Having a website has become almost obligatory for businesses with the democratization of the Internet. Essential to their visibility, a site can even be described as a showcase . But having a site is not enough, especially in the face of the development of search engine algorithms. It is on this point that the different strategies within the framework of digital marketing come into play.
What is digital marketing?
Digital marketing or digital marketing is a set of marketing activities applied via different media and digital channels . The goal is to promote a company's products or services through interactivity .
Digital marketing puts the customer at the center of its strategy , and intervenes on the Internet and new information and communication technologies . This branch relies on a wide spectrum of techniques such as e-mail marketing, searchEngine marketing, web analytics, content marketing, affiliation, digital advertising, etc.
To put businesses in contact with their audience at any time and achieve a strategic objective, marketing works on different forms of content: website, blog, e-books, social networks, etc.
What are the advantages of digital marketing?
The way of communicating has evolved with the development of the Internet. Consumption patterns have also transformed. Consumers now spend twice as much time online as they did 10 years ago. As a result, this channel allows businesses to be easily visible to their customers. The challenge for businesses is to optimize their presence on the Internet to increase traffic and increase profits.
Digital marketing is also a way to create and unite a community around a brand. With the feeling of belonging, loyalty becomes simpler. Digital marketing is therefore an effective way to develop the notoriety of a company .
What methods are used in digital marketing?
In order to obtain a convincing result in terms of visibility, the action levers of digital marketing are there.
Search Engine Marketing (SEM)
SEM the positioning of a site in search engines . The goal is to appear on the first page of search results on Google, Bing, etc. SEM brings together SEO ( Sear ching Engine Optimization ) and PP C (Pay Per Click). SEO is free referencing which optimizes content through keywords , internal and external links . PPC is paid SEO where the links used are commercial . This is an operation that goes through Google Adwords or Bing Ads . The system consists of setting a cost per click, and the one who wins the auction appears at the top of the list of search results , above sites with natural referencing.
Content marketing
Content marketing consists of the creation and distribution of content on your website or blog . It can take several forms: articles, images, white papers, multimedia, etc. This is relevant content that supports your product while addressing an issue . It’s a way to attract your audience by providing added value. The other elements of your digital marketing depend on the quality of your content. Content marketing is the central element of digital marketing .
Social Media Optimization
This is social media marketing. These are real vectors of visibility for companies. Interaction the crux of this digital marketing. Social networks are essential ways to communicate with your leads. They also ensure mass distribution thanks to their popularity. There are several platforms to exploit : Facebook, Twitter, Snapchat, Instagram, Linkedln, etc. It is important to emphasize that each social network has its usefulness depending on its objective and its type of marketing strategy. Linkedln is, for example, more interesting in BtoB. Facebook, on the other hand, turns out to be more advantageous in the context of BtoC. In social media marketing, your visitors contribute to your expansion by “ liking ”.
Emailing
THE email marketing campaigns come into play from the moment the prospect communicate your contact details. The process involves sending automated emails using marketing automation during a episodic promotion or for newsletters. It is a technique that has proven its effectiveness. Emailing is a way to keep in touch with prospects and create a relationship of trust. The adoption of marketing automation facilitates streaming to to feed the leads.
Mobile Marketing
The exploitation of mobile phones is a significant point in digital marketing. The phone is most used method to connect to the Internet. According to statistics, for this year 2022, the development of apps, SMS and messaging instantaneous, and adaptation of interfaces depending on the media are means to carry out this type of digital marketing. In addition, mobile marketing allows you to target more precisely by segmenting a specific audience or using geographic data.
Display advertising
Display advertising is all digital advertising that focuses on visual attraction. It can take the form of a video , or a more classic one like advertising banners .
The birth of programmatic advertising where advertising is optimized using algorithms and retargeting has added complexity to this type of marketing . Measuring conversion rates and targeting consumers is also made easier.
Affiliation
It is a technique based on outsourcing . Product promotion is carried out by a third-party site which receives a commission on sales. This system relies on recommendation. affiliated sites for recommending it.
Web analytics
Interpreting data collected from consumer browsing behaviors and habits is part of digital marketing. Analyzing this data can be the basis of a guide that matches your marketing strategy. It is not necessary to be on all fronts and apply all the techniques. The strategy must be chosen based on your objectives.
