Digital marketing is the advertising and promotion of companies and their brands through electronic media channels. Digital media, at the present time, includes sites, social media, radio, tv, cellular and even types of traditionally non-digital media such as billboards and transit signs. Essentially any marketing media which is delivered digitally is deemed digital marketing.
This leaves just various types of advertising (B2B) advertising, print advertising and direct marketing outside of the electronic advertising umbrella. Even then, print advertisements, direct mail, print directories, billboards and posters are all beginning to connect with their electronic counterparts. With things like URL landing pages, QR codes, internet banner ads, online directories and text codes, traditional advertising and promotion almost always have an electronic marketing connection.
The shift to electronic media has been driven by marketing agencies, business owners and customers alike. The ever-increasing need to show quantifiable outcomes makes moving digital a dream for the digital marketing agency. Most electronic media, including sites, social networking and mobile marketing is much easier to track than traditional marketing media like print advertising.
For business owners, many forms of digital advertising are extremely low cost. Having a web presence, engaging clients in conversations through sociable networking and email advertisements are low cost alternatives to print advertisements and direct mail. These digital stations are accessible to businesses of any size, and also help to even the playing area for start-ups, small businesses and independent consultants seeking new business.
For consumers, the quick pace of life makes electronic advertising a must. Now, we whip out our mobile devices or head to our computers to get answers – and we find them fast.
Using Digital Media to Build Your Business and Brand
No matter what size your business is – big or small to medium sized business / venture (SMB or SME) – it is possible to effectively promote your company through low-cost digital channels. The foundation of your marketing efforts will be your website.
- Adequately represents your business and brand (look and texture, messaging)
- Adequately speaks to your target audience
- Can be found by searchers on top search engines
- Is up-to-date and easily navigable
- Provides multiple channels for customer communicating
- Connects to other advertising efforts
It’s advisable that you work with a professional web design firm that’s proficient in web development and search engine optimization. Because your website is the foundation to and from which all other digital stations will direct, it should be regarded as one of your top business investments.
Once you have your site finish, the next steps would be to launch regular monthly or bi-monthly email campaigns and connect with clients via social media. If you’re genuinely on a shoestring budget, then these are efforts that may be done in house (by someone with the proper knowledge) or for a low cost by an external digital advertising agency. Make certain that all of your efforts lead customers back to your own site where they are able to fully engage with your business, services and products, and select the channels whereby they contact you.
If you’re interested in receiving aggressive in search advertising, you can put aside some digital marketing dollars for search engine optimization and pay-per-click advertising. Many businesses now rely heavily on being found on the internet to gain new clients. A frequent misconception among business owners would be that only having a web site means that clients will find it. Not so.
Since many key phrases and words have stiff competition for top search rankings, you’ll have to supplement your organic search engine optimization efforts with pay-per-click advertising. Getting established with pay-per-click marketing campaigns can be somewhat daunting, but with just a little time, effort and instruction, that also can be achieved in house, or even for a fair price through an outside digital advertising agency.
Beyond e-mail, sociable networking advertising and search engine advertising, you are able to venture into a bunch of other digital marketing campaigns. Mobile advertisements, radio, tv, electronic billboards and much more can be found as marketing outlets. Whatever digital efforts you choose, they need to all connect and tie into your foundation – your business site.