The use of various digital strategies and platforms for connecting clients where they spend much of their time online defines digital marketing. There are a range of strategies under the umbrella of “internet marketing,” ranging from the website itself to online branding properties of a company — digital advertisements, electronic marketing, online brochures and more.
The best digital marketers have a good idea of how all their overall targets are supported by and digital marketing strategy. And marketers may fund a wider effort through the free and paying platforms available based on their marketing plan objectives.
For example, a content marketer can produce a series of blog posts that generate information from a new ebook recently developed by the company on digital marketing. The social media company marketer could help encourage these blog posts on the company’s social media pages by including paid and organic posts. The email marketer may be creating an email plan to give additional business material to those who download the ebook.
Modelling of assignment
An successful digital marketing approach paired with the right tools and technology enables you to track your entire campaign back to the first digital contact point of a client in the company.
This attribution modelling helps you to recognise patterns in how consumers investigate and purchase your goods and help you make more educated choices as to what aspects of your marketing plan require more consideration and which parts of your sales cycle need to be refine.
Connecting the points between marketing and sales is extremely important—compared to 4% sales decreases for poorly aligned firms, Aberdeen Group says that good sales and marketing coordination reach a 20% annual growth rate. By leveraging new technology, if you can improve the path of your customer across the purchasing cycle, it would likely positively address your market.
You can see the exact numbers of users who looked at the website in real time through data analytics tools, which are available on marketing sites such as HubSpot for digital marketing. You will see, among other automated analytical results, the number of sites you viewed, the computer you used and the origin.
This information helps you to prioritise the marketing channels on which you will use more or less time, depending on the number of people on the channels. If only 10 percent of your traffic is from organic search, for example, you know you will probably have to spend some time with SEO to increase this percentage.
It is very difficult for offline marketing to tell how customers communicate with your brand before they interact with a seller or make a transaction. Digital marketing enables you to identify trends and patterns of the behaviour of people before they reach the final stage in the journey of their buyer, meaning that you can take more informed decisions to get them to the top of the marketing funnel on your website.
Plus, you have full flexibility of where you invest your money through digital marketing. Maybe you spend money on app creation to generate high-conversion Instagram content rather than paying for PPC promotions on Digital marketing.