INTRODUCTION
DIGITAL MARKETING
So today we're going to talk about digital marketing .Why digital marketing is important in today's world and what are the types of digital marketing channel.
WHY DIGITAL MARKETING IS IMPORTANT?
So let's start talking about why digital marketing is important
so let's start there on the way, so we're in an office environment we're
looking at two friend shaving a conversation about digital marketing .So really
if we're listening in everybody every marketer is using digital marketing for
his or her business ,now digital marketing is become more popular than
traditional marketing that's not a surprise so in response hey over the past
few decades digital marketing has evolved at a rapid pace ,these days a lot of
people spend most their time on the internet so what happens in the internet
every 60 seconds well a lot happens in every 60 seconds so according to social
media today I mean there's a lot of snaps there's ,a lot of clicks ,there's a
lot of text there's a lot of videos watched there's a lot of pictures being
taken there's a lot of voice-activated activity going on ,a lot of tweets,
email swipes there's a lot going on here in 60 seconds So there's a lot of
activity on the internet.
DIFFERENCE BETWEEN DIGITAL AND TRADITIONAL MARKETING
So the differences between digital and traditional marketing
are ,In traditional marketing we're talking about print, radio, bill board,
newspaper ,TV anything that's not on your mobile or laptop ,so we know what
traditional marketing reaches limited but in digital marketing reaches maximum
and what we mean by that is ,when you print something you're printing it for
some amount of people if you're trying to promote an event, you basically
create a thousand Flyers ,you figure that's going to a thousand people maybe
they'll share it so you're looking about 2,000 people ,maybe just to be
generous ,but in digital marketing we're promoting an event ,we can promote it
to a whole lot of people depending on the platform so 2000 is nothing when you're
targeting an audience on facebook or Google ,search traditional
marketing non versatile and with digital marketing is very versatile so again
going back to our flyer print an eight-and-a-half by 11 okay that's it you know
but in digital marketing running display banners go for 68 by 60, 200 by 200
,250 by 250, 300 by 300 I mean the list goes on and on.
So in digital marketing
it's very very cost efficient I mean you could pick and choose who you want to
target ,one you want to target ,where you want to target, what you want to
target and if you're doing search you can put your bidding in place you can put
your hours in place you can really control how much you actually spend so
that's one of the biggest advantages of digital marketing not only, you get
real-time results but you could control cost and then obviously optimize based
on the amount of cost you're spending based on those real-time results with
traditional marketing it's difficult to reach a target audience you know which
is your marketing it's easy to reach a target audience.
DIFFERENT TYPES OF DIGITAL MARKETING CHANNELS
So there are different types of digital marketing channels that
we could choose from and let's just go through that list of digital marketing
channels and the first one is what .I consider the king of them all and that's
SEO
So SEO stands for (search engine optimization) they're search
engine marketing there's, email marketing ,affiliate marketing ,social content
mobile and then we can get into sub sets of each of these digital marketing
channels.
SEO is the king and that's
basically increasing the quality and quantity of relevant organic traffic on
the search engines including Google's so depending on where you're located in
the US market Google tenth work has a large market share so you want your pages
on your website to be found and clicked on organically and so that means if
somebody types in a keyword you want that relevant page to show up first on
Google so somebody can click on that link okay and we know that millions of
people specifically in the US but worldwide you search on a daily basis so if
you're ranking for those relevant keywords you can imagine how much traffic you
can get okay so that's SEO
2)
SEM
Search engine marketing you known as SEM or pay-per-click or cost
per click or PPC or CPC or sponsored search or Google Ads .I mean there's a lot
of different name synonymous with SEM so search engine marketing is really just
using paid ads on search engines just as we saw the previous example if you
want to be found for keyword you don't have to worry about organic if you're
willing to pay for it you just bid on that keyword and you have the opportunity to appear number one
in the search results at the top of the page for that keyword now when somebody
clicks on it you have to pay Google if it's Google your advertising on but
that's the beauty of search engine marketing you can bid on keywords and appear
at the top of the search results for that keyword example here if we go back to
online shopping well flipkart.com is bidding on that keyword online shopping so
they're actually appearing above amazon or listing but that's what they want to
do they want to be found for that keyword so if they're not ranking forward organically
well they're bidding on it and if somebody happened to clicked on that listing
then flipkart.com is goona pay Google something depending on what the cost per
click is and so that could be anywhere from one penny to a hundred dollar sit
depends on the keyword it depends on who else is bidding on the keyword it
depends on the location it depends on the time of day it depends on quality
scores a lot of factors involved and regarding what you pay however the benefit
of SEM is visibility and getting traffic to your website.
3)
Email
marketing
Email is a very effective
way to really reach a target audience because everybody for the most part has a
functioning email account so basically here's an example of an email that could
go out you' reselling a product and the products promotion is about to end well
you know get that email out to your target audience .Like let me know you have until tonight to purchase the product
and if you purchase it you're gonna get 30% off and you can put the coupon code
right in there with a nice call-to-action and you can measure how many people
click on that email go to that webpage and purchase the product using that
coupon code so that's an example of email marketing.
4)
AFFILIATE
MARKETING
So affiliate marketing is an effective way for digital marketers
so basically create a sales force of people so basically what you're doing is
you're getting merchants to promote your products and services and you using usually
a third party broker like Commission Junction as an example to introduce you be
the person selling the product a merchant with the affiliate so that affiliate
could likely be a merchant him or himself and they can basically be a good
partner of yours by promising your product or service on their website so that
they can sell in order to get Commission's so it's all based on a commission so
you basically are gonna use a third-party affiliate like CJ get all these
affiliates to work for you they're gonna promote your product or service if
they do sell your product or service you're gonna pay them a commission that's
more or less how it works with affiliate marketing and you know with affiliate
marketing to me it's a good way to you know really promote your product or
service and you can pick and choose the affiliates or the publishers of whom
you want to work with.
5)
SOCIAL
MEDIA MARKETING
So social media marketing you know I would say it's fairly new I
mean if I think about it were in 2020 and I remember talking about Facebook back
in 2006 so you're talking about 15 years of social media it's definitely
evolved over the years and but the concept remains the same it involves
creating different types of content depending on the platform okay ,so you
could be on Pinterest or Instagram and be dealing with photos or you could be
on Twitter tweeting out certain characters up to a limit okay so it really
depends on the social media platform that really drives the type of content
you're gonna promote but we know social media can be effective because people
use social media I mean Facebook is one of the more popular platforms and if
you want to get your product or service out there you could certainly pay to
have an ad on Facebook or you could just post your content organically okay
that's the beauty of social most of your social platforms like LinkedIn and Twitter
and Facebook and Pinterest and Instagram they'll have a paid form of advertising
that you can use to promote your product or service or you can go the organic
route and you know post content organically in hopes of driving traffic back to
your website so with social you do have two options here but social is
interesting because there's a lot of different social media platforms out there
it really depends on your product or service okay so an example of social media
marketing especially on Facebook with Facebook you got mobile and desktop and
you obviously have the opportunity to close something organically and have that
liked or commented on or shared or you can post an app and get that liked
commented or shared or clicked and have people go back to your website and
fulfill the goal of what you want.
6)
CONTENT
MARKETING
Content marketing is really an
effective way of really distributing valuable content online and when we talk
about content marketing you know we're talking about different types of assets
so it could be simply text in the form of a post or it could be a video where
it could be an info graphic or it could be an image okay there are lots of ways
to create content these days especially in digital marketing and the great
thing about content marketing is writing content for a targeted audience so if you're
trying to target an audience on say Instagram then you know who your audience
is and you know what the type of content you're gonna post on there ,so it
could be in the form of a video or info graphic or just a graphic and so that's
the beauty of content marketing really putting yourself out there and depending
on the platform putting yourself out there with various types of content.
7)
MOBILE
MARKETING
Mobile marketing so content marketing
again different types but if we go now to mobile marketing you can kind of
segue from content to mobile because the only difference here is with mobile is
strictly on mobile phone it's not desktop so mobile marketing is really a
strategy on its own that helps you the company promoting your product or
service to reach your target audience through a mobile device and that includes
tablet and how you could do that is via messaging you could do a via email or ,you
could do it via an app okay ,so you have different ways of getting your content
out there to people okay so as an example you can use basically SMS or instant
messaging via mobile devices to promote your product or service here's another
example of a mobile marketing via app install and so you can even compound that
by running a say Google ad as an example and running your Google ad on say just
mobile you could do a bit adjustment just for mobile and the goal could be app
installs okay so and you can even do a mobile or app extension so there's lots
of ways to really promote your app or your product or your service via mobile
marketing.
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