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Digital Marketing

Digital marketing is the use of digital channels to market products. Also known as online marketing, digital marketing promotes brands and connects them to potential customers via the internet. It takes many forms, including:

Search engines

Websites

Social media

Email

Mobile apps

Text messaging

Web-based advertising

Digital marketing uses the same principles as traditional offline marketing but in a digital space. It relies on consumer data to find a business’s target audience and deliver the most relevant messaging possible. This is effective, but digital marketing is so popular that the biggest challenge today is learning how to stand out from the crowd.

Your company’s use of digital marketing depends on its model. Business-to-business (B2B) companies sell to other businesses, which requires a longer, more strategic approach. Business-to-consumer (B2C) companies sell directly to everyday customers, which requires shorter sales cycles and a larger audience. The main differences between B2B and B2C include:

B2B decisions involve multiple people, while B2C typically only involves a single person.

B2B clients tend to have a longer decision-making process, so digital marketing should focus on building relationships.

The B2C buying process is generally shorter, so this requires short-term, urgent messaging.

B2B transactions are more driven by logic, while B2C is driven more by emotion.

Fortunately, digital marketing works for both approaches. Whether you’re targeting businesses or consumers, digital marketing will help you streamline the marketing process for results.

The benefits of digital marketing

Regardless of whether you’re a B2B or B2C company, digital marketing helps businesses better understand their customers and deliver tailored experiences across every channel.

Digital marketing can help you get to know your audience, understand their pain points, and provide metrics that will give your marketing team credibility. Digital marketing has several benefits.

Reach a large demographic

Digital marketing allows you to reach a wider customer base with less effort. When you post an ad online, it can reach anyone, regardless of their location. You can connect with customers on the other side of the world, in multiple time zones, as seamlessly as though you were taking out an ad in the local newspaper. You can expand your market reach and grow your business in ways that would have seemed impossible before.

Cost efficiency

Traditional marketing channels like TV, radio, and print media typically have higher costs than digital channels. Posting on social media and creating blogs doesn’t have a cost beyond the time you spend producing the content. You can create a slick, professional website for a relatively low cost by using one of the many templated systems or paying more for a bespoke creation. You can create social media accounts for free, and partner with an email service provider (ESP) for a competitive price.

Plus, digital channels remain on the internet for as long as you maintain them. People will continue to find your content again and again long after you’ve posted it. This amounts to greater staying power than a temporary TV ad.

Regardless of whether you’re a B2B or B2C company, digital marketing helps businesses better understand their customers and deliver tailored experiences across every channel.

Traditional marketing is more ephemeral because it only plays at certain times — and usually outside of your control — before it’s gone forever. A newspaper ad doesn’t run continuously unless you keep paying for it, and then it disappears when people recycle the paper or toss it in the trash.

Whether you have a small business or you work at a big business that’s trying to cut costs, digital marketing is the way to go.

Results are measurable

Digital marketing comes with a host of analytics opportunities that traditional marketing just can’t match. You can track the number of conversions and leads, visits to your website, and much more — giving you plenty of valuable insight to help grow your business. For example, digital marketing allows you to:

Measure social media engagement with built-in analytics.

Track the organic traffic and SERP rankings of every blog post.

Pull accurate data on paid ad views, clicks, and conversions.

Traditional marketing doesn’t allow for further engagement and only allows for one-way communication. But digital marketing gives you the opportunity to chat one-on-one with customers. You can engage with them directly on a blog or social media post to learn how they found you, what they think, and what they need. This gives you both quantitative and qualitative information on your marketing efforts, which is worth its weight in gold.

Easier personalization for customers

Customer data is the foundation of digital marketing. Because it requires so much data, businesses naturally learn a lot about their ideal customers during a digital marketing campaign. Thanks to this data, it’s never been easier to personalize your marketing campaigns.

For example, businesses use customer data to:

Monitor the behavior of their social media followers to see which types of content and post formats they prefer.

Segment customers based on their demographics, which makes it easier to personalize messaging based on their pain points.

Address customers by name in email campaigns.

Acknowledge key events like customer birthdays and anniversaries.

Opportunity to engage with customers at various stages

Digital marketing is more cost-effective, which means you can engage with customers at several points during the buying process. For example, you can create a paid advertising campaign and then follow up with those leads after they’ve made a purchase. This could be as simple as saying thank you, or using it as an opportunity to upsell with related items or a subscription. A traditional TV ad can’t do that.

Easy and convenient conversions

Thanks to its cross-channel connectivity, digital marketing makes it a cinch to increase conversions. Shoppers can move from a social media platform to your ecommerce store to make a purchase in just a few taps. Digital marketing also allows for automation, so if customers don’t make a purchase right away, you can quickly follow up with them to recapture their business before they forget about you.

#digital marketing #marketing #technolgy