Digital marketing is the practice of promoting goods and services via online platforms like social media, search engine optimization (SEO), email, and mobile apps. Digital marketing is any type of advertising that uses electronic media.
It can be done both online and offline; in fact, a comprehensive digital marketing strategy should include both.
Would you like further information on digital marketing? Everything you need to know about digital marketing will be covered in this tutorial.
The Importance of Digital Marketing
Bear in mind billboards. I do.
When I was a little child in California, I spent most of my time asking my mother, “Mom, when are we there?” Then anytime one of those 10-foot billboards appeared on the side of the road, “Uh, look, McDonald’s, can we go?”
Growing up with Indian parents, I would typically respond “not yet” to both of those questions.
Large companies have even been known to engage in humorous billboard wars, such as this one between Audi and BMW:
2015 saw hundreds of millions of dollars in billboard advertising expenditures from many of my clients.
Today, the majority of businesses use online marketing.
Google and Facebook produce more income than any traditional media organization, which explains why. They do have better control over their eyes, after all. Digital marketing is important because that’s where people are paying attention.
Because driving will change in the future to look like this, billboards like the ones above will no longer be necessary.
a person operating a self-driving automobile while reading a book.
Drivers must still pay attention even when driverless cars are already a reality. With the advancement of technology, no passenger will ever look at the road.
The next time you give someone a ride, please do me a favor and glance in the passenger seat. merely for a moment.
They’ll probably be staring at their phone.
If no one is looking at the road, who will see those ads?
Additionally, while print advertising keeps declining, a growing percentage of consumers are spending more time on electronic devices.
You, therefore, don’t have much time to learn about digital marketing.
Worldwide, about 5 billion people use the internet for shopping, education, entertainment, and even employment.
Digital marketing is a need if you want to connect with those consumers.
You might believe that since you operate a neighborhood shop, digital marketing is unnecessary.
You’d be mistaken.
88 percent of individuals who use their smartphone to perform a local search visit a connected store in the following week, according to Google.
If you are not online, you will miss out on that traffic.
More data and analytics about your clients, their behavior throughout the buying cycle, and their preferences are also accessible thanks to digital marketing.
For your organization to prosper, you must comprehend and know how to use digital marketing.
Digital Marketing’s History
Although it has existed for a lot longer, digital marketing gained popularity in the early 2000s.
Much, much longer. More precisely, about 100 years longer.
The radio was made by him.
Morse messages were sent across the open sea not long after his demonstration in England.
Although it would be another ten years before the radio would be widely available, the inventors certainly didn’t take long to discover they could use it to sell goods.
Guess what people did following the first live broadcast from a Met opera performance?
They purchased tickets for the performance!
The birth of digital marketing.
Overview of online digital marketing
Online marketing and offline marketing are the two fundamental foundations of digital marketing. To be clear, I’ll merely describe the many aspects of online marketing here for the sake of completeness because I’ll discuss it in a distinct book.
The following are the top 7 online marketing categories:
optimization for search engines (SEO)
Internet advertising (SEM)
Use of social media (SMM)
Paid-per-click promotion (PPC)
Digital Marketing Overview
Digital marketing can be divided into five main categories:
more effective offline marketing
QR codes are used in radio, television, and phone marketing.
Marketing that is done offline but is enhanced with technology is known as enhanced offline marketing.
For instance, if your restaurant accepts orders from patrons using iPads, this technological advancement improves the offline dining experience when it comes to Thai food.
Digital media has been used by people for decades to improve their marketing.
The next strategy is radio marketing. Say “thank you” to Mr. Marconi the next time a grating, overzealous automobile salesperson shouts every word of his or her advertisement.
Television marketing, which has been around for more than 50 years, is obviously something we cannot overlook.
The largest and fastest-growing segment of offline marketing is phone marketing, yet there have also been many of flops, busts, and failures in this field.
Additional Offline Marketing
What distinguishes a billboard in Times Square in New York City from one down in the Arizona desert?
how big? The thing?
Light emitting diodes, abbreviated as LED.
In Times Square, every billboard is an electronic display!
Why? Because nobody is vying for attention with you in the Arizona desert. You succeed if you have any billboards at all.
Given that Times Square receives more than 360,000 visitors per day, attention is arguably more precious there than anywhere else in the world.
There are buses, taxis, promoters shouting, and of course, electronic billboards if you want to be distracted. Some of them even feature live feeds of shoppers or people on the square and are interactive.
Over $50,000 can be spent renting a billboard on Times Square for only one day.
Here’s another illustration.
What do you see these days when you enter an Apple Store?
Leaning over iPhones, Macbooks, and iPads are people.
If you sell any kind of electronic goods, a key component of your internet marketing plan should include product demos.
Another illustration is the free trial CDs that AOL distributed in the early 1990s; you may recall that they were once commonplace. Even though they were irritating, all those CDs contributed significantly to AOL’s early success.
It’s actually thriving:
Each month, around 244 million Americans listen to the radio.
Radio programming is listened to for 99 minutes on average per day.
Spending on radio advertisements is expected to reach $11 billion.
Radio made a wise decision in recent years by having the DJs read out advertising sponsorships at the start of programs.
Find your local radio stations by performing a fast Google search before creating a sponsorship. Find a station whose listeners match the demographic that your business is trying to reach; radio stations ought to be able to give you the information you need to make the appropriate choice.
For instance, if your business provides pregnancy supplies, you should look for a radio show with a listenership that is primarily made up of women between the ages of 24 and 40.
The idea is to be interesting and grab the listener’s attention if you choose to use classic radio advertising methods.
Two companies that consistently produce quality radio advertising are Cadillac and Dairy Queen.
Here are some instances that you can hear.
Given its prevalence, television marketing is unlikely to ever completely disappear. It is, however, altering as viewers switch from conventional television to streaming services like Netflix and Amazon Prime.
a few quick TV marketing facts:
US households with televisions numbered 122.4 million.
Between 2019 and 2021, cable providers lost 6 million subscribers annually.
There are streaming services in at least 85% of US households.
There is one type of television advertisement that may still be worthwhile, but it will cost you a lot of money. This is despite the fact that cable TV ads are harder to target the right audience, have a lower ROI than other forms of digital advertising, and generally seem irrelevant in the digital age.
Recall how I said that a Times Square billboard rental can run as much as $50,000 per day?
A 60-second Super Bowl ad will set you around $5.6 million.
The cross-pollination effect of frequently memorable and viral advertising ensures that they continue to make money.
Super Bowl advertisements account for about 10% of all TV commercial-related social media shares.
Approximately 8% of all YouTube views go to videos for TV commercials.
The viral effect is typically considerably higher if your advertisement is placed on the blacklist (commercials that the network deems cannot be aired on TV), like the iconic Carl’s Junior advertisement that was unable to air during the 2015 Super Bowl.
Additionally, these advertisements develop into online assets that eventually attract millions of YouTube views.
Sadly, the excitement around the Super Bowl ads is probably more of a holdover from a successful era that is soon to end.
The $27 billion that businesses still spend annually on TV advertising globally might not necessarily be the greatest investment in the future. The way that television advertising is currently done is evolving to make room for the more personalized experiences that we are already becoming accustomed to.
Therefore, if you intend to engage in offline digital marketing, I advise concentrating on the future marketing channel or platform, which in the case of television marketing refers to streaming services.
Nearly 75% of Americans have a smartphone, and more individuals use their phones to access the internet than they do a desktop or laptop.
Mobile marketing will continue to exist. For the first time in 2015, more money was spent on mobile ads than on desktop ads, and the market is still expanding.
Let’s examine a few offline strategies for phone marketing your goods.
Texting and calling
Making an unannounced phone call to someone in an effort to close a sale is known as cold calling.
Cold calling lacks the scalability of social media or email and can only produce an average of three sales per day. Nevertheless, it can be a legitimate marketing strategy in specific sectors.
Text message marketing, a tool that can be used on any phone, performs better.
Whether sent online or offline, a text message nearly always gets read.
Several vendors offer text marketing at scale, though you should obviously seek consent before, for instance, having your clients text a specific term to a phone number.
Text message marketing can be used in a variety of ways.
a text-based Pizza Hut advertisement.
For restaurants, special offers, coupons, and discounts are excellent ways to draw in more customers and turn casual diners into regulars.
Here are some more instances of effective text messaging campaigns for restaurants.
Like many pharmacies, you can improve your mobile marketing by using text reminders as customer service. When a customer’s prescription is ready for pickup, they notify them.
Making a loyalty program where you SMS participating customers about promotions and freebies is an additional choice.
They can be used to distribute advertisements, direct people to videos, or even combine with other types of improved offline marketing, as seen in the following Burger King television commercial: