Essentially, it is all the different ways that you can market a business online. Digital marketing is a blanket term for a combination of online tactics used to ensure that a brand is being marketed to the right audience and enhance brand awareness.
The terms listed below can be overwhelming to start, but we assure you that these are nothing that you haven’t seen, consumed or fallen a prey to before.
1 – Search Engine Optimisation (SEO)
How many of you have gone past the first couple of search results pages in Google? If we are searching for ‘Best Dentists in Mississauga’ in a Search Engine like Google, we just look at the first few dentist listings to figure out the dentist we want to visit.
Search Engines like Google, play a very important role in digital marketing, for business as well as consumers.
SEO/ Search Engine Optimization is the process of optimizing the website to rank higher in order to be displayed at the top of the search engine results page (SERP), thereby increasing organic(free) traffic to the website.
2 – Search Engine Marketing (SEM)
SEM in simple terms is the process of gaining website traffic by purchasing ads on search engines. In the Search Engine world, we generally use SEM or Paid Search and Pay Per Click (PPC) to refer to paid listings.
Google Ads is one of the major platforms for paid listing that requires you to bid on the chance to show an ad on top of Google Search Engine Results Page (SERP). The strategy and execution of PPC is completely different from the keywords or the strategy used for SEO.
The first place we need to start when growing a new website is to look into having great content and links to the site. However, this may take much longer to start showing results as it takes patience to optimize the website to rank higher. But what if you need to see instant results? In this case, PPC is the way to go.
3 – Social Media Marketing
We all know that Social Media is a very powerful platform to increase your brand awareness. Social Media Marketing is the use of social media platforms like Facebook, Instagram, twitter, sometimes even LinkedIn to promote your brand, business or products.
Based on the strategy executed, this will provide the consumers a holistic picture of what the brand stands for, helps in better engagement with the audience to understand their feedback and builds an affinity towards the brand.
4 – Paid Social Advertising
Paid social advertising is another method to raise awareness of your brand based on interests, demographics, locations, previous visitors to your site and other factors.
How many of us have seen an advert on your social media site of a brand that you previously searched on google? These are social media ads that are specifically targeted to certain audiences based on their online footprints.
5 – Content Marketing
Content marketing like blog posts, ebooks have gained huge popularity and connects with the audience. Writing and publishing blog posts shows that you are an expert in your field of business and helps generate organic search traffic to your website, ultimately leading to conversion.
6 – Email Marketing
Email campaigns are a great way to share content and information, special discounts or sales and upcoming events with your customers.
We are all a sucker for email marketing , this may mostly include shopping for things that we don’t need. It could include special discounts, or the email could be of a newly introduced product that we think that we’d LOVE.
Come on, I am sure it is not just us!
It is very evident that offline marketing like radio ads, billboards are of the past, and businesses looking to increase their brand awareness will have to get on this bandwagon if they haven’t already.
In 2018, MIT Technology Review posted an article that The average American spends 24 hours a week online. All you have to do to convince yourself is to look at your phones, and check screen time for a week, you will be amazed.
2020 has taught us a lot of things, one of which is that all of us have been online more than ever.
Hope this was a good introduction to digital marketing in simple terms. The next blog will capture the importance and benefits of Digital Marketing. Stay Tuned..