer support, contests and so much more. Social media is a huge opportunity with many different options and possibilities. Unfortunately, this also makes it complex. Facebook, Twitter, Twitch, Instagram, Pinterest, YouTube, Tumblr, are just a few of the popular portals people use every day, each with its own specifics and requirements; some focused on text, some on images and some on videos.

E-mail marketing

E-mail Marketing is a cost-effective way for you to reach your users and keep them engaged, interested and always coming back.

Unfortunately, not many business administrators are aware of the great value “subscribers” bring to their sites. Newsletter marketing is many times ignored because when first bringing a site live there are very few users accessing it (therefore no need to run a daily/weekly newsletter). And as the user base grows, the newsletter aspect is too often simply… forgotten.

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