Digital marketing: what is it all about?
Digital marketing is an integral part of many companies in 2019. In general, all marketing activities that are carried out online are referred to as digital marketing or digital marketing. To give concrete examples, you don't have to go far from our everyday companions, because almost everyone is now affected by advertisements on Google, Facebook and Co. The digital networking of the 21st century enables companies to get in digital contact with their customers via various online channels and on social media. Numbers also demonstrate the importance of digital marketing: people spend twice as much time online today than 12 years ago. This change has an enormous impact on society's purchasing behavior. Traditional marketing has long been overshadowed by digital marketing, which means that the majority of us do our shopping online and digitally.
A sea of online channels
There are now almost as many digital channels on which you can display your advertising as classic print advertising media. You shouldn't just pay attention to individual platforms or social media, because there are a variety of ways to advertise online and to address customers. Digital marketing is often a symbiosis of several platforms. A good example of this is Facebook in conjunction with Google. Advertising on both platforms is nothing new. Via Facebook's 'pixel', people who have already visited your website can be advertised again. In this case one speaks of "retargeting". In addition to Facebook and Google, there are numerous platforms and tactics that can be used for your own company.
Examples of measures in digital marketing:
- Content marketing
- Search engine marketing (SEM)
- Search engine optimization (SEO)
- Affiliate Marketing remarketing
- Referral Marketing
- Social media marketing
- Email and newsletter marketing
- Mobile marketing and apps
Examples of advertising measures and channels in marketing:
- Social media channels (Facebook, Xing, Twitter, Instagram etc.)
- Online reporting (PR, social media, etc.)
- Online Brochures
- Branding material (logos, fonts, etc.) website
- E-books and white papers
- Infographics & interactive tools
The start of digital marketing
In order to make the leap from pure offline communication to digital marketing, you should be aware of which strategy leads to success for your target group. No matter how you choose, the content you produce should convey the important information to the target group as best as possible. Classic digital measures would be, for example, marketing via a company's own blog or disseminating the content via a newsletter via email. In addition, the information can be scattered on social media in order to reach as many interested parties as possible in the target group. Another strategy to make the information easier to find is to structure the content and the texts based on SEO guidelines. This SEO orientation is mainly relevant for your own blog. It makes it easier for search engines to find the content and increases digital awareness within the target group.
Is digital marketing suitable for everyone? B2B and B2C?
Digital marketing can work for any company in any industry. It doesn't matter which products or services your company sells. Digital marketing is ideal for identifying your target group, identifying their needs and creating valuable digital content for them. However, this does not mean that all companies should build their digital marketing strategy in the same way.
Digital marketing in online retail
In online trading, digital marketing plays an even more important role in marketing than in B2B industries. In the best case, visitors to your website should be converted to customers the first time they visit your website without having ever spoken to an employee or having physically held the products in their hands. For this reason, do not concentrate on generating "leads" for now. You are more likely to focus on an accelerated customer journey - from the first website visit to the actual purchase. This means that you are already integrating information about product functions into your marketing campaigns. The strategy in digital marketing must be that customers recognize a clear added value in your product and buy it directly in the online shop. In addition, you need stronger or more specific communication and call-to-actions. Ask your customers to use the 10% voucher directly and digitally when placing their order! Requests and direct communication are often an incentive for the quick purchase of your product.
In the ravages of time with a marketing portal
Marketing portals play an important role for digital marketing in decentralized companies. A large number of sales and sales partners, branches or branches creates 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 an amateur or an advanced digital marketing professional: ready-made advertising measures such as e-mail newsletters, advertisements, articles for your own blog or Facebook ads can be personalized, booked and published directly by the partner. The first successes of a digital campaign are already apparent after a few weeks. One must not ignore the risk minimization: With an individual budget and target group selection for your digital content, you do not take any high risks and can scale the success of the campaign at any time. Your partners' advertising progress is only a few clicks away.