If digital marketing has been on the rise for the past fifteen years, it is often overlooked and underestimated. Also known as web marketing, e-marketing or digital marketing, digital marketing is a generic term that encompasses a wide choice of techniques and tools. Whether it’s SEO, keyword buying, social media, emailing and website optimization… businesses across all industries leverage a set of levers to communicate with their current and potential customers. Find out in this article what digital marketing is and why should you be interested in it?
1 – What is digital marketing?
Digital marketing is the set of online levers available to entrepreneurs and marketers to communicate with their current and potential clients.
Here are the main levers that make up digital marketing:
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- Natural referencing (SEO),
- Paid referencing,
- Online advertising (Display),
- Blogging or content marketing,
- Affiliation,
- Emailing,
- Social networks or social media marketing,
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Like traditional marketing, digital marketing aims to connect the right offer to the right customer at the right time. The difference is that this meeting takes place online.
2 – Why should you be interested in it?
Whether in B2B or B2C, customers have become accustomed to obtaining information on the Internet, social networks, forums and consulting customer reviews online. These new behaviors and these new powers are at the origin of the paradigm shift.
And you can be sure that internet users will pay more attention to other internet users’ comments than to your commercial message.
Whether in B2B or B2C, the figures show that e-commerce continues to grow every year.
Tech Crunch reports that 79% of people shop online.
The main interest of using digital for your business is undoubtedly the possibility of accessing new markets / customers online. But online competition has grown fierce, with the offer just a click away. Digital marketing is here to help you stand out.
But be careful! It works both ways! Happy customers can help you, but an unhappy customer can hurt your business image.
3 – What are the different digital marketing tactics
In order to better understand the challenges of marketing, it is important to list the tactics and tools available to marketers.
Here are the main ones …
– Natural referencing (SEO)
Natural referencing is defined by the techniques and strategies that make it possible to go up in the natural results of search engines.
It differs from paid search (SEA) which works with a system of purchasing keywords put up for auction. Natural referencing is free (or almost) and is obtained through compliance with the recommendations of search engines to please algorithms.
Visibility necessary to increase turnover
Even if your sales are not made on the Internet, you should take an interest in your online reputation.
Here is the reason.
In the physical world, if you want to launch your business or grow your revenue, one thing is essential for acquiring customers: you need recommendations. It’s exactly the same with digital.
But be careful! It works both ways! Happy customers can help you, but an unhappy customer can hurt your business image.
3 – What are the different digital marketing tactics
In order to better understand the challenges of marketing, it is important to list the tactics and tools available to marketers.
Here are the main ones …
– Natural referencing (SEO)
Natural referencing is defined by the techniques and strategies that make it possible to go up in the natural results of search engines.
It differs from paid search (SEA) which works with a system of purchasing keywords put up for auction. Natural referencing is free (or almost) and is obtained through compliance with the recommendations of search engines to please algorithms.
Paid referencing (SEA)
Paid referencing, also called SEA, refers to sponsored results in search engines (at the top or on the sides of the page). You can customize your PPC ads to display when specific search terms are entered. You will then create ads targeted to a particular audience.
– Content marketing
This technique is very deployed by internet marketing consultant, because the content is the basis of visibility on the Internet and on social networks.
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- It is a key pillar of modern SEO,
- It helps you to be visible on social media,
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- This helps deliver something of value to customers in your Newsletters and Paid Ads.
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Inbound marketing
Inbound marketing or inbound marketing is a concept invented by the Hubspot agency. It is a set of coordinated levers to attract, support, convert the customer and close the sale.
Social Media marketing
Social Media Marketing is the set of marketing strategies on social networks and their platforms to increase brand awareness, generate prospects and customers.
PPC campaigns
Pay per Click campaigns are techniques offered by search engines and certain social networks which consist in paying when an Internet user clicks on an ad. It is an advertising purchasing method that generates traffic or leads by paying for visibility on their platform.
– Affiliation
Affiliation is a technique used to promote a service or product on a site or a network of partner sites. Partner sites are remunerated through a commission on sales or the number of prospects generated. One of the best-known affiliate programs is Amazon’s, which offers commission to sites that promote its products.
– Display advertising
Display advertising is the set of advertisements that use banners and graphic designs to attract Internet users. It is the most “traditional” advertisement on the web.
– Marketing automation
Marketing automation is the set of techniques to automate your marketing actions or campaigns. We mainly use the sending of emails / SMS depending on the behavior of the Internet user. It is used more and more to personalize the relationship with the Internet user and to simplify the daily life of marketers on the most repetitive tasks.
– Email Marketing
Email marketing is the use of email for marketing purposes. It is used to directly address a community or to promote certain products or offers. It is the fastest and most direct way to reach customers with information. We can also cite “lead nurturing” which consists of supporting the customer in his purchasing cycle by regularly sending content.
– Mobile marketing (SMS, MMS, etc.)
Technology is evolving and the appearance of smartphones has transformed the way we surf the Internet and access social networks. Mobile Marketing makes it possible to reach a potential or current customer through the use of SMS, MMS to mobile applications.
– Online press relations
Like physical press relations, online press relations are a way to promote a business through public relations, influencer relations, or online media.
