Digital marketing is basically the part of online marketing, which uses digital technologies like desktop computers, cell phones and other electronic media and social networking platforms like Facebook and Twitter to promote various products and services. It is mostly used by small and medium-sized businesses (SMBs) because it is cheaper and has better reach. It reaches a larger audience and allows for a more personalized communication. The use of digital tools in the form of digital marketing services is very crucial to the success of any business.
For small and midsize businesses, the use of traditional marketing channels like television, radio and print are outmoded. There are limited reach and presence. These traditional channels do not provide the instant and immediate response that online marketing channels can provide. For instance, when people are looking for a particular product on TV they are most likely to wait for a specific time – lunch time or after work. Whereas, when they search for the same product on Facebook or Twitter they are more likely to be active during all hours of the day and night.
There are different types of online marketing tools used by SMBs. There are social media platforms, content publishing channels, PPC channels and search engine marketing channels. SMBs can also use offline marketing tools like brochures, newspapers, magazines, directories, promotional cards, directories, yellow pages and signage. A common misconception is that internet advertising is less desirable than conventional marketing because there is no direct contact between the advertiser and the customer. In fact, direct and personal interaction between the customer and the advertiser increases customer loyalty and enhances brand loyalty.
One of the most effective forms of offline advertising is the use of billboards. There are a number of companies who have set up their own fleet of billboards located at key locations in cities like London, Sydney and New York. These large advertising posters reach a wide population area, which means that not only are the ads shown to the right place at the right time, but also to people who may not be familiar with your brand. Due to the large number of drivers using motor vehicles on the roads these days, having a well-designed and striking billboard along a busy motorway is a very effective way of getting brand awareness.
Another form of offline advertising is the display advertising. Display ads are used at trade shows, exhibitions and other corporate events to publicize the company’s products or services. This form of digital marketing usually requires sophisticated software in order to properly create the ads. Some examples of display advertising software are flip charts, dynamic charts, bar charts, histograms and pie charts. All the ads are then displayed in turn in front of a virtual projection screen.
Online marketing has revolutionized the way many businesses do business. Today, marketers are able to set up their own websites and launch innovative marketing campaigns that target new customers. These campaigns need to be very strategic, effective and innovative so as not to get rejected by the search engines. The search engines, who often reject websites due to poor quality and overuse of keywords, have become a very important partner for marketers. Search engine marketing is also known by the more popular term ‘SEM’.
The evolution of Internet marketing has been a boon to the world of advertising. The web has allowed for the creation of new media such as video, audio and animation. All these digital marketing channels are being increasingly used by marketers in order to advertise their products or services online. One of the most popular and effective video marketing channel is YouTube, which is considered as one of the most visited website on the internet today. In fact, almost every major brand in the world has some sort of product video on their respective websites.
As a part of search engine marketing strategy, it is also important to have social media channels. Many companies today use these social media channels for business promotion. Some of the most popular social media channels include Facebook, Twitter and MySpace. There are a number of companies which manage their own networks, while some others outsource this task to professional agencies.