Digital marketing is a recent word peddled online by bloggers and webmasters. To understand the meaning of the word, you need to break it down into its basic components.
Digital: Signals and data, expressed as zeros and ones
Marketing: Promoting a product to gain sales.
Joining these two words together, we come to this meaning. Promoting a product to gain sales on signals and data, expressed as zeros and ones.
In other words, digital marketing is the promotion of products on the internet.
As simple as this concept is, it has become a broad concept and is expanding, with new techniques being discovered to gain success.
The most common forms of digital marketing today are the following:
- Social media marketing
- Search engine marketing
- Display advertising
- Email marketing
These four forms of digital marketing make up the majority of what advertisers invest their time and effort in these days.
Social Media Marketing
Essentially, social media marketing is the use of social media to market goods and services by a provider.
The most common medium (social media) used for social media marketing are Facebook, Instagram, Pinterest and Twitter.
Of these four social platforms, facebook is the top dog, and is used by serious marketer due to its robust targeting infrastructure, which can be used to target users, down to their location.
The cost of starting social media marketing is very low, as just $5 daily can guarantee click on social media platforms like facebook.
Also, social media marketing gives marketers access to billions of people at the click of a button, with ads serving visitors immediately after review.
For this reason, social media marketing is a good testing ground for novice marketers to test the ground to understand marketing and targeting basics.
Search Engine Marketing
Search engine marketing is essentially the use of search engines such as google or bing to market goods and services to consumers.
Search engine marketing is a little different from social media marketing, in that whereas ad copies target users by location. Search engine target users based on keywords and search intent.
That said, search engine marketing can also target users based on location, but is not as robust as social media (facebook) marketing.
On the other hand, search engine marketing is used by marketers with deep pockets, as huge budgets can be spent in a twinkling of an eye, given the right circumstance.
As such, many small businesses hardly use search engine marketing, due to the high cost per click, and high cost to start.
For example, whereas facebook ads require only $5 for daily ad spend, search engine marketing requires at least $20 daily ad spend, and even that is spent in a twinkling of an eye.
Also, due to the high cost per click of search engine marketing, testing ad creatives, also cost more overall.
Moreover, search engine marketing can become a very profitable venture, if the marketer learns how to target keywords properly, and can bring in high return on investment.
Personally, I feel search engine marketing is the best way to scale your ad creatives to record numbers in a short amount of time.
Display advertising has been along, long before other marketing platforms became mainstream. In layman terms, display advertising is putting mini digital billboards on websites to generate traffic, which can be converted into sales for the marketer.
You might be wondering, what are mini digital billboards?
Well if you were paying attention to websites you visit, you will notice ads (clickable gifs or images), which routes you to a different website or landing page.
Essentially, this is display ads in its most simplest form.
Display ads can be divided into two types.
1. Simple display ads
2. Video ads
2. Content discovery networks.
Simple display ads
Simple display ads, at the end of the day, are basic ads, served to you by ad servers to different websites, and are considered intrusive by many site visitors.
The biggest players in simple display ads are google adsense, and media.net.
These two big players require webmasters to paste a specific code on their website header sections, and then ads are automatically injected into the website pages.
Ads can be controlled and the number of ads displayed can be controlled by the website owners.
Optimum positions for displaying ads, are the website headers, website sidebars, and in feed, or in article ads.
The problem with display ads is that it is a little bit more cumbersome than normal social media marketing, due to the sheer amount of websites your ads can go live on.
Besides, trying to disable unsuitable websites one-by one can prove to be a daunting task.
Moreover, display ads offer good conversion rates for marketers,
In fact, according to search engine journal, about 1% people targeted with display ads convert.
2. Video Ads
Video ads is a confluence ad area, as some form of it can be found in other marketing areas.
Essentially, it is the production of video, specifically to promote a product and posting it on any of the marketing platforms, to gain visitors, which can convert into customers.
For this reason, video marketing is not necessarily limited to display ads.
Content delivery network
Basically content delivery networks are ads networks, that offer unobtrusive ads to users, that look like articles.
Basically, they are those posts you see at the bottom of articles that give titles like; 20 best countries to visit, 10 best eyes in the world, etc.
Some of the big players in content delivery networks are listed below.
- Revcontent, etc
Content delivery networks offer good metrics, but like search engine marketing, require a lot of money (budget), to have a positive return on investment.
For that reason, it is mostly used by established websites, with lots of traffic and visitors.
Finally, we have email marketing the dark horse in the digital marketing space.
Let’s be honest, email is essential, for any online business to progress. Because without emails, your online business will perish.
Setting up email providers like mailchimp is easy, and can be done in minutes, and by giving incentives (like free ebooks), to your users, you get more people to your email list.
Although, it is easy to set up, emailing users too many times can cause many users to unsubscribe, from your mailing list.
As such, email marketers use computer algorithms, to come up with favorable time to post, and meet up with your users.
Neil Patel, a renown email marketer in the online community talks about that in his post A beginner’s guide to email marketing.
Building up an email marketing platform is folly, but there are many providers that offer this service, for a monthly subscription fee, or on a freemium model.
Some of these email marketing providers are listed below.
- Pabbly Email Marketing
- Infusionsoft now known as keep etc.
You can go through these service providers and choose a suitable platform for yourself. They offer templates and automation services, to help you streamline your email marketing goals.
That should be all for digital marketing, I hope you have gotten the basics of digital marketing. That should be all for now.