Digital marketing can be effective for every business and every industry, but there is no one-size-fits-all approach. Different companies need to tailor different digital marketing tactics to achieve their unique goals. The choice of the optimal strategy depends on several factors such as marketing staff, budget, target audience and business goals.
Small to Medium Businesses (SMBs) can develop organic SEO strategies, build a brand on social media, run email marketing campaigns and blog calendars, all at low cost.
Larger companies are ready to invest heavily to achieve large-scale business goals. This includes syndication of digital assets, preparation of webinars or webcasts, key account marketing (ABM), and investments in pay media or PPC marketing.
Digital Marketing and Digital Media
Digital marketing is a set of activities or techniques. By digital media, we mean a combination of various forms, formats and platforms, including:
- SMS and MMS
- In-app notifications / push notifications
- Social networks (Instagram, TikTok, LinkedIn, Facebook, Snapchat, Twitter, Pinterest)
- Audio (Spotify, Pandora, Apple Music)
- Digital advertising (banner advertising, pop-up advertising)
- Video (YouTube, Netflix, Hulu)
With the help of digital media, marketers can connect with customers. In other words, digital marketing is the strategy and digital media is the means.
Digital Marketing and Internet Marketing
Digital marketing and online marketing are somewhat different things, although there are some things in common between them. Digital marketing is a set of activities and techniques that use various digital media channels.
Internet marketing is a form of digital marketing that uses the Internet to communicate with potential buyers. All forms of internet marketing are classified as digital marketing, but not all forms of digital marketing can be called internet marketing. For example, TV ads, digital billboards, radio ads, and text messaging (SMS) are all digital marketing but not internet marketing.
Digital Marketing and Inbound Marketing
Compared to inbound marketing, digital marketing is a more holistic strategy consisting of a range of digital marketing tactics used to attract potential customers to the content or digital asset offered. Inbound marketing is based on metrics, ensures the attraction and then promotion of customers through the sales funnel. The ultimate goal of inbound marketing is to gather proven leads and increase conversions.
Benefits of Digital Marketing
Digital marketing allows you to build direct communication between companies and customers as part of their unique shopping journey. With digital marketing, innovative marketers can present relevant content and offers in an interesting way at the right time and through channels where customers spend a lot of time. Based on digital marketing KPIs, marketers can figure out which strategies worked and how effectively, allowing for continuous strategy improvement, increased customer engagement, and increased advertising ROI.
Done right, digital marketing benefits both customers and companies. Through thoughtful personalization of content and offers based on individual interests, customers feel that you understand their needs and can offer them a valuable service or product. Ultimately, this builds their trust, turning them into loyal brand advocates. Digital marketing has many benefits for companies as well, including the following:
- Expanding coverage. Most people start their shopping journey online through various digital channels.
- Precise targeting. SEO optimization and social media strategies allow marketers to attract more qualified leads. This in turn increases conversions, revenue and brand awareness.
- Flexibility. If you need to change your goals, it will not be difficult for you to adjust your digital marketing tactics.
- Convenience of measurement. Digital marketing provides quality attribution so marketers know which tactics are truly driving growth.