Digital Marketing: What is actually behind it?
Digital marketing is an essential part of many companies in 2019. Generally, all marketing activities that are run online are called digital marketing. To give specific examples you do not have to go far away from our everyday companions, because almost everyone is now affected by ads on Google, Facebook and Co. Digital networking in the 21st century enables companies to connect with their customers through various online channels.
Numbers also prove the importance of digital marketing: People spend twice as much time online today than they did 12 years ago. This change has an enormous impact on the purchasing behavior of society. Traditional offline marketing has long been overshadowed by digital marketing, which means that most of us do their shopping online.
A sea of online channels
There are now almost as many online channels on which you can play its advertising, such as classic print advertising. One should not only pay attention to the platform, because there are a variety of ways to advertise online. Often, digital marketing is a symbiosis of multiple platforms. A good example of this is Facebook in conjunction with Google. On both platforms, advertising is not new. Via the in-house tool 'Pixel' from Facebook, persons who were already on your website can be re-commercialized. In this case we speak of "retargeting". In addition to Facebook and Google, there are numerous platforms and tactics that you can use for your own business.
Examples of Online Marketing Measures:
- Content marketing
- Search engine marketing (SEM)
- Search engine optimization (SEO)
- Affiliate marketing
- Referral marketing (Influencer marketing)
- Social media marketing
- E-mail and newsletter marketing
- Mobile marketing and apps
Examples of marketing materials:
- Social media channels (Facebook, Xing, Twitter, Instagram etc.)
- Online reporting (PR, social media etc.)
- Online brochures
- Branding materials (logos, fonts, etc.)
- Blog posts
- E-books and white papers
- Infographics & interactive tools
Is digital marketing suitable for everyone? B2B and B2C?
Digital marketing can work for any business in any industry. It does not matter which products or services your company sells. Digital marketing is great for identifying your audience, identifying their needs, and creating valuable online content for them. However, that does not mean that all companies should build their digital marketing strategy in the same way.
Digital marketing in the field of B2B
In online commerce, digital marketing plays an even more important role in marketing than in B2B industries. Visitors to your website should be converted to customers at best when they first visit your site without ever having spoken to a co-worker or physically holding the products in their hands. For that reason, do not concentrate on generating leads. You're more likely to focus on accelerating the customer journey - from the first visit to the site to the actual purchase. This means you integrate information about product features into your marketing actions. The focus of your online advertising must be that the customer recognizes a clear added value in your product and buys this directly in the online shop. In addition, you need stronger or more specific call-to-actions. Ask your customers to use the 10% voucher directly with your order! Often calls are an incentive to quickly buy your product.
In the tooth of the times with a marketing portal
Marketing portals play an important role in the online marketing of decentralized companies. With a large number of sales and distribution partners, branches or branches, there is a daily challenge to equip the partner network with CD-compliant advertising measures and campaigns. Thanks to a cloud-based marketing portal, all measures can be called up at any time. It does not matter whether you are a layman or an advanced in digital marketing: Pre-made advertising can be personalized, booked and published directly by the partner. From Facebook Ads to Mobile Marketing. The first successes of an online campaign are already apparent after a few weeks. Do not ignore the risk minimization: With individual budgets and target group selection for your online marketing activities you do not take a high risk and can scale the success of the campaign at any time. The progress of your partners' promotion is only a few clicks away.