Digital marketing is mainly divided into 7 different categories, which are listed below:
- Search Engine Optimization (SEO)
- Social media marketing (SMM)
- Paid click (PPC)
- Content Marketing (CM)
- Email Marketing (EM)
- Mobile Marketing (MM)
- Marketing Analytics (MA)
Digital marketing has become an important part of companies’ overall marketing strategies in recent years. It allows companies to reach a specific audience and market directly to the people who are likely to be interested in their product. To reach consumers online, digital marketing encompasses a wide range of marketing tactics. Digital Marketing Oshawa is a marketing agency that helps businesses market and drive traffic.
Teams from Southern New Hampshire University (SNHU) talked about digital marketing in line with traditional tactics. Revealed the information about the types of digital marketing that are now in practice.
Marketing professor Jessica Rogers says that the two disciplines have different audiences and are used to reach them. An important point is that some platforms are more effective than others depending on the target audience, while traditional media can reach a wide audience.
Types of digital marketing:
In his presentation, Rogers described some of the most popular types of digital marketing and gave a brief overview of each:
Search Engine Optimization (SEO):
Search engine optimization aims to increase a company’s ranking in Google search results, which ultimately leads to an increase in traffic to its website. SEO marketers achieve this goal by researching search terms that consumers use to find information online and using those terms in their content. Search engine optimization (SEO) takes into account several factors, from the way your web pages are written, to the way other websites link to you, to the structure of your website. Salary.com estimates that SEO specialists can earn around $59,000.
So the question becomes, how can a website improve its search engine ranking? One of the main reasons why SEO is so difficult is that the answer to this question always depends on Google’s current algorithm. Based on “What Moz’s Beginner’s Guide to SEO Says,” here are a few things every SEO strategist and marketer should know about how SEO works today:
- Indexing Content: It is imperative that you make it easy for search engines to understand what your website is about. This can be achieved by adding alt text to images and adding transcripts to video and audio files.
- Good link structure: search engines need to be able to crawl the structure of your website to find all your content. SEO specialists can take several steps to format links, URLs, and sitemaps in a way that makes them easiest for website crawlers to crawl.
- Keywords and keyword targeting: using keywords in your content to make your website easy to find. One of the basic components of search engine optimization is the header. It is no longer recommended to use as many keywords and variations of keywords as possible. By using keywords in the header, you can write the content of high quality. It is considered better to sprinkle the crawlable content of a page a few times to help it rank higher.
Pay-per-click (PPC):
The term “pay-per-click” refers to paid ads and search engine results that are promoted. Digital marketing is a short-term affair, as ads cease to exist once advertisers stop paying. A PPC campaign increases traffic to a company’s website via organic search results.
In addition to the ads you see while browsing the web and watching YouTube videos, you may also see pay-per-click ads on a search results page.
Pay-per-click also differs from organic search in that you only pay when you get results. With a traditional PPC campaign, such as Google AdWords, you pay when someone clicks on your ad and lands on your website. With pay-per-click advertising, you can spend just about any amount you want. Many large companies use pay-per-click advertising and spend tens of thousands of dollars every month.
Depending on how competitive your keywords are, you’ll have to pay more for your ads or for advertising your search results. Contested keywords (i.e. keywords that are searched for a lot and that many websites compete for) cost more, while terms with less competition are likely to be cheaper.
When you set up a pay-per-click campaign, you can also choose whether you want your ads or promoted results to appear worldwide or only in a specific geographic area. If you run a brick-and-mortar business, this location-based targeting can prevent you from wasting ad dollars on users who don’t live near your store.
Social Media Marketing (SMM):
Anything a business does through its social media channels falls into this category. Although social media is familiar to almost everyone, marketers need to integrate social media into their overall marketing approach. Creating posts for social media channels and replying to comments is not enough to do social media marketing.
Coordination and consistency must be the cornerstone of effective efforts, not just an afterthought. There are several online tools for automating and scheduling posts on social media, but they should only be used as a tool and not as a “set it and forget it” solution. In cases where there is no real person behind the posts, users will figure it out immediately.
A silo separate from other marketing functions is not necessary for social media marketers. As part of the company’s marketing department, social marketers should coordinate their message across all platforms. Both online and offline to ensure consistency across the organization.
Analyzing the success of posts on social media and developing strategies based on that data is an essential part of social media marketing. Marketers should also consistently measure and track their campaigns, as this data helps them prove to management. That the efforts are driving users to engage with the brand and ultimately convert users into customers. This adds value to the business, says Jayson DeMers, Forbes contributor.
So managing a personal Facebook or Twitter account is very different from social media marketing. The role requires a combination of creative thinking and data-driven strategies, making it a good fit for people who like to combine the two disciplines. Salary.com estimates that a social media analyst with a bachelor’s degree can earn about $63,841.
Content Marketing (CM):
Increasing brand awareness is achieved through content marketing and sharing. We want the reader to take action and become a customer by requesting more information, joining a mailing list or making a purchase. Blog posts, resources such as white papers and e-books, digital videos, podcasts and more can be considered “content.”
In general, consumers should be offered value before promoting a brand or making a purchase. By creating valuable content for your customers, you can build a lasting, trusting relationship that can lead to many sales over time, not just one.
In addition to incorporating SEO search terms into website content, content marketing is also used in email marketing and social media.
Analytics for your content marketing can tell you a lot about your customers: What are they searching for when they land on your website? How can we create content that keeps visitors on our site longer and makes them want to look further? If they lose interest, what types of content marketing are long-term, as opposed to a method like PPC?
According to marketing automation company Marketo, marketers can create a library of content (text, videos, podcasts, etc.) that search engines can find.
In addition, this library increases your credibility as an information source and helps promote brand awareness. When users search for information on your website, they will hopefully view you as an authority when it comes time to make a purchase.
People who are interested in writing, video and audio production can benefit from content marketing. In addition to strategic and analytical skills, digital marketing in general requires strong analytical skills.
Email Marketing (EM):
Despite the rise of social media, mobile apps and other channels, email is still one of the most effective marketing techniques, Rogers said. This strategy can be used to provide value to consumers and, over time, convert audiences into customers through content marketing.
According to the American Marketing Association, email marketers aren’t just skilled at creating engaging campaigns. They also need to know how to best reach audiences and analyze customer interactions and data to make strategic business decisions.
There are many types of analytics measurements possible with email marketing software, but open rates and percentages of recipients are two commonly improved metrics. Click-through rate indicates how many recipients opened the email and clicked on the link it contained. According to email marketing software company Constant Contact, marketers can take many steps to improve user response to their emails. Some of them include:
- Make your email recipients aware of the impending deadline by writing email text that conveys urgency. You can increase the number of clicks on your website if only a limited number of the offer is available.
- Personalize your emails: including the recipient’s name in the subject line of your emails will increase open and click-through rates. Katie, a special offer just for you. ” (An example subject line would be, “Katie, a special offer just for you.”).
- Let recipients set their preferences: you can keep some of your email subscribers interested in your emails by allowing them to choose how often they want to receive messages from you.
Mobile Marketing (MM):
You can distribute this type of digital marketing through your target audience’s cell phone or tablet. Using text messaging, social media, websites, emails, and mobile apps, mobile marketers reach their target audiences. Marketers can tailor specific offers and content to a geographic location or a specific moment in time, such as the moment a customer enters a store or attends an event.
According to a recent TechCrunch article, consumers in the United States spend an average of five hours per day on their smartphones. Compared to the fourth quarter of 2015, this represents a 20% increase. With many users now turning to apps rather than mobile browsers, app usage is on the rise. Apps accounted for a significantly larger share of time spent by users than TV in 2017.
According to a TechCrunch article, 16% of app time is spent with entertainment apps such as Netflix and Hulu, 19% with the Facebook mobile app, 12% with other social and messaging apps, and 11% with gaming apps.
According to a recent report from Retail Dive, 45% of all purchases are always or frequently made on a mobile device, whether for research, price comparison or shopping. Millennials (defined by the Pew Research Center as those born between 1981 and 1997) make up 57% of the population.
Marketers know you need to reach your customers where they are, and in 2019, it’s crystal clear: your prospects are on their phones.
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Marketing Analytics(MA):
Digital marketing is not only highly measurable and trackable, but it has other benefits as well. There was a time when coupons and direct mail were the only marketing efforts that could be tracked. The coupon was an indication that the message had reached the customer.
Marketers today can track user behavior in great detail: how often they click on a link, how much time they spend on a web page, how often they open emails, and so on. However, the vast amount of data available on digital marketing performance can leave marketers feeling like they’re drinking from a fire hose, and they need to be able to really understand what the numbers mean and how they should feed into strategy.
Not only can they figure out what resonates with consumers and change their marketing message for the future, but they can also prove their value to the company. Data analytics is a crucial aspect of a digital marketer’s job that sets them apart from traditional marketers.
Digital marketing can be measured and evaluated using a variety of tools, and many marketers use a mix of these tools depending on their needs and audience. (Fortune magazine reports that many marketers use more than 100 applications in total.)
Marketing analytics tools can be customized in an almost infinite number of ways to evaluate your website’s performance, what keywords bring users to your website, how they navigate your website, and more.
Ultimately, you’ll not only measure your campaigns using analytics, but you’ll also improve them based on those analytics.
In a digital marketing degree program, you’ll learn about a wide range of marketing-related topics, including marketing strategies, branding, mobile marketing, and digital advertising.
It’s getting harder and harder for advertisers to find jobs. The U.S. Bureau of Labor Statistics (BLS) projects that there will be approximately 9% more advertising, sales promotion, and marketing managers employed in the United States. The median salary for these positions is $132,000, based on 2018 BLS data.
Digital Marketing Skills
By developing marketing strategies for the online environment, digital marketers contribute to the strategic goals of the entire organization, Hobson explained. Rogers said digital marketers work to be perceived as the voice of their customers and help them interact with brands in the right way.
To maximize investment, drive traffic and conversions, and manage integrated digital content, (marketers) use brands’ channels strategically.
Because digital marketers are expected to be where their customers are at all times, they must keep up with technology, social media and software changes. Even though technology is changing very quickly, some marketing principles remain the same despite today’s hot social media apps.
Most companies today require Google Analytics, Google and Facebook Ads experience, HubSpot experience and Hootsuite experience, Rogers said. With a master’s degree in the digital marketing program, you’ll learn to use these tools and explore their applications in courses.
The company is also looking for candidates who are proficient in Adobe Creative Suites and know search engine optimization and keyword research.
There are still some marketing efforts that haven’t changed since the days when companies advertised primarily in print, radio and television. A strong understanding of marketing principles and good communication skills are necessary for all marketers.
According to Rogers, employers are paying attention to soft skills in addition to technology-related skills.
In her opinion, the fundamental job of marketing is to communicate a marketing message and reach a target audience. It is critical that we communicate not only with our teammates, but also with our customers, executives and others. Without good communication skills, a message won’t get across as intended.”
For companies operating in the digital marketing industry, keeping up with new and emerging strategies is essential, Hobson said. Some of these activities are being done by digital marketers, while others are being taken on by other departments within companies.
It’s more important than ever to keep up with the competition, Rogers explained. In the rapidly evolving business environment, it’s critical to look at your competitors’ digital strategies to formulate your own.”
