Any marketing strategy that uses electronic devices can be used by marketers to deliver promotional messages and measure their impact on the customer journey. In practice, digital marketing generally refers to marketing campaigns delivered on computers, phones, tablets, or other devices. It can take many forms, including online video, graphic ads, search engine marketing, paid social ads, and social media posts.
Digital marketing is often compared to “traditional marketing,” such as magazine ads, billboards, and direct mail. Oddly, television is often lumped in with traditional marketing. So, without further ado, let’s dive into this blog and learn some of the things you need to know about marketing.
Did you know that over 75% of Americans go online daily? In addition, 43% go online more than once a day, and 26% are “almost constantly” online. These numbers are even higher among mobile Internet users: 89% of Americans are online at least every day, and 31% are online almost all the time. As a vendor, it’s important to take advantage of the digital world with an online advertising presence, build a brand, provide a great customer experience, and more through a digital strategy.
What is digital marketing?
Digital marketing, also known as online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes email, social media, online advertising, and text and multimedia messages as marketing channels. In general, if a marketing campaign includes digital communication, it is digital marketing.
Inbound marketing and digital marketing
Digital marketing and inbound marketing are easily confused, and for a good reason. Digital marketing uses many tools as inbound marketing, such as email and online content. Both types of marketing exist to capture prospects’ attention during the buyer’s journey and convert them into customers. But the two approaches take different stances on the relationship between the tool and the objective.
Digital marketing considers how each tool can convert prospects. A brand’s digital marketing strategy can use multiple platforms or focus all of its efforts on a single platform.
Inbound marketing is a holistic concept. It first considers the objective, then looks at the tools available to determine which one will effectively reach target customers, and then at what phase of the sales funnel this should occur.
The most important thing to keep in mind about digital marketing and inbound marketing is that, as a marketing professional, you don’t have to choose between the two. In fact, they work best when used together. Inbound marketing provides the structure and focuses for effective digital marketing efforts, ensuring that each digital marketing channel works towards a specific goal.
B2B and B2C digital marketing
Digital marketing works for B2B and B2C businesses, but the best practices differ significantly.
- B2B customers typically have longer decision-making processes and, therefore, longer sales funnels. Relationship-building strategies work better for these customers, while B2C customers respond better to short-term offers and messages.
- B2B transactions are typically logical and evidence-based, shaping today’s B2B digital sellers. B2C content is more emotionally based, with the goal of making the customer feel good about the buying process.
- B2B decisions typically take into account the opinions of more than one person. Marketing materials that best support these decisions are usually shareable and downloadable. In contrast, B2C customers favor one-on-one connections with a brand.
Of course, there are exceptions to every rule. A B2C company with a high-quality product, such as a car or a computer, may offer more informative and thoughtful content. Your strategy should constantly be geared toward your customer base, whether you’re a B2B or B2C company.
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