What is Digital Marketing?
Definition of the concept
The Internet
today is not only a means, but also a full-fledged environment for implementing
all aspects of the traditional marketing mix: price, product, place of sale and
promotion. Every modern entrepreneur seeks to open virtual doors to his
customers, and more and more people around the world are interested in this
kind of trade.
We constantly
hear around - contextual advertising, leads, optimization, SEO, promotion in
social networks, content management, usability, copywriting, web analytics,
viral videos, but in fact all these terrible words are parts of a single whole,
so those who Just think about translating your business online, you need to
clearly know the answers to the questions: Digital Marketing what is it and
what for?
As it was said
before, the Internet has long ceased to be simply a means of transferring
information ( media ), turning from a place to place advertising in a
full-fledged sales channel, which allowed to achieve the fastest conversion, or
the transition of ordinary visitors to potential and then real customers.
With the help
of the Internet, in addition to brand advertising and the sale of physical
goods, information, ideas, services, services - everything that somehow brings
profit to its owners gradually began to move forward.
According to
WebMarketing Experts, the content of Digital Marketing, or if you want - the
work of a specialist of the appropriate profile - can be decomposed into four
main components listed in the order of their implementation for any marketing
campaign:
- Defining a strategy
- Traffic generation
- Collection and analysis of information
- Fidelity of clients
Some Internet
marketers single out the creation, optimization and coordination of the site/lending, others consider the only task of a "promotion specialist" -
attracting customers through the Internet and increasing sales, which means
that Digital Marketing tools are traffic generation, preparation of potential
buyers ( Lead) to buy, "close" transactions and ensure repeat sales.
Internet
marketers, in addition to owning a wide range of different tools for
advertising campaigns and PR actions on the network, should have
"analytical thinking", be able to understand, explain and use the
data that he receives as a result of the acts committed.
All these
differences in definition are simply a matter of priorities and
responsibilities, especially in large companies, where "Digital Marketing"
is the result of the efforts of a whole team of specialists who are responsible
for each part of their work. Therefore, it would be more correct to consider
the whole phenomenon in a complex, as a chain of interrelated steps, rather
than a set of separately taken tools.
A complex approach
From all of
the above, it can be concluded that complex Digital Marketing is not one single
action or concept, but a powerful means of promoting business in the network,
which includes everything from developing a strategy to retaining existing
customers. Let's consider each of these stages in more detail.
Web strategy development
1. Analysis of
demand and the target audience
It is not
enough to come up with a product - you need to designate a strategy for your
presence in the market. Without knowledge of its target audience, it will not
be possible to attract potentially interested visitors to the site, and the
lack of understanding of competitors in the chosen niche - their weak and
strong places, prices, means of production and distribution - will not allow
creating an adequate value proposition.
Before you
start with a specific action, you must draw up a clear plan, what you want to
achieve from your product, to whom it is intended, what needs to satisfy, how
much it costs, what channels you want to use and why.
Create traffic
Many go to
this step, bypassing the previous stage. This is the reality of many companies
- to lure more customers, and then we'll figure out what's what. However, any
tool requires a competent justification for its application, and meaningless
"winding up" of traffic can only lead to financial costs without any
meaningful result.
Generating
lead generation, that is, attracting users and persuading them to make their
first purchase - is the main task of a web marketer, since without visitors you
can never sell anything. Among the methods are:
1. Natural
Search Engine Optimization, or SEO
In this
regard, the theoretical preparation of Internet marketers never stops, you need
to constantly keep abreast of the latest developments, attend thematic events,
read profile books, forums and blogs - just what you are doing now.
Collection and analysis of information
For confident
actions to promote on the Internet, one must not only know the basic principles
of usability, design and content management, own the means for conducting split
testing, but also be able to use web analytics systems (KissMetrics, Analytics,
and Metrics) to track any changes that you produce over your site, and
interpret the results.
In terms of
analytics, complex Digital Marketing implies the following actions:
1. Study the
position of the site in search engines
Often this
work is performed by a separate web analytics specialist; however, in small
companies and online promotion agencies, compiling a regular report on search
engine optimization, created and published content, achieved conversion goals
and the formation of a plan for the next period are included in the mandatory
range of Internet- Marketer.
Customer retention
Fidelity is an
effort to increase customer loyalty, which includes various ways to
"grow", or maintain the interest of users, resolve all kinds of
issues, disputes and objections of potential buyers, and conduct additional,
repeat Sales, an increase in the average check ( cross-sell, up-sell ,
remarketing).
This is
provided by the following methods:
1. Regular
work on site optimization and content
All these tools
and stages create only a general idea of what is complex Digital Marketing.
Behind each of them is a daily work to clarify, adjust the strategy, study the
activities of competitors, optimize the site and improve behavioral factors,
increase traffic, deepen understanding of the target audience, increase its
trust, and so on.
Instead of concluding
Digital
Marketing is a continuous process, the goal of which is to strengthen the positions
of your online brand, attract and retain customers and, most importantly, to
increase sales.
Traditional
media are gradually disappearing into the past, giving way to new means of
communication, not only because of their accessibility to the audience, but
also due to the ability to more accurately monitor minute changes in the
process, which is a big advantage over the usual form of doing business.
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