Digital marketing: What is actually behind it?
Digital marketing has become an integral part of many companies. In general, one means all marketing activities that are carried out online, as digital marketing or digital marketing. To give specific examples, you don't have to go far away from our everyday companions, because almost everyone is now away from digital advertisements on Google, Facebook and Co. affected. The digital networking of the 21st century enables companies to communicate with their customers via various online channels, through SEO and on social media to get in touch digitally and disseminate content. Figures also show the importance of digital marketing: People spend twice as much time online today than they did 12 years ago. This change is having a huge impact on society's purchasing behavior. Traditional marketing has long been overshadowed by digital marketing, which means that the majority of us make our purchases online and digitally.
A sea of online channels
There are now almost as many digital channels on which you can display your advertising and content as classic articles from the print sector. You shouldn't just pay attention to individual platforms or social media, because There are a variety of ways to advertise online and address customers. Digital marketing is often a symbiosis of several platforms. A good example of this is Facebook in conjunction with Google. Advertising is nothing new on either platform. Facebook's' pixel 'allows people who have already been to your website to be shown ads again. 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 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.)
- webpage
- blog posts
- E-books and white papers
- Infographics & interactive tools
Examples of measures in digital marketing:
- content marketing
- Search engine marketing (SEM)
- Search engine optimization (SEO)
- affiliate marketing
- Remarketing
- Referral marketing (influencer marketing)
- social media marketing
- Email and newsletter marketing
- Mobile marketing and apps
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 is successful for your target group. No matter what you decide, the content you produce should communicate important information to the target group in the best possible way. Classic digital measures would be, for example, marketing via a company's own Blog or content distribution about a Newsletter via email. In addition, the information can be found on social media be spread to reach as many interested parties as possible in the target group. Another strategy to make content and information easier to find is the content and the to structure texts based on SEO. This focus on SEO is mainly relevant for your own blog. It makes it easier for search engines to find the content and increases digital attention within the target group.
Is digital marketing for everyone? B2B and B2C?
Digital marketing can for every company in every sector work. It doesn't matter comprehensively which products or services your company sells. Digital marketing is great for identifying your target audience, identifying their needs, and creating digitally valuable content for them. However, that doesn't mean that all companies should build their digital marketing strategy in the same way.
Digital marketing in online retail
In online retail, digital marketing plays an even more important role in marketing than in B2B industries. In the best case scenario, visitors to your website should be converted to customers the first time they visit your website without ever having talked to an employee or physically holding the products and articles in their hands. For this reason, don't focus on generating “leads” for now. It is more likely that you have the Focus your marketing on an accelerated customer journey — from the first website visit to the actual purchase. That means that you Integrate information about product features into your marketing campaigns. The strategy in digital marketing must be based on the fact that Customers recognize a clear added value in your product or article and buy it directly from 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 ordering! Requests and direct communication are often an incentive to buy your product quickly.
At the cutting edge of time with a marketing portal
Marketing portals play an important role in the digital marketing of decentralized companies. With a large number of sales and sales 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 marketing measures can be accessed at any time. It doesn't matter whether you are a layperson or an advanced user in digital marketing: 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 becoming apparent after just a few weeks. You shouldn't ignore risk minimization: With an individual budget and target group selection for your digital content, you don't take on a high risk and can scale at any time if the campaign is successful. Your partners' advertising progress is therefore only a few clicks away.