Digital marketing is one of the fastest growing and evolving types of marketing today, and in many industries, it is the most cost effective way of getting a brand name or product in front of potential customers. The advertising industry hasn’t experienced such a dramatic change since the early days of television, and it is unlikely that most of us will see another opportunity like this in our lifetime. Individuals and companies that aren’t taking advantage of the digital marketing revolution are missing out on amazing opportunities, as well as exposing themselves to risk from competitors who are ready to take action.
Unlike any other type of marketing medium, digital marketing didn’t just arrive on the scene and then grow slowly. It has been rapidly growing and evolving since it first began, and new mobile devices, social media platforms, and other constantly changing technologies, it is not likely that it will slow down any time soon. As with all dramatic changes in business, some people and businesses quickly see the opportunity, and harness its power. Others, however, sit on the sidelines watching the world change.
While the term digital marketing has been around since the early 1990’s, it is only in the last ten years or so that the world of digital marketing really started to take off. The digital marketing universe is quite broad, encompassing just about any marketing strategy which takes place online. Some categories within the digital marketing world include the following:
Search Engine Optimization (SEO) – SEO is a type of digital marketing where a brand takes steps to attempt to get their website to rank at or near the top of the results when people type specific phrases into search engines.
Pay Per Click (PPC) – PPC is one of the most common types of digital advertising. Simply put, brands pay a specific amount each time someone visits a link to their site. There are many different PPC companies available to choose from, with Google AdWords being the largest.
Social Media Marketing – Using social media sites like Facebook, Twitter, LinkedIn and others to help build a relationship with potential customers is a very effective way to build relationships with potential customers.
E-Mail Marketing – E-Mail marketing starts by getting people to sign up to receive information from a company via email. The company can then send out information, advertising, special deals and more to their list of subscribers.
Video Marketing – Like television commercials, except it is all done online. Digital video marketing is much more flexible than television ads, and can be very effective.
Text Message Marketing – When potential customers sign up to receive promotional messages via text message on their smart phones, companies can reach out to them wherever they happen to be.
Mobile Marketing – Harnessing the power and popularity of mobile smartphones, companies can display ads and market to customers quickly and easily.
Of course, there are other segments of the digital marketing world, but these are the most effective and most popular. Companies today can’t afford to go without some sort of digital marketing strategy, but fortunately, this type of marketing is often much less expensive than traditional marketing options.
How can Digital Marketing Help Your Business?
Digital marketing is effective because rather than just broadcasting out a message to as many people as possible (as is done with print, television and radio advertising) it targets a specific audience with a custom message. In addition, the marketing is really only just beginning when someone sees a digital advertisement or reads about a product online. Digital advertising allows companies to build a relationship with their potential customers, which can help increase sales, build brand loyalty and even get great feedback on how to improve product lines.
It has been shown that when a brand can actively interact with existing and potential customers, they are much more likely to do business with them in the future. Digital marketing is the only advertising option available which can be used to create a two way conversation between the brand and the customers. This provides significant benefits to both groups. The company gets loyal customers who will not only shop with company, but also recommend it to their friends and family. The customers get unprecedented access to the company, including simple ways to voice concerns and even make suggestions.
Companies of all sizes can utilize digital marketing to help expand their business and reach new customers. A large majority of people today have access to the Internet in their homes, and a growing number can also get online from their mobile devices. This means that marketers are able to use digital marketing to reach out to these customers in a variety of ways, almost any time of the day or night. This gives companies unprecedented opportunities to run highly targeted advertising campaigns, which have been shown to perform extremely well.