What Is Digital Marketing?
Digital marketing is a means of advertising and selling products to consumers through the internet, mobile devices, social media, search engines, display advertising, and other channels.
Digital marketing became popular with the advent of the internet in the 1990s.
There are several popular ways to do digital marketing, including:
Search Engine Optimization (SEO)
– Search engine optimization is the practice of improving rankings in the major search engines to increase online traffic.There’s the local and global SEO
Social Media Marketing (SMM) – SMM is the practice of using social media channels to promote commercial products or services. The use of social media influencers, often referred to as influencer marketing, is prevalent in SMM.
Email Marketing – Email marketing allows businesses to send branded promotional content directly to potential customers via email. The use of automated newsletters is common in this context.
Content Marketing – Content marketing refers to the publication and distribution of text, video, or audio materials to customers over the Internet. Blogs, videos, and podcasts are popular ways for businesses to engage in content marketing.
What are the benefits of digital marketing?
Your strong digital presence will help you in many ways:
- This will facilitate awareness and participation before and after the sale
- This will help you convert new buyers into rabid fans who buy more (and more often)
- This will enhance word of mouth, social engagement and all the benefits that come with it.
- It will shorten the buyer’s journey by making the right offers at the right time
Why Does Digital Marketing Matters?
In today’s landscape, brands are being built in the digital world. Your website provides a place to cement your message. Social networks, blogs and videos allow you to develop and refine your voice. Digital advertising offers the opportunity to promote the benefits of your service to the most interested people.
With all the different aspects of digital marketing, organizations have a cost-effective way to define their brands directly to consumers like never before.
If your organization doesn’t exist on the internet in 2016, it might as well not exist. An organization without a web presence is an organization that 99.9% of the world has never heard of.
On the other hand, an organization with a strong digital presence can grow its audience in ways companies could only have dreamed of 25 years ago. Today, it is extremely likely that the majority of customers will get their first exposure to a brand online.
This article from the B2B community notes that “business decision makers go through up to 67% of their buying cycle before agreeing to talk to suppliers.”
What does this tell us? This tells us that customers (in this case, B2B customers) are turning to the web to investigate businesses or nonprofits before doing business with them. They might not fill out a contact form, but don’t think people aren’t using your website, social profiles, and all the other digital information out there to learn more about your organization.
The more entrances you have in your organization, the more people are likely to come inside. That, in essence, is what digital marketing is: a series of doors through which people can find out more about your organization.
A person might have heard of your brand before, but maybe it’s a shared social post or email newsletter that leads them to explore your website and dig a little deeper. If that door wasn’t there, they couldn’t have opened it.
Most companies have a network that is essential to building a business – professional colleagues, former clients, partners, suppliers, consultants, etc. Digital marketing gives you the ability to build like-minded networks online.
For example, you can have your Twitter circle where you share information and connect with people in your industry. This can lead to unexpected referrals or partnerships that might not have happened otherwise. Such is the magic and power of building a digital community.
One of the best things about digital marketing is that it leaves a mark on you. There are so many analytics available to show you things like who is watching what, how many people were interested in specific content, or which email got the best response. And you can visualize this data instantly.
Digital data offers a great opportunity to learn more about your customers and your brand, and to seize new or untapped opportunities.
Top Digital Marketing Trends For 2022
What solutions and performance metrics are trending right now?
- The Metaverse
Metaverse refers to the virtual world of augmented reality, virtual reality, 3D holographic avatars, and video, and not just one-time experiences like games, but a persistent environment where people work, play, and socialize. .
Kent Lewis, agreed that many brands will be launching into virtual worlds in 2022 and while consumers “may be a few years away from worrying about the metaverse”, brands can always have a first-mover advantage.
Collectibles market size was estimated at $412 billion in 2020 and is expected to reach $628 billion by 2031. Digital NFT Market Collectibles is the fastest growing segment with a CAGR of 14.2% during the forecast period. The NFT industry is witnessing enormous growh with some product segments acquiring as high as a 1,400% growth in a quarter (i.e. around 14 times the market).
- Non-Fungible Tokens (NFTs)
In addition to figuring out where brands fit in the metaverse, they will also need to experiment more with blockchain technology to prepare for Web 3.0, the next evolution of the web, which will be more decentralized.
“This preparation will pay off in the near future when the web transforms more into this type of domain after 2022,” he said.
A trending aspect of blockchain is non-fungible tokens (NFTs). Non-fungible means it cannot be exchanged for something of equal value, because it has no equal. For example, the US dollar is fungible. You can exchange one $100 bill for five $20 bills. But you can’t trade in your grandmother’s non-fungible wedding ring for something of equal value, because there’s an authenticity factor.
NFTs are the digital version of non-fungibles – uniquely created digital assets like an animation, graphic design, GIF, audio/video file, or meme – that exist on a blockchain.
With brands like Campbell’s, Charmin and Coca-Cola releasing NFT collectibles last year, Jeff Mains, CEO of consultancy firm Champion Leadership Group, noted that now was a good time for other brands to discover how they could leverage these digital assets so they weren’t left behind.
Along the same lines, we will continue to see the proliferation of cryptocurrencies in 2022 and savvy marketers will keep an eye on this decentralized finance trend.
Although still only used by a niche American audience, accepting cryptocurrency now could help brands attract new customers, but only if the demographics are right, said Andrea Chapman, the site’s chief marketing officer. of Nature and Bloom cannabis.
“When it comes to payments, for example, cryptocurrencies are driving massive shifts from larger processors like Visa, PayPal and MasterCard,” added Shaun Heng, vice president of growth and operations at the site. CoinMarketCap price tracker. “This has big implications for how products and services interact with their customers, and marketers will be keen to align with the potential for increased demographic reach.”
- social commerce
In 2021, retailers ranging from Walmart to Saks have experimented with social commerce on platforms like TikTok and Instagram. This will also continue in 2022 as brands seek to shorten the distance between discovery and conversion.
“It gives marketers a whole new way to present their items to potential customers,” said Steve Pogson, chief ecommerce strategist at FirstPier.
But this 2022 marketing trend is not limited to big brands.
According to CEO Jena Joyce, clean skincare brand Plant Mother saw a 100% increase in revenue and a 1280% increase in referral traffic after launching an Instagram store in November 2021.
“As a new brand that can’t compete with big beauty companies with large advertising budgets, shopping on Instagram has proven to be a cost-effective alternative to paid ads,” she said.
In particular, Shoppable Live Streams
Live trading also offers a lot of potential.
Rob Illidge, CEO of social media agency Social Republic, noted that consumers spend three times more time watching live video than watching pre-recorded visual content, which is part of why so many platforms are pushing to what he estimates to be a $70 billion space. .
Live streams have also been boosted by the pandemic by providing a safe alternative to in-store shopping.
According to Jeff Moriarty, Marketing Director of Moriarty’s Gem Art, the jewelry brand started doing live videos on Facebook and YouTube in 2021 for viewers to see products, ask questions and, of course, buy. goods.
“We now get around 1500+ viewers watching our show every time,” he said. “Not only has this helped keep us connected with our customers through social media and YouTube, it’s generated a ton of sales for our business.”
In fact, in November 2021 alone, Moriarty earned $30,000 from his live show.
Advantages of Digital Marketing services
Regardless of the type of digital marketing a business employs, the overall objective of marketing is to connect with the target audience at the right place and right time, and what better place to connect with your audience than the internet.
- Increase Customer Loyalty with Frequent Communications
- Engage the Customer at Every Buying Stage
- Target the Right Audience
- Generate a Consistent Lead Pipeline
- Optimize and Obtain Better Conversion Rates
- Accurately Measure All Results
- Gain Brand Credibility
- Gets You More Bang for Your Buck
- Levels the Playing Field