When the first electronic mail was sent in 1971 by Ray Tomlinson, it was a major achievement on the technological front – but also a key point in the development of digital marketing.
Today, digital marketing encompasses multiple platforms and technologies, allowing businesses to advertise themselves, their products and their services to their customers on a global scale. The enormity of this, as well as the vast capabilities of digital marketing, makes imperative digital marketing strategies which aid businesses in directing their marketing and advertising efforts.
What are digital marketing strategies, and why should you include them in your marketing campaigns? Find out below!
What is Digital Marketing?
Digital marketing strategies guide your digital marketing efforts – but what is digital marketing?
Simply put, digital marketing is the advertising and promoting of products or services over the internet, or any other form of electronic media. It is also the use of online or digital media to capture consumers’ attention, to direct a flow of traffic to your business’ website, to get people to sign up on your emailing list, to make a purchase of your product or service, or even to download material off of your company’s website.
Digital marketing has its core roots in the very development of technology over time, but certain key points can highlight the development of digital marketing:
- 1969: The Advanced Research Projects Agency Network (ARPANET) is born, becoming the first version of the internet we know today
- 1981: Tech giant International Business Machines (IBM) release the world’s first personal computer
- 1989: Computers can now store 100mb of data. Also, the World Wide Web (www) is created by Tim Berners-Lee
- 1995: The world has 16 million internet users
- 1998: Google is created by Larry Page and Sergey Brin
- 2002: The world has 558 million internet users
- 2004: Google is publicly available, Facebook, Yelp and Gmail launch, and people start using the internet to research products
- 2007: The first iPhones are released, and smartphones allow consumers to find products online anywhere and at any time
- 2010: Advertisers create software for mobile devices, for analytics, search and for social
- Post 2010: People aren’t just comfortable with technology – they’re dependent on it!
What are Digital Marketing Strategies?
Digital marketing strategies are like all good marketing plans: they are comprehensive, concise and clear, and they help direct your marketing campaigns.
The only difference is that digital marketing strategies focus on marketing campaigns that utilise technology, or anything digital.
Digital marketing strategies help marketers, advertisers and businesses trying to sell a product or service to plan marketing activities and then execute them in a structured manner. These strategies also help to learn from marketing campaigns to improve future campaigns.
Though traditional marketing methods are still widely used, the advent of the internet and its massive popularity, partnered with the 4.5 billion active internet users (that’s over half the global population!) makes digital marketing a far greater investment. And because your business has so much potential to achieve success online, having digital marketing strategies in place is crucial!
What Do Successful Digital Marketing Strategies Need?
In order to execute a fantastic and successful digital marketing campaign, you first need to develop awesome digital marketing strategies!
Here are some key ingredients of successful digital marketing strategies:
Target Market & Competitor Research
These two groups of people will remain an important part of your digital marketing strategies in all of your digital marketing campaigns. This is because they will help inform the decisions you make regarding your campaigns, and let you know what you should change or improve.
Digital marketing requires content – unique, engaging content that will convince your target market to buy as well as set you apart from your competitors. When it comes to digital marketing strategies, content creation is an element that must be carefully thought through.
Did you know what 91% of consumers say they would rather buy from an authentic brand? With that kind of figure, brand awareness should be a top priority throughout your digital marketing strategies to ensure your customers are engaging with your brand as much as possible!
The most successful digital marketing strategies are those which utilise all digital platforms and tools in a way which optimises their potential, while still aligning with the goals you have for your marketing campaigns.
When it comes to digital marketing strategies, data is your best friend! Using analytics allows you to find where your marketing campaigns are falling short, where you are wasting marketing budget and even reflect potential you may have missed.
Digital Marketing Strategies: Types of Digital Marketing
Knowing which platforms you have available to use in your marketing campaigns is very important when creating digital marketing strategies. Today, technology and the internet continue to evolve at mind-boggling speeds – which means digital marketers have even more tools to use than before!
Each type of digital marketing available has its pros and cons and must be carefully assess before being used for your business.
The average person spends two hours per day on social media. Facebook, Instagram, LinkedIn… there are so many options for consumers and businesses to choose from. Each of these social networks are a great way to promote your brand, product or service, as well as to create a following.
Social media is also entirely free, unless you invest in ad tools like Facebook Ads.
Search Engine Optimisation (SEO)
If your business has a website, you need to invest in SEO. SEO ensures that your website is found and ranked on search engines, and is a useful method of getting your website to show up first when a user conducts a search relating to your business.
SEO is also beneficial for your website; it builds credibility with search engines like Google or Bing, improves the authority your website has, and helps your website show up for more relevant searches!
Content & Email Marketing
Content marketing comprises SEO, social media and elements of public relations all at once – and all on your website. Content is crucial for successful digital marketing strategies as 78% of consumers say they trust custom content.
Email marketing is also heavily reliant on content, but does not take place on your website. Instead, it is simply the mass distribution to your database of a mailer you create to advertise your business, services or products.