As the world advances, the way companies are marketing their products and services is also changing rapidly. Digital Media Marketing is evolving as the latest method of marketing among small-scale and large-scale businesses. This article will have a look at what is digital media marketing and what are different types of digital media marketing.
What is Digital Media Marketing?
Any form of marketing that utilizes an electronic means of communication and conveys promotional messages about different products and services and measures their impacts is known as digital media marketing.
In practical terms, digital media marketing refers to structured marketing campaigns that convey promotional messages to customers via their phones, tablets, computers etc. Some examples of digital media marketing include online videos, digital ads, search engine optimization, social ads, and social media posts etc.
Sometimes, digital media marketing is also compared to the traditional approaches to marketing such as newspaper ads, ads displayed on billboards etc.
As a result of digital media marketing, brands got an opportunity to connect with potential clients. Over time, digital media marketing has adopted types. Following is a brief explanation of the types of digital media marketing:
Search Engine Optimization:
Search engine optimization is one of the most powerful digital media marketing tools. In a summary, SEO can be defined as the art of making websites attractive to search engines.
But SEO is more than just an art, it’s a combination of arts and science. The science part of SEO comes from its research aspect. SEO requires a deep understanding of different digital factors to ensure that the website ranks on the search engine.
The most crucial factors when it comes to ranking a website on the search engine include
- The Quality of the Content on the website
- User engagement on a website
- Mobile optimization of the website
- The number and quality of inbound links on the website
Additionally, technical SEO also needs to be implemented to get the best results. Technical SEO deals with the backend components of the website such as the website loading time, the website’s URL structure etc.
The ultimate goal brands go for SEO is to appear on the first page of google, so that people who are looking for the services you are providing, reach you easily whenever they search on google.
As the name suggests, content marketing deals with the quality of content. As discussed above, content quality is one of the most important factors in SEO. So, SEO plays an important role in content marketing. When SEO and content marketing come together, the most relevant content reaches the target audience more efficiently.
Although the goal of content marketing is similar to the other approaches to marketing, the procedure content marketing follows is different. Unlike using a particular share of the product or service, content marketing does so for free via different forms of content. The main types of content utilized in content marketing are as follows;
- Blog posts
- White papers
- Video/audio content
Content marketing may seem less important than other forms of digital media marketing, but statistics show a different perspective:
- 84% of the clients look for helpful and entertaining content from the brands
- 62% of the companies that have 5,000 employees produce any form of content daily
- 92% of digital marketers believe that content is an important asset
Although content marketing is an effective medium for digital media marketing, it can be tricky. Content creators need to understand the tricks and the quality of content needed to rank higher on google. A relevant piece of content can establish strong relationships with the audience and build a strong customer base.
Social Media Marketing
Social media marketing refers to bringing traffic and brand awareness to the audience by engaging them via social media. It is not only limited to the promotion of products and services, a company can also advertise by portraying its culture, and spreading awareness about a particular issue.
Several social media platforms can be used for social media marketing. Which platform a company uses, depends upon what services and products they intend to provide. Various platforms used in social media marketing are youtube, Facebook, Instagram, LinkedIn, and Twitter.
Social media marketing has witnessed huge growth in B2C marketing reaching the relevant audience. Over time, social media marketing is also gaining popularity in the B2B domain as well.
The ultimate goals of social media marketing exceed just generating sales. Many brands use social media marketing to start a dialogue with their customers and keep their customers engaged.
As the name indicates, pay-per-click is the type of digital media marketing where a company pays every time a person clicks on their ads. The main benefit that comes from pay-per-click is that a company will only pay when someone clicks on their ads instead of paying a set amount for running ads constantly.
The most common channel of pay-per-click advertising is Google. Every time google identifies a spot on the search results page, it fills the spots with PPC ads.
However, several factors influence if a particular ad will appear in the top results:
Quality of the ad
- Keyword relevance of the ad content
- Quality of the ad landing page
- Bidding amount of the ad
Affiliate marketing is a form of digital marketing that allows someone to promote someone else’s business. This type of digital media marketing works on a revenue-sharing model. The person promoting the business gets a share of the revenue generated from each sale that is due to him/her.
Going for one business or promoting products from multiple businesses completely depends on the affiliate.
In native advertising, digital media marketing is done in disguise. The main goal of native advertising is not to make marketing obvious. Native advertising was introduced as a response to the consumer’s reactions towards traditional advertising.
As customers ignore traditional ads, native advertising provides customers with entertaining and engaging content so that customers can pay attention to the ads. It’s always crucial to put labels such as “sponsored” or “promoted” to make things clear, as native ads are meant to be entertaining but not deceptive.
Influence marketing is somehow like affiliate marketing. Brands get in touch with influencers with huge social media followings and request them to promote their products. The influencers then endorse the products to their followers on social media.
It is, however, important to get in touch with reputable influencers to present a good image of the brand, a wrong influencer can easily damage the reputation of the brand.
Usually, influencer marketing is useful for B2B and B2C brands that are aimed at reaching new audiences.
Marketing automation is automating your marketing efforts. Instead of consuming time on marketing efforts, a company can devise effective marketing campaigns to enhance overall efficiency.
Although marketing automation looks like a luxury that is not crucial for a business to run, it is found to improve customer experience and engagement significantly:
Here are a few statistics in this regard:
- 90% of the customers find personalization in marketing emails and messages appealing
- 81% of the customers want to understand the brand they engage with
- 77% of businesses go for real-time personalization due to its value
Following are a few benefits of marketing automation:
- Marketing automation helps companies to collect and analyze the data related to consumers.
- Marketing automation helps companies to design marketing campaigns effectively.
- Send marketing messages to the right consumers at the right time
Email marketing straight forward and simple. All a brand needs to do is to send emails to the customers or potential leads and expect a response from them. But it is not as easy as it may seem.
The brand needs to ensure that the email which goes out from them is wanted and required by the customer. Following are a few tips for email marketing:
- Personalize and individualize the content in the emails sent to the consumers
- Convey clearly what emails a subscriber will receive in future
- Always add an email signature, offering an unsubscribe link
- Maintain a balance of transactional and promotional emails
Email marketing may not seem appealing, but it can bring amazing results. 89% of the professionals believe that email marketing has brought them the most number of leads. To get the best results out of email marketing, it’s best to incorporate other digital media marketing techniques such as marketing automation.
As the name indicates, mobile marketing is the type of digital media marketing which helps to reach the target audience via smartphones and tablets. As per a survey conducted by Pew Research Centre, 85% of people own a smartphone, so an effective mobile marketing strategy can bring more than your expectations.
Any form of marketing that utilizes an electronic means of communication and conveys promotional messages about different products and services and measures their impacts is known as digital media marketing. There are several types of digital media marketing, ranging from search engine optimization to mobile marketing.
How can I start digital marketing?
Knowing the basics of digital marketing, starting your channel, learning SEO and getting internships are a few steps that you can take to learn digital marketing.
Why is digital marketing important?
Digital marketing is important to connect with customers digitally.
Who can do digital marketing?
A person with a trusted certification in digital marketing can do digital marketing.
Is digital marketing easy?
Yes, but mastery of digital marketing requires practice.