Digital marketing

Digital marketing methods like search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, marketing campaigns, data-based marketing, e-commerce marketing, social media marketing, social media optimization, direct e-mail marketing, display advertising, e-books electronic devices and discs and games are becoming more and more commonplace in our progressive technology. In fact, digital marketing now expands to non-Internet channels that offer digital media, such as mobile phones (SMS and MMS), callback and mobile ringing tones. In essence, this extension for channels without the Internet helps to distinguish digital marketing from online marketing, another easy-to-understand term for the marketing methods mentioned above, strictly happening. online.

History

The evolution of digital marketing is inseparable from technological evolution. One of the key points at the start was in 1971, where Ray Tomlinson sent his first email and his technology established a platform that allowed people to send and receive files across different machines. However, the more recognizable period in the beginning of Digital Marketing was 1990 because this was where Archie was created as an index for FTP sites. By the 1980s, the storage capacity of computers was large enough to store huge amounts of customer information. Companies began to opt for online techniques, such as database marketing, instead of limited list brokers. This type of database allows companies to track customer information more effectively, thereby altering the relationship between buyers and sellers. However, the manual process is not very efficient.

In the 1990s, the term Digital Marketing was first coined,. With the introduction of server / client architectures and the proliferation of PCs, Customer Relationship Management (CRM) applications have become an important part of marketing technology. Fierce competition forces providers to add services to their software, such as marketing, sales, and service applications. Marketers could also have massive online customer data using eCRM software after the advent of the Internet. Companies can keep up-to-date data on customer needs and prioritize their experience. This resulted in the first clickable banner ad released in 1994, which was AT & T's "You Will" campaign, and for the first four months the ad was released, 44% of all people saw it. it clicked on the ad.

In the 2000s, with more and more Internet users and the advent of the iPhone, customers began to search for products and make decisions about their needs online first, instead of consulting salespeople. This creates a new problem for a company's marketing department. Additionally, a 2000 survey in the UK found that most retailers did not register their own domain address. These problems lead marketers to find digital ways to grow the marketplace.

In 2007, the concept of marketing automation was launched to solve the above problem. Marketing automation has helped companies segment customers, launch omnichannel marketing campaigns, and deliver personalized information to customers. However, its adaptation speed to consumer devices was not fast enough.

Digital marketing became more sophisticated in the years 2000 and 2010, when the popularity of devices with digital media access led to a sudden growth. The statistics for 2012 and 2013 show that digital marketing is still growing. With the growth of social media in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter, consumers became heavily dependent on digital electronic devices in everyday life. Therefore, they expect a seamless user experience across different channels to find product information. The changing customer behavior has improved the diversification of marketing technology.

Development trend

Here are some of the most important and interesting trends digital marketers should pay attention to and think of how to incorporate into their own strategies. This will be the basis of what keeps the digital realm moving forward in 2018 and beyond

Chatbots will dominate customer service

Chatbots are artificial intelligence (AI) software that acts as a virtual "instructor", communicating with users and assisting them in accomplishing their goals. Chatbots interact with people naturally, mainly through the use of text chatbots, but can also interact verbally. Over time, when the system collects a lot of data insights, AI will learn more about the customer, helping to provide continuous improvement services.

Video advertising

Simple text-based content can't compete with the power of video, especially when it comes to selling products and services. In a mobile world, people are watching more videos than ever, using their smartphones to watch and share videos of everything, learn more about brands and what they have to offer. . Video marketing is tempting, especially if it's live video. Live stream is a powerful method of digital marketing when combined with influencer marketing.

Voice interaction continues to evolve

Thanks to Siri (Apple), Google (GG A ..), Alexa (Amazon) and a host of other 'smart' devices, verbal interactions with devices are continuing to increase. The real lesson for us is that people love to talk and it's a fancy way of interacting. And now, machines are finally catching up to the way people want to find, shop, and discover new things.Multichannel marketing is very important now.Omni-channel marketing is a cross-platform marketing practice, including your email, apps, social media, and website blog. This approach allows businesses to connect with customers across more digital touchpoints, delivering a better user experience.

Artificial Intelligence (artificial intelligence)

Artificial Intelligence will become the norm in marketing strategy because of its increasingly accurate ability to analyze consumer behavior and incorporate a better, more interactive and personalized purchase experience.

Blockchain technology

In the business context, this type of technology can be an extremely effective way to prevent fraud and ensure security in the form that digital marketing is aimed at customers in almost every industry. In this case, it could be used for branding and loyalty programs, especially in B2B when large and frequent deals can be the norm.

Influencer Marketing

Influencer Marketing is the concept of employing influencers to implicitly market products and services, and have seen great success especially in social media channels. This will continue to grow and grow in 2018 in both B2B and B2C. Until now, it has been mainly used in specific campaigns with a specific product line.

Marketers, especially those in Gen Y and Gen Z demographics, will want to consider building relationships with influencers, both on a micro and macro level. This can easily happen on social media channels by, for example, searching for stars on Facebook.

Factors Affecting Digital Marketing [1]

Customer

Customers are the key factor. So you have to understand the consumer. Regularly check how customers find your products & services, thereby collecting relevant data for analysis. Doing digital marketing helps you reach customers, so focus on understanding customers better.

We can have different classifications, different target audiences, because each platform has different ways and tools to do it. Application platforms Social Media and Mobile, Website, Digital Media are currently the most popular, while blogs, forums ... have gradually become less popular in the past few years.

Technology

Technology is the core and essential for your business to be successful. Many businesses invest in equipment and services to carry out digital marketing campaigns. Choosing a good technology is very important because it will determine your success.

Quality content

Content is also an important element of digital marketing. Your content should be unique and novel, eg images, videos, .. Content marketing contributes a lot to improving conversion rates and customer retention. And only when quality content reaches the masses.

Inputs and spending

Compared with traditional marketing, digital marketing is more cost-effective, easier with available tools. A marketer should do promotions, create paid or free advertising. In the case if you have small businesses then choose the right ones to target with directly targeted audiences.

Customer interaction

The digital marketing agencies say 90% of them understand their customer requirements quite well. Therefore, it is of utmost importance to be in regular contact with customers. It can save you time and money.

Digital marketing strategy

Where is the Digital Marketing strategy in the company's overall strategy? [2]

There is a Digital Marketing Strategy in a company that lies at the operational strategy layer: The strategy at this level goes into building the operational blueprints, the development direction for that operating division. .

Steps to build a Digital Marketing plan

Step 1: Analyze the current situation

The first thing you need to do when developing your digital marketing plan is to do internal and external analysis (SWOT analysis) of your company. A useful model for this is a SWOT analysis that allows you to consider the strengths, weaknesses, opportunities and challenges of the company and its market.

We need to become familiar with the ecosystem in which we operate, what the needs of our customers are and where they will address them. This is a pretty qualitative analysis method as it is quantitative through consideration of factors like digital habits, intermediaries, influencers, etc.

Implementing benchmarking techniques to figure out the best digital practices to apply them to your business is an increasingly important part of corporate strategy.

Marketer also needs to do an internal research to see what our company is doing in the digital age: is the company's website targeted to the customer? How is usability and browsing experience? Does the company periodically update blog? What is the current positioning of the company's website? And what is the company's social media presence? ...

Step 2: Set digital marketing goals

Once you have a position in the market and the company's strengths have been clearly identified, set specific goals and help the company achieve it. All you need is a clear plan to reach those goals. The development of this part of a corporate digital marketing plan requires SMART principles [3]: specific, measurable, achievable, relevant and timely. time.

Step 3: Define the marketing plan

After you define your goals, what will you do to achieve them? Personalization is becoming increasingly important in digital marketing. Therefore, when defining a strategy for implementing your plan, keep the following factors in mind:

Segment your target audience:

Understand customers in a digital environment about: what their tastes, needs or preferences are, where are you looking to meet their expectations, etc ... This is a definite time your company's customer characteristics.

Locate

To get in the right position, it's important that you be very clear (and reach your audience the same way) about what your value proposition is and what it entails. In short, that's why consumers should choose you, not your competition. You need to know how you will convey your unique value proposition and how to do it appropriately in the channels your audience is present in (social media, blogs, email marketing, etc. ).

Content strategy

This is crucial for being able to create, publish, and manage content that engages customers and positions brands by reference in the mind of your target audience. In addition, you must also outline a specific communication plan (in content marketing) for each channel. Some of the recommended tools to use to implement this strategy are:

- Keyword research:

Involves identifying the right keywords for businesses to use correctly in order to improve the SEO position of the company and products.

Content scheduling:

This is the key to making sure your strategy is run easily. Content scheduling includes: content release date, author (if needed), post subject, keywords, tags to use / consider, etc.

Post on social media:

If you have an article about a good business but don't promote it on social media, that's a mistake. Posting is not spam, but instead is planning PR for the business and also for the purpose of reaching customers on social media platforms.

In this step you should consider:

- What are your customers like?

Topics that you will talk about about your business are relevant to your target audience

- The tone you will use.

- Post frequency

Step 4: Digital marketing strategies and tactics

Based on the goals set (attract, convert, and loyalty), we will start implementing different strategies: email marketing, social media, CRM, web optimization. , SEO strategy, paid media advertising, etc.

Today, as the number of channels to manage has multiplied and the amount of information businesses receive about customers is increasing, it is important that we use the tools to automate our marketing campaigns. mine.

Step 5: KPI and outcome measurement

The work doesn't stop after you design and implement your digital marketing strategies. The next step is one of the most important steps in evaluating strategic success, and that is to measure the results. KPIs [4] have turned into a key pillar for optimizing the performance and spending of a successful digital marketing plan.

Make sure you have an efficient real-time data visualization system. The digital world is evolving rapidly, so you need to stay alert to identify opportunities and challenges for your business.

Benefits and Limitations

Benefits [5]

1. The premise of building strategy with valuable data

With Digital Marketing, managers will receive accurate information about the number of people who have viewed the website in real time through Google Analytics:

• Number of visitors

• Location

• Gender, age

• Traffic from different gadgets

• Site bounce rate….

2. Measure content quality

Marketers always create product ad content and usually they measure and want to know the quality of that content? With Digital Marketing, you can know exactly how many people have viewed your ad content. Therefore, they can collect download details by using forms.

3. Create leads

Through Digital Marketing, businesses can build and create user awareness about their products and services. The next stage is to take steps to create relationships for brands and marketing strategies to promote them to use products and services.

4. Help segment the right target customers

Digital marketing will help campaigns reach the right target audience of demographics (such as gender, age, occupation, regional characteristics ...), habits, interests and specific behaviors of the user.

5. Improve conversion rate

Digital marketing will be a more efficient way than traditional marketing. Through sending email marketing, marketing via SMS ... about information about businesses and products through user data available. With these interactions, important leads can be generated, which will ultimately result in an increase in conversion rates.

6. Lower cost than traditional marketing

Digital marketing allows businesses to run campaigns at a lower cost instead of spending a large amount of money on TV ads, events ... because currently, social platforms (social networks) associations like Facebook, Instagram ..) are very popular and used by many people, so we can reach more customers.

7. The ROI (Return of investment) is higher from the campaigns

Using digital marketing to optimize conversion rates, achieving maximum return on investment (ROI).

Digital marketing.

Digital marketing

Table of contents:

1 History

2 Development trend

3 Factors Affecting Digital Marketing [1]

4 Digital marketing strategy

5 Benefits and Limitations

5.2 Limitations of Digital Marketing

6 Opportunities and Challenges

6.2 The challenge of digital marketing

7 Common Misunderstandings

8 Difference Between Digital Marketing And Traditional Marketing [10]

9 See also

10 References